The introduction of email automations has become a true game changer as a part of your digital tool set to convert more sales. This should not be surprising as email marketing has a higher conversion rate than all other forms of digital advertising and yet for too many business owners only give it a second thought.
To fully unlock the benefits of email automations you need to understand the sales funnel. This is the process where you take new customers and convert them into sales. It is worth noting that only 3% of people visiting your business are in a position to buy there and then. The other 97% may be interested but not ready and need more time and convicting. This is where the design of your sales funnel helps to convert the other 97% and improve your overall conversion rate.
When it comes to these 97% of visitors who don’t buy, it is essential you do your best to stay in contact with them and the easiest method is to ask them for an email. However with more spam emails than ever it is not surprising people are becoming less willing to offer their email for free. As a result we recommend offering something in return for their email. Examples include:
• A free Ebook
• Enter competition to win a prize
• A discount or voucher for your product or service
Once you have a method of collecting emails and building a list you can look at email marketing to stay in touch.
This is the point where the marketing software you buy is critical. Many people use Mail Chimp or Constant Contact, but for those serious about unlocking the full potential of email marketing there is only one company in town. They are called Active Campaign.
Active campaign enables you to create a set of email automations that go out when someone subscribes to your mailing list. It works like a flow chart and creates a sale funnel that ultimately leads to a customer buying your product or service.
For Example
This is different from other marketing software where a new subscriber will get a welcome email but then just join the main list and get the same emails that all your subscribers receive. These new subscribers deserve special attention as they are yet to buy and you therefore target them with specific emails.
Conclusion
Email automations when implemented correctly can lead to a huge increase in conversions and profitability by targeting the other 97% of customers. However to implement it successfully requires a strategy to first obtain the email and then the right email sequence to deliver the lead or sale.
