Email Marketing Archives – Cortex Marketing

June 11, 2024June 11, 2024

Generating Quality Leads: How To Do It In 3 Easy Steps!

Let’s talk about generating leads in 3 easy steps. Many people struggle to understand how to generate leads. Figuring out how to generate leads can be a tough task, but it doesn’t have to be if you create your luck and follow proven best practices. In reality, there’s more skill than luck in sales, especially when you follow proven lead-generation strategies. So stop playing roulette with your sales.

Leads and Lead Generation

1. AIDA Model (Attention, Interest, Desire, Action)

Overview: The AIDA Model is a classic marketing framework that outlines the steps a customer goes through in the buying process. It helps in understanding how to attract potential leads and guide them through the journey to becoming a qualified lead.

Application:

Attention: Use targeted marketing strategies to capture the attention of your potential leads. This could involve content marketing, social media campaigns, or SEO.
Interest: Provide valuable and relevant content that addresses the challenges and needs of your potential leads. Webinars, blog posts, and educational resources can be useful.
Desire: Build trust by showcasing testimonials, case studies, and success stories that highlight how your solutions have helped others.
Action: Encourage potential leads to take action through clear and compelling calls-to-action (CTAs) like signing up for a newsletter, downloading a free resource, or scheduling a consultation.

2. Customer Journey Mapping

Overview: Customer Journey Mapping is a framework that helps visualize and understand the steps a customer takes from awareness to conversion. It emphasizes the touchpoints and experiences of the customer throughout the journey.

Leads and the Customer Journey

Application:

Awareness: Identify how potential leads become aware of your business and what channels they use.
Consideration: Understand what factors influence their decision-making process and what information they seek.
Decision: Analyze the key touchpoints that convert a lead into a customer. This could include your website, sales interactions, or content.
Retention: Focus on building long-term relationships by providing ongoing support and value.

3. SPIN Selling (Situation, Problem, Implication, Need-Payoff)

Overview: SPIN Selling is a sales framework designed to identify and address the needs of potential clients through a series of strategic questions. It helps in building trust and understanding the specific challenges of leads.

Application:

Situation: Start by understanding the current situation of your potential leads. What are their existing processes and challenges?
Problem: Identify the specific problems they are facing related to lead generation and what is holding them back.
Implication: Discuss the implications of these problems. How are these issues affecting their business or goals?
Need-Payoff: Present your solutions by highlighting the benefits and how they can solve the identified problems, focusing on value rather than just selling.

Next Steps

Please let me know which framework resonates most with you, and I can help you apply it specifically to your problem of generating quality leads. If you have any preferences or additional details, feel free to share!

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February 9, 2021February 9, 2021

Email Marketing: Top 9 Steps To Successful Campaigns

These email marketing tips are presented by our partners at Hubspot. The original article was written by Lindsay Kolowich Cox @lkolow.

1. Understand who you’re emailing.

Have you ever heard the saying from Meredith Hill, “When you speak to everyone, you speak to no one“? What Hill is getting at here is that if you’re watering down your message to apply to your entire audience, you’re leaving an opportunity on the table — the opportunity for creating high-value, specific, relevant content that speaks directly to the recipient.

With this in mind, the key to a great email marketing campaign is identifying your audience and using email segmentation to ensure you’re delivering to the right people at the right time. If you can accomplish this and build it into your strategy, you can get more creative and specific with your messaging.

2. Create a goal for the Email Marketing campaign.

Low-Risk and High-Reward of Email Marketing Even with email marketing being a relatively low-risk and high-reward activity, you don’t want to send emails for emails’ sake. In other words, you won’t be successful simply because you marked it from your to-do list.

Instead, you should be intentional about what you want to get from your emails because that will help you target the right audience and build the right emails. For example, if you know you want to nurture leads from MQL to SQL, you can create a segment of MQLs and create content that is educational and persuasive enough to move them closer to a buying decision.

3. Outline the email (or emails) that will be included in the campaign.

Once you know who you’re emailing and why, it’s time to strategize how to move them from A (where they are) to B (where you want them to be, the goal of the campaign).

A confused Mind - Email Marketing Keep in mind that you can’t expect a single email to do everything. Your email campaign can be made up of multiple emails, so consider taking your email recipients on a journey with each email serving a single purpose. This will increase the odds of each email being successful in its role toward reaching your goal. After all, “A confused mind says no.”

For example, if you’re doing a lead nurturing campaign, you might have a few educational emails to take them from the awareness stage to the consideration stage before providing more conversion-focused content.

The longer the buying process and sales cycle, the more emails you’ll need.

4. Spend time on the subject lines.

No one gets to the body content of your email unless they first click the subject line. That’s why it’s so important to consider your subject lines carefully: They’re like gatekeepers for the rest of your information.

Check out our article on the best tips for writing email subject lines.

5. Write copy that’s suited for them.

Once you know the purpose of each email you’re sending and you have the subject lines, you can write the copy that will engage your list. Consider where your audience is in their buying journey and provide the type of content that they’ll find useful. For example, it doesn’t make sense to promote products if you’re emailing a segment of subscribers who are largely in the awareness stage of the buying journey.

6. Use a comprehensive email builder.

Once you’ve written the copy for your emails, you’ll want to build them out in the email software client you’re intending to use.

There are several options depending on your needs, including Constant Contact of which you can start for FREE today, with no credit card required. Within this FREE-TRIAL offer, if you click on this link, you will also get a call from Constant Contact’s awesome customer service team and get a 30% discount for the first 90-days/3-months.

With a comprehensive email builder, you can create, optimize, and personalize your own email campaigns without needing any technical or graphic design experience.

7. Email Marketing should always include personalization elements and excellent imagery.

Marketing emails need to be personalized to the reader and filled with interesting graphics.

Few people want to read emails that are addressed “Dear Sir/Madam” — as opposed to their first or last name — and even fewer people want to read an email that simply gives them a wall of text. Visuals help your recipients quickly understand the point of the email.

8. Email Marketing campaigns should Include calls-to-action where appropriate.

Remember, if you’re taking-up your audience’s time — and inbox space — with another email, your message must have a point to it. Consider what you want your email recipients to take away from the email.

In most cases, you’ll want to add a call-to-action (CTA) for them to take further action.

Your goal behind the CTA may vary depending on the audience’s buyer’s journey stage and what you want to accomplish with your email campaign. For example, you may simply want to engage them further with another piece of content, or you might want to get them to make a purchase.

Regardless of what it is, you should follow CTA best practices such as making the ask with clear language and emphasizing it with contrasting design elements.

9. Test your emails and make sure they work on all devices.

Once your emails are built out, check them over before hitting the send button. Effective email marketing campaigns are designed for all devices on which users can read their emails — desktop, tablet, and mobile. Consider sending them as a test to a colleague and checking them across multiple devices and email clients.

Want a quick refresher on how to master marketing email? Check out this helpful video:

Now that you know how to responsibly wield email marketing, grab some inspiration on other topics for your marketing.

August 22, 2019

Five Marketing Emails That Every Online Business Needs to Send

In a recent survey, when customers were asked why they would unsubscribe from emails, most of them said they were getting too many irrelevant and repetitive emails in their inbox. So if you’re sending lots of emails about sales without much substance, then we’re sorry to tell you that it’s not the customer that caused the break-up, it’s you. Here are five marketing emails that every online business needs to send.

1. Abandoned cart emails

Around 70% of carts get abandoned, costing e-commerce businesses $2 – $4 billion dollars every year. The good news? Statistics also say that abandoned cart emails have an open rate of around 45% and, on average, they convert almost 11% of those lost sales.What that means is that for every $10,000 left in a cart, you can win $1,700 back with an automated email.

What should your abandoned cart email say?
In a survey conducted, it was noted that 55% of users abandon their cart when they are hit with unexpected cost, such as shipping. Tackle this problem by including an offer of free shipping in your email.

Abandon Cart Emails
PHOTO BY MATHEUS VINICIUS / UNSPLASH

2. Order confirmation emails

At their core, order confirmation emails share important information such as the order number, product name, shipping date, tentative delivery date, and a receipt. These are one of the first categories of emails that a brand automates. More often than not, these emails are purely transactional when they can be so much more.

Based on findings published by Conversio, the order confirmation email open rates are at a massive 70%. You have the attention of the shopper and the opportunity to turn that one-time buyer into a repeat customer.

What should your order confirmation email say?
Besides sharing the basic information, give your customers reassurance about the great choice that they’ve made. And if you’re confident about the product and its reviews, then use your order delivery confirmation email to ask for a referral. Referral marketing builds social proof, and when your customer’s audience sees them sharing a positive word about your business, they will be more inclined to buy from you.

3. Welcome emails

Welcome emails are a brilliant opportunity to make a great impression and set the tone and expectations for your relationship. They have 4x the open rate and 5x the click-through rate compared to standard sales emails.Despite such wonderful numbers, a lot of brands don’t send them – which gives a serious leg up to the brands that do.

What should your welcome email say?
Welcome emails are great to set the right expectation from the get-go. Will you send these emails daily, weekly, or monthly? Will they feature exclusive discounts or new products? Be specific, helpful, and build anticipation.
These emails are also a great time to start segmenting your subscribers based on demographics, geography, interest or product preferences. It gives you an opportunity to make your emails more relevant.

Send Welcome Emails
PHOTO BY NEONBRAND / UNSPLASH

4. Newsletter emails

Wouldn’t it be amazing if customers came directly to you when they needed to shop instead of going somewhere else or comparing prices? That’s where your newsletter comes in handy.

A newsletter is a chance to build and maintain a spot in your customer’s consciousness. When done well, newsletter emails build a sense of loyalty and community. It is also a great opportunity to connect with your repeat customers. This target group usually comprises only 8% of e-commerce site visitors, but they are responsible for 40% of all revenue.

What should your order newsletter email say?
A newsletter accomplishes two major tasks: sell to those who are ready to purchase and remain top-of-mind with those who aren’t. One of the ways to accomplish this feat is to pair valuable content with product information.

For example, a newsletter can highlight the following three components:
● A fresh blog post that offers tips and tricks – without selling anything
● New arrivals or best sellers in your store that week/month
● Current promotion with a special discount code

5. Re-engagement/win-back emails

The cost of maintaining an existing customer is much less than acquiring new ones. That’s where win-back emails come into the picture. Moreover, since you already have some data about your subscribers, segmenting and personalizing the message becomes a lot easier.

What should your re-engagement email say?
When sending re-engagement emails, it is important to note that sending just one email might not do it. According to statistics, while about 24% of your dormant subscribers open the first email, 40% open it thereafter.
Be careful and don’t send too many emails or you may end up in the spam prison.

It’s also important to keep the timing and messaging specific to the customer. For example, if your newsletter is sent monthly, you might want to wait for 3 to 4 months of inactivity before you send the win-back email.

Last, but surely not least, be sure that your five marketing emails are done by a professional. By sending your five marketing emails via a professional service — with either automated or a direct personal send — you will be serving your customers and getting the results you ultimately desire. Further, using a professional service, your five marketing emails will generate the data needed to adjust and customize your online efficiency.

If you need further advice, simply contact me here or call 1-888-502-3523. If you want to spend a few additional minutes with me, schedule a 20 minute chat for some dedicated time at no cost to you.

Category: Email Marketing

Generating Quality Leads: How To Do It In 3 Easy Steps!