Nurturing Leads into Lifelong Customers
In today’s digital economy, attention spans are short and inboxes are full. Email marketing is one of the fastest-growing forms of digital marketing–but that means competition is rising. It’s not enough to send a catchy headline anymore. Developing a meaningful and effective email campaign means creating content that people want to read–and sending it in a way that’s engaging without being overwhelming or pushy.
That’s where the creatives at iProv shine. From newsletters to drip campaigns, we use a data-based approach to storytelling that keeps customers engaged by targeting them at exactly the right time. They say it takes seven touches before a potential customer converts–but we think that can be shortened significantly with the right email campaign at the right time!
iProv is the leading email marketing agency in Little Rock because we tailor our approach for every client. We take your industry, your branding, your target audience, your mission and values, and your company voice into consideration every step of the way. Grow your prospect list and turn customers into brand advocates with the best email marketing services in Arkansas!
What Is Email Marketing?
Email marketing is a content marketing strategy used to generate brand awareness, drive conversions, and build customer engagement. It can take many forms, including drip campaigns, newsletters, and promotional emails.
Email marketing companies use email service providers to send out personalized, automated emails to a list of prospective and/or existing customers. The messaging can be promotional, educational, or newsworthy–but it should always be geared towards engaging and converting your audience.
Email is used by over 3.9 billion people worldwide. As a communication platform, it leaves pretty much every other option in the dust. And of those 3.9 billion people, across all demographics, 61% prefer to interact with brands and companies through email. Are you taking advantage of your audience’s preferred method of communication to the fullest?
For most companies, the answer is no. There are so many types of email marketing and so many email marketing tools from which to choose that it’s easy to get overwhelmed or fall behind. As a business owner, keeping up with email marketing best practices is often at the bottom of your list of priorities. Luckily, iProv is here to help!
Types of Email Marketing
There are several types of email marketing. Depending on your industry, service or product offering, and target audience, we may recommend one or all of the following:
Newsletters
Newsletters are a multi-purpose email marketing strategy. When you send them regularly, it helps keep your business top-of-mind while also offering useful information about your business’s products and/or services. Engage your customers with promotional offers, employee profiles, or newsworthy industry information.
iProv can help you build a newsletter designed around your company’s marketing goals. Whether you’re trying to nurture contacts into clients or keep current clients engaged until their next purchase, we can help you craft catchy copy and attractive graphics that convert.
Lead Nurturing Emails
Lead nurturing emails are a content marketing strategy that is meant to guide your potential customers through a specific segment of the customer journey. They are a tightly connected series with a specific end goal in mind.
If you are segmenting your email lists (which you should be!), creating specific buckets should be relatively easy. For instance, if you have an ebook download offer, you would use the emails you gather from that form to market the services or materials it references.
By selectively targeting your email campaigns to prospective customers based on where they are in the sales funnel, you’re more likely to provide useful relevant content that leads to
a conversion!
Transactional Emails
Transactional emails are triggered by a specific action on your site. For instance, if a customer makes a purchase, you can set up a drip campaign that looks something like this:
1
Thank you
for your purchase!
2
Delivery/Tracking
Information
3
Review Our Product/
Tell Us About Your Experience!
4
Here’s a coupon
for your next product
purchase/service!
If your company is service-based, or you sell large, one-time purchases, you can replace the “buy again” email with “refer us to a friend!”
When you use compelling copy and time them correctly, transactional emails can be incredibly effective at keeping customers engaged and turning one-time buyers into loyal brand advocates.
Email Marketing Tips from the Pros
At iProv we believe in client education, transparency, and thought leadership. So, in that spirit, we’ve pulled together a few email marketing tips to help you get started.
Keep Your Subject Lines Short
It can be tempting to describe your whole email in the subject line, but the shorter the better! Over 51% of emails are opened on mobile. That means that if your headline is too long, it’ll get cut off by the screen anyway.
Having trouble keeping the word count down? Try using symbols, numbers, or emojis. And never underestimate the power of personalization! “Hey, Carrie! Check This Out!” will have a much higher open rate than just “Check This Out! You’ll be amazed!”
Use the Frequency Cap – Please
Every single one of us has unsubscribed from an email or marked it as spam for showing up in our inbox too often. This can happen no matter how careful you are if your customer happens to perform too many triggering events in one site visit. For instance, maybe they downloaded an ebook, watched a video, and then made a purchase. Now they’re on ALL the email tracks.
To avoid email fatigue and the dreaded unsubscribe, use your email service provider’s frequency cap option. That way, no matter how click-happy they get, your customer will receive a reasonable number of emails.
Arkansas’s Premier Email Marketing Agency
Looking for an email marketing agency to help you craft and implement the perfect drip campaign? We have the market research and creative chops to make it happen! Contact iProv today to find out more about how email marketing can transform your sales funnel.
