Nurture Your Prospects
With Email Marketing

Nurturing your prospects and clients via email marketing campaigns is still one of the most effective marketing strategy. After all, it’s fair to say most if not all of us still check in on our emails on a daily basis. To ensure your emails get the attention of the recipients however can be a challenge and here are 3 tips in doing so;

  • Each email campaign must be of value. It should be informative, educational or be of some interest to the subscriber.
  • Test your subject line, make it interesting.
  • Avoid words that often get triggered by spam filters such as “free”. Send a test, if it ends up in your junk mail, change the copy. Email marketing reminds your clients of your brand, products or services and by nurturing & educating your prospects & clients, over time when they are ready they will reach out to you over your competition. Email campaigns can also be used to increase conversion and sales revenue via promotions and limited time offers. I’m sure you would agree, it is easier to convert a warm or hot lead into a buying customer than it is a cold one. So why not market to your existing list, after all they have given you permission.

You should have 2 email database, one is a list of customers and one for your email marketing communications. Please note, sending email marketing campaigns to your customers who have not given you permission is considered as spamming. Only non- marketing emails (such as change of operating hours, change of address, office closure, product recall or information regarding customers’ orders and deliveries) can be sent to customers. Specials, offers and marketing communications can only be sent to people who have opted in or given permission to receive such emails. To increase your email marketing database, be sure to invite or ask your customers to join your marketing database so they can benefit from receiving email campaigns from you. This can be done in many ways, include as a question on your contact us form, on your check out, after correspondence via live chat, email or phone. If you’re new to email marketing, I recommend getting started with MailChimp. A platform for managing your email database and broadcasting your emails to hundreds, thousands in one click of the mouse.

The free version of MailChimp should be all you need allowing you to send up to 12,000 emails a month to a database up to 2,000 subscribers. Even the free version of MailChimp is feature rich, allowing you to easily create email campaigns using a variety of templates that can be customised, create email automation series, scheduling email campaigns and excellent reporting.

To get started,

  • Go to set up an account and update your details.
  • Customise your fields and signup forms as necessary.
  • Import your database (contact list) to your customer list/ or marketing list. Note, people on your marketing list should have already given you permission to send them email marketing messages.
  • Design and customise an email campaign template.
  • Create your first email campaign.
  • Send a test, make sure test email does not go to junk, preview and test all your links.
  • Schedule email to go out at a time and date most suitable for your audience. For business emails, we recommend Tuesday to Thursday between 8:30am-10am. We don’t recommend Fridays as people are busy finishing up work and getting ready for the weekends. For consumers on the other hand, evenings and weekends may be better. Timing matters as statistics has shown, most emails will be opened within the first hour of delivery, after that it tappers off.
  • Review your email performance reports after 24 hours and see your email campaign tracked. This should give you some insights to how engaged your database is and what you can do to improve for your next campaign.