In spite of the advent of social marketing mediums and technologies, good old email remains a powerful sales tool for marketers who use it wisely.
Universal and easy to use, email is a personal and comfortable medium for billions of people around the world.
Regardless of what you are selling or the industry you are active in, a large percentage of your audience is probably already using email on a daily basis – that’s a great reason to start harnessing the power of email as a sales tool.
A Word of Caution
Whether or not email works for your organization as a sales tool is largely a question of how you use it. Buying email lists, sending unsolicited, generic emails, not segmenting your audience, or sending only offers instead of valuable content are some of the strategies you want to avoid.
As a sales tool, email is most effective when it directly addresses the needs and challenges your audience is facing, or else nurtures their interest in what you have to offer them. Every $1 you invest in email marketing can bring you a $44,25 return, but to get these results, you have to do it right, and that means ethically and with consideration for your recipients’ time.
Tips For Using Email For Generating Sales
One of the biggest challenges of using email as a sales tool is successfully engaging an audience consisting of individuals who are at different stages of the buying cycle. Another challenge is delivering relevant content precisely at the right time. Consistently apply the following tips to increase leads and sales.
- Segment your audience based on their interests, needs, and the stage in the buyer’s cycle they are at. Understanding your audience is the key to crafting compelling sales emails.
- Use automation software to develop marketing tracks, or collections of emails to be delivered over time to recipients within a clear area of interest. If you are selling web hosting services, for example, one of your marketing tracks can be for enterprise hosting, another for personal blog hosting, and another for low-cost hosting. You can then dynamically update your email segments, matching different recipients to different tracks.
- Use compelling subject lines. Subject lines have a major impact on the open rate of your emails. Effective leads address the problems recipients are having, make special offers that are hard to resist, or otherwise promise to great content.
- Use engaging images to reinforce your email copy, without however using too many.
- Implement social media links and sharing buttons into all your emails.
- Use mobile-friendly calls-to-action that include words such as Buy, Order, Download, or Try Now.
- Craft different email templates for your different user segments. An effective template is short, no longer than a few paragraphs, personalized (including the name and/or company of the recipient), and talks more about the recipient than about the sender.
The Power of Automation
Using email as an effective sales tool becomes easier if you are equipped with the right tools. Copy-pasting text from your word processor into your email app and then manually sending emails and tracking results isn’t the best approach, not even for a small mailing list.
You can save time and achieve better results by adopting marketing automation, that is, using a specialized email marketing application or software with built-in template support and analytics for tracking results. With a powerful automation tool you can schedule emails, test subject lines or calls to action using A/B testing, and ensure all your emails are mobile friendly. Automation helps you achieve great results with email marketing consistently.