Take These Tips and Turn Your Subscribers Into Customers
The main purpose of email marketing is to bring revenue by acquiring subscribers and turning them into customers. For quite some time, email marketing has been a channel that delivers the highest ROI. Of course, if you create workflows that address subscribers’ needs and provide excellent customer experience. In this article I wanted to show you how you can optimize the subscription process in order to turn your subscribers into loyal customers.
Focus on the subscriber
Focus on the customer has been a marketing mantra for a long time now. Successful businesses engage with their customers and make sure that the voice of the customer is being heard and embraced.
Use this approach in you marketing efforts (not only email). Be close to your target audience and make sure you know their exact needs and expectations regarding your product, services, and marketing communication.
By understanding your target audience, you’ll be able to create an email marketing program that will become a very powerful lead magnet – that will attract the kind of audience that’s most likely to convert into customers.
Address customer needs in a welcome cycle
Create a short series of welcome emails explaining the main reasons behind your email marketing program and informing new subscribers what’s in it for them at the very beginning.
A fragment of a welcome email from Barnes & Noble explaining what to expect
If you target several subscriber personas, make sure they land in the correct workflows. You can ask your audience to choose the preferred workflow (e.g. by asking them to subscribe by clicking the right CTA button) or ask them about their preferences and move them to the right workflow based on the data you collected.
This will have a positive impact on your business. Placing the right person in the right workflow improves the quality of your email list and allows you to send the right emails to the right people.
Segment your email list
If you want to help subscribers’ become customers, you need to target them with the right content. That’s why segmentation is so important. Collect demographic and behavioral data in order to create segments – groups of subscribers with similar needs, preferences, or expectations.
Marketing automation makes tracking behavior and recognizing different subscriber profiles so much easier. You can use Setting the Goals for Your Marketing Automation Program
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