All too often when people email business to business or business to people there emails resemble a flyer.
Just remember you are emailing from you to someone else so keep it conversational and enjoyable to read so you don’t loose their attention.
In this blog were going to look at how to capture someone’s interest and take them on a journey so you know without a shadow of a doubt the person is interested and you take them from your email to a hot lead.
Open Rates are Inaccurate as Image Tracking Pixel are Blocked By Email Services or Clients
Step 1: Open rates are not a good figure to rely on for a couple of different reasons:
- Many email servers or clients block images and email tracking is an image pixel so you may think you have a poor open rate when the person has opened your email.
- Other email services cache your images for faster load times which trigger’s tracking image pixels leaving you thinking your email was opened and it may not have been.
A better option would be to have your email providers tracking code on the back of your website which tracks email link clicks to your website back to your email service and tags the email address that opened your email and the link on your email they clicked.
Have your end goal at the top of the email so within the first 3 to 5 seconds so your email reader knows exactly how your product or service will benefit them and for them to learn more they need to click a link in your email to visit your blog which has the rest of the email story (Client testimonials etc).
Once your email reader clicks the link to go to your blog, the email tracking code pops a tag against your visitors email address which you can flag for an automation email or alerting you what email address is reading your blog should you want to phone the lead to see if you can help with anything.
Don’t Segment Your List – Instead Use Tags to Group Readers by Interests
Step 2: I hate list segmentation and yet I see many people push it as a benefit.
Here’s the issue with list segmentation. Your email reader signed up to your default email list.
You send out several emails and eventually they buy from you, so you move them to a buyers list.
You now have two email lists and you have segmented your readers from buyers to non buyers.
However, after 6 months people on the buyers list don’t buy do you move them back to your non buyers list?
It’s an option, you could also have them in your buyers list as they bought and also have them in your non-buyers list as they have not bought for six months.
What if you send different emails to your buyers list and to your non buyers list?
The upshot is, if you segment your lists with multiple lists you’re going to end up not knowing who you have emailed and who you haven’t emailed.
There’s a much better way to automate your list it’s cold tagging.
Most email providers offer tagging just check with your email provider if they offer tagging if your not sure.
I like Activecampaign, Covertkit and GetResponse as they are very reasonable and support tagging and lead scoring but first let’s talk about how tagging works.
You send an email to a client. As the email gets sent you tag the email address so you know what emails your client got.
The client opens the email clicks on the link in the email and is taken to your blog.
Your blog page has the email service tracking code and adds a tag to say the person checked out the blog.
You can set up an automated trigger where the clients email address’s that have been tagged for opening a blog from a sent email link. To send a new email inviting your list members to another blog, sales letter, testimonials page, discount offer, a limited scarcity offer or something.
Another solution could be to just set up a trigger that emails you when both tags are tied to an email address.
So when a client or list member has looked at a sent email and then click through to your blog site to read more.
You get an email notification so you can phone up the client to ask if you can help with anything and hopefully increase your chances of a new sale.
Start Your Message in Email and Finish Your Message In Your Blog
Step 3: I briefly covered starting the email and finishing it in the blog here’s how this would work for you.
If you sold power washers you could title an email “three steps to get the best power washer for you”.
In the email you break up models to different uses with links to each models featured blog e.g.
- Model 652 comes with longer hoses to reach roofs ideal for cleaning roofs Learn more.
- Model 653 are more power for shifting grease stains from driveways Learn more
- Model 654 are great for blasting fences to remove mildew and old paint before painting them Learn more
You tag each model clicked to the sender email address, and yes some readers may click more than one link, for readers who click more than one link you can send a followup email.
Hey, I seen you had an interest in our Jet Washes, be great if you could click the link that best suits your interest (Driveway cleaning, Roof cleaning, Fence cleaning)
This way it helps you get focused with your next automated email.
At this stage you have kept the email short and straight to the point with everyone being in a hurry these days this is exactly what people want.
If they haven’t checked out the blog you’ve left them in suspense and send out another email the following week, the more they see your emails the more chance they will open them or unsubscribe.
This improves your chance of taking the visitor from email onto the blog which is being more interaction with your reader to your content.
Not only that, this gets more visitors to your website and the more visitors to your website.
The more Google takes notice when you have Google Analytics tracking code in the back-end as google Analytics logs visitors and time on page, so the longer your visitor is on your page.
Which means your pages gives a good user experience which is also a massive benefit come SEO, as Google likes to show pages that are of benefit two others.
At The Bottom Of Your Blog Have a “To Learn More Link”
Step 4: at the bottom of your blog have a link to a sales presentation video. This gives a very personal touch and has a much better chance of getting the sale or a meeting whatever the call to action is that you require.
You can finish off the video with one of the following ideas.
- To arrange a meeting call this number.
- To buy, click on the link below this video.
- If I can help you with any more information give me a call on this number.
As you can see taking a reader from an email to a blog from a blog to a video from a video to a call to action can be very powerful.
What’s The Best Email Marketing Software?
Step 5: The best email Marketing software is this software you know how to use.
There’s nothing worse than getting a software service or product but you don’t yet know how to use or don’t have faith in.
The only thing I would do with any email product or service is check they support automated tagging and also automated tracking.
For me I like Activecampaign and Convertkit as they are very affordable, do tracking and lead scoring.
If you haven’t used lead scoring before it’s the ability to score Leeds.
Here’s how it works.
You give each action a value so it could be when an email reader clicks on a link in an email to go visit a blog, that’s 10 points, then when the email reader is on the blog and click the link to visit a sales page, that’s 20 points, you could then set up a trigger where you email readers that have 30 points.
The email could be set to notify you to give them a call.
Your Not Just Sending an Email – Your Setting Up a Marketing Funnel
Step 6: if you’ve never set up an email this way you may panic and think that’s a lot of work.
The best way to start as get a pencil and paper write down the steps you need and crack on. Here’s some basic steps.
- Make sure your email service tracking code is put on every page on your website, normally there is a global space you enter it once and every page picks up the tracking code.
- When your email service sends your email, make sure it ads the tag name of the email to the email address so you know who got the email sent later down the line.
- On your email service add a rule that if a link is clicked on the email that opens up a blog page and adds a tag to the user’s email address.
- Once the visitor comes from the email to your website by clicking the link, this activates session tracking which means if the visitor clicks on to watch your sales video you can also have the sales video page add a tag to the email address meaning you can see if the blog page was opened, after reading the blog they then checked out your sales page for you to follow up with an email or a call.
My conclusion to these steps are… don’t send one email, create a proper funnel.
Any decent email autoresponder will fit your needs, just check the tagging set up and email setup blog tracking.
Set up a sales video and boom this will make your job so much easier and is giving your email list so much interaction with your content and you’re not being pushy.
Your content is leading them on to the next bit of content which is positive, will really boost your interaction and give you a better chance of getting that sale.
I hope you like blog and if you have any questions pop it in the comments box below bye for now.