Email marketing is a powerful tool when it comes to generating leads and driving sales for your business. It’s a super cost-effective way to reach a wide audience, connect with potential customers, and nurture your relationship with existing ones.
So how does email marketing fit with your lead generation and sales strategy? How can you use emails to drive growth and increase revenue in your business?
Let’s find out!
1. Define your sales and marketing goals
If you want your email marketing to have a direct impact on the amount of leads you generate and the sales you close, you have to work out exactly what you want out of it.
Email marketing is so versatile that it can support different goals in your business, but it’s important you know what you want to achieve first. That way, you can come up with an effective strategy that aligns with your business objectives.
Here are some of the things email marketing can help you with.
Increasing email sign-ups
It all starts with this step – if you don’t build and grow your email list, you won’t be able to expand your reach and connect with more potential leads.
So the first thing to do is to create an engaging and powerful lead magnet (such as a quiz) that will make your prospect want to share not only their name and email address but also further information about what they’re struggling with or what they want to achieve. Promote your lead magnet through your website, social media, channels, network, etc. and you’ll start growing your list.
Getting more sales calls
Do you want to get more of the right-fit people to book sales calls and appointments with you? Email marketing can help with that, too.
Once you’ve gathered information about your prospects, you can send them targeted emails that highlight the benefits of your products or services and include clear calls to action asking people to book a call with you.
Boosting sales
By sending targeted emails that nurture your leads and guide them through the buying journey, you can use email marketing to increase your sales, too.
Showcase your products and services, promote special promotions or discounts, and provide valuable content that addresses your customers’ struggles, pain points, desires, needs, etc.
This way, you’ll encourage conversion and drive revenue, especially if you segment your list based on customer behaviours and preferences (more on that later!).
For example, having specific sales campaigns with a clear and time-sensitive offer can be a highly effective strategy for creating a sense of urgency with your audience. Motivate potential customers to take action within a certain timeframe and capitalise on the limited-time opportunity.
If you’re launching a new product or service, you can build a waitlist to collect signals of interest in what you’re offering and gather valuable customer information that you can use to further target your email content. A waitlist will also help you minimise the risks of launching a product that your market has no interest in, improve your success chances, and overall, save you money.
Improving customer retention
If your goal is to improve your customer retention, use email marketing to consistently engage with your audience through personalised marketing, product recommendations, exclusive offers, and post-purchase follow-ups. This strengthens your existing relationships and encourages repeat business.
Not only that!
Your emails can act as a brilliant ‘customer service agent’, making sure you deliver a great user experience that will help you increase loyalty and reduce customer churn.
2. Attract the right people to your email list with a quiz lead magnet
The very first step to maximise your lead generation through your email marketing is to attract the right people to your list. You can do that by creating a powerful, engaging lead magnet that will make the right-fit people (e.g. those who are interested in what you offer) give you their email addresses.
A great way to attract more of these leads who are interested, engaged, and responsive to your tailored content is to use a quiz as a lead magnet.
Why a quiz? Because quizzes:
- Help you prequalify leads, engage your audience, and personalise your email marketing.
- Offer an engaging and interactive experience and deliver targeted advice and personalised results, rather than generic information.
- Allow you to collect valuable data to create targeted nurturing sequences and increase brand loyalty.
Create quizzes as lead magnets with ScoreApp
With ScoreApp, you can easily create scorecard quizzes that increase engagement and facilitate targeted follow-ups for better conversion rates.
Here’s what you get:
- Visually appealing lead magnets and landing pages. With ScoreApp, you can create eye-catching lead magnets and landing pages that capture the attention of your audience and help you increase conversions. You can also customise the look and feel of your pages to align with your brand.
- Automatic opt-in and compliance. ScoreApp automates the opt-in process for your leads, making it easier for them to subscribe to your waitlist or provide their information in a way that’s compliant with data protection regulations. It’s a streamlined process with a seamless user experience that helps you capture valuable leads.
- Dynamic results pages. These provide personalised feedback to your audience based on their responses. By delivering relevant and tailored information, you create a more interactive and engaging experience for your leads that stands out from your competitors.
- Analytics tools. With ScoreApp, you can track metrics such as conversion rates, engagement levels, and user behavior and find out exactly how your lead magnet and landing pages are performing. This allows you to make data-driven decisions to further optimise your campaigns.
3. Generate traffic to your lead magnet or waitlist with content
Once you’ve created your lead magnet, you want to share it with the world. What you need now is a successful plan to launch and promote your awesome lead magnet.
Here are a few ideas (but there’s so much more you can do!)
- Create dedicated blog posts highlighting the benefits of your lead magnet and including clear calls to action inviting people to go and fill in your quiz. Don’t forget to include testimonials or case studies that showcase the value of getting personalised insight.
- Create video content explaining how your quiz can help your audience solve a specific problem or achieve a goal. Share the videos on your website, social media, and YouTube channel to reach a wider audience.
- Post snippets or teaser content to share your lead magnet on social media platforms. Include eye-catching visuals and compelling copy to entice your audience to go and fill in your quiz.
- Promote your lead magnet to your existing subscribers via email. You may have people on your list who joined through another lead magnet or other sources. If they haven’t taken your quiz yet, email them about it! You’ll be able to collect more valuable data about where they are in their journey with you and push them further into your sales funnel.
- Look for content partnerships and guest posting opportunities, or collaborate with influencers and other industry experts. Promoting your quiz to other audiences in your niche helps you increase visibility and credibility.
- Use paid advertising to target specific audiences and drive traffic to your lead magnet landing page.
4. Segment your email list
Having a quiz as a lead magnet allows you to ask your prospect key questions and segment your list based on their answers.
Why does this matter?
Because it lets you personalise your marketing and create content based on your customers’ needs, preferences, or behaviours.
Imagine being a business mentor and knowing exactly what percentage of your audience is interested in networking and relationship-building over skill development and personal growth, for example.
With that information, you can provide relevant and unique content to the right people. That way, the segment of your audience that’s interested in networking and relationship-building will receive personalised content and offers to help with that aspect of their business.
And that’s powerful because the last thing you want to do is to ‘switch your audience off’ by talking about things they’re not interested in!
By accurately segmenting your audience, you’re able to deliver a better customer experience, which translates to better engagement, higher conversion rates, more revenue, and better customer loyalty.
Not sure how to get started? ScoreApp integrates with email marketing platforms such as ActiveCampaign and allows you to automate the segmentation straight from your quiz. Awesome, right?
5. Create relevant and engaging email content
So you have leads in your email list that are the right fit for your business. How do you keep them interested and engaged with your email marketing?
By sharing content that resonates with them, ‘speaks their language’, and keeps them engaged.
Here are some examples of content you should include in your email marketing:
- Educational content. This helps you establish your expertise and provides value to your audience.
- Sales content. Don’t forget to sell in your emails! People cannot buy unless you tell them (regularly) what you have to sell. So include offers in your emails and targeted campaigns to encourage people to buy.
- Personalised recommendations. Point people to free content or resources, or paid-for products and services that cater to their specific needs and preferences. You have all the information you need from the quiz/lead magnet, so use it! If you know they’re struggling with a specific aspect of what you teach, help them with that.
- Personal stories. People connect with stories more than they remember facts (such as a list of features). Stories are memorable and make you human. They help you come across as authentic and trustworthy.
How will you organise all that content? Here are some of the different types of email campaigns or sequences you can use in your marketing.
Welcome/nurture email series
A welcome (or nurture) email series is exactly what it says on the tin!
It’s a sequence of emails you send to your new subscribers or customers to ‘welcome’ them into your world, introduce them to your brand, build trust, and guide them through their journey with your business.
After your lead magnet, your welcome sequence is one of the first pieces of content your audience will see from you, so make it count. This is your chance to stand out, stay top of mind, and remind people why they want to pay attention to you.
Use this sequence to provide valuable information, make a real connection with your subscribers, and nurture leads and customers towards taking the next step with you. This could be buying your product but also booking a sales call with you to find out more about how you work, for example.
Email sales campaigns
Email sales campaigns are targeted email marketing sequences that you create to promote products or services and drive sales. They’re promotional emails you send to a segmented list of interested subscribers with the specific goal of making sales.
You can include product announcements, special offers, discounts, and other sales-related content that encourages your audience to buy.
The best news? Once you’ve tested them out and know they’re converting, you can automate these campaigns so they go out to every new subscriber who joins your list.
Regular email updates/newsletters
On top of email marketing campaigns, you also want to send regular ‘broadcast’ emails. You can choose the frequency, but the more regular, the better.
You can share updates that are relevant to your audience but also valuable information, tips, and engaging stories to keep your business front of mind and serve your customers.
Regular emails are key for you to stay in touch with your audience, keep your leads warm, and build and deepen relationships. Send these out consistently because people are busy and bombarded with lots of other content, and you don’t want them to forget about you!
6. Automate your email campaigns
While that might sound like a lot of work, Welcome sequences and other sales campaigns that you want to send out on repeat can be automated.
That means you write them once, test them out to make sure they’re correct and converting, and schedule them to go out at specific intervals from the point someone joins your list. This makes your customer experience consistent and repeatable. Every new subscriber goes through the same (tried and tested) journey.
Software such as Mailchimp, Hubspot, Keap, or Zapier makes email marketing automation super easy. And if you’ve built your email list using a quiz with ScoreApp, you can leverage your lead generation efforts and streamline the email marketing process even more!
How?
By pairing quizzes and surveys with email automation, you can create personalised, relevant emails that keep your customers interested and engaged.
Based on the information you now hold about your subscribers, you can create automated workflows triggered by specific actions (e.g. subscriber watches video X and receives email sequence Y), personalise your content, and further segment your email list.
The result? A more engaged audience who become fans of your brand (and share with others), book onto your sales calls, and, ultimately, buy your offers. And that’s all key to a scalable business!
7. Track Leads, Appointments, Presentations, and Sales (LAPS)
So how will you know that your email marketing is working? How can you make sure that the prospects you capture through your lead magnet go on to become happy customers and clients of yours?
You track.
And you do this by following a very simple process called the L.A.P.S sales process.
The L.A.P.S. sales process
- Leads. How many leads or signals of interest did you receive? If you want to get more leads through the door, optimise your lead magnet. Make sure it’s compelling enough. Then work on broadening its distribution – share it widely to get it in front of more of your audience. Then track and analyse your lead sources to make sure they’re a good fit for your products and services.
- Appointments. How many of the leads you collected booked an appointment or meeting with a salesperson in your business? If you want more leads to convert into appointments, simplify the booking process. Include clear calls to action in your emails and use automated scheduling tools to give people the chance to book a slot in your diary.
- Presentations. How many of your appointments showed up and received a personalised offer or proposal? If you want to increase this number, make sure your sales presentations are on point. Make them rehearsed and perfected. They need to be engaging, informative, and tailored to the needs and pain points of your audience.
- Sales. How many people purchased from you? If you want to improve these results, refine the sales pitch. Make sure it addresses common objections and clearly articulates the value proposition.
Every business is different, but you want to track these four elements and monitor the results to understand which areas need improvement.
For example, if you’re getting loads of leads but no appointments, there’s something you can do differently with the positioning of the lead. If you’re getting enough appointments and delivering loads of presentations but making no sales, that’s where you need to make changes.
Continuously monitor and tweak your process until your conversion rates are high, and you have a marketing and sales ecosystem that works beautifully together.
Boost your sales and marketing efforts with ScoreApp
With the ability to create personalised and highly-engaging quizzes that you can use as lead magnets, in-depth analytics, and integrations with systems that allow you to automate your email marketing and appointment booking, ScoreApp is exactly what you need to make more sales in your business!
By allowing your lead generation, marketing, and sales processes to work seamlessly together, this FREE tool allows you to target the right audience, personalise your messaging and maximise your conversions.
So what are you waiting for? Try ScoreApp for free today.
