How to Nurture Your List of Subscribers
Email remains one of the most effective platforms on which to promote a product, service or brand. Each day, more than 100 billion emails are sent and received, many of which consist of advertisements. But if you’re going to use email for commercial purposes, you’ll need to nurture your subscribers so they are more confident in taking action.
Why Lead Nurturing Is Important
There are several reasons why you should nurture your list of subscribers, one of which is to discourage them from unsubscribing to your newsletter. As per the CAN-SPAM Act, marketing emails must contain a visible unsubscribe mechanics, with the respective business honoring these unsubscribe requests within 10 business days. One of the most common reasons why recipients unsubscribe is because they feel they receive too many messages from the sender — don’t let that happen to you.
Introductory Email First
Once a user has signed up for your newsletter, you may feel inclined to send them a marketing email in hopes of converting them into a customer. Before doing so, however, you should first send an introductory email and thank the user for subscribing. Introductory emails are a great way to establish a more personal connection with your subscribers, which should discourage them from unsubscribing. Only after you’ve sent this introductory email should you send marketing emails with commercial intent.
Personalize Your Emails
Nurturing begins with a personalized approach towards email marketing. Sure, it’s probably easier to send the same generic email to all of your subscribers, but just because it’s easy doesn’t necessarily mean it’s the best approach. According to one study, personalized emails yield 600% more transactions than non-personalized emails, attesting to the power of personalization.
A simple and meaningful way to personalize your marketing emails is to address the recipient by his or her name. If your newsletter signup form asks for the recipient’s name, include this in your emails. You can even use Infusionsoft to automatically include names and other relevant information in your marketing emails.
It’s recommended that you diversify your email marketing efforts with a combination of both commercial and non-commercial content. If you send subscribers a click-to-purchase link in one email, for instance, you should send them a content-driven email without commercial intent the next time. Seeing countless advertorial emails cluttering their inbox may prompt some recipients to unsubscribe — a problem that’s easily avoided by diversifying your email content with both commercial and non-commercial email.
Have any other email marketing tips that you would like to share with our readers? Let us know in the comments section below!