How to Make Email Marketing A Vital Part of Your Selling Process

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    Email marketing is still one of the most effective digital marketing strategies out there. Despite the rise of social media and other channels, email is still a powerful way to reach your target audience. In this blog post, we will discuss why email marketing is still relevant and how you can make it a vital part of your digital marketing strategy. We’ll also provide tips for creating an email marketing campaign to engage and convert your audience!

    If I could show you, by using segmented and automated email lists, that you could rocket your revenue by 10X, would that be worth it to you?

    Ryan Deiss, the Founder and CEO of DigitialMarketer wrote a book called the Invisible Selling Machine. This book teaches marketers how to use email to improve income.

    Email marketing has an ROI of 3800%!

    Yes, that’s right.

    For every $ you spend on email marketing, you can expect to see a return of $38.

    That’s a huge return, and it should be a no-brainer to include email in your marketing mix.

    Let me give you some stats so we can put this whole thing into perspective, eh?

    1. Companies that used segmented campaigns noted as much as a 760% increase in revenue.
    2. In 2022, 78% of marketers have seen an increase in email engagement over the last 12 months.
    3. Email generates $42 for every $1 spent, which is an astounding 4,200% ROI, making it one of the most effective options available.
    4. According to Mailchimp, 9.3% of email clicks come from tablets rather than smartphones or computers.
    5. Apple iPhone’s native email app has the highest market share, followed by Gmail. (Litmus Labs, 2021)
    6. 45% of internet users avoid opening emails from unknown addresses.
    7. People SAY they prefer HTML emails, but plain-text emails actually get higher open rates.

    The Old Way of Selling

    For movers, you get a call from someone who wants to move. You write down their name, address and when they should be ready for you using, at best, a notebook, or maybe you’ve got a spreadsheet. You hope you don’t forget to call them back.

    For remodelers, you get a call from someone who would like to remodel their bathroom. You write down their name, address, and when they should be ready for you using, at best, a notebook, or maybe you’ve got a spreadsheet. You hope you don’t forget to call them back.

    You may put them on some sort of calendar (I suggest Google calendar).

    The Old Way of Email Marketing

    You might think that email marketing is all about sending an email two or three times per week, maybe once per month. You might think the content is solely based on you trying to sell something. That’s the old way.

    Using Email Marketing With Automated Tool

    For us, as marketers, we wonder if we’ve done enough. While it’s tempting to take the lack of response personally, several factors could be at play. Maybe your message got buried in someone’s inbox. Or perhaps they just haven’t had a chance to get to it yet. Whatever the case may be, don’t give up hope just yet! There’s still a chance you can get a response with a little bit of follow-up.

    Email Automation Workflows

    What Emails Should you be Sending?

    1. Quote Thank You Email.

    This email should be sent after they have asked for a quote from you. Its only function is to inform the customer you’ll be getting in touch soon.

    We’ve all been there…we just completed a form, and it seems just to disappear. The quick pop-up message with the innocuous ‘thank you’ seems to work, but it’s not enough.

    Your lead just spent some time completing your form, but you’ve not given them the courtesy of a response.

    One option is to send a “thank you” email after your initial message. This shows that you’re grateful for their time and that you’re still interested in learning more from them. Plus, it can help to remind them of your original message and why they completed the form in the first place.

    Of course, you don’t want to come across as needy or pushy, so be sure to strike the right tone in your thank you email. Try to sound professional yet friendly, and avoid sounding like Tony Robbins on an infomercial. Beyond that, just express your gratitude for their time and let them know you’re looking forward to hearing back from them soon.

    2. Estimate Confirm Email 

    With this email, you are confirming any appointment they have set up to review the proposal.

    3. Resource Email.

    For example, for remodeling companies, while they waiting for their appointment or proposal, send them some helpful resources like a handy cost estimator or checklist to prepare for their remodel.

    An idea for moving companies is tools like a handy moving checklist, packing steps, or cost estimator.

    4. Schedule An Appointment

    This email urges them to schedule time using your appointment scheduling tool. This appointment is where you are likely to give them an estimate or a proposal. As part of your automation process, this can help you and your team save time by removing the back and forth process. In addition, it keeps you consistent with your hours.

    5. Proposal/Contract Email

    In this email, you send them a copy of the proposal, your contract, terms of service if different from the contract, and, if you’re really smart, a credit card authorization form.

    6. Save The Date Email 

    A confirmation email is sent after you’ve booked your job. The purpose of this message, like the Contract Confirm Email, is to confirm their upcoming appointments. Give them a link to add the date to their calendar.

    You can even have messages telling people their particular time frame, so there are no surprises on appointment day itself – which will make an already stressful event much more manageable 🙂

    7. Thank You & Review Email

    This email is meant as a way of thanking your customers after you’ve completed a stellar job. This email thanks them for using your services and then asks for a review. If you have a reputation management service that does this, then so much the better, or maybe your CRM does this.

    This email will be one of the more important emails that you send.

    6. Follow Up Emails

    A follow-up email is an email that you send after taking a specific action, like closing a deal or attending a meeting. They’re a great way to maintain and further the relationship between you and your customer.

    Follow-up emails help you stay top of mind with your customers, and they allow you to upsell or cross-sell your services. Plus, they’re a great way to build rapport and trust with your customers.

    Gary Vaynerchuk, author of Jab Jab Jab Right Hook, advocates for follow-up emails as a way to keep your customers engaged. He recommends sending a series of four different follow-up emails, each with its own purpose. The first follow-up email should be sent immediately after the initial action is taken. The second follow-up email should be sent a few days later. The third follow-up email should be sent a week later. And the fourth follow-up email should be sent two weeks after the initial action is taken. By following Gary Vaynerchuk’s advice, you can ensure that you’re staying top of mind with your customers and building strong relationships with them.

    7. Welcome Email

    A welcome email is the first step in excellent customer service. It “sets the stage” and gives your customer a taste of what is to come. By providing all the necessary information up front, you eliminate confusion and streamline the process. This makes for a smooth transaction and a happy customer.

    The format of a welcome email should be straightforward. Give your customer all the information they need to get started, including links to important resources. Be sure to include a follow-up email so you can stay in touch and provide any additional assistance that may be needed. By following these simple tips, you’ll deliver an outstanding customer experience from start to finish.

    Automating Your Email Lists

    Save money, time, and frustration with automated email systems. When automating, you remove the chance of forgetting to send an email (which I’ve done before) and save you time from having to think up an email each time. It will leave you room to plan and work on your business and not in it.

    Automating also removes the need to update the database constantly. Using your website, too, you should be able to add important information to your CRM automatically. People should be able to opt out automatically without a request from you.

    When you send follow-up emails or relationship emails, you want to make sure that you are emailing the right people.

    Since you are sending these emails automatically, segmenting the list does this.

    email automation

    Segmenting your Email Lists

    When it comes to email marketing, segmentation is key. By segmenting your email list, you can ensure that you’re always sending the right message to the right audience. And with a CRM like ActiveCampaign, you can easily segment your list based on the stage your customers are at in the lead and sales process. That way, you can always keep your emails on point.

    Click-throughs are 100.95% higher in segmented email campaigns than in non-segmented campaigns.

    For example, you can have a Lead Segment, Past Customers, and Current Customers, and each type will have its own set of emails. You can go further and distinguish job sizes, home sizes, or locations.

    CRMS and Autoresponders

    The most common mistake I hear with contractors is that they don’t have proper Customer Relationship Management (CMS) system. It’s a critical part of any marketing and can make it easier to automate emails and manage your pipeline.

    Their idea of an autoresponder is to send basic emails.

    Nor do the top construction CRMs have the ability to integrate with the top autoresponders like HubSpot or ActiveCampaign.

    My Recommendations

    1. Email marketing isn’t just for top-of-mind marketing.
    2. Utilize automated systems to enhance your onboarding and customer engagement.
    3. A CRM is important to building autoresponders and managing your clients.
    email marketing vital to sales

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    Christina Hawkins

    Since 1999, Christina has been designing and building exceptional websites partnering with small businesses to help them grow and increase revenue. With many years of experience in creating thousands of websites, she understands the need for continuing education in her field and, therefore, is constantly learning and teaching others about internet marketing and digital processes. In addition to her ability as a digital marketer, Christina serves as a coach and mentor with Agency Mavericks to other digital marketing freelancers, helping them grow their businesses. She is a sponsor and co-leader of Houston's WordPress Meetup. Recently, she spearheaded the next Houston WordCamp 2020 as its coordinator after a 10 year hiatus. She is currently President of the Houston Interactive Marketing Association.

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