Last month I sent an email letter to clients and prospects titled, “Website Redesign: How to Know When It’s Time”
Boy, did that strike a nerve!
Almost 38% of the recipients opened that email. And for those people, I followed up with a second email, “We saw you peeked.” That one was opened by a whopping 71%!
According to Mail Chimp, a standard email open rate is about 20%. So my email campaign about website redesign was double the normal rate and the follow-up email was 3.5 times greater than normal!
Wouldn’t you like the same crazy good results for your next email campaign?
My recipe for success
The purpose of my original email was to remind business people about the importance of keeping their web presence up to date, and how I can help. I listed seven warning signs that point to an aging website. Web redesign is a hot topic right now and thought I could really connect with those concerned about the age of their website.
Little did I know just how interested they really were! The open rate told me so!
But I didn’t stop there.
How I followed up
Step 1. I monitored the list of people who opened the email using Act-On marketing automation software. I watched some recipients track through my website and checked to see whether mobile-responsive devices were used. I saw the pages visited, learning specific areas of interest.
Step 2. I followed up with phone calls to those clients I knew had older websites. In just a couple of hours, I closed several thousand dollars in sales.
Step 3. Rinse and repeat: I subdivided my email list, selecting only those people who had opened the first email. Then I tailored a second email to encourage contact with me.
Step 4. I followed up again on “opens” from the second email. Each time I called someone, I discovered they were already receptive to a redesign and willing to discuss. Again, I quickly closed sales for website updates—some of them older than six years!
Why am I telling you all this?
Email marketing is a wildly popular tool for reaching prospects and customers. It keeps your business in front of them, confirms your authority as an influencer in your field, helps attracts inquiries, and closes sales faster. The cost is low; the benefits are lasting and substantial.
Relevant statistics about the value of automating email marketing
— Qualified leads increase by 451% by using marketing automation to nurture clients.
— Vital information can be captured about which recipients are visiting your website, how they got there, and what they’re viewing.
— Sales cycle times are reduced by up to 70% by using marketing automation to nurture sales.
Business owners recognize the value of email campaigns. They ask me all the time about email marketing. And guess what? I have experience with both Mail Chimp and Constant Contact—not to mention list building and maintenance.
For those of you looking for the kind of crazy good results I got, it’s time to talk about how we can strategize and manage your online marketing through automation.