There's a long road between becoming a lead and becoming a customer.
A lot of your leads will need to be carefully nurtured throughout each phase of the buying process, keeping them in your sales funnel from beginning to end.
For many online retailers, email is a big part of their strategy for keeping leads engaged.
If someone's not ready to buy yet, keeping that line of contact open can pay off down the road when they are ready to make a purchase.
There are all kinds of email content ideas you can use to keep leads engaged with your brand.
Some are promotional in a straightforward way, while others leverage humor or answer common questions to provide information and educational value.
Many successful ecommerce stores know a thing or two about email marketing, and they've come up with some incredibly smart and clever strategies to keep leads hooked and eventually convert them into sales.
Here are just a few of them, courtesy of Hubspot.
Not all lead nurturing emails need to be strictly promotional. Engagement will lead to sales, so it's important to send recipients something they'll want to open and read. Framebridge does something in their nurturing emails that works like a charm: education. By teaching the reader a helpful skill, they are providing value in exchange for an ask from their recipient (reading the guide).
It's also worth mentioning that they only use one clear call-to-action — “Educate Me.” According to WordStream, simply using one call-to-action (CTA) in an email increases clicks by 371% and sales by 1617%.
Your product is only as good as its reviews: eConsultancy reports that 61% of customers will read a review or testimonial online before purchasing. In this traditional abandoned cart email, Casper adds a bit of social proof with a fun customer testimonial.
Casper's abandoned cart email is clever and to-the-point. It asks the reader if they'd like to revisit a cart they have added to, shows what they were shopping for, and includes two simple CTAs.
For visual products, video is a great method of communicating or explaining. A study by Tubular Insights reports that 96% of B2B organizations use video in some capacity in their marketing campaigns, of which 73% report positive results to their ROI.
Sephora includes a fun video from an employee with educational content as well as product offerings. They do have a lot of calls-to-action, however, the main focus is to watch the tutorial which is helpful to the reader. A visual email for a visual brand, it grabs your attention and shows off the products in a unique and interesting way.
[image source: Hubspot]
For more great email marketing ideas for brands in almost any industry, check out the full article over at Hubspot.
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