Timing Email marketing funnels include a sequence of messages that are automatically sent out (or “dripped”) at specific times. You set this timing up when you create the automation in your email marketing tool. Since the power of email conversion funnels is in their ability to remind, engage and persuade contacts to take specific actions, the timing of when people receive your messages matters a lot. Subject line It could be argued that the subject line of each message in your email conversion funnels is the most important element. The reason is simple: If your subject line isn’t powerful enough to convince people to click and open your messages, you have no way of converting those people. Address the audience’s pain point and the solution you’re offering, but keep your subject line clear. It’s also very important that the content of your messages matches the expectations created by your subject lines. The truth is, most people don’t want to spend a lot of time reading email messages, so keeping your messages succinct is a good rule of thumb. Follow-up What happens when your email conversion funnel sequence is done? For people who purchased products at the end of a conversion funnel, continue to send them your email newsletter as well as renurturing and re-engagement messages that continue to build a stronger relationship with them.
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The following excerpt is from Susan Gunelius’ book Ultimate Guide to Email Marketing for Business. Buy it now from Amazon | Barnes & Noble | iTunes | IndieBound
Whether you’re marketing to consumers or other businesses, and regardless of the industry you’re in, these five key email marketing best practices have a direct effect on the success rates of your email marketing efforts.
1. Timing
Email marketing funnels include a sequence of messages that are automatically sent out (or “dripped”) at specific times. You set this timing up when you create the automation in your email marketing tool. Since the power of email conversion funnels is in their ability to remind, engage and persuade contacts to take specific actions, the timing of when people receive your messages matters a lot.
If you were speaking with someone, would you tell them something and then continue to remind them every five minutes? If you needed to call a prospect to close a sale, would you call them twice a day, every day, or every other day? How often is too often?
Most email recipients act on a message within 24 hours. Therefore, an automated sequence of messages should be configured to send messages every two days unless there is a deadline or other urgent reason that requires messages in your funnel to be sent more frequently. You can extend the number of days between messages when you reach the third message in a sequence so it doesn’t seem like you’re spamming people with too many messages. Your goal is to find the right balance that your audience will accept between staying in front of your contacts and looking like a spammer.
2. Offer
The heart of every email conversion funnel is the offer to your target audience—what they’ll get in exchange for taking the action you want. Your offer must be extremely relevant to the target audience and highly desirable, or they won’t be motivated to act. In other words, your email conversion funnel won’t convert. Therefore, spend time researching what your audience wants and needs. Search Google, online forums, question…
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