Regardless of the field, prospecting is often seen as a necessary factor for a business. It allows you to achieve a financial and profitability objective at the end of the year. Let’s take the example of an insurance broker who must sell 6 car insurance policies to reach his annual quota. To do this, he will contact his list of potential customers until the moment of closing sales. This technique takes time, a lot of time. To simplify this task, it is possible to automate your prospecting using email marketing campaigns.
At O2, a leading Digital Company in Dubai and Abu Dhabi, we link marketing and sales actions into a single action that you pre-program. Isn’t that great? You still have to start by setting up each of the steps. But, once completed, you can focus on other tasks while letting the prospects come to you!
After you have established a lead magnet – an offer that will serve to attract a customer – to build your contact list, you prepare a strategy with automated email sequences to reach them and interest them in your offer. The goal is to encourage them to take the desired action.
How To Benefit From Email Marketing?
First of all, what is email marketing? It is a strategy that allows you to build a list of prospects, people interested in your services or products, to contact by email using a specific sales sequence to convert them into customers.
Email campaigns have the advantage of being read much more than posts on your social networks. Emails are 3 times more likely to encourage people to purchase a social network. However, social networks, such as Facebook, are not to be ignored. They are essential to your strategy for attracting prospects to your business with the assistance of a Digital Company in Dubai and Abu Dhabi like O2.
The goal is to optimize your efforts by identifying the actions most likely to convert your prospects. Then, automation helps reduce your repetitive daily tasks. In addition to the benefits related to your company’s time and resources, email marketing personalizes your messages and communications for the targets. Which is very beneficial in the long term to increase your sales – and improve your customer service! How to do it? By following these 8 steps!
8 Steps to Effective Email Marketing with O2 Digital Company in Dubai
1. Define Your Goals
As with anything else, preparation is key. First, ask yourself what your goals are, which will determine the effectiveness of your campaigns. The more they are framed and optimized for your target, the more profitable they will be in terms of return on investment ( ROI).
2. Segment Your Target Customers
Each type of prospect should receive a personalized email. This will guarantee you a very interesting conversion rate. Our digital company in Dubai recommends segmenting your database based on a product or service that will exactly match the needs of your potential customer. Your database can be separated into various criteria that will vary depending on your objective, such as age, income, profession, buyer’s journey, etc. This allows you to offer them a message that will interest them and improve their customer experience.
3. Build a Sales Funnel
How will your lead become a customer? They will have to go through a few stages before qualifying. To get there, you will have to build the different stages of your sale that will gradually lead your potential customer to the end of your funnel: the purchase.
At each level of the funnel, the prospect will receive information tailored to their needs and that will correspond to their progress in the funnel. This planning will allow you to guarantee the effectiveness of your efforts.
4. Generate leads, or how to grow your list of potential customers
To run an automated email marketing campaign, you need prospects to send it to. How do you build your email list? By preparing a lead magnet, that is, an offer that will attract them and convince them to give their email address in exchange.
There are different types of lead magnets. It’s up to you to find the one that suits your goal. Among others, the contents that can attract potential customers are:
- Practical guides, e-books, and reports that provide detailed answers to the issues of your potential customers.
- The checklists that help your potential customers solve their problems.
- Templates to allow your potential customers to have a model at hand to save time.
- Tests to offer your potential customers the opportunity to evaluate themselves.
- Videos or webinars.
What you offer to your target is free (your return on investment – ROI – is the email address) and must address their main problem, the final answer to which will be your product or service.
5. Promote Your Lead Magnet
Once the lead magnet is created, next comes the promotion. It’s all well and good to have a box on your website for people to give their email addresses. They have to go there. That’s where advertising comes in.
At O2, a Digital Company in Abu Dhabi, we use Facebook advertising as an effective way to target a specific customer base while spending an advertising budget that is affordable for many businesses. You will be able to determine age groups, genders, interests, cities, etc., all data that will clarify your target.
You will be able to segment your customers and offer them a neat advertisement adapted to their reality. The advertisement shows the offer. It leads to a landing page promoting this offer and presenting the short form to obtain it. After entering their email, your prospect receives the offer for which they have subscribed and is naturally registered in the sequence of automated emails.
6. Prepare Your Email Marketing Sequences
Once you have your sales funnel well defined, you apply your strategy in a series of automated emails. Each of the sequences will move your prospect toward customer status.
For example, your email series might look like this:
- Email 1: Welcome message after the lead subscribes to your offer
- Email 2: Talk about the problem (step for the lead to understand their problem)
- Email 3: Discuss the problem (go deeper by proposing potential solutions)
- Email 4: Present a solution to the problem (your product or service in question)
- Email 5: Reminder of your product or service (send only to leads who did not convert in the previous step)
- Email 6: Alternate replacement offer (last chance for people who didn’t convert to email 5)
With this sequence, you support the prospect as soon as they have entered their email address, without sending them intrusive and unsuitable emails.
7. Personalize Messages
Once you have determined your sequence, you establish the message that will suit each email as well as its design. Did you know that personalizing your emails increases click-through rates by 14% and conversions by 10%?
Always keep in mind the situation your potential customer is in when constructing emails.
Personalizing your messages will help you advocate a consistent approach when interacting with your customers. This can be as simple as mentioning your prospect’s name or considering certain specific features of their profile. It could also involve integrating dynamic content that adapts to certain criteria, such as what the prospect has viewed on your website or the products they have visited.
8. Do A/B Testing
What works for one might not work for another. The testing stage is essential to ensure that your campaign is running smoothly. Are the different scenarios you set up successful? Is the personalized content attracting conversions in the right way? Are your automated emails triggering at the right time and place? These are all variables to check to ensure efficiency and profitability.
Why Collaborate With O2 Digital Company in Dubai & Abu Dhabi?
All of these steps allow you to accompany your prospect to the sale – without you having to be there. Automating your emails will greatly help you obtain qualified prospects who will be interested in your products or services from the outset. After completing these 8 steps, don’t forget to continuously optimize your campaigns. Automation will save you time, of course, but it is not immutable. You will have to optimize them to maintain the best possible performance.
Need a hand with any of these steps? The O2 digital marketing team will help you achieve your sales goals by developing a profitable strategy!
Let’s Build Something Great!
