How email marketing helps you convert a lead into a customer – Inbound 16
Emails are rarely in the spotlight when it comes to communication and marketing. Yet they are highly useful and can prove extremely effective when used well, particularly within an educational, user-centred communication strategy. A number of factors demonstrate this.
First, let's talk about emails in general:
- They are particularly popular: there are more than 4.3 billion emails sent today, 95% of internet users use email and 91% check it at least once a day.
- The lifespan of an email is far longer than that of other marketing channels. Unless you delete them, they are stored in your inbox and will always be available.
- 77% of consumers prefer email for marketing communications.
- Email allows you to write to a single individual — a contextual message that is highly targeted and effective.
- Emails are used far more today than in the past (76% of marketers use email considerably more than they did 3 years ago).
What does email marketing bring to your communications?
We are talking here about emailing within the context of an inbound marketing strategy. As a reminder, your educational communication strategy has led you to:
- Draw up the profile of your ideal customer
- Create content (blog articles, ebooks, etc.) aimed at this ideal customer
- Build an entire journey on your website (article, CTA, landing page, thank-you page) to transform your unknown internet user into a lead
Now, your internet user — your ideal customer — has downloaded one of your pieces of content and shared their email address in exchange. This is where the "email marketing" element comes in.
Email keeps you connected with your leads
A lead can be cold: that is, they will not necessarily be ready to purchase your products or services immediately. Sending them a regular newsletter tailored to their issues will allow you to stay in their mind without being intrusive. You provide them with information that interests them, you demonstrate your expertise, and you establish a lasting presence by their side.
Email builds a relationship of trust
If all these factors are taken into account, leads will be more open and more trusting when it comes to calling on your team later. Provided, of course, that you help them effectively and satisfy their needs.
For this to happen, you need to build a genuine relationship of trust between your leads and yourself. This will position you as an available consultant, ready to help them with their challenges (helping them carry out their projects and achieve their goals).
When the lead is ready to make a purchase, they will think of you — and prefer you over an unknown competitor.
Email lets you track your leads' needs
Sending emails also tells you which content interests your lead. You can see whether they open a given email or not, and whether they click on a particular link included in the message.
This informs you about the topics and issues relevant to them, allows you to learn more about them, and therefore enables you to offer them pertinent information from their perspective every time.
It is an excellent way to nurture your lead, with their consent (they were the one who gave you their email address in the first place) and without being a nuisance.
The customer becomes an ambassador through email
You can continue using email after the lead has become a customer. Inbound marketing recognises that the point of purchase is only the beginning; emails should be used consistently with satisfied customers who have already bought your products or services. You need to maintain a relationship of trust and closeness with the customer so that they remain loyal to you.
Do not forget to send useful, exclusive resources reserved solely for your customers, because their satisfaction is your greatest asset. Indeed, a satisfied customer can become your best ally (and even a brand ambassador). It is also a cost-effective way of reinforcing the relationship of trust you maintain with them, and you will see a direct reduction in customer attrition.
In conclusion, emails are essential to the success of an educational communication strategy. They enable you to send relevant educational content to each of your leads, building a relationship of trust that will lead them to become your customers and, subsequently, your ambassadors.
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