Building and maintaining your email marketing list requires constant attention. The result of this activity, if pursued energetically, should be a collection of leads that provides you with a consistent source of conversions for your product offerings.
To further improve your list, you can use software for sending bulk emails to keep track of past emails you have sent to each individual on your list. This allows you to monitor the responses you receive to various emails and use them to segment your list, enabling you to pursue more targeted campaigns when appropriate.
However you divide your list, the following tips can help when it comes to nurturing your email leads on an ongoing basis.
1) Blog notification emails. Send out an email letting your list know when you’ve come out with a new blog post, along with a link so that they can access it. Ideally, the notification will be sent to the segments of your list that the blog post is most relevant to. Taking this approach is a good way to let your leads know that your company is about more than just selling product. Check with your email service to see if they can automate the sending of mass emails each time your blog is updated.
2) Product upgrade/debut emails. New products and upgrades of existing products can drive sales, so make sure to notify your leads when something of this nature occurs. It also serves to keep your customers informed about the latest developments regarding your company’s product lines.
3) Sale or special offer announcements. Nothing motivates prospective customers like getting a discount, so make sure to send out emails letting your prospects and customers know when something like this takes place. Events of this nature also serve to keep your leads motivated to read your future emails. Make sure that your promotions provide something of value to your prospects and clients. Avoid inundating their inboxes with specials every day of the week, as this will lessen the impact of this approach.
4) Research-oriented material. Let your list know if you have research material available such as white papers, ebooks, or similar items. This type of media is generally targeted at prospects who are still gathering information about your products or services and require further information before making a purchase. Consider performing a survey by email if you’d like to receive feedback from your list as to what type of research information they would like you to provide them with.