Email marketing seeks to nurture your list of existing leads further through the sales funnel, and ultimately, into delighted clients. Here are four major categories of emails:
1. Email Newsletters
Newsletters create anticipation in readers. By building a habit in your email subscribers, you enable your prospects to recognize your brand and associate it with positive sentiment. Inbound newsletters generally contain information that you have already published. Many companies do quick summaries of their most popular blog posts and link to the articles from their newsletter.
In addition, email newsletters can include different types of content that might be important to your organization. The same newsletter can contain a popular blog post, a new offer, an announcement of an upcoming event, information about a discount and a link to a survey.
2. Stand Alone Emails
Stand alone emails are one-shot one offer wonders. For instance, a stand alone email may make sense when you have a new Fund launch, are closing out an existing fund, or have released target a new eBook or whitepaper. Unlike newsletters, dedicated sends can focus on driving results for one call-to-action.
3. Lead Nurturing Emails
Lead nurturing is about understanding your leads’ timing and needs. By getting these details right, you set yourself up for success. Lead nurturing offers more advantages than just an individual email blast.
4. Thank You Emails
What happens after the prospects clicks on your offer? The thank you page is what your leads – your potential investors – see after they fill out the form on your landing page. Here you can restate the value of the offer, and help guide your lead through the sales process. You can also provide more value by adding a link to a blog, or to your site, or for a consultation call.
How do you know if your emails are effective? Try these metrics:
Bounce Rate. The bounce rate is the percentage of total emails sent that could not be delivered to the recipient’s inbox, known as a “bounce.”
Delivery Rate. The delivery rate is the percentage of emails that were actually delivered to your prospective investor’s inboxes. It’s calculated by subtracting hard and soft bounces from the gross number of emails sent, then dividing that number by gross emails sent.
List Growth Rate. The list growth rate is the measurement of how fast your email list is growing. Calculate your growth rate by subtracting opt-outs and hard bounces from the number of new email subscribers gained in a given month. Then, divide that number by the original list size.
Click Through Rate. The click through rate, or CTR, is the proportion of the audience who clicked on one more links in your email message. You can calculate CTR either by dividing unique clicks by the number of emails delivered, or by dividing total clicks, including multiple clicks by the same recipient, by the number of emails delivered.
Conversion Rate. The conversion rate is the percentage of your prospects who clicked on a link within your email, and then filled out a lead generation form.
Revenue Rate. The revenue rate per email sent is the measure of the ROI of your email campaign. It’s calculated by dividing the total revenue generated from the campaign by the number of emails you sent to your prospective investors.
Open Rate. The open rate is a metric that many marketers use to measure the success of their campaigns, but it’s an unreliable gauge for several reasons.
Unsubscribe Rate. The unsubscribe rate isn’t a reliable picture of the health of your email list. Many subscribers who are tired of receiving email messages from your brand won’t bother to go through the formal unsubscribe process. They’ll just stop opening, reading, and clicking on your email messages.
Here’s how InCapital Marketing can help get your email marketing campaign started:
1. Create Educational Content that matches the unique interests of the investors in your target markets.
2. Determine a Schedule to maximize click-though rates and open rates. Once or twice a week is often best, daily is too much, and monthly not quite often enough.
3. Build and Segment Your List . Your prospects may have different goals, or come to you from different channels. You can create lists based on your client’s personas and actions.