On my previous blog, I talked about how to convert your visitors into leads with successful landing pages. Now that you have leads, you need to build a relationship with them and nurture them until they are ready to be a customer.
Email campaigns are the fundamental method to nurture a lead. “But I thought email marketing is dead?” Nope, they are not dead. The Direct Marketing Association’s “Power of Direct” Report in 2011 states that the average ROI of email is $1 to $40.56. According to a survey conducted by Message Systems, 63% of marketers cite email as the channel that offers the best ROI.
Many consumers have a negative connotation when they hear the words, ‘email marketing’, so you have to be especially careful when creating your emails to ensure that they are not considered as spam. “How do I do that,” you ask? Make sure they are relevant and provide valuable information to your buyer personas! Also do not overload your leads. When implemented successfully, emails build relationships, brand awareness, and trust. They generate leads, boost social interaction, nurture relationships, and drive sales.
Now that you’re convinced, here are the highlights from the Inbound Certification program: