Email Marketing Biggest Killer Mistake That Can Lead to Significant Loss of Sales
For any business, optimising sales should be high on the agenda. Recently a local business owner in my area was chatting with me about his email marketing producing low returns. Then I discovered he was not doing something crucial that is relevant to this strategy and dropped the bombshell on him why he has crippling sales volume. But what is the missing piece in the jigsaw?
In a nutshell, the missing piece that also happens to be biggest email marketing mistake to make as a local business owner is lack of effective email follow up system.
That’s right! Without having a powerful email ‘follow up’ system can cost you sales big time! The bottom line is you need to ‘tactically’ be chasing your hot leads with a series of email messages to win more sales! This is a process consistently applied by many accomplished online marketers.
And when I started out myself on my online professional journey, email marketing was one of the first things I learned how to do. For any business, the importance of getting this strategy right cannot be overlooked. In fact, studies have shown that potentially up to 98% of sales are lost due to lack of ‘follow up’.
Your sales can literally explode with powerful email ‘follow up’ system……
(1) Use Quality Email Autoresponder To ‘Follow UP’
You certainly require a highly reliable automated ‘follow up’ system. And that means setting up an email Autoresponder with a major reputable provider such as Aweber, GetResponse, Mailchimp, just to name a few. This allows you to ethically acquire new opt-in prospective customers and their contact details via your web properties and create a series of email ‘follow up’ messages that will automatically go out to such prospects…
These for instance can be people who joined your Email Contact List (via your website or landing webpage) in exchange for receiving a valuable freebie or further information on your offer, but have not purchased from you yet.
I must emphasise that using a quality Autoresponder is so important. Otherwise majority of your emails won’t get delivered. You set everything up once and the system automatically sends the ‘follow up’ emails to your prospects who signed up to your Email Contact List. And it functions 24 hours a day on auto-pilot. Highly time-saving, quick and easy process. No hanging around your computer laboriously emailing people – you just let your Autoresponder do this grunt work on your behalf! How good is that?
(2) Set Up ‘Follow Up’ System To Act Immediately
Providing your offer is interesting, 80 percent of prospects make a purchasing decision after receiving 5 ‘follow up’ emails. For instance, you can put 5 different email messages into your Autoresponder. Programme your first message to automatically go out immediately to new prospective customers the second they opt-in onto your Email Contact List via your website or landing webpage.
Then set up each one of the remaining four messages in your Autoresponder to automatically be sent out every 2 days. This way, you are striking your leads whilst they are hot!
(3) Educate Prospects Via ‘Follow UP’ Series
As part of your marketing campaign, your automated ‘follow up’ emails should powerfully educate your prospects about your business to develop trust. Your target market will expect nothing less. You should also communicate the main benefits of your offer to your prospects. It’s a case of what’s in it for them.
For example, connect emotionally with their concerns or problems via your emails. Then demonstrate that your product or service highly meets their needs. Ensure your email series are benefit orientated without coming across aggressively or desparate to make a sale. With this approach you’ll sell more.
(4) ‘Follow Up’ Prospects With Special Incentives
Motivate your prospects through your ‘follow up’ emails with a special incentive to entice them into a sale. In the process, create a sense of urgency but with delicacy to try and close the sale.
(5) Be Consistent With Your ‘Follow Up’ Messages
Avoid moving the goal post. In other words, be consistent with your email messages on your offer. The last thing you need when following up is to create confusion in the minds of your prospects that could discourage them from taking you up on your offer – because a confused mind does not make a purchasing decision.
Last words and key takeaways from this post…..
