Your leads are savvy consumers. They're used to seeing "hot sale now!" in their inbox, so make your pitch worth reading.
There’s always more you could be doing with your timed or quick-sale emails than just pushing for the sale.
Not only can you learn more about your leads, but a promotion or sale provides an opportunity to build a relationship with new consumers.
Here are three email marketing tips on how to gain valuable insight while simultaneously providing value to leads and prospects.
Play the Field
Think of a promotion as your opportunity to reach out to people who don’t know you.
You won't want to stick to just email. Publish a blog post, create a landing page, and potentially get in touch with your partners to see if they would be interested in sharing your promotion. Even if you think your promotion would be limited to a targeted audience, do some brainstorming on who might also be interested in your offer.
For example, if you share your sale with people outside of your network, you’ll reach new potential leads and build your lists.
Keeping track of where these leads are coming from can also help you further segment your list and collect data on your current personas.
You’ll also want to give leads and customers ample notice before your promotion starts and can qualify for any promotions by completing a survey or another CTA.
Show Your Leads You Care by Creating New Segments
If you were to gather all your leads in a room and showed them what you’re offering, you would want to gauge their level of interest, even if they decided to leave the room.
Tracking your leads during the promotion will give you some great information to help you further segment your list based on their level of interest in your campaign.
Let’s say you’ve created a landing page and a blog post for your promotion, and you can see that some of your leads visited both pages from emails that you sent. This signals that those leads are interested in your promotion and will likely be interested in similar campaigns in the future.
If you don’t have this type of segment already, you can create a new group of email subscribers who are interested in your promotions and sales. After the campaign, send them an email to ask if they would be interested in similar emails in the future.
Before you send out your emails, make it a part of your marketing plan to track your leads through the promotion. If you offer a few promotions per year, within a few months you’ll not only know who wants to know more about your future promotions, but also which customers are not interested at all.
Include a link in your promotional emails that asks your readers if they want to receive these type of emails. The uninterested will be glad you asked.
Welcome the Newbies
Don’t overlook new subscribers in your list if they sign up for a promotion.
Continue to segment your list by the date a lead signed up so you can welcome the new leads, and let them know what to expect now that they’re forging a relationship with your brand.
They might not be completely excited now that they’ve signed up to receive emails from you, so start building the relationship by acknowledging that (at least for now) they’re interested in your promotion.
You’ll also want to give them a preview of why they want to receive emails from you (but be cool about it). Give them some information on how your emails provide value by including a link to some of your past campaigns or special offers you’ve sent to email subscribers.
Now that you have new leads coming to your site, pay close attention to how they interact with the content you’ve already published. At this stage they are still top of funnel, but the more you know about them, the better.
One way you can do this is to create a trigger that automatically adds a new lead that signs up to receive your emails and views a certain number of blog posts on your site.
Don’t Ignore Your Mistakes
When something goes wrong during a flash sale or promotion, customers will let you (and everyone else) know they were disappointed.
If this happens, admit your mistakes and apologize to your leads.
There’s a lot of work to do after your promotion ends: there’s data to collect and new leads you need to getr acquianted with.
The last thing you need is a problem with your marketing platform – everyone wants to know how the promotion went and you want to get them an answer ASAP. Download Neil Patel's Guide to Email Marketing below to learn how to make the most of your next email marketing campaign: