Successfully Leveraging Email Marketing During the Purchase Phase
FINALLY, YOU HAVE (MOST OF) THEIR EMAIL ADDRESSES
Most prospects have registered with you at this point to gain access to deeper content and/or interact with you.
MAKE IT PERSONAL
Prospects and customers now expect emails to be personally written and sent by people in your various departments. Any emails sent automatically should be developed based on meeting a typical customer’s needs (eg testimonials from other customers).
CRM system data is key, such as which product they bought, will allow you to most effectively target and tailor your email campaigns…
- Reassure them that they’ve made the right choice if they selected your offering – send emails with testimonials from other customers.
- Make a comparison to the competitive product if the prospect doesn’t select your offering. Sometimes people make the wrong decision, and you should make it easy for the customer to reconnect with you.