So you’ve done all the right things, created a lead magnet, published some ads and built your email list on the promise of it delivering a mountain of sales, but it just hasn’t really worked out that way, has it? I mean, you’ve built the list OK. That bit worked fine. But now you’ve paid to get all these so called leads, and you have a really nice database, but it’s the ‘mountain of cash’ that’s missing.
Don’t worry, you’re not alone. Many service-based businesses struggle to convert email subscribers into paying clients, especially when time is tight, and resources are limited.
But here’s the good news: email marketing is still one of the most effective ways to grow your business. With an average ROI of $42 for every $1 spent, it’s a tool you can’t afford to ignore.
Below we’ll share 5 proven strategies to help you turn your email list into a client-generating machine. Whether you’re just starting or looking to refine your strategy, these actionable insights will give you the edge you need.
Personalise Your Emails
Nobody likes to feel like just another name on a list. Personalisation is the key to making your subscribers feel valued and understood.
As an example of what NOT to do, I recently got a marketing email addressed to ‘Dear Valued Customer’. How valued do you think that made me feel? And how likely am I to buy from them?
Now imagine you run a local gym. Instead of sending a generic email blast, you segment your list based on fitness goals. One group receives tailored workout tips for weight loss, while another gets advice on building muscle. This approach not only grabs attention but also builds trust and makes people feel like you’re actually taking notice of what they want.
Things you can do:
- Use merge tags to include the subscriber’s name in the subject line or greeting.
- Segment your email list based on factors like location, interests, free resources they’ve downloaded, or past interactions. Most email marketing platforms like Go High Level make this super simple with tags that can be automatically applied when people join your list, click certain links or send particular replies to your messages.
- Reference specific actions your subscribers have taken, like naming the guide they downloaded or webinar they attended. Again, this is not difficult to automate in most CRM’s and marketing platforms.
Craft Irresistible Subject Lines
Your subject line is the first thing your audience sees, and it can make or break your open rate. You can spend literally hours crafting the most compelling email and it won’t drive a single person to your website of they don’t open it! A great subject line piques curiosity, offers value, or creates urgency.
For instance, a plumbing service might use: “Leaky Tap? Here’s How to Fix It in 5 Minutes!” This speaks directly to a common problem and promises a quick solution.
One of the keys to success here is understanding your ideal client, their pain points, their goals and their desires. Then including one of them in the subject line to really grab attention.
Things you can do:
- Keep subject lines short and snappy (around 40-50 characters).
- Use power words like “free,” “exclusive,” or “limited time.”
- A/B test different subject lines to see what resonates with your audience.
Focus on Value First, Sales Second
This is one area SO many businesses get wrong. No one wants to be bombarded with sales pitches. Instead, focus on providing value that solves your audience’s problems, makes their lives easier or helps achieve their dreams and desires.
Again, you need to understand those dreams and desires if you’re going to help achieve them. If you don’t know them intimately grab a free copy of our Client Crystal Ball HERE.
Take a landscaping company, for example. Instead of immediately promoting their services, they send an email titled: “5 Easy Ways to Prepare Your Garden for Spring.” This not only positions them as experts but also builds goodwill.
This doesn’t mean you shouldn’t be making offers and sales pitches in your email marketing. You absolutely should, or you’ll be the most respected and broke business owner around. It just means you need to get the balance right.
Things you can do:
- Follow the 80/20 rule: 80% of your emails should provide value, and 20% can promote your services.
- Share tips, how-to guides, case studies, or industry insights.
- Include a soft call-to-action that encourages readers to learn more or book a consultation.
Use Automation to Nurture Leads
Automation is a game-changer, especially for time-poor business owners. And isn’t that most of us? It allows you to stay top-of-mind with your audience without lifting a finger.
For example, a real estate agency could run ads with free guide ‘How to buy your first home like a pro – The first home buyers guide to buying the right home at the right price first go.’ They could then set up a drip campaign with the email sequence:
- “Understanding the Home Buying Process”
- “How to Budget for Your First Home”
- “Common Mistakes to Avoid When House Hunting”
By the time the subscriber is ready to buy, they already trust the agency and feel like the agency knows them and what they want.
Just like audience segmenting and personalisation, most email marketing platforms and CRM’s will give you the ability to set up automated sequences and schedule newsletters well in advance, so you can more easily mane your workflow. Or have a team like Orbit manage it for you (shameless self promotional plug)
Things you can do:
- Set up a welcome sequence to introduce new subscribers to your brand.
- Use abandoned cart emails to recover lost sales (great for ecommerce businesses offering products).
- Schedule weekly follow-up email newsletters to maintain engagement after an initial inquiry.
Analyse and Optimise Regularly
What works today might not work tomorrow. And is almost guaranteed not to work in six months. That’s why it’s crucial to analyse your email performance and make decisions and improvements based on what the data tells you rather than just on gut feel.
For example, a cleaning service notices that their click-through rates are low. After testing different email designs, they discover that adding a prominent call-to-action button significantly boosts engagement.
Recently we’ve seen much higher engagement rates on emails that use simple design templates with a greater emphasis on the actual content rather than clever design.
Things you can do:
- Track key metrics like open rates, click-through rates, and conversions. Pay close attention to your unsubscribe and bounce rate because these can affect your email deliverability. Try to keep them below 2%.
- Use A/B testing to experiment with subject lines, email content, and design.
- Regularly review your analytics to identify trends and adjust your strategy accordingly.
So, wrapping all that up…
Email marketing doesn’t have to be overwhelming. By personalising your emails, crafting compelling subject lines, focusing on value, leveraging automation, and analysing your results, you can turn your email list into a powerful revenue driver.
Ready to unlock the full potential of email marketing? At Orbit Marketing, we specialise in creating tailored email campaigns that deliver real results. Book a call with us today, and let’s take your business to the next level!