 Tips and statistics to make sure your mailing list is working for youIt’s often said that a key skill in copywriting is brevity. So, with that in mind, the simple answer is yes. Yes, you do need to send out regular newsletters. You absolutely do.
And I know. Believe me, I know. Whether your target schedule is daily, weekly or monthly communications, newsletter time always comes around sooner than it’s supposed to and you’d very much be forgiven for thinking something along the lines of, “I swear I just sent out the last one! How bad would it be to skip it just this once…?” If that sounds familiar – and I’m prepared to bet that it does – you might well be wondering what’s the worst that could happen if you let things slide on occasion. After all, as lovely as it would be to think so, it’s not actually that likely that your mailing list is frantically scanning their inbox for their weekly missive, feverishly hitting refresh and wondering why you’ve forsaken them. But that still doesn’t mean it’s a good idea to let communications go patchy. Here’s why.
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 A very happy new year from Fabula Copy! May your business thrive, your customer base grow, and your brand shine in 2022.
The new year is a time for evaluation and goal setting for the months ahead. The past few years have certainly had their challenges, and consumer behaviour and expectations have changed as a result, but the great news is that there are some easy, cost-effective steps you can take this year to make your company stand out from the crowd. Read on for 5 ways you can make your copy work harder for you in 2022.  Keep warm leads warm until they're ready to buyIn an ideal world every visitor to your website would be ready to make a purchase. In reality, you’re probably looking at around a 5% conversion rate from casual clickers — and that’s a best-case scenario.
Email funnels can be great for lead nurturing, but not every business operates on sales leads. In fact, for some businesses, an overtly sales-oriented approach is going to be exactly what not to do if you want to generate a long-term relationship with potential customers: sometimes, your best marketing strategy is simply to stay in touch and make yourself welcome in a future client’s inbox. And how do you do that? Well, the answer is going to look different depending on your demographics and your overall goals, but some form of regular email communication is going to be key. Whether that be a monthly newsletter, information on new product launches, vouchers and special offers, or some combination of all of the above (plus whatever else is going to add value to your subscribers), capturing the contact details of website visitors before they navigate away is a fantastic way to make sure that your brand stays front and centre in their memory until they’re ready to make a purchase. Five Reasons To Get Excited About Email Funnels In an ideal world, every visitor to your website would be ready to make a purchase. In reality, according to data recently published by The Kibo e-commerce Quarterly, only around 5% of unique visits will result in a sale. If you’re not actively trying to warm up all those cold prospects who find your site before they’re ready to buy, you’re missing out on a lot of potential customers.
So how do you turn a visitor from “vaguely interested” to “shut up and take my money”? That’s where lead nurturing comes in. In this blog post, we’re going to look at lead nurturing via email funnels, and why you should be excited about it. First off, an explanation: email funnelling is “a marketing strategy designed to turn cold prospects into long-term customers by funnelling them through five stages” (Orendorff, 2021). What that means in practice is that you invite a visitor to your site — who’s not yet ready to purchase your product or service, but whose business you don’t want to lose — to give you their email address and permission to contact them, often in exchange for a freebie that’s going to be of use to them in some way. You then, through a series of staggered (automated) emails, nurture that lead, reminding them of everything your company has to offer, possibly throwing in a few more giveaways, and gently nudging them towards making a purchase. |
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