In my last blog post, I discussed how email marketing can be used to generate more leads and build stronger business relationships. I also gave you some tips on how to craft an email that would actually get results.
Today, I’d like to dive a little deeper into how you can use email marketing to grow your business. Specifically, I want to share with you examples of different types of email campaigns that have been proven to produce solid results. You’ll gain insight on how to more effectively use email to grow your business.
An Email-marketing Case Study: The QuikTrip Story
If you’re serious about growing your business using email marketing, the best place to start is with a case study. Traveling to the other side of the world to find a story that relates to your business is a great way to expand your mind while also gaining valuable information.
One of the first companies that came to mind when considering a travel destination for an email marketing campaign was QuikTrip. It’s a regional car rental company based in the U.S., with locations across North America and the Caribbean. If you’re looking to rent a car in Europe or the Caribbean, QuikTrip is a great choice because they offer discounted rates for travelers.
For our campaign, we decided to target individuals in Canada, looking to rent a car for a vacation. We selected QuikTrip because, quite frankly, they are a very well-known company with a lot of positive feedback on forums like TripAdvisor and Booking.com. Furthermore, the CEO and founder has been featured on a number of news outlets for his successful ventures, so we figured that he’d be someone we could definitely work with.
The Results of Our Campaign
Before we get started, I want to remind you that search engine optimization (SEO) comes with serious costs. Your ads will be shown on Google and other similar sites, and you’ll have to pay for each click that one of your potential customers makes on your offers.
That being said, the results of our campaign were incredible. Not only did we see a massive 25% uplift in organic traffic, but we also saw an increase of 41% in conversion rates. What’s more is that our target audience saw a 15% increase in average order values compared to those who didn’t receive promotional emails from QuikTrip.
Here’s the catch: We didn’t just get any results. We obtained an incredible amount of qualified leads that fit perfectly within our target audience.
This is because we took the time to craft a personalized email that would appeal to each individual on our list. The email began with a brief bio of the CEO and a link to his LinkedIn profile. From there, we moved into a list of his accomplishments, which included building one of the largest privately-owned rental car fleets in North America. Finally, we closed the email with a short blurb about his vision for the company and a call to action, asking the reader to contact him for more information about our car rental services.
By taking the time to customize the email content and send it out to our list of more than 24,000 individuals, we were able to obtain qualified leads that converted at a much higher rate than we normally see for broadcast emailing.
Why Does This Work?
Well, first off, the individual who ran this campaign is a HubSpot Elite partner, which gives you some insight into how they approached the campaign. If you’re unfamiliar, HubSpot is a software company that specializes in marketing and sales tools. In addition to connecting customers with quality content, we also published regularly sponsored articles on blogs and social media channels. These articles often focus on useful information that our target audience might find beneficial.
One of the reasons why this strategy worked so well is that we utilized HubSpot’s segmentation tool, which allowed us to target specific groups of people based on their interests. For instance, our initial email marketing campaign focused on parents because we knew that they would find our blog helpful as they navigate their children’s back to school transition.
As a business owner or marketer, you have probably heard of the term “attention deficit disorder” (ADD). It’s a condition that causes people to have a hard time focusing on one thing at a time. If you experience this, you’ll understand the frustration of trying to get work done when your mind is constantly wandering.
With segmentation, we were able to target those interested in our niche (i.e., parents who are looking for tips on the upcoming school year) with content that is more relevant to their interests. In doing so, we were able to draw more qualified leads and ultimately get better results.
In addition to gaining qualified leads through SEO and social media, we also made direct outreach via email to existing customers and distributed curated content to attract new individuals to our car rental services.
If your company operates in more than one country, you might consider doing the same, especially if you’re looking to expand your business globally. After all, not everyone will have access to the same keywords or content that makes up your SEO strategy. Plus, people in other countries might have different concerns and needs, which you could address through personalized content.
In our case, we chose to launch a Mexico City-based branch of QuikTrip, due to the high number of expats and tourists that visit the city each year. From there, we distributed our curated content to attract tourists and new tenants to our car rental services.
The key takeaway from this case study is that if you utilize email marketing to drive traffic and conversions to your site, you must take the time to craft a personalized email that would appeal to each individual on your list. Doing so will help you to obtain better results and grow your business more easily.
How To Make Your Next Email Marketing Campaign Work
So, how can you ensure that your next email marketing campaign will be just as effective as the last one? Utilize the information that you learned from this case study and try to implement at least three of the following tactics:
1. Personalized Emails
As we learned in the example above, personalized emails have an incredible effect on getting results with your next email marketing campaign. To that end, here are a few tips on how you can make each email more personalized:
– Identify the person who is receiving the email and create a bio about them. For instance, if you’re emailing someone who works for a bigger company, you might want to include their title in the email. This will make it easier for the person to understand who they’re conversing with. Furthermore, if you’re using marketing automation software, you can include an identifier like a first name, last name, email, or phone number.
– Create a personalized subject line for each email. While you don’t need to overdo it and make it overly creative, using a subject line that is personal to the person receiving the email is the best practice. Not only is it relevant content that will grab the attention of the reader, but it also helps you to segment emails and reduce the amount of spam you receive.
– Customize the email’s contents. With a little effort, you can make each email you send a completely unique experience, relevant to the person reading it. For instance, if you’re sending an email to let your customers know about a new product or special offer, you can include relevant information like the name of the product or service, the date when the offer will end, and maybe even a photo of the product.
– Personalized emails aren’t just for customers. You can also use the tactic to communicate with potential employees. Think of a relevant subject line that will grab their attention (i.e., “Did you know that…” or “New opportunities at…”) and then include details about the position you are filling in and the responsibilities of the job. Remember: they’ll most likely be getting a lot of unsolicited emails, so make sure that each email is different and contains something valuable. For instance, you can include a fun fact about the recipient or start a new topic that will spark their interest.
– Ensure that you have the rights to use the images included in the email. Since we’re on the topic of images, it’s important to ensure that you have the rights to use the ones attached to the email. Even if the email is sent from a legitimate source (i.e., not spam), Google Apps users can prevent unwanted emails by verifying their sender’s email address. Simply check the “This email has been verified” option, and you’ll be able to use the verified sender feature to send out personalized emails without any issues.