July 19, 2021

How to Engage with leads in Email Marketing

Written by:
Kaustubh Parate


Before starting the guide on engaging with leads, we would like to tell you that congratulations!! You have completed the most challenging task of adding subscribers to your business. If you are not aware of what it leads, we have got a separate article. Once you succeed in adding new subscribers to your business, it's like half job is done. Now we need to focus on how to turn them into a customer who is willing to pay for your service. It is not a one-day task, but it is a long process that needs a very deep understanding of consumer behavior. But don't get worried; we are here to help you with each process; sit back and enjoy the article. 

Now, as you have got customers ready to consider your offerings, you are going to be judged by each email you will be sending. So the process needs to be very finely designed and very subtle. It's an art, and you as a businessman must master it. Nurturing your leads is like sowing a seed, giving enough water and fertilizer till it grows like a sapling. Then you take care of the sapling, and with all that effort of several months, it yields fruits to you. 


But Why do you need to engage with your leads?

Customer engagement is making a bond with your customers; it's really very essential as you don't want to lose customers and want to increase customer loyalty. Moreover, selling a product without communicating with the customer is not going to work; before offering them your service, you need to convey the customer value of your company and product. Inform him about all the products you offer, Suggest him which product or service suits his requirement and how he is going to be benefitted. If you do this effectively, then certainly customers would like to buy it. To make your life simpler, we have come up with this article. Here we go.


1. Welcome Email

Once a subscriber joins your service, You must be ready with the series of the email you are going to send him over the period of time. There is a very famous cliche line, the first impression is the last impression. It sounds very lame, but yes, First impression plays a really very big role in how you want your customer to perceive you. Your first email must contain a very short welcome message, what your company does, what kind of email your consumer will receive, and how the consumers will benefit from your service. Remember, be very precise with the words and keep your email really very short. Use this opportunity to start the user onboarding process. Also, don't forget to add a link for sign in to the account and what steps customers take in order to start user experience should also be mentioned. 


2. Information Email

Let's not forget that your customers will buy the subscription for the service they are going to use. So it's quite important that they must have a really very good understanding of it. Thus, it is your next task to frame a simplistic and informative email for your consumers. Let's accept the fact that the majority of your consumers won't be a tech savvy person. So your email and words must be easy enough to understand and entertaining enough to read. Or else it will get ignored like several other emails. Tell them what steps your customers need to take in order to make the onboarding process move further. Provide a button in the email to go into their account, request them to fill necessary information. Don't just stuff the email with too much information, present it in pictorial form, attach videos, gifs, be creative, add a little bit of humour. If you think out of the box, you will definitely see positive results :) 

3. Instructional Email

Keep the instructional email simple and straightforward. Provide a step by step guide, or maybe you could even attach a tutorial video to better understand the product/service. Get creative and friendly while making infographics and pictorial guide, even normal products and services would look fun to use if you succeed to present it in a creative way. 

4. Recommendation Email

Till now, you were just making your customers aware of your products. Let it be a Welcome email, informational or instructional; You were not pushing your customers to go out and buy your products/service. But now the subtle art of promotional marketing starts. You need to frame an email so that customers must feel you are not just selling your products, but trying to help them select which one to buy and why customers should buy this specific product. Businesses need to convey the true value and the utility of the product/service. Remember, customers will consider buying if they like the value proposition. To suggest an appropriate service which has a really good value proposition. If you pitch the right products, then definitely you are going to get a good response. Don't forget to add a call to action for every product that you are recommending.  Also, personalize the email, make customer feel that you have crafted this email just for you. You start the email by calling customer by their name.



5. Abandoned Cart Email

If your customers visits your website and add any product and leaves the website before checking out, then after 15-20 minutes, you can send him a notification stating that you forgot to check out or your cart is waiting to be checked out. You need to call the customer by his name, personalizing the notification will increase the probability of it being opened. You need to add a call to action in the notification itself to encourage the customer to take the action. Also, you may choose to highlight the product's features in the separate notification, which will eventually make the customer aware of its value, and then he could decide to proceed.

Merchants need to keep an eye on the customer's abandoned cart because every businessman would like to target. Abandoned carts are extra revenue which they will never want to lose. Thus, with some extra efforts, you can target such customers.

Merchants need to keep an eye on the customer's abandoned cart, because it is something every businessman would like to target. Abandoned carts are extra revenue which they will never want to lose. Thus, with some extra efforts, you can target such customers.


6. FAQ Email

Generally, customers are really interested in your product, but they do not proceed to buy due to some hesitations or lack of clarity. You must take cognizance and create a list of all such questions (Try to put yourself in customers shoes) and answer all queries. Questions could be very simple and silly, but address them all. You can even make a creative video of all FAQ's. You may even frame a separate email just to ask them their queries. If you anticipate that people won't be asking many questions, then you can get a little bit emotional, this trick works very well. Being humble and honest makes people feel free to ask any doubts.

7. Engagement Email

When you have a strong base of customers, it's your responsibility to keep them in contact. Now we are not trying to tell them to send them an email every day, promote yourself in emails. We are trying to say that you need to send a few emails only from a connection point of view. Your customers will give you attention if you succeed in making a strong bond with them. Even if you want to do promotion with your quality leads, you need to make a strong bond before that. Engagement email are the tool which would surely help you making it possible. This might include, pro tips, referrals,  providing valuable content which is useful to customers, etc. 

8. Promotional Email 

Once you educate users regarding your product/service, making them familiar with your service, making a bond with them, You need to pitch your offerings to them with a clear CTA. You must stress on the point how your offering can bring change to the life and how your product is going to deliver value to the customers. Don't just try to sell products, explain their features, specifications, benefits. Frame the email so that customers must feel that you are trying to make their life easy or trying to help them with recommending the correct product for them. Promotional email might also include asking your subscribers to buy a premium plan, upgrade their existing plan etc. But the rules remain the same. 


9. Offer Email

Offer email is a kind of promotional email but more simplified and easily conveyed. You have more opportunity to attract customers in the offer email, also its an good opportunity to make customer loyalty. You need to convey how this offer is different and profiting from normal offerings. Customers must see clear benefit in terms of price like discount, Price cut etc. Also, you need to create a sense of urgency to prompt the customers to take a decision now, like offer only valid of 2 days. Grab the offer within 24 hrs, etc. 



10. Webinar Emails

Sometimes your customers feel it is difficult to understand or use your product/services. Or maybe sometimes you will lose connection with your subscribers. To overcome these problems, webinar emails are the best tool, it will act as a guide for those who are facing difficulty using the product, and it will create interest among those who have lost contact with your company. Webinar emails must contain an invitation for customers to join the webinar. Also, you must bring in an expert to conduct the webinar so that it will be easy for customers to build trust. Also, don't forget to add button to login to your account and register to get reminder email. 



Before starting the guide on engaging with leads, we would like to tell you that congratulations!! You have completed the most challenging task of adding subscribers to your business. If you are not aware of what it leads, we have got a separate article. Once you succeed in adding new subscribers to your business, it's like half job is done. Now we need to focus on how to turn them into a customer who is willing to pay for your service. It is not a one-day task, but it is a long process that needs a very deep understanding of consumer behavior. But don't get worried; we are here to help you with each process; sit back and enjoy the article. 

Now, as you have got customers ready to consider your offerings, you are going to be judged by each email you will be sending. So the process needs to be very finely designed and very subtle. It's an art, and you as a businessman must master it. Nurturing your leads is like sowing a seed, giving enough water and fertilizer till it grows like a sapling. Then you take care of the sapling, and with all that effort of several months, it yields fruits to you. 


But Why do you need to engage with your leads?

Customer engagement is making a bond with your customers; it's really very essential as you don't want to lose customers and want to increase customer loyalty. Moreover, selling a product without communicating with the customer is not going to work; before offering them your service, you need to convey the customer value of your company and product. Inform him about all the products you offer, Suggest him which product or service suits his requirement and how he is going to be benefitted. If you do this effectively, then certainly customers would like to buy it. To make your life simpler, we have come up with this article. Here we go.


1. Welcome Email

Once a subscriber joins your service, You must be ready with the series of the email you are going to send him over the period of time. There is a very famous cliche line, the first impression is the last impression. It sounds very lame, but yes, First impression plays a really very big role in how you want your customer to perceive you. Your first email must contain a very short welcome message, what your company does, what kind of email your consumer will receive, and how the consumers will benefit from your service. Remember, be very precise with the words and keep your email really very short. Use this opportunity to start the user onboarding process. Also, don't forget to add a link for sign in to the account and what steps customers take in order to start user experience should also be mentioned. 


2. Information Email

Let's not forget that your customers will buy the subscription for the service they are going to use. So it's quite important that they must have a really very good understanding of it. Thus, it is your next task to frame a simplistic and informative email for your consumers. Let's accept the fact that the majority of your consumers won't be a tech savvy person. So your email and words must be easy enough to understand and entertaining enough to read. Or else it will get ignored like several other emails. Tell them what steps your customers need to take in order to make the onboarding process move further. Provide a button in the email to go into their account, request them to fill necessary information. Don't just stuff the email with too much information, present it in pictorial form, attach videos, gifs, be creative, add a little bit of humour. If you think out of the box, you will definitely see positive results :) 

3. Instructional Email

Keep the instructional email simple and straightforward. Provide a step by step guide, or maybe you could even attach a tutorial video to better understand the product/service. Get creative and friendly while making infographics and pictorial guide, even normal products and services would look fun to use if you succeed to present it in a creative way. 

4. Recommendation Email

Till now, you were just making your customers aware of your products. Let it be a Welcome email, informational or instructional; You were not pushing your customers to go out and buy your products/service. But now the subtle art of promotional marketing starts. You need to frame an email so that customers must feel you are not just selling your products, but trying to help them select which one to buy and why customers should buy this specific product. Businesses need to convey the true value and the utility of the product/service. Remember, customers will consider buying if they like the value proposition. To suggest an appropriate service which has a really good value proposition. If you pitch the right products, then definitely you are going to get a good response. Don't forget to add a call to action for every product that you are recommending.  Also, personalize the email, make customer feel that you have crafted this email just for you. You start the email by calling customer by their name.



5. Abandoned Cart Email

If your customers visits your website and add any product and leaves the website before checking out, then after 15-20 minutes, you can send him a notification stating that you forgot to check out or your cart is waiting to be checked out. You need to call the customer by his name, personalizing the notification will increase the probability of it being opened. You need to add a call to action in the notification itself to encourage the customer to take the action. Also, you may choose to highlight the product's features in the separate notification, which will eventually make the customer aware of its value, and then he could decide to proceed.

Merchants need to keep an eye on the customer's abandoned cart because every businessman would like to target. Abandoned carts are extra revenue which they will never want to lose. Thus, with some extra efforts, you can target such customers.

Merchants need to keep an eye on the customer's abandoned cart, because it is something every businessman would like to target. Abandoned carts are extra revenue which they will never want to lose. Thus, with some extra efforts, you can target such customers.


6. FAQ Email

Generally, customers are really interested in your product, but they do not proceed to buy due to some hesitations or lack of clarity. You must take cognizance and create a list of all such questions (Try to put yourself in customers shoes) and answer all queries. Questions could be very simple and silly, but address them all. You can even make a creative video of all FAQ's. You may even frame a separate email just to ask them their queries. If you anticipate that people won't be asking many questions, then you can get a little bit emotional, this trick works very well. Being humble and honest makes people feel free to ask any doubts.

7. Engagement Email

When you have a strong base of customers, it's your responsibility to keep them in contact. Now we are not trying to tell them to send them an email every day, promote yourself in emails. We are trying to say that you need to send a few emails only from a connection point of view. Your customers will give you attention if you succeed in making a strong bond with them. Even if you want to do promotion with your quality leads, you need to make a strong bond before that. Engagement email are the tool which would surely help you making it possible. This might include, pro tips, referrals,  providing valuable content which is useful to customers, etc. 

8. Promotional Email 

Once you educate users regarding your product/service, making them familiar with your service, making a bond with them, You need to pitch your offerings to them with a clear CTA. You must stress on the point how your offering can bring change to the life and how your product is going to deliver value to the customers. Don't just try to sell products, explain their features, specifications, benefits. Frame the email so that customers must feel that you are trying to make their life easy or trying to help them with recommending the correct product for them. Promotional email might also include asking your subscribers to buy a premium plan, upgrade their existing plan etc. But the rules remain the same. 


9. Offer Email

Offer email is a kind of promotional email but more simplified and easily conveyed. You have more opportunity to attract customers in the offer email, also its an good opportunity to make customer loyalty. You need to convey how this offer is different and profiting from normal offerings. Customers must see clear benefit in terms of price like discount, Price cut etc. Also, you need to create a sense of urgency to prompt the customers to take a decision now, like offer only valid of 2 days. Grab the offer within 24 hrs, etc. 



10. Webinar Emails

Sometimes your customers feel it is difficult to understand or use your product/services. Or maybe sometimes you will lose connection with your subscribers. To overcome these problems, webinar emails are the best tool, it will act as a guide for those who are facing difficulty using the product, and it will create interest among those who have lost contact with your company. Webinar emails must contain an invitation for customers to join the webinar. Also, you must bring in an expert to conduct the webinar so that it will be easy for customers to build trust. Also, don't forget to add button to login to your account and register to get reminder email. 


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