Insight Email Strategies To Turn Browsers Into Doers

Do you have plenty of opened marketing emails and even clicked-on landing pages but very little follow-through? Or, are your emails not even getting through to targets – leaving you without any leads to follow-up on? 

But, by utilizing some insight email* strategies that literally leverage the intelligence you already have on your targets and their perceived needs, you can actually use a little marketing automation and ingenuity to dramatically transform your outcomes.  

Why Is The Browser Not Taking Action?

There are typically 5 main reasons why an email or landing page ‘browser’ isn’t giving up their contact information: 

1. They weren’t engaged with any relevant content (data isn’t driving the content). With regards to CTAs and offers, if you’re leveraging the right kinds of data about your targets, you’ll be able to connect the right call to action to the exact person it’s meant to meet.  
2. There’s no strategic offer. What you’re promoting needs to be focused enough to drive them to take the next step.  
3. There’s no clear call to action on the email or page. What IS the next step? Maybe there are too many CTAs or too few. Typically, an insight email and landing page should provide three clear calls to action – one at the top of the funnel, one at the middle and one at the bottom. 
4. The email/site is poorly designed. When your customer or target looks at the page, is it too busy? Do they know where to go or what to do? Can they find what they’re looking for if you have it? If you don’t have a focused strategy to bring the user from the email and through the site to what they need or want, you’re likely going to lose their faith and interest. 
5. The offer didn’t outweigh their need to protect personal data. If what you’re offering is irrelevant to your target, it’s not going to compel them to elevate your relationship to the next level by sharing their email address or phone number. 

At the end of the day, a solid insight email strategy comes down to relevancy. If you’re not identifying and offering a way to solve a business, personal or professional issue, you’re not going to win their data. 

*Remember how we defined an ‘Insight Email’ at SugarBush? It’s an email that looks like a regular marketing email – only better – because it uses any and all aspects of email marketing like analytics, big data, list segmentation, automation, strategy, design and copywriting to help improve customer relationships, boost sales and increase the connection between marketing spend and results. If you’d like us to help you use insight email to boost abandoned shopping cart sales, get in touch!