Your leads are savvy consumers. They’re used to seeing “hot sale now!” in their inbox, so make your pitch count.

There’s always more you could be doing with your timed or quick-sale emails than just pushing for the sale.

Not only can you learn more about your leads, but a promotion or sale provides an opportunity to build a relationship with new consumers.

Here are three email marketing tips to gain valuable insight while providing value to leads and prospects.

Tips for improving email marketing ROI:

Play the Field

Think of a promotion as your opportunity to reach out to people who don’t know you.

Don’t to stick to just email. Publish a blog post, create a landing page, then ask your partners to share your promotion. Even if your promotion is for a targeted audience, do some brainstorming on who may also be interested.

For example, if you share your sale with people outside your network, you’d reach new leads and build your list. Keep track of where these leads are coming from. This will help you to further segment your list and collect more data on your personas.

You’ll also want to give leads and customers ample notice before your promotion starts and can qualify for any promotions by completing a survey or another CTA.

Show Your Leads You Care by Creating New Segments

If you were to gather all your leads in a room and showed them what you’re offering, you would want to gauge their level of interest. Even if they decide to leave the room.

Tracking your leads during the promotion will provide great insight in helping you to further segment your list based on their level of interest in your brand.

Let’s say you’ve created a landing page and a blog post for your promotion. You can see that some of your leads visited both pages from emails that you sent. This signals that those leads are interested in your promotion and will likely be interested in similar campaigns in the future.

If you don’t have this type of segment already, you can create a new group of email subscribers who are interested in your promotions and sales. After the campaign, send them an email to ask if they would be interested in similar emails in the future.

Before you launch your email campaign, make it a part of your marketing plan to track your leads through the promotion. If you offer a few promotions per year, within a few months you’ll know who’s interested in your future promotions and who’s not.

Include a link in your promotional emails that ask your readers if they want to receive these type of emails. The uninterested will be glad you asked.

Welcome the Newbies

Don’t overlook new subscribers in your list if they’ve signed up for a promotion.

Continue to segment your list by the date a lead signed up so you can welcome them appropriately. Let leads know what to expect as they begin to forge a relationship with your brand.

They might not be completely excited now that they’ve signed up to receive emails from you. So start building the relationship by acknowledging that (at least for now) they’re interested in your promotion.

You should also give them a preview of why they want to receive emails from you. Inform leads on how your emails provide value by including a link to some of your past campaigns or special offers you’ve sent to email subscribers.

Now that you have new leads coming to your site, pay close attention to how they interact with the content you’ve already published. At this stage they are still top of the funnel, but the more you know about them, the better.

One way you can do this is to create a trigger. It would automatically add a new lead that signs up to receive your emails and views a certain number of blog posts on your site.

Don’t Ignore Your Mistakes

When something goes wrong during a flash sale or promotion, customers will let you (and everyone else) know they were disappointed.

If this happens, admit your mistakes and apologize to your leads.

There’s a lot of work to do after your promotion ends: there’s data to collect and new leads you need to get acquainted with.

The last thing you need is a problem with your marketing platform – everyone wants to know how the promotion went and you want to get them an answer ASAP.

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