The best way to use email to guide your leads through the customer journey.
Email has changed. In today’s world, we’re dealing with a lot of conditions and situations that we’ve never experienced before – including email.
The majority of organizations struggle with their email marketing and aren’t getting the conversions they want. The open rate of their emails continues to decline. In spite of all the changes, email remains one of the top-performing channels for organizations. So how do you do it properly post-pandemic? Is it still used in the same way as it was before the pandemic? How does email contribute to lead generation or lead nurturing?
In this episode, Emily McGuire shows us how to use email more effectively in a post-pandemic world. Using modern email strategies for lead nurturing, she explains to us how to nurture leads effectively.
Emily McGuire is the Customer Evangelist at AWeber – a people-first email service provider.
With lessons learned over a decade in tech, sending thousands of email campaigns, and working on email campaigns earning over $80 million in revenue, Emily loves sharing the mistakes and strategies of email marketing done well.
You’ll typically find her with a cup of coffee in hand because #momlife. When her head isn’t in her laptop, you can find her chasing her kid, reading a book, or binging trashy TV.
01:07 – Introduction
02:03 – About Emily McGuire
03:52 – Permission-based vs. non-permission-based emails
07:46 – Lead generation or lead nurturing?
08:14 – Does email really work?
11:27 – Why you should have multiple funnels
14:36 – Connecting pain points and challenges to the problem we’re trying to solve
18:00 – How long and what does it take in order to execute?
20:35 – Data, data, data
21:10 – Personalization
23:07 – Strategy vs. storytelling
24:18 – Rethinking ICP
26:42 – How to regain trust in email
30:04 – Call-to-action
31:58 – How to take it to the next level
34:29 – Truths, myths, and fallacies about AI in email and lead nurturing
36:58 – Can you outsource it?
38:16 – Connect with Emily McGuire
“I do not see email as a lead generation tool. I see it as a lead nurturing tool. It is about catching that relationship when it comes in and then keep moving it down its path down the lead and then customer journey.”
“When people tell me that they don’t see email work for them, I often see a data, analytics, and strategy disconnect.”
“You need to have a regular process to pull out data, analyze it, and iterate it.”
“Not any story is going to do it if it’s not reflective of your ideal customer’s experience.”
“The more you can be specific to someone’s actual experience, the quicker you can connect with them and nurture that relationship.”
“People are emotional creatures. You need to be able to talk about people’s emotions in your messaging.”
“If you’ve done your research to get to know people, they feel understood, and that is building trust.”
Episode Links and Resources
Emily’s LinkedIn: https://www.linkedin.com/in/mcguireemily/
AWeber website: https://www.aweber.com/
Digital activity ROI assessment: https://b2bdm.com/digital-activity-roi/
More episodes related to sales to email marketing: https://b2bdm.com/email-deliverability-myths