Email marketing is one of the most effective tools to connect with prospects and turn them into customers today. However, sending mass emails to every person you can won’t deliver the results you need. In fact, sending generic messages to one or many bulk lists is a recipe to land in the spam folder, and you don’t want that to happen!
To improve your email marketing results (and stay out of spam), you need to identify your target audiences’ buyer personas, segment your lists, and send hyper-relevant messages to each niche audience. This requires understanding the demographics of each target audience (e.g., state, license activity, license status, and so on for cannabis license holder audiences) as well as their behaviors.
When you track behavioral data, you can segment your audience based on those behaviors and send targeted messages that give them the extra nudge they need to move through the marketing funnel from prospects to customers. If you subscribe to the Cannabiz Media License Database, you can use custom tags to identify key behaviors – such as opening your messages and clicking on the links inside – and target license holders with relevant follow-up content based on those tags.
Following are seven behaviors you can track to send targeted email marketing messages that move people from prospects to customers.
1. Opened Specific Email Messages or Clicked Specific Links
Every email message that you send gives you more information about the contacts on your list. Their behaviors can tell you what they’re interested in, where they are in the marketing funnel, and more. You just need to watch those behaviors and create strategies to leverage them.
For example, if you send a specific email message offering a discount on your product or service, then every person who opens that message or clicks the link in that message to visit your website is an important lead. If they weren’t thinking of buying, they would ignore the message entirely.
In this example, the fact that they took the time to open your message, review the offer, and possibly click the link to get more information tells you they’re interested. Don’t let them get away! Instead, follow up with additional email messages or phone calls to help them over the final hurdle they’re facing so they buy.
2. Opened a Certain Number of Email Messages or Clicked a Certain Number of Links
When someone is very interested in your product, service, brand, or business, they’ll open a lot of the messages your company sends to them. They’ll also click on a lot of links within those messages. You should be tracking message opens and link clicks and set a threshold that identifies a highly engaged contact as a hot lead.
Set points to thresholds based on their engagement with your messages to rank leads as cold, warm, hot, and extremely hot. With those rankings, you’ll know where people are in the funnel and can send them the targeted messages and content they need the most or follow up directly with a sales call.
3. What People Do After Clicking Links in Your Email Messages
If you’re using UTM codes to track what people do after they click on the links in your email messages, you’ll gain a wealth of information that you can use to tailor future messages and sales outreach.
Use Google’s Campaign URL Builder tool to create unique UTM codes for each link in your email messages, which will enable you to track in your Google Analytics account not just where traffic to specific pages on your website comes from but also where they go and what they do while they’re on your site. In addition, you can compare your marketing investments using the Channels Report in your Google Analytics account.
4. Contact Form Submitted
What happens when a prospect submits a contact form or completes another kind of inquiry form on your website? If they don’t immediately receive a message in return, you’ve missed an opportunity to warm up that lead and make them more likely to turn into a buying customer.
When someone submits your contact form, you should consider them to be a very hot lead. That means you should have an autoresponder message set up to go out to them as soon as they submit the form. This message should thank them for their interest and set expectations for when they’ll get a response and from whom.
If you don’t have a way to set up and send autoresponder messages, then someone on your team should be assigned the task of responding to these inquiries as quickly as possible and routing them to the right person to follow-up. Anyone who submits a form on your website should receive an acknowledgement email on the same day.
5. Free Trial Ended
Every cannabis business or cannabis-related business that offers free trials of their products or services should follow up with people via email if they don’t immediately buy when the free trial ends.
Your follow-up email messages should focus on the benefits or your product or service to tap into the psychological effect called the “fear of missing out” (FOMO). Additionally, offer easy ways for these prospects to get help so they can get over any obstacles that may be preventing them from buying.
6. Free Demonstration Completed
If you offer free demos of your product (e.g., a SaaS product or a complex product), then you should have email messages ready to go after the free demos end. Most people are at least somewhat interested in a product after seeing a free demo, so it’s the perfect time to try to push them through the funnel.
Think of it this way – when someone signs up for a free demo, they’ve shown that they’re very interested in your product and are actively looking for a solution to one or more problems they’re experiencing.
If the demo doesn’t convince them that your product is the solution, then you shouldn’t give up. Instead, follow up by phone and email and give them more information about features and benefits that will move them from prospect to customer.
7. Registered for or Attended an Event or Webinar
If someone takes the time to register for an in-person or online event that you’re having, it means they’re interested in your business, products, and/or services. It’s essential that you connect with them via email to nurture them and turn them into buying customers.
The trick to ensuring these email marketing messages drive action among recipients is to provide the next logical step after they sign up for or attend the event within the message. The goal is to make it as easy as possible for them to take that step.
Stay focused and don’t try to introduce a lot of new information. Instead, keep follow-up messages succinct, and lead recipients directly to a clear call to action that allows them to complete the next step after the event or webinar.
Your audiences’ behaviors tell you so much about their needs and where they are in the marketing funnel. Track their behaviors and pay close attention to how they engage with your email marketing messages. With this information, you can create highly targeted email marketing messages with hyper-relevant content that will successfully move people from prospects to customers.
Get started with the behaviors introduced in this article, and when you’re ready to take your email marketing to cannabis and hemp license holders to the next level, schedule a demo of the Cannabiz Media License Database and see how it can help your business grow.
Originally published 4/21/20. Updated 10/22/21.