Ecommerce Ebook EN V2 (2) - Flipbook - Page 34
BUILD AN EMAIL LIST
Lead generation is often the first step to customer acquisition. Generating leads involves
collecting information from potential customers in order to nurture them or retarget them with
ads to eventually convert them into a customer. Collecting email addresses is seen as one of
the best lead generation investments for customer acquisition because of the revenue that
email marketing produces. According to Campaign Monitor, 59% of marketers surveyed see
the most ROI from email.
Email capture forms on landing pages, combined with a welcome discount is a great way to get info. Once your email list is built, you
can run email campaigns by setting up automated emails. These emails can be personalized and triggered based on behavioral data
to help you turn leads into customers.
ADVANTAGES
POTENTIAL PITFALLS
TIP
• Recurring revenue: It gives you the ability
to market to customers over a long period
of time, extending the lifetime value of
each customer acquired.
• Delivery rates: As spam filters become
more sophisticated, getting your emails
delivered to someone’s inbox has become
increasingly difficult, with over 50% of
emails considered as spam. Personalizing
your email communications and
following best practices will improve the
deliverability of your campaigns.
•B
usinesses with multiple/consumable
products: If your product is consumable,
and therefore needs to be replenished
(like coffee), or if you have a line of
complementary products (like clothing),
make sure you maximize your return
on investment by cross-selling, upselling, providing relevant content,
and ultimately creating strong repeat
purchase habits.
• Customer data: In addition to nurturing
prospective customers, an email list can
also help you find new prospects using
“lookalike audiences”, consumers who
look like your existing leads. Lookalike
audiences can be isolated by advertising
platforms like Facebook and Google.
• Low-quality emails: Quality always
overrides quantity. Look at the conversion
rate from each email source to make sure
you are acquiring quality leads.
POPULAR CUSTOMER ACQUISITION STRATEGIES
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