For most businesses, 98% of the website traffic you work so hard to get to your site will come and go without purchasing. It’s critical to capture the email of these visitors in order to efficiently re-market to them and drastically reduce your cost of acquisition and increase lifetime value of customers. Whether it’s a product or a service, most people won’t spend enough time learning about what you have to offer in one website session, but if we capture their email address, we can nurture them along the path to converting.

By constantly testing the design, placement, timing, offers, and targeting of on-site email capture forms, we are able to ensure the time and money you spend getting people to your website does not go to waste, because once we have the ability to communicate with them, we know we can turn browsers into converters with effective automated email and sms flows and personalized campaigns.

Flows are an automated sequence of emails designed to elicit some form of action from the recipient. Most agencies will use a templated one-size-fits-all approach with flows and then apply a branded template to each email and just turn it on. While this will inevitable generate some revenue (if nothing was active before), it falls far short of what is possible with dedicated attention to each flow and all of the various elements that can be tested and optimized for a significant impact on revenues and your overall bottom line. The design of the email is obviously very important, but what sets apart average flows from exceptional flows is the relentless testing of the timing and cadence of the emails, the day of week and time of day the emails are sent, conditional splits of the audience based on recent behavior, personalized content that matches unique profile markers, and perpetual opportunities to optimize open rates, click-thru rates, and ultimately conversion rates by testing subject lines, preview text, imagery, CTA buttons, and offers.

Email Campaigns are any email sent to a customer that is not part of an automated email flow. These can include weekly/monthly newsletters, value-add content such as how-to guides, and most often, enticing offers to convert prospects and existing customers into buyers. What dictates the success of these campaigns involves strategic segmentation of your audience, savvy subject lines, congruent content, strong CTA’s, and targeted offers based on a visitor’s past on-site behavior.

Earning a click from a prospect is only as good as the page that we are sending them to. If the landing page they arrive on is not optimized to convert, they will quickly find a way to get lost out in cyber space once again. By designing landing pages with strategic placement of content, and written copy that motivates action, we are able to help get your prospects over the finish line to convert. We can give guidance to your web design team or integrate tools into your website where we can design the pages for you.

No matter how good the email marketing campaigns and flows are, their potential for extraordinary results relies solely on the quality and quantity of your lists, and the strategic breakdown of prospects into hyper-focused segments. An email you would send to someone who has visited your website three times without purchasing and has only viewed products under $20 would be much different than an email you might send to a prior purchaser of an item over $1,000 but hasn’t opened an email in two months.

Equally as important is to ensure you are not over saturating your audience with emails and causing profiles to unsubscribe or email providers to send emails directly into junk or spam folders.

It’s not enough to just capture and report on ongoing key performance indicators without looking under the hood to understand the “why”.

It’s great that the email capture form is converting at 3.6%, but do we know where the audience that is converting the most is coming from? If we dig a little further we may find that Campaign B from a Facebook reach campaign converts visitors twice as efficiently as a Google Shopping campaign, but only half as well as profiles coming from Youtube. This knowledge not only allows us to optimize the on-site capture forms, but it can be invaluable when optimizing your PPC campaigns.

In the name of privacy, email providers like Apple and Google have recently become much more stringent with which emails they allow to an inbox, versus a junk or promotions folder. Because of this, it’s critical to monitor performance metrics on a daily basis in order to be proactive with any deliverability issues that may arise.

Critical to long term success, this flow is our opportunity to earn the trust and admiration of the prospective customer by introducing our brand values, evoking the positive feeling they might experience after using our product or service, identifying the pain they can avoid with a purchase, provide social proof with testimonials and reviews, incentivize action with unique promotions, and provide value-add content that provides insight and expertise the prospect will find useful.

These flows are set up based on the product or service purchased and can provide an endless stream of recurring revenue with strategic segmentation of audiences and an optimized sequence of emails based on the outcome we desire. It’s an opportunity to ensure customer satisfaction, provide additional information related to their purchase, cultivate raving fans, request reviews and referrals, and encourage additional purchases of the same item, complimentary items, or items they may not yet be aware of.

Highly lucrative sequence of emails and sms messages designed to remind and convert customers who were at the bottom of the conversion funnel but failed to convert at the final stage. The timing, offers, and personalization of these messages is critical to maximizing success.

Another lucrative sequence of emails that is triggered after specific action is taken on the website, but the customer has not yet added any product or service to their shopping cart. This sequence is an opportunity to address any potential objections the prospect may have, remind them of the benefits they will enjoy after their purchase, and offer an incentive to come back to the site and complete a transaction.

What happens when a customer makes a purchase, but then slowly becomes less and less engaged over time? Well in order to maintain a clean list with high deliverability rates, you either need to remove them from email marketing efforts or incentivize them to re-engage. This sequence of emails is essentially our last chance, and their last chance to remain on each other’s contact list, and will hopefully lead to another conversion where the customer enters the post-purchase flows all over again.

An often overlooked opportunity that is ripe for cultivating brand loyalty, customer satisfaction, and free word-of-mouth marketing. These emails will consistently have the highest open rates yet most companies do not take advantage of the valuable face time this sequence gives you with your new customer.