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Onboarding is one very powerful concept. Think about the workplace, for example. Onboarding serves the purpose of letting new employees get familiar with their new role and professional environment. Once they feel welcomed and encouraged by the company, they can work comfortably and bring value to the employer. 
Guess what – your customers need onboarding too! This process helps your new clients understand the value of your product/service, improves customer experience, and guides people through the buyer’s journey.
How do you make new clients feel at home with your brand? 
One of the most effective ways to onboard your new customers is to use onboarding emails. In this article, we’ll guide you through the 7 best ways to leverage email onboarding for higher engagement and conversion rates and better sales for your business.
What is Email Onboarding?
Email onboarding usually consists of a series of emails that introduce your brand, product, or service to its users. Onboarding emails focus on:

Outlining the benefits of your product/service;
Educating your users about your brand and what it has to offer;
Providing tips to guide the new user down the customer journey.

Marketers distinguish several types of onboarding emails. These include:

Welcome emails. This is a type of email customers receive upon signing up to your platform or subscribing to your service;
Introductory emails. These emails present your product/service and outline its functionality and benefits. This type of onboarding email helps customers get familiar with your brand and the value it can add to their lives;
Guiding emails. They create a customer roadmap to help your new subscribers follow the buyer’s journey;
Re-engagement emails. If your customer hasn’t used your platform/service or engaged with your brand for a while, you can send them a re-engagement email. It helps bring back inactive clients;
Feedback/evaluation emails. It can be a survey, poll, or other types of feedback collection emails asking new customers to evaluate their initial experience with your brand/product.

Benefits of Email Onboarding
Why do you need email onboarding? Isn’t a short welcome email enough? The truth is, this aspect of your email marketing is essential to reaping some major benefits for your business:

Engaging onboarding emails help decrease the churn rate. Failure to successfully onboard new customers is one of the two top reasons for customer churn;  
They foster users’ engagement with your brand. Onboarding emails encourage users to interact with your business; 
They help you convert leads into real customers. 63% of customers say that the quality of onboarding is a major factor in their buying decision;
They are a good source of customer feedback. You can use onboarding emails to collect valuable information from your recipients. 

All these benefits are within your reach. All you need to do is implement the right email onboarding tactics in your email marketing. And we have collected the 7 best practices you can start using right now.
Email Onboarding: Best Practices

Send your welcome emails right away

Source: Tenor
Welcome emails create the first impression of your brand in a new user/subscriber – and first impressions are essential. On top of that, welcome emails have a 42% higher open rate compared to other email types. 
Don’t delay this initial contact with the new customers. They expect it to be swift and friendly. Besides, the earlier you send your welcome email, the higher open rates it will generate. 
What to include in your welcome email?

Greet your new recipient/subscriber;
Briefly describe your brand and product/service and state your value proposition;
You can also tell your recipient what kind of communication they should expect with your brand. Will you send them regular newsletters and offers? What channels can they use to reach you? Etc.

Take your cue from Crankbrothers. The brand creates great welcome emails. They thank newcomers for subscribing, outline the benefits of the platform membership, and suggest relevant communication channels.

Bottom line: a good, timely welcome email will leave a lasting impression on your new customer and make them want to hear from you again.

Personalize your onboarding emails
No matter how hard you try, you simply can’t create a perfect one-size-fits-all engaging onboarding email. 
To make your emails hit the right target recipients, implement personalization in your customer onboarding campaign.  

Segment your email list. Classify your recipients based on demographics, geographical location, and consumer behavior. Create email onboarding email templates for each segment to cater to different expectations and needs;
Use recipients’ names in your emails. This is a simple yet effective way to establish a close connection with your new customers. Add the customer’s name to your subject line as well. Emails with personalized subject lines have a 26% higher open rate;
Suggest relevant products to different customers. Based on your customer segmentation, offer relevant purchase ideas to your new-coming customers.

Look at how Meetup leverages users’ initial signup data to generate valuable suggestions for their new subscribers in onboarding emails:

Pro-tip: make your onboarding emails conversational and avoid a formal tone. Customers crave authentic human communication, not dry official brand updates.

Guide the subscriber down the onboarding journey

Source: Tenor
An engaging onboarding email sequence is like a roadmap for your new customer. And your task is to make this roadmap simple, clear, and actionable. 
Use guiding emails to provide recipients with relevant information on successful customer experience with your brand: 

Outline the purchasing process. Show your new customers the easiest way to shop with you or use your service. Provide relevant links, infographics, or onboarding videos, or even online training courses if relevant;
Tell them about your product/service key features;
Give your new customers some tips on how to make the most of their experience with your brand. Offer them to leverage a personal promo code, advertise your blog, or suggest relevant links.

A good example of a guiding letter is a LinkedIn Premium onboarding email. It introduces the service and suggests the first steps the user can take to make the most of it:

Bottom line: don’t leave your new customer guessing what they should do next. Give them clear guidelines that will seamlessly lead them down the buyer’s journey and help them get a top-notch experience with your brand. This approach will boost your conversion rates in no time.

Tell your customers why your product/service is worth it

Source:
One common mistake many marketers make when introducing their product/service in onboarding emails is talking solely about its features.
In fact, you will motivate your new customers to purchase from your brand much more efficiently if you shift your focus. Yes, it’s important to let recipients know what characteristics and functions your product has. But they can get this information from a product manual or your website FAQ. In your onboarding emails, you will benefit more from emphasizing:

How your product/service will improve the customer’s life; 
How it addresses major customer pain points;
What problems it can solve, etc.

In other words, focus on explaining how your product can be a real game changer for the customers. They want real value, great perks, and instant solutions.
Duolingo aces the platform promotion in onboarding emails. Take a look at the email sent to a Super Duolingo subscriber below. Every mention of a service feature goes hand in hand with a clear explanation of how it will make the subscribers’ learning experience better and easier:

Improve your CTAs
Each of your onboarding emails should include a strong call to action (or several of those). CTAs are essential action triggers that help you convert recipients into real customers. If your CTAs are actionable and relevant, they will become the highlight of your onboarding emails and the conversion powerhouse of your email marketing campaign. 
To make sure your CTAs hit the target and motivate email recipients to click and engage, you can:

Make your CTA buttons visible and attractive. Highlight it with a contrasting color, a different font, or text size. Don’t overdo it though. Maintain the overall design integrity of your email and emphasize CTA buttons in line with your layout appearance. You don’t want the recipients to find the CTAs too intrusive;
Opt for concise, action-oriented word choice. Shoot for 2-3 words in your CTA, and definitely not more than 5-6 words. And of course, use simple, compelling words that resonate with the email recipients. Instead of formal “submit”, “enter”, or ”proceed”, use more straightforward action words like ”get”, “try”, or “start”;
Generate a sense of urgency. If you want to convert your email recipients into real customers, you can enrich your CTAs with specific words that motivate people to act on your offer immediately. Encourage your email readers to try your product “now”, redeem their promo code “today”, and leverage a discount “right away”.

Add social proof to your emails
Source: DeviantArt
If you want to further enrich your onboarding emails with content that motivates and engages new customers, leverage social proof. Nothing is more encouraging for a customer in doubt than visible proof that your brand has already provided value for other people.
The best way to tap into social proof in your onboarding emails is to use user-generated content. UGC comes in handy in the form of: 

User photos with your product;
Reviews 
Testimonials

Add UGC to your introduction emails to let the new customers see what your current clients say about your product/service. It will inspire trust and enthusiasm in your email recipients and bring them closer to finalizing their purchasing decision. 
An American healthcare company GoodRX leverages social proof in their onboarding emails to show new customers how their service is changing people’s lives for the better. Brief testimonials and user profiles work as excellent motivation for new service subscribers:

Follow up and ask for feedback
Source: AvantGuard
Last but not least – keep track of your customers’ experiences with your brand, products, and services. Follow-up onboarding emails are a great way to show that you care about your new customers. This is also a valuable source of information your brand can use to improve customer service, product quality, personalization, and many other aspects of your business. Besides, consumers appreciate it when brands want their input and opinion for growth and improvement. 
To ace feedback collection in your onboarding email sequence, opt for simple, short emails that ask your new customers to offer their thoughts about your brand in a fast, accessible way:

Send out a short survey or poll requesting the recipient to rate their initial experience with your product/service/website, etc. An NPS survey is always a simple yet effective option;
If your newly converted customers have already made one or several purchases, you can ask them for a more detailed review or testimonial. Simply leave the links to the review forms in your follow-up email.

Pro-tip: you can accompany your evaluation emails with CTAs that suggest further experience or purchases with your brand. Offer your recipients to upgrade their subscription plan, or check out other products you think they might find interesting. This is a great way to boost customer retention and promote the extra value your brand has to offer.

Final Thoughts 
Email marketing is an essential aspect of a successful customer onboarding process. Onboarding emails are a helping hand that engages and guides new customers through the buying journey. Leverage different types of onboarding emails to ensure you make the most of this marketing strategy.  
And of course, track the performance of your email onboarding campaign. Has your conversion rate improved? What about your click-through rates and CPA? Are your sales figures climbing? Tracking the main email onboarding campaign KPIs will help you understand if it yields the right results so that you can adjust your tactics for better performance.

From ready-made email lists to spam detection tools, email marketing has changed completely since its inception in 1978.
Nowadays there are about 333.2 Billion emails sent and received every day.
But gone are the days when everyone could make money by just blasting emails. People no longer tolerate messages they don’t expect to see in their email inboxes.
There’s no doubt that email marketing can be a game changer. But in order to stand out from the crowd, you’ve got to use these white hat techniques.

Email marketing strategies
These are some strategies that can help you improve your email marketing campaigns in 2022.

Don’t buy the email lists.

Source: Giphy
The first and foremost thing to do is never buy an email list. Usually, spammers collect these emails by scraping websites. You can’t expect a random recipient who received an email against his consent to buy something from you.
Even if you buy a so-called “targeted” email list, there’s a high chance it’s been used in other marketing campaigns too.
If you use these lists, most of your emails will land in the spam box. Your IP address would be blacklisted, and you’d end up with a bad online reputation.

Make your email subscription offer tempting.

Source: Tenor
Almost every business has an email subscription form on its website, but not every visitor subscribes to email notifications. 
What you can do is make your offer tempting so that website visitors can subscribe to your email message.
For example, if you’re an author you can offer a free ebook. If you run a digital marketing agency, you can offer a free webinar full of valuable information. If you’re a shop owner that sells physical items, you can offer free samples or discount codes.
By providing incentive, your visitors would be more likely to subscribe to your newsletter.

Add a double opt-in option.
Whenever someone enters an email address for a subscription, send an email for email verification. You can automate the process by using email marketing tools. This is so you can build a more engaged list of subscribers.
Some people use temporary or invalid email addresses to take advantage of free offers and discounts. The double opt-in option will help you build a 100% verified and targeted list. And your subscribers will be fully aware that they’ve subscribed to your email marketing campaigns.

Do some research about your audience.

Source: Giphy
It’s always a good idea to do some research about your target audience before interacting with them. If you truly know your audience, you’ll be able to speak to their needs the way they want.
Social media is the best place to find out what people in your business niche are looking for. Facebook groups are a great place to find out what people are talking about. You can also try visiting different online forums for this purpose.
Another method to do some research about your audience is to track their browsing behavior on your website – which pages are hits, what times have the heaviest traffic, how long they stay on each page, etc. – and adjust accordingly.

Do segmentation for personalization.

Source: GetYarn
Once you find out some information about your audience, you can then divide your email lists into different segments. This would help you create and cater more relevant content to a targeted audience, which increases the chances of them engaging with your business.
Take a digital marketing audience list for example. That could be divided into social media advertising, Search Engine Marketing, and Search Engine Optimization audience segments. 
Segmentation means you won’t be sending generic email blasts to everyone all at once, which will help campaigns avoid landing into people’s spam and save your website domain or IP from getting blacklisted.

A/B testing

Source: Tenor
A/B testing can help you find out the content, CTA, time, day, and audience that converts the best.
To do this, you’ll have to divide your audience into two groups, and create two different variations of your campaign. And then send each variation to each group, and compare the results. 
Once you’ve figured out what works better, then roll with it for your entire audience. Rise and repeat with other aspects of your campaigns!

Be a real human sender
Another tip is to use a real person’s name in the sender field of your email as opposed to your brand name. This creates a sense of human connection for your readers.

Write interesting subject lines
The subject line of an email message is very much like the front of a store – if it’s attractive, you’ll have a higher chance of grabbing new customers. 
Here are some things that make a good subject line:

Precise
Addresses the user directly
Gives an idea of the email content
Sparks curiosity

Research shows that a subject line with 50 or fewer characters has higher open rates as opposed to longer subject lines, so keep it short and sweet – which brings us nicely into the next tip.

Keep the email content brief.

Source: Giphy
To keep your readers’ attention, avoid long paragraphs in the body of your emails. 
Make sure to use shorter sentences. Ideally, a sentence should not contain over 20 words. 
Keep the number of the maximum paragraphs to three. A paragraph shouldn’t contain more than five sentences.
Every word in the email should make sense and serve a purpose.

Optimize CTAs

Source: Tenor
Optimized CTAs can bump up your click-through rate and subsequently, the chances of conversion. CTAs come in many forms: a link embedded in the text, a button, a banner, or a video thumbnail. 
A good CTA button is one that tells what to do next.
A good CTA is:

Concise
Compelling
Contrasting colors
Easy to find
Creates a sense of urgency
Relevant to your brand

Adding a CTA button to multiple locations can also increase the click-through rate.

Be transparent
Transparency brings trust, which is what you’d want for your brand reputation.
Make your email marketing campaigns transparent by:

Using the relevant subject lines 
Adding facts, figures, discounts, and prices
Explaining what one can expect after clicking the CTAs
Leading to a landing page that contains what you promised

Keep up with the trending topics

Source: Tenor
An email marketer needs to keep up with the trends. Research shows the behavior of people changes with the change in trends. 
Trending topics give you a chance to engage with your audience on a pop-cultural level, which sparks interest and provides a point of relatability for your brand.
Use social media channels like Instagram to figure out which topic is trending in your niche.

Use social proofing

Source: 9GAG
Research shows that people spend over 2 hours daily on social media. You can use social media power to up your marketing campaign.
You can do this in various ways. It could be a screenshot of social media users discussing your product/service, or video testimonials (and cash in on user generated content on platforms like TikTok).

Use videos
Videos can be a game changer for you if you use them properly. 
According to a study, people watch over 5 billion videos daily (doomscrolling, anyone?). 
There are several reasons for this:

An average internet user can understand a topic quickly by watching a video. 
They can watch it on the go. 
Videos leave a long-lasting impression on our brains.

You can embed a video explaining the problem and your product as the solution. A step by steps guide to using your product can also be helpful. Furthermore, video testimonials from real users increase brand reputation.

Establish a good connection between the email and the landing page
Make sure your email content should be consistent with your landing page content.
Nothing says jarring like a user clicking the CTR button in the email only to find a different story on the landing page. 
Keep your copy consistent and deliver what was promised in the email if you want to increase the ROI.

Reward loyalty
For first-time buyers that have already engaged with your product or services – make them loyal repeat customers by rewarding them with different incentives. 
Here are some tips that you can use to make them loyal customers:

Offer them exclusive discount codes.
Offer a referral bonus.
Invite them to be beta testers of your product by offering a free product.
Invite them to your events.
Celebrate their occasions. If you have their birth date, send them a gift in the form discount code or a free product, a personalized t-shirt, for example.

Keep an eye on essential metrics.
Email marketers need to focus on different aspects of the campaigns. It includes collecting emails, preparing content, scheduling, and repeating the process. But one thing not to miss is the metrics. 
You should monitor important metrics like email bounce rate, open rate, click-through rate, and conversion rates. An increase in bounce rate and a decrease in the open rate, CTR, or conversion rate means we need to change our strategy.
If you ignore these metrics, you might get into email blacklists. And no one wants that. 

Check your lists regularly.
Research shows that 22.5% of emails decay per year. It means they disappear from the internet. So there’s a chance that the emails you collected back in 2017 are no longer valid these days.
Avoid this easily by checking the email lists regularly and removing outdated emails from your marketing lists.
The presence of invalid email addresses means an increase in bounce rate. An increase in bounce rate results in a low sender score. And low sender score means… you guessed it – spam folder.
Want to enrich and update your email lists in seconds? Try ContactOut’s enrichment tool.
Email Signature
An effective email signature can strengthen the relationship between the sender and the recipient by adding a touch of professionalism and authenticity. Make your emails more relevant by including links in your email signature.
There are numerous email signature examples available on the internet from which to draw inspiration when creating your own.
Measure the results
The only way to measure the performance of a campaign is to measure the results. The results can prove whether your strategy is working or not.
If you see less ROI, there is something wrong with your strategy. If the ROI increases, it means your campaign is working perfectly.

Go for automation

Source: ClickUp
Once you figure out the recipe for a good email marketing campaign, you can automate the process. Automation brings efficiency and scalability. It also saves you time. After all, you have to look at other aspects of your business, too.
Nowadays, many tools are available that can help you automate the process. 
Some SaaS products even offer lifetime subscriptions for a one-time payment.

Email marketing tips 2022

Use emojis in your email subject lines to attract attention and increase open rates.
Persuasive copy in the subject lines can make a difference. These words can motivate the recipients to click and read the email.
Make it easy for the recipient to unsubscribe. Add an unsubscribe button in the email body.
The design of your email body should be mobile-friendly. It makes it easy for recipients to read emails on the go. An unresponsive design can deter your readers from continuing to engage with your content.
Add alt tags images. It helps browsers understand the content of the image and increases accessibility.
Follow-ups can make a big difference in increasing conversions. But there should be a gap of at least three days before the next follow-up email.
As a business, never use a no-reply email address. It gives off a feeling that you no longer want to interact with your audience.
Encourage your audience to share your content by including Twitter, Facebook, or LinkedIn share buttons. Social sharing can bring new customers to your business.
Ask the subscribers to provide feedback in return for incentives. It’ll help you understand their perspective on your emails and how you can improve them. 

Business is a two-way street – an ecosystem where you offer a product or service that is then consumed by consumers from your target market. 
It’s a simple concept, and relies mainly on the fact that profits are generated when two main actors – the seller and the buyer – are present for the transaction to take place.
A good business plan should make it a priority to generate leads and engage them in such a way that they end up becoming repeat customers. 
But how do you generate these leads in the first place?
The good news is that — in this modern, digital world — there are more ways for us to connect with potential customers than there has ever been. Marketers and entrepreneurs now have more choices when it comes to approaching their prospects. 

How founders connect with potential clients in 2022
With this in mind, we talked to some startup founders and asked how they reach out to their leads and generate business. Below are some words of wisdom from these folks, and we’ll delve into each in detail.

1. Use a unified platform.
“In a world packed with a plethora of social media apps, the golden tip is to merge multiple channels and efficiently engage with customers for more leads using only one integrated platform.”
– Jamie Cheung, SEO Specialist at Sleekflow
Fact: there’s practically an app for just about anything these days (and this is no longer an iPhone joke). 
For marketers and salespeople, we’ve got chatbots, live chat, CRM software, drip campaigns… The list goes on and on.
You might be tempted to mix and match (or even try them all out!) in an effort to get to as many leads as you can, but this often leads to more harm than good. 
Using different tools to achieve a single purpose can be very costly. It can also become really confusing and time-consuming to try and keep track of all the different leads you’re communicating with on various platforms.
So it might make more sense to use a single platform that integrates all your channels into one. That way, you can easily manage your leads in one place and even automate some of the processes. 
There are many options available, such as Sendinblue and Hubspot, so there’s bound to be one that best suits your needs.

2. Get up close and personal.

Source: Tenor
“One great tip would be to connect with your customers on a personal level. Try to be more engaging rather than forceful so they understand that your intentions are sincere. 
Ask customers about their problems and try to resolve them through your offerings in a subtle and respectable manner.”
– Ammara Tariq, Marketing Manager at Chanty
There are many ways to get on a personal level with your leads, but one great tactic is to simply ask them about their problems in business that are relevant to what you offer.
Many marketers make the mistake of hard-selling their products or services without even taking the time to comprehend what the customer is looking for. 
If you can show that you care about their needs and are willing to help them solve their problems, you’re more likely to convert them into paying customers.
It also pays to be honest and straightforward with your intent; you don’t need to hide the fact that you want to sell your prospects something. 
They’ll appreciate your honesty and be more likely to do business with you if they feel that you’re being genuine. 
Plus, in the event that you come across a lead that may not be suitable for your efforts or are simply not interested, you avoid wasting your time as well as theirs.

3. Provide value.

Source: Giphy
“At the end of the day, you need to figure out how to provide enough value in your outreach efforts, to rise above the noise in their daily work lives & make an impression that’s meaningful enough to warrant a reply. In my experience, the best way to accomplish that is to provide value first. 
That proactive value add can come in many forms—ranging from a shoutout on your blog to mentioning your potential customer in an email newsletter to your audience (thus giving them exposure to potential customers), free credits to use your product, or something else entirely. 
What’s crucial, though, is that you deliver some value in a format they’ll resonate with. If you can effectively do that, you’ll have already made a lasting impression that sets you apart from the dozens of other sales emails in their inbox.”
– Ryan Robinson, Head of Content at Close.com and Blogger at Ryrob.com
One way to set your business apart from the competition is to show your potential clients how much value you can offer them. 
There are a number of ways to do this, but some great examples include providing free credits for your product or services, writing a blog post about them, or mentioning them in an email newsletter. 
Regardless of your method, make sure that you’re providing value in a way that will resonate with your lead. If you can do this effectively, you’ll be sure to make a lasting impression.
To maximize that great impression, follow up and stay in touch with your leads. Keep them up to date with what’s new in your company, and be sure to reach out if you think there’s a way you can help them solve a problem.
Building a relationship with your leads and providing value at every step will make you more likely to convert them into customers.

4. Be relevant.
“Our research has shown that providing customers with useful tools that can solve real issues is a great way to get connected and remain connected. Since we launched the business name generator – which required a substantial investment, TRUiC saw a remarkable increase in people who want to be closer to our brand”.
– Nagabhushanam “Bobby” Peddi (CEO, Founder, TRUiC)
Often, the key to getting to your target audience is offering something relevant to their needs. This could be an informative blog post, an eBook, or even a tool that can help solve a problem they’re facing. 
Whatever it is, make sure it’s something that will be useful to them and that will pique their interest. Invest in creating the perfect product to address your audience’s needs, and you’re sure to see an increase in leads who want to be closer to your brand.
One caveat, though, is that you don’t want to be too sales-y in your approach. 
Yes, you want to eventually sell them your product or service, but you also want to build a relationship with them first. 
Put your focus on providing value and solving their problems, and the rest will follow. If you can offer something that’s truly valuable, you’re more likely to be able to convert them into paying, repeat customers.

5. Communicate efficiently.
“As an SEO specialist, I have to work with multiple clients and keep in good communication with them, which is really hard. In the case of Hubstaff — an employee time tracking system — we have agreed on working via Google spreadsheets. This helps minimalize our conversations by working on the spreadsheet and saves us a lot of time.”
– Ani Apitsarian, Off-page SEO Specialist at SayNine
Keep in mind that, when talking to prospective clients, you are actually asking for a chunk of their time, one of the most precious resources anyone has. 
While we want to engage with our leads, we don’t want to keep them in long-winded conversations with no guarantee of results. In other words, we don’t want to waste their time, and it’s important to keep conversations short and efficient.
In this regard, it helps to use all tools at your disposal to minimize the time needed to communicate. 
For one, you can use a CRM or an online project management tool to keep track of conversations. As in the case of SayNine, you can also use collaborative tools like Google Sheets to minimize conversation times.

6. Segmentation is important.
“Segment using the maximum number of variables possible.”

Santiago Safdie, Marketing Analyst at Invgate

One of the most important things you can do when trying to connect with potential clients is to segment your audience. 
Segmentation, as we know, is basically dividing your audience into groups based on things they have in common; its purpose is to help you create more targeted messaging. 
The more variables you use to segment your audience, the better you pinpoint their needs and tell them how you can address them.
For example, if you’re catering to Apple users, you might segment your audience by those who use iPhones and those who use iPads. Or, if you’re a B2B company, you might segment your audience by industry or company size. 
As you segment your audience, you make sure that you’re speaking to their specific needs and concerns. As a result, you’ll be able to better connect with them and eventually convert them into paying clients.

7. Do some search engine optimization.
“To connect with potential customers using SEO, it’s important to start with Keyword Research based on the intent of the user doing the search. Doing this is one small piece to the start of a holistic SEO strategy that will help connect you with your customers.”
– James McMinn Jr., Senior Digital Strategist at Matchbox Design Group 
SEO and sales can go hand-in-hand. A sound SEO strategy can make it easier for potential customers to find you. And, as we all know, the easier you are to find, the more likely you are to generate leads and sales.
One way to make sure that your website is optimized for search engines is to start with keyword research. From there, you can create content that is relevant to the terms people are searching for. 
By providing information that’s relevant and valuable for your potential customers, you can show them that you’re an authority in your industry-which will make them more likely to trust you and do business with you.

8. Show them you actually care.

Source: Gfycat
“Your business depends on your customers, so it’s critical to pay attention to how they engage with your brand. Find ways to continually demonstrate your care for them; don’t simply contact them when you need their business.”
– Eileen Valdez , Digital Media Marketing, GetSocialGuide.com
You’ll have to do more than simply convert leads into customers. You should take the effort to know what they need and how they want to be approached. You can do this by engaging with them on social media, conducting surveys, and observing how they interact with your brand.
Approaching your leads this way allows you to build lasting relationships with them. This should increase your sales in the long run and let you get more value from your existing clients. 
And, as we all know, it’s easier to sell to existing customers than it is to find new ones. 

9. A little human connection goes a long way.

Source: Gifer
“Marketing is as much about connecting with consumers on an emotional level as it is about delivering superior products and services.”
– Shahid Shahmiri, Content Manager at LeadGen App
Often, we get so caught up in marketing our product or service that we forget that there’s a real human being on the other end. 
In order to connect with potential customers, it’s important to be empathic and understand how they’re feeling. Only then can you truly address their needs.
One way to do this is to create buyer personas — semi-fictional representations of your ideal customers, based on data and research. 
Once you’ve found a better understanding of who your ideal customer is, you can speak to them on an emotional level. Creating an emotional connection with your potential customers will increase your likelihood to convert them into sales.

10. Make sure you reach the right person.
“Before sending emails to potential customers, make sure that your email list consists of correct email addresses. Use an email finder tool to find the right addresses of the people you hope to reach. If you have a long list of contacts, you can also use an email verification feature that helps you verify all those email addresses at once.”
– Alicja Olko, Outreach Specialist, VoilaNorbert 
The last thing that you want to do is waste your time and energy on someone who’s not interested in what you have to say. 
That’s why it’s important to make sure you’re reaching the right person before you even start your marketing campaign.
One of your options to do this is to use an email finder tool. This will help you quickly find the right email address for the person you’re trying to reach. 
Or alternatively, you can run your list through an email validation tool. Both may cost you, but spending a little extra is better than working with an inaccurate email list. 

11. Get in line with your customer’s goals.
“Listen and ask questions to find out what drives your customers or what problems they are trying to solve. Align with your customer’s goals, and make their vision into reality. Be accessible and always follow up. Use CRM tools like Hubspot or Mailchimp to better segment your customer and connect with them.”  
– Ivy Kwong, Partnership and Marketing Manager at Jumpstart Media 
Your product or service should be designed around your customer’s needs. It should help them get to what they wish to accomplish. 
If what you offer does not align with their goals, they’re likely to go elsewhere.
This is where customer research and surveys come into play. These will help you better understand what your customers need and how you can help them. They want value out of every transaction as much as you want to make profits!

12. Be enthusiastic, overdeliver, and remain approachable.

Source: Tenor
“Be passionate and enthusiastic about your product or service and always be willing to go the extra mile for your customers. Also, make sure to stay in touch and follow up regularly.”
– Vlad Orlov, Brand Partnerships at Respona
Passion and enthusiasm can be very contagious. When potential clients see how much you love to talk about your offers, they are more likely going to be interested to listen. And the longer they listen, the better your chances are at converting your leads into sales. 
It also wouldn’t hurt to overdeliver so long as you keep it within your profit margins. Customers love getting more than what they’ve paid for, and it generates good word of mouth. 
Nowadays, building relationships with customers doesn’t end with sales, so be sure to follow up regularly and remain approachable and responsive.

13. 1-1 Outreach breaks through the noise.
“What we have found with cold email outreach is that quality always trumps quantity. Bulk email with minimal personalization no longer works that effectively, requiring folks that play the volume game to send tens of thousands of emails per day to make up for the low response rates.
The future of outreach is personal and multichannel.”
– Chris Closset, CMO at Hexospark
“Quality is always better than quantity” is also true in email outreach, and it shows in the results of highly personalized one-to-one email outreach. 
A personal approach works. After all, people like being treated like human beings, and not just another number to add to the outreach statistic.
With some creativity and effort, it’s possible to make a big impact with your potential customers, and you get to connect with them in a way that feels natural and helpful instead of spammy. 

14. Show them they matter.
“Too often, when talking to a customer, salespeople lead with authority at the expense of empathy. They’re so anxious to share what they know that they forget to show the customer that they care. People want to feel like they matter as much to you as you matter to them. If you want your customers to love you, you’ve got to love them back. Period.” 
– Brittany Hodak, Customer Experience Keynote Speaker & Author
Your customers are people with needs, wants, and emotions. If you want them to connect with your brand, you’ve got to show them that they matter. 
Do this by taking the time to get to know them as individuals. This doesn’t mean going so far as treating them like close friends — it means understanding their specific needs and how your products or service can address them.
It also means being available to them when they need you and going above and beyond to resolve any issues they may have. 
If you show your potential customers that they matter, they’ll be more likely to connect with you on a deeper level.

15. Take a multichannel approach.
“When it comes to connecting with your customers, one size does not always fit all. You must have access to all available modes of communication, whether through a Voice over IP phone, Email, Social Media, or In-person support.”
– Richard Conn – Senior Director, Demand Generation, 8×8
Email alone doesn’t cut it anymore these days. Instead, use a multichannel approach that includes social media, phone calls, and even snail mail. 
This way, you can make sure your message is getting through loud and clear. It should let you connect with people who may not always have their inbox open 24/7 and are better approached on another platform. 
You never know how someone will want to be contacted, so give them the option and let them choose.

16. Pay attention to your lead.
“Be attentive to the words of the client. Listen to him, answer questions and ask them. If he sees a sincere interest in his person, he will tell you everything you need and even more.”
– Ekaterina Kosakovskaya, Partner Relations Manager at ApiX drive
When trying to connect with potential customers, it’s essential to pay attention to them. When you show them that you are truly interested in them, it will be more likely for them to trust you and make a deal.
This means really listening to what they’re saying and taking the time to answer their questions. It also means that you should be patient and not rush their conversion. 
If you can show your potential customers that you care about them, they will be more likely to connect with you on a deeper level.

17. Love your product.
“We’re working together to create something amazing; a new way for product people to control the software experience. And we love every aspect of this”
– Jean Inovejas, Growth Specialist, Chameleon.io
If you want potential customers to love your product, you have to start by loving it yourself. If you’re passionate about what you’re selling, it will show, and that will be attractive to potential customers.
When you show your prospects that you love your product, it’s also easier to be genuinely interested in your potential customers and their needs. 
If you can connect with them on a personal level and show how your product can help them, they’ll be more likely to convert into paying customers.

18. Know what motivates them.
“The trick to connecting is knowing your prospect’s motivation ahead of time. Trying to sell a product or solution without knowing this information is like shooting in the dark while blindfolded. In other words, there’s a high probability that you’ll guess the wrong motivation (simply because you don’t know what the real one is) and you’ll reach out to them for reasons your prospect is totally disinterested in.
No amount of persuasion will ever overcome disinterest. Now, if you take the time to find your prospect’s motivation before you reach out, the connection will be effortless because you’ll be offering them exactly what they’re looking for. No objections, no cold shoulder, all happiness.”
– Marcelo Beilin, Founder at BestTech2EarnOnline.com
Learn what motivates your potential customers. When you finally get to know what encourages them to make a purchase, you can present a tailored conversation that goes beyond a simple sales pitch. You get to sell your offers in a way that aligns with their goals, resulting in a higher likelihood of conversion. 
However, it also pays not to be presumptuous. Take time to actually study your prospects and not draw premature conclusions. Human behavior can be quite complex, and it is easy to mistake mere curiosity with actual interest.

19. Co-create with your customers.
“As a business owner, you may often wonder how to innovate your company to stay ahead of the competition. While there are many ways to approach innovation, customer co-creation is one of the most effective. Co-creation is a process through which customers and experts come together to solve problems. This type of collaboration can be used for everything from developing new products or services or generating ideas for marketing campaigns.”
– Lito James, Founder at Massivepeak.com
The concept of co-creation is nothing new. Working together to come up with something new is as old as time itself. What is new, however, is how companies are using co-creation to drive innovation and make meaningful connections with their potential customers. 
By involving customers in the creation process, businesses can not only get valuable feedback and insights, but they can also build stronger relationships with their customers. When they feel like they are part of the process, they are more likely to be loyal to the company and make repeat purchases.

20. Get a trustworthy domain name.
“In terms of customer engagement, your domain name plays several roles. Websites with trusted extensions such as .com .org, .au hosting, and the like are common, frequently used, and vetted. Your domain name indicates that you provide some level of security with all customer transactions, so they’ll be happy to visit your site or communicate with you in other ways as well.”
– Francis King, Customer Acquisition, OnlyDomains
You might be surprised at what a catchy, easy-to-remember, and trustworthy domain name can do for your business. Without a doubt, it will make it easier for customers to find you online. Additionally, it will also give them a sense of security and safety when they do business with you.
That said, choose a domain name that is relevant to your business and easy to remember. You should also use a domain name extension that is associated with trustworthiness and authority; .com domains, in particular, are highly coveted for this reason.

Key takeaway: build a real relationship with your leads
At the end of the day, connecting with your potential customers means resonating with their needs on a personal level. 
Whether that’s by providing valuable content, showing them how you can solve their problem, or simply being friendly and personable, the goal is to build a relationship with them that will last. 
Follow these expert tips to make a lasting impression and convert more leads into customers in 2022.

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