opinion

E-mail Marketing Strategy Rewards

A recent study posted by the folks at Marketing Sherpa revealed that 70% of visitors to your website will end up making a purchase.  Some of them will buy it from you, some will buy it from your competitors, but most of them won't do it right away.  What this shows is the importance of building a relationship with your site's visitors so you will be at the forefront of their minds when they are ready to finally make a purchase. 

This method is known as "lead nurturing" in marketing circles, and is the process of developing a relationship through the use of e-mail marketing mailers that are targeted, relevant and valuable to your customers in some way. The goal of the e-mails is to elicit some type of action from your recipients as a means of engaging with your business voluntarily.  Another study conducted by the folks at Forrester Research showed that companies can increase 50% more sales-ready leads and save 33% per lead just by taking advantage of lead nurturing techniques.

Here are some tips to help you increase your e-mail marketing results:

Build Your List

Before you can successfully market to your list of prospects - you need a list of prospects!  You should build your e-mail marketing list by offering lead forms on your website and encouraging opt-in e-mail address submissions.  The best way to do this is by giving your visitors a reason to opt-in on your list, such as a free e-book download, a request for additional information or some other type of free content. Make sure you specify what you will be giving away. You don't want to create a negative relationship with these prospective customers before you even get started!

Sending Your Mailers

The most important thing to remember when creating and sending mailers is to keep them relevant.  Sort your leads by the topic(s) they were interested in at the time of opt-in.  If they downloaded an e-book with tips for a specific type of product or service, make sure to send them mailers on related topics.  You can also include links to additional products, services or resources that are similar to what they initially marked an interest in learning more about. Be as personal as possible and include your name and return e-mail address in the "from" line of the e-mail, personalizing the message so visitors are reminded why they visited your website in the first place.

Something for Everyone

Make sure to include a little something special in your e-mail that will appeal to your recipients.  Offer a solution to a problem or fill a need with a product or service.  Avoid sending spam-filled mailers that just tout the benefits of your business.  Another good tip is to make sure your e-mail can be read by all.  Don't just create an image ad and send it.  Some mailing services and most mobile-based e-mail clients won't allow images to be shown on-screen.  Some users also opt not to receive HTML-based messages for added security.  Brush up on all regulations and laws regarding spam and make sure you are complying with them 100%.

Conversion Tips

Make sure the call-to-action in your mailer is crystal clear.  Whether you want them to click a link to read a blog article on your website, or you want them to download your latest e-book - make it obvious.  Then route your visitors to a landing page where they can fill in a form, sign-up for additional information or download the Web-based content you are offering.  It's about building a relationship, encouraging clicks and other actions, and establishing yourself as a trustworthy resource that delivers what it promises. 

Is It Working?

Some developers just measure success based upon the number of sales they get at the end of the week.  If you have several different marketing programs in the works - and most businesses do - this type of analytics just won't tell you what you need to know.  Measure specific data such as your CTR or click-through-rate, counting how many people clicked on your call-to-action link in your mailers.  This will help you make adjustments as necessary to improve your CTR. Other data you should look at includes your "open rate" or how many people opened and viewed the e-mail, particularly if there are images or HTML to load; conversion ratios - based not just on sales but on overall clicks and actions; and your unsubscribe rate - it's important to know how many people are opting out of your mailer, when and why.

In the end, the most important thing you can do to improve your business and build a solid reputation within your industry is to develop a relationship with your leads.  E-mail communication is not the only way this can be accomplished - there are many ways to communicate with your leads - and customers. 

Take advantage of every available opportunity via social media, comments, feedback forms and more in order to be pro-active instead of reactive!

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

What France's New Law Means for Age Verification Worldwide

When France implemented its Security and Regulation of the Digital Space (SREN) law on April 11, it marked a pivotal moment in the ongoing global debate surrounding online safety and access to adult content.

Corey D. Silverstein ·
opinion

How Adult Retailers Can Enhance Sales With Supplements

The supplement industry is big business. In 2024, Future Market Insights estimated it to be valued at $74.3 billion, and other market research firms anticipate that number will grow to upwards of $170 billion in just 10 years.

Rick Magana ·
opinion

From Tariffs to Trends: Staying Resilient in a Shaky Online Adult Market

Whenever I check in with clients these days, I encounter the same concerns. For many, business never quite bounced back after the typical post-holiday-season slowdown. Instead, consumers have been holding back due to the economic uncertainty around the Trump administration’s new tariffs and their impact on prices.

Cathy Beardsley ·
opinion

Why It's Time the Pleasure Industry Got Serious About IPX Waterproof Ratings

As someone who regularly communicates with manufacturers, retailers and consumers, I’ve seen how this ambiguity can do a disservice to both the customers who use these products and the businesses that sell them.

Alicia Sinclair Rosen ·
opinion

Optimizing Payment Strategies for High Ticket Sales

Payment processing for more expensive items, such as those exceeding $1,000 per order, can create unique challenges. For adult businesses, those challenges are magnified. Increased fraud risk, elevated chargeback ratios and heavier scrutiny from banks and processors are only the beginning.

Jonathan Corona ·
opinion

Tips for Sexual Wellness Brands to Win Over Gen Z This Summer

As summer rolls around, the excitement in the air is palpable, especially for one particular demographic: Gen Z. College and university classes are over, vacations are booked and it’s time to let loose.

Naima Karp ·
opinion

The Barcelona Job: A Diamond Heist Drenched in Sweat and Seduction

In a city famed for its architecture and allure, something far more seductive is about to go down. The priceless NakedSword Diamond is nestled deep within a heavily fortified Barcelona museum, and master thief Sir Peter has his eye on the prize.

Jackie Backman ·
opinion

Celebrating the LGBTQ+ Community With Inclusive Packaging Design

Pride Month is a time of visibility, joy and self-expression. In the pleasure industry, projecting that energy can start with something as simple as a box. Market research shows that 72% of U.S. consumers say product packaging influences their purchasing decisions.

Matthew Spindler ·
profile

Sara Loverays on Tapping Her Goddess Energy

When Sara Loverays first turned on her webcam, she didn’t know it would change her life — or unlock a side of herself she’d been waiting to set free. What began as a way to make extra cash between travel physical therapy contracts soon became her full-time passion, a platform for self-discovery, and a ticket to building her own brand based on sensuality, self-discovery and “goddess energy.”

Jackie Backman ·
profile

WIA Profile: Pettus Ashley

Pettus Ashley brings her A game to the world of authentic adult branding, flitting between airports as the American face of U.K. brand Bathmate. As a company brand ambassador, Ashley personifies Bathmate’s dedication to the retail world, showering staff with equal amounts of appreciation and sales education.

Women In Adult ·
Show More