Email marketing has been used for acquisition, retention, engagement and direct sales among others. But where do you focus your email marketing efforts in your business?
With your priority being to determine how you will monetize a new lead once you have it, you should keep in mind that in email marketing, you are assisting in moving a customer from one stage of the customer journey to the next – from knowing about your brand until they become an active promoter of your brand.
The two big mistakes most marketers make when building their email lists are:
- They fail to follow up with new subscribers; and
- They send the exact email to everyone on their list
This is where the promotion calendar comes in. Its role is to elicit action or to get your audience to do something. To do so, you need to identify your products and services, and your goal and planned promotions.
Then plan out your emails for the first 30 days and continue until you have your rolling 90-day calendar.
You might be wondering what type of email campaign you’re going to use and when to use them. To determine what and when to use them, you must ask yourself these two questions:
- What is the next step I want them to take?
- Do I have any reason to believe they are ready to take that next step?
Take your time in getting to know what they want and to establish that you are the authority in your niche. Never rush them. If you do, you’ll definitely lose them. In the email marketing world, they’ll unsubscribe to your list or worse, mark your emails as spam.
Also, you might be unsure of what copy generates lead and sales and what copy is your competitors using to generate lead and sales. What you need to do is to repurpose your copy to a winning copy. To do so, ask yourself the following questions:
- Why now?
- Who cares?
- Why should they care?
- How can you prove it?
People buy for 4 reasons – personal gain, logic and research, social proof or 3rd party influence and fear of loss or missing out. So, the first thing to do is to determine what their desired end result is, where they are now, the concepts they need to understand or believe are true, their pain points, and how many emails will it take to overcome them.
When you’ve determined those, you need to:
- Craft killer subject lines to get their attention and to make them want to open your email
- Make your body copy by remembering the 4 magic questions
- Craft a clear call to action
- You also need to determine when and how to get more opens and more clicks
You also need to check how well your email is working now in order to set realistic goals for your audience and to determine which emails have performed well. Review and spot check weekly, then deep dive and correct monthly.
In doing so, your audience will have a smooth transition in their customer journey from awareness to conversion.
As you are busy focusing on what you do best in your business leave you email marketing to the Charm Marketing team. It is an important part of any marketing strategy for a business of any size and in any industry.