Why Your Business Needs an Email Campaign
Sep 10, 2019
Not everyone is ready to buy. Some people aren’t even ready to meet you. But lots and lots of people are willing to learn from you.
In another article, I showed you why your business must have a lead magnet—a free resource or gift that lives on your homepage, in exchange for your prospect's email address. Creating a lead magnet is a first step but without an automated email campaign, you don't have a way to continue to build trust with future customers.
Creating an email campaign that nurtures new leads through a series of emails gives you a second chance to make a great first impression. Or perhaps it's more of an opportunity to make a second impression.
And with each email you send, you get to make a third, fourth, fifth impression. It’s no accident that in advertising the word impression accounts for the number of times someone views your content. Impression is also a word that means to leave a lasting mark.
What kind of impression are you leaving with the emails you send…or don’t send?
Not sure where to start? Here are some email types that work great in an automated series.
5 Types of Emails that Work
Email introductions: The first time someone opts-in to your list, make sure they receive a personal introduction to you that lets them know what you do and what they can expect from being on your list. It’s a great place to remind them you’re their friend and you won’t ever spam them.
Emails that offer help and resources. Every time you send an email, ask yourself if the content contains value. Sure, it’s nice to stay in touch but if you’re not offering them anything for the time spent reading then you’ll soon find that your emails remain unopened. What qualifies as value? Resources, tools, tips, books recommendations, and invitations. When it comes to selling, people buy from businesses they trust.
Emails that tell stories. You don’t have to be a writer to tell a good story. A colleague likes to email her list about how one of her clients navigated a problem they encountered in their business. Why? Because it’s very likely that someone else in her audience had experienced that too. Client success stories are also great email content because your audience gets to celebrate along with someone just like them while also underscoring that you're skilled at what you do. I call this the art of 'bragging without bragging.'
Emails that overcome objections. Every product or service comes with an objection. For a high end product or service, price is usually an objection. In this case, writing an email that positions your future customer as making an investment that comes with a return is a great way to overcome a price objection. If you can add a testimonial or customer story that supports this fact, then you’ll be even more convincing. Objections aren’t always about money; sometimes they’re about time, convenience, or hassle. What are the objections to your product or service?
Emails that ask for the sale. You’re in business because people buy your product or service. Asking for the sale in an email can be uncomfortable, but if it serves as a sales letter it can give customers who are already considering buying from you another opportunity to say yes. This is especially true when you have a special offer for them because they’re opening your emails.
We all get a lot of emails that we don't read. Not all of those emails apply to our situation and sometimes we're far too busy helping customers and living our lives to read them. That's just a fact of email marketing.
But you know the emails that never EVER get opened? The ones that you never send.
You don't have to be perfect at email marketing to get started. If you want to learn more about how to increase your open rates, check out my article on the do's and don't of email subject lines.