6 Essential Aspects of Killer Email Campaigns
Do you think email campaigns have become obsolete? I can understand why you might think so. Spam emails, which often contain advertisements, blog posts, and news updates, sneak into our most confidential devices – our smartphones. How often have you felt frustrated after not clicking away from or unsubscribing from an email? But every once in a while, we receive some sort of email content that improves our lives.
Despite the abundance of confusing and excessive content, email marketing survives. To get back to the basics of email marketing and observe sales increase as you sleep, join us on our exploration into the Fundamentals of Email Marketing.
PURPOSE OF A SALES CAMPAIGN
Returning to the basics, what is the purpose of an sales campaign?
The ultimate aim here is to convert a lead into a sale. Let's keep this in mind. We have greeted our customers, yet they still harbor doubts about purchasing, be it cost, trustworthiness, comfort, etc. This is where we can guide our efforts into an email marketing strategy. The objective isn't to conclude the sale immediately but to remind the customer of who we are and that we are here for their assistance. When they are prepared to make a purchase, we will be the first people on their minds to contact.
Nowadays, a person's mobile phone is the most private and individual place that contains details about every aspect of their life. It is their most trusted friend, performing multiple tasks like a planner, personal assistant, and problem-solver. Americans collectively check their phones more than 8 billion times in one day. If someone is in any customer's inbox, they are observed multiple times throughout their lifetime - making this one of the most powerful digital marketing strategies.
THE PURPOSE OF AN EMAIL MARKETING CAMPAIGN
We should avoid making our email campaign so complex that it confuses people, as doing so will only waste your marketing efforts.
When we craft our email campaign, it's best to focus on selling a single product. To keep it straightforward. If your business sells multiple items or services, potentially consider breaking down the emails into divisions to target different aspects of the target audience.
With a sequence of personalized emails, we aim to help the customer:
- Explain the Offer
- Provide Social Proof
- Overcome Objections
- Ask for the Sale
Preempting and responding to questions or concerns a customer has shows that you understand them, demonstrates your authority, and provides a positive vision for how a customer's life can be improved by engaging with your company.
People rarely act on their own. At all times, we must be straightforward when making a sale. Way too often, there are websites, email campaigns, and promotional materials that never really ask the customer to make a purchase. And this step is crucial in creating effective advertising materials.
I can guess what's on your mind.
“What can I do to make sure my email list won't shrink?”
The key is this: your Lead-Generating Asset is your Email Funnel. Link the automated email campaign to contact information collected from a proficient lead generator. This can take the form of a free PDF, webinar, E-book, tips & tricks, or something else. The point is to continue to portray yourself as a guiding figure in their epic story before they are prepared to buy something. Thus, anyone who subscribes to acquire "5 Mistakes Homeowners Make When Painting Their House" will become an active lead for your house-painting business! You need to guide them toward the sale at their own pace, and that's perfectly acceptable.
SIX KEY ELEMENTS OF EMAIL CAMPAIGNS
1) Delivery of Asset [Same day - 1 Day]
This email holds a straightforward message. In it, you are simply giving away the free asset that was advertised on your website. Regardless of whether it is a PDF, E-book, or webinar material, this email will deliver the content to the customer free of cost.
Don't attempt to make any sales here; instead, thank the customer for their enthusiasm and provide them with the promised content. Apart from supplying them with something at no cost to prove you appreciate their issue, this first email is also intended to get your customers used to receiving emails from you and establish a bond with them in their minds. You might opt to include a potential Call To Action in its P.S section, but not necessarily in this introductory email.
2) Problem Identification and Solutions [1-3 Days]
In this email, we strive to recall our customer's problem to them and also to instill trust in our company as a resolution. To start off, we identify their main issues without trying to terrify them. We suggest that they act expeditiously but not assertively or too forcefully. Then, we present our product or service as the remedy for their concern. Lastly, those who are convinced may take prompt action with the Call to Action provided at the end; for those undecided customers, we sure offer further elucidation about it.
3) Testimonial [3-5 Days]
Currently, we have already given our customers a beneficial asset without charging them anything. We have informed the customer that we can help resolve their tribulations and relieve their desolation. Now is the right time to demonstrate it. Testimonials that feature how past customers accomplished improvements in their experiences are superb for conveying that same alteration to potential buyers. Texts are great, but videos will be even more powerful. Don't forget to incorporate your developed Call to Action at the end. Remember, people rarely take any steps unless urged so by an action phrase.
4) Address Client Objections [5-8 Days]
At this moment, we've begun conversing with our customers, although it's an automated conversation. Subsequently, your customer may be expressing inner doubts or hesitations. “I love it, yet I can't buy it right away because…” This is your chance to allay those apprehensions even more. Identify the most influential purpose why your customer would go against the sales effort. Much like in a debate, reassure this cause through another part of your product that is the solution. For example, if cost is an initial factor, maybe emphasize how your product ends up saving money ultimately. Lastly, don't forget to keep your call-to-action clear and concise!
5) Transformation in approach [8-10 Days]
Now, we are quickly approaching the sale. Nevertheless, some lingering leads in our email campaigns are starting to become disinterested. Our message is being drowned out by the other noise; now it's time to reverse that trend. By writing this email, we aim to grab our distractible audience's attention and encourage a shift in their thought process. For instance, if you provide a grocery delivery service, you could start this email with:
“You always assumed you had to spend every weekend waiting at the supermarket, taking away precious moments with your loved ones. Let us tell you something: that's not true anymore. With _____, you can get those lost Sundays back and create memories with your family that will last forever.”
Don't forget your Call to Action either — it's just as important, if not more!
6) Crafting the Sales Letter- 10 to 14 Days
To culminate all the messages, we have come to the final stage: the sale.
In our last email, we are strongly and urgently prompting the customer to take action and acquire our product or service. We must not be timid in this instance. We need to make it evident that they can improve their lives by working with us. This letter wraps up the earlier five correspondences in a precise, direct, and unambiguous manner.
- Start with the Problem
- Detect what emotional or philosophical issue the customer is going through.
- Include a Testimonial
- Utilize Benefit-Oriented Language to Describe Your Offer
- Incorporate a direct call-to-action (Buy Now!)
- Show Your Customer an Example of What Success Could Look Like
- Reinforce Your Call to Action
- Tip: Include a limited-time offer in your post to increase conversions from customers due to the sense of urgency.
BEFORE YOU BEGIN, LET'S TALK ABOUT EMAIL MARKETING TOOLS
Now that you have the six essential parts of your killer email campaign, we need to talk about the implementation of your email marketing efforts.
You will need to have an email service provider that will automate this entire process for you. We recommend ConvertKit. But other companies like MailChimp, AWeber, HubSpot, and ConstantContact all do the same things. No matter which email marketing platform you use, make sure you understand how to send a single email, build an email sequence, create a signup form, and monitor your conversion rates.
With any of these programs, you'll be able to upload your Lead Generator, construct an email series, and build a form that can be added to your website for leads to complete. They will help you understand your click-through rates, conversion rates, email deliverability, unsubscribe rates and provide tips to build successful campaigns. They will provide unsubscribe links in your emails for you so you can comply with laws regarding mass marketing emails.
You can also import contact lists if you have them from other sources. That way, you aren't starting from scratch if you are new to using CRM (client relationship management) software.
TIME TO BUILD YOUR DREAM EMAIL CAMPAIGN
Through an automated email campaign connected to your lead-generating asset, you can guide customers who aren't quite ready to purchase yet down a path that removes any doubts they may have and encourages them to improve their lives by purchasing from you.
The most incredible part is that this whole process is completely automated. Once you get it set up, you can make sales even when you're sleeping! Believe it or not, email marketing isn't a thing of the past - it's still very much alive and kicking.
If the idea of creating all of this sounds too overwhelming for you right now, don't worry. You can still get an amazing, fully automated sales funnel email sequence like this by hiring your very own Virtual Marketing Director.
All you need to do is schedule a call with us and let us answer any questions you have when it comes to creating a custom email campaign for your next sales cycle. We love answering questions and helping businesses automate their email marketing efforts. Schedule a call with us today by clicking this link.
