You hate doing taxes. So you use Turbotax. You hate paying bills, so you set up Autopay. You hate writing emails, so why are you emailing the same information over and over again??
Automate it and forget it.
Today, tons of tools exist to automate your emails like Constant Contact and MailChimp. Every time you collect an email address, throw it into your email system of choice to build up your list either manually or automatically.
Once you've set up your email system, it's time to set up your first automated email campaign.
1. Define Your Customer.
Are you trying to get new customers to use your product? Are you trying to keep existing customers loyal? Automated email campaigns work really well for both nurturing new leads and for engaging new customers to become more loyal.
2. Set a Goal.
If you don't have a goal you won't know what you are trying to achieve. A goal can be as simple as getting prospects to buy your stuff. Set a goal and make sure that every email you send is getting you closer to that goal.
3. Create Content.
Content that is relevant, short, and to the point is easier said than done and requires some planning. If the primary goal is to get a prospect to start buying stuff write down 1) the 1-2 key pain points your product solves, 2) the top 2-3 features of your product that really make it worthwhile to spend money on it, 3) the 2-3 steps required to get started. If there are more steps than 2-3 you may need a couple of emails to guide them through the process.
This can be the basis of your campaign. For each email, focus on one of these points. Adding quotes or links to customer testimonials, case studies, reviews, and videos can help to drive your point home and provide an additional way for your prospects to interact with the experience you are providing. Sometimes the biggest hurdle people have to using a product is actually figuring out how to use it. Send an email out to show the 2-3 easy steps they need to take to get started - and maybe even attach a video or a testimonial. Your content should be wrapped in your company's style and brand. If you are a company with a witty voice, bring that out in the emails you create. If you have a more serious tone, ensure the emails reflect that same voice.
4. Titles Matter.
Whether it matters or not at your start up or small business, in email, titles matter - ALOT. The subject line is the most important part of emails. Without an interesting, eye catching subject line, your emails are sure to go unnoticed and unread. Test a few out to see which ones work and which don't. Document what you test so that you remember for future campaigns.
5. Incite Action.
Try to incite action in every email you send. This helps to continue the conversation. Plus, you will be able to see metrics on click through rates to see how engaging the content is. Be sure to have a compelling call-to-action that also gives the user a sense of urgency to move forward.
6. Timing is everything.
You may have the best content in the world, but if you don't reach your users at the time they want to be reached, your effort may result in just that. Test different times of the day to send your emails or different days on which to send them. You may also want to test how far apart to send emails. Timing is critical to understand to get high open and click through rates.
That's pretty much all you need to do to set up your basic campaign. The email tool you use will guide you through how to set up an automated (aka Drip) campaign.
Let me know you were here by leaving a comment or liking it!
P. S. Here's a good article about the basics of Email Marketing.
Navigating Through The World Of Marketing Via Email (federico-online.com)
Automate it and forget it.
Today, tons of tools exist to automate your emails like Constant Contact and MailChimp. Every time you collect an email address, throw it into your email system of choice to build up your list either manually or automatically.
Once you've set up your email system, it's time to set up your first automated email campaign.
1. Define Your Customer.
Are you trying to get new customers to use your product? Are you trying to keep existing customers loyal? Automated email campaigns work really well for both nurturing new leads and for engaging new customers to become more loyal.
2. Set a Goal.
If you don't have a goal you won't know what you are trying to achieve. A goal can be as simple as getting prospects to buy your stuff. Set a goal and make sure that every email you send is getting you closer to that goal.
3. Create Content.
Content that is relevant, short, and to the point is easier said than done and requires some planning. If the primary goal is to get a prospect to start buying stuff write down 1) the 1-2 key pain points your product solves, 2) the top 2-3 features of your product that really make it worthwhile to spend money on it, 3) the 2-3 steps required to get started. If there are more steps than 2-3 you may need a couple of emails to guide them through the process.
This can be the basis of your campaign. For each email, focus on one of these points. Adding quotes or links to customer testimonials, case studies, reviews, and videos can help to drive your point home and provide an additional way for your prospects to interact with the experience you are providing. Sometimes the biggest hurdle people have to using a product is actually figuring out how to use it. Send an email out to show the 2-3 easy steps they need to take to get started - and maybe even attach a video or a testimonial. Your content should be wrapped in your company's style and brand. If you are a company with a witty voice, bring that out in the emails you create. If you have a more serious tone, ensure the emails reflect that same voice.
4. Titles Matter.
Whether it matters or not at your start up or small business, in email, titles matter - ALOT. The subject line is the most important part of emails. Without an interesting, eye catching subject line, your emails are sure to go unnoticed and unread. Test a few out to see which ones work and which don't. Document what you test so that you remember for future campaigns.
5. Incite Action.
Try to incite action in every email you send. This helps to continue the conversation. Plus, you will be able to see metrics on click through rates to see how engaging the content is. Be sure to have a compelling call-to-action that also gives the user a sense of urgency to move forward.
6. Timing is everything.
You may have the best content in the world, but if you don't reach your users at the time they want to be reached, your effort may result in just that. Test different times of the day to send your emails or different days on which to send them. You may also want to test how far apart to send emails. Timing is critical to understand to get high open and click through rates.
That's pretty much all you need to do to set up your basic campaign. The email tool you use will guide you through how to set up an automated (aka Drip) campaign.
Let me know you were here by leaving a comment or liking it!
P. S. Here's a good article about the basics of Email Marketing.
Navigating Through The World Of Marketing Via Email (federico-online.com)
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