Email marketing. We talk about it all the time. It is crucial for any business to have a strong email marketing structure. You need to be able to sell your brand via email always. Why? Because email marketing allows you to talk with your customers and create better connections, even more so than social media. You have the control here. You know who is getting the email, what works best, and how to target customers in one simple action. But to do this correctly, there is a fine line between overload and not enough. You need more than a simple weekly or monthly newsletter, but you do not want customers to be overwhelmed. Do not know how to do this? Do not worry, we are here to walk you through four different email flows to wow your customers and help you build that foundation!
1. Basic Sales Announcement
Create an email that acts as a sales funnel. The message should always point back to your services or products. This type of message can be used over and over again, always running based on different products or services that you want to feature. May it be a new product or a sale opportunity or just a random product that you want to be noticed, this email is always an option.
If you want to spice it up another notch, you can disguise the product that you are featuring. Provide customers with additional information that connects back to your product. For example, say you sell home decor, you can send an email with a fun new recipe to try, but with the recipe include specific products that the recipe can involve. Take a cocktail recipe, you could then include a fun set of glasses that you suggest would present that cocktail beautifully for their next party.
The main process of doing this can be completed in four steps:
Send out a few priming emails that explains why customers need a product. You should tease the offer by name in those emails.
Send a soft pitch by giving them a special opportunity, i.e. a unique deal.
Provide them with a case study or testimonial, proving to them how much your product or services are loved by others.
Close the deal with a hard pitch. Say something to the effect of “You have to try it, check it out now!”.
2. The Clean-Out or Win-Back Campaign
How many people are on your delivery list? Now check how many people actually open the content you send to them. Is there a big difference? If so, you should definitely look into “cleaning out” your delivery list. Keep in mind a 20% open rate is the standard. Often people join an email list and either forget or lose interest. These people are dead weight and costing you money, cut them off! You should clean out every quarter or so just to keep everything running smoothly and organized. By doing this you increase your engagement rate, click through rate, open rate, and deliverability rate.
We know it is hard to kick someone off your list, so here is how you make this process better, and maybe even win them back!
This process includes sending out a series of emails to customers who have not opened or engaged with your emails in the last three to six months. First, send them an email explaining that they will be removed from your delivery list, be very clear. Following this, include a special offer, either a discount code or a freebie with purchase to get them re-interested. Second, three or four days after this email is sent, send a final message saying clearly that they will be removed from the list. Offer them an option to rejoin the list at the end just in case.
3. Welcome Message
When people find a new website that is shiny and new and something that they just love immediately what do they do? They join the email list of course. How do you increase that immediate connection and love? Show them that they are a part of you little community and that you love them as much as they love you. You can do this in one simple act, by sending a welcome email. The second they join your list and family, a welcome message should be sent to their inbox. People are most excited about joining in the first 48 hours of finding your website. They need to hear from you in that period to keep that excitement. You can send any type of welcome message that works for you, but here are some tips on what
we suggest to include:
Find a way to nurture your new relationship. Tell them how much their connection means to you.
Share your story and why they should be invested in your company.
Take a stand for what you believe in and explain to them why it matters to you.
You can even offer them a special deal to use in the next few days as a bonus welcome surprise.
Whatever works best for you, go for it, as long as they hear from you! After finalizing their welcome, encourage them to join your newsletter. Tell them all the cool cats are doing it and they do not want to miss out.
4. The “We Missed You” Message
It happens to the best of us, forgetting to send out emails. But what happens when you haven’t connected with your email list in quite some time? How do you recreate that connection? This strategy is an easy solution that will pull back in all of your loyal followers. The answer: play it cool! You do not want to rush back into their lives as if nothing has happened. Be open and honest about the situation. Apologize for the lack of communication and tell them how much they mean to you. You can even show how much they mean to you by providing a happy coupon to reel them back in.
Emails are hard, trust us we know, but the important thing is to keep up that connection and communicate with your customers. They want to hear from you and what the new big thing is. In a recent study, it was found that 28% of people want to hear from their favorite customers more than once a week. Do not settle for a simple weekly newsletter. Get creative and show them why your company and products are the best out there and why investing in your company is more than a simple sales pitch. Try out one of these email flows and let us know how it goes! Drop us a message at firstname.lastname@example.org