Despite all the other methods of marketing and selling, email is still king of the road. It’s what drives a lot of businesses, both online and offline. And if you’re not using email to communicate and sell to your customers then why the heck not?
It’s probably because you’ve never really considered the power of a consistent, follow-up email sequences. Or maybe you don’t know how. It’s actually a lot easier than you think.
But first let’s take you back a bit. I’m going to take you back to the time you were overjoyed when you got email. There was that ping of anticipation, the little swirly icon, and then you’d click on it, and wait for it to open.
Unfortunately, that’s no longer the case. Fast forward to present. Answering emails is probably the last thing you want to do.
The average person gets 84 emails a day, not including the Facebook Messages, the LinkedIn Messages, the Tweets, the Snapchats, and whatever else there is. There are probably a million things you prefer to do than wade through email wasteland.
It’s almost impossible to respond to 84 messages a day, let alone read them, so you have to be a ‘marketing ninja’ to stand out. You just need to train to do those back flips and karate chops!
How do you do that? I’m glad you asked. Luckily I’ve come up with a number of things you can do to become a master.
Before you send a single email you need an overall strategy. Like anything else, if you fly by the seat of your pants then you’re not going to be effective. You have to always ask how it would benefit your audience. What message are you trying to send? Take your time to stop and think about your approach and execution.
It may help to first draw out the sequence of emails on a piece of paper, detailing every one you want to send to your customers or potential customer. Then write down the action you want them to take. You should strategize at least three months in advance and know exactly what you want to say. As your business changes, it’s possible to change your strategy. But as they say ‘If you fail to plan, you plan to fail.’
Obviously the content of your email is the most important part. Starting with your subject line. If your emails are boring, nobody will read them.
I know, the truth hurts sometimes. But if you train your customers that you’re awesome and your writing is going to be entertaining then you’ll have people salivating over your email content.
Another thing you can do is what in the ‘biz’ is called the open loop. That is kind of like writing an episode of Game of Thrones. And it can be that much fun to both read and write. The point of the open loop email is to keep your reader engaged and to end with a ‘cliffhanger’. Of course you want your readers to come away with a great story but there should also be a business moral that will lead them to buy for you.
The open loop is an extremely effective way of being a email ninja and one that most businesses don’t deploy effectively. Of course it’s just one type of content you can use. There are far too many to cover here.
The more you know about your email list, the better and more ‘valuable’ it is. The more you can customize it to a specific person the better. If you know a particular person likes a certain beer, then you can craft a message around it. The same for coffee, restaurants or sports. Segmented lists and dynamic content really show your audience that you’ve thought about their needs and care about building a personal relationship with them, even if it’s automated. We’ll get into it next.
There are a couple ways of segmenting your email list. You can send your existing list a survey and then record those responses. You can create different landing pages each with a different message. Or you can run different contests to see which people respond to. Be creative!
This is by far my favorite tip. I love automation! Why? Because it makes life so much easier. Why do all the work over and over again when you only have to do it once? Your customers won’t know the difference unless you do it poorly. Remember to personalize it! (Hint we just talked about it!) If you personalize and segment your list correctly, then your customer will feel special and privileged.
There are many ways to do this. Most email marketing companies have a way you can create auto responders that will automatically trigger when you add somebody to a list.
With only 39% of retailers send personalized product information to their customers there is obviously great room for improvement! Just by adding good email strategy and follow up, you can double or triple your sales!