The purpose of email campaigns
We know what you’re probably thinking: “Do people even read emails anymore?” Sometimes they do, and sometimes they don’t. It actually doesn’t matter a whole lot. Here’s why: even if not a single one of your emails gets opened, your brand is still flashing in front of your customer’s eyes. If you send an email once a week, they’ll see your name on their phone every single week, even if they send the email straight to the trash. In this way, they’ll continually be reminded that your brand exists and might even be able to help them. Then, when the need for your product or service arises, your name will be in the front of their minds.
Two types of e-mail campaigns
- Nurture campaigns. These allow you to stay in contact with potential clients and earn their trust over time. Nurture e-mails speak to your customer’s problem, give them a solution, and allow them to keep in touch with your brand.
- Sales campaigns. You’ll use these e-mails when it’s time to get serious by asking for the customer’s business and closing the sale. Sales e-mails are bold and include a call to action.
Get them to want to marry you
The first time a customer visits your site, it’s like a first meeting. If you ask someone to marry you the first time you meet, they’ll most likely walk away. Similarly, most people won’t make a purchase the very first time they hear of your brand.
After three dates with someone, will they be ready to marry you? Most likely not. In the same way, after three points of contact with your brand, a customer still may not be ready to purchase your product or service.
After many dates, hopefully you’ll get a resounding “yes!” when you pop the question. And after your name pops into your customer’s inbox over and over, eventually they’ll warm up to you and be ready to make the commitment to purchase from you.
What should I include in my emails?
- Weekly tips or announcements
- Social media tips
- Time management techniques
- Weekly calendar
- New products or services
- Weekly specials
- How-to videos
Your sales campaign will be a little different in that it will deliberately ask customers for a sale. Sales campaigns are usually sent after you’ve nurtured the customer relationship through a nurture campaign.
Want more tips for creating great email content? Check out our previous post, How to Create Automated E-mail Campaigns.