...Despite all the roadblocks, some email still gets through.
It seems like everyone is inundated with interruption, pitches, and advertisements everywhere they look, and though you might think your emails are special, there’s a high probability that to the reader, it looks the same as the rest. This is why it’s important to remember to use your good manners.
Getting into someone’s inbox is like being invited to their home for dinner. If they ask you to take your shoes off, you respectfully do so. It’s the same with email marketing, so before we begin I’d simply like to remind you to be on your best behavior at all times and remember…you’re in their house.
What Kind of Emails Should You Be Sending?
Each email sent has one of five purposes:
- The "Teacher" – Teach/indoctrinate them to who you are
- The "Engager" – Get them to buy your products
- The "Ascension" – Get them to buy more of your products
- The "Segmenter" – Learn what they want to buy next time they visit
- The "Re-Engager" – Bring them back when you think they are gone...
Yep… there are 5 stages to a solid email marketing strategy and this is absolutely where any new campaign (or business) should start!
Learn the Responsibilities of Email Elements
A lot of emails fail because the email marketer doesn’t understand the job of each part of an email.
To design a successful campaign, you’ll need to understand the job of…
- The Subject Line - Does it hit on a emotional trigger, like Gain, Logic, Fear, or Scarcity?
- The Email Body - Does your copy resonate with your intended reader? Every subscriber isn't the same, and your emails shouldn't be either...
- The Landing Page - This is the big pay off...does your landing page copy/images reflect the email your customer just opened? This disconnect can KILL a campaign....
Emotional Triggers Increase Click-Through Rate
Now that you’re getting those emails opened — you need to get the click.
Each email should contains one or more of these principles of persuasion:
These principles of persuasion can be applied anywhere you want people to take action and they’re sure to get more clicks from email.
Segmentation = Success
If you’re unfamiliar with the term, segmentation is the practice of splitting up your email list into more targeted groups.
For example, here are a few ways to segment a more unified list:
- Customer List (in comparison to leads)
- Product Updates (in comparison to a customer list)
- Daily Email List (in comparison to weekly, bi-weekly, monthly, etc)
In dividing your list in this manner, you give yourself the ability to send more targeted communication. Some customers want both product and sales updates, while others might only want to hear about new versions. If you don’t give them the chance to choose, you risk losing them all-together. Since customers make the best buyers, it’s fairly obvious why you want to keep them subscribed to your customer email list.