A successful email marketing campaign is much more than doing an ‘email blast’ to all the subscribers on your list. Indeed, it actually has several key elements which must be present in order to have a successful campaign. If these elements are not in place, the marketer will be lead to believe that email marketing just doesn’t work. Which is far from the case.
Let’s examine the flow.
Element 1: A lead magnet
How do you get people to give you their email address? You need to offer them a nice free piece of content on your website, which they get in return for giving you their email. This piece of free content is a lead magnet. An example would be a 3 page PDF which has a 12 point checklist for kicking a sugar addiction. It should be very focused/specific and short. Not a 20 page e-book.
A ‘join our newsletter’ button is NOT a lead magnet.
Element 2: Introduction emails
After the person gives you their email they should automatically receive their lead magnet. Afterwards they should also get an introduction email, coming from your CEO which introduces your brand to them, so they know who you are and what you’re about. Additional introduction emails should be sent a day later, which has links to free content (articles) and is relevant to the original topic of the lead magnet. This helps you give them more value and helps to establish you as a trusted source in this area.
Element 3: Sales email
Now that you have given the subscriber the free and useful lead magnet, introduced yourself, and then provided more good content it is time to get down to business and make them an offer. It should be a low dollar item, and it should be on sale to them since they are a subscriber. It also MUST be relevant to the original lead magnet and subsequent content. It all must be leading up to this point. The email should contain a link to a landing page where they can make the purchase.
If your business does not sell items online and is service-based, then your sales email would be geared towards a special offer for your services, and all they have to do is call to schedule an appointment.
Element 4: Follow up
For those who never called in or clicked to your landing page to buy your product, they must be given a follow up email a week later, with some good free content to help establish the relationship more, as well as a reminder of your special offer and that it won’t last forever.
Conclusion
The above is the simplest email marketing campaign possible. Recommended platforms for such a campaign are MailChimp and Aweber.
It is important to note that if your business has more than one product service, then you need a separate lead magnet for each one (and their respective separate intro and sales emails). If you are a massage therapist and you cater to people with chronic pain, and also people who just want to relax, you’ll have a different sales message, lead magnet and content for each of these publics.
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