How to Write a Game Changing Indoctrination Series
Once you’ve serenaded your potential customer into a lead, it’s time to get ready for your first date.
Maybe they opted-in to a newsletter, downloaded a lead magnet, or simply want to find out more about you and your company. Before you blow your chance think about it: This isn’t some silly sales pitch, this is real life.
On the other end of your emails are real people with thoughts, feelings, dreams, and hopes.
You wouldn’t ask a favor of someone you don’t know, would you? That’s exactly why an Indoctrination Email Campaign ought to do the trick.
This is your chance to tell your potential customer who you are and what your company stands for. Before you open a new Word document take a second and answer these questions:
- Who are you and what do you do?
- What can readers expect from you?
- How often will they hear from you?
- Why are you different and what do you stand for?
- What is the goal of these emails?
Got it? Good. Look over your list of values and expectations.
With your answers, you’ll be able to tell you what you want to convey and how you want to say it. As far as length goes, that’s up to you. We’ve seen one email suffice, but usually 3-5 emails really pull in the trust.
With a sequence, you’re able to give them exactly what they need and a whole lot more (Hint: Free stuff! People love free stuff).
By the time your leads have finished reading the Indoctrination Series, they should have a great idea for who you are and what you stand for. Include a list of benefits along with your company values. Don’t be afraid to get personal. Need a few ideas?
- Include a photo of your team together
- Highlight an accomplishment
- Tell a life changing story
Though there’s no wrong way to complete the Indoctrination Series, you want your introduction to be memorable. If you’ve failed to send one at all, then now is the time to reach out to your list and tell them exactly what you’re all about.
Remember, if you can’t answer these questions you have no business selling your product to anyone.
But what do you do when your indoctrination series isn’t enough to excite your list?
Baby Come Back: The Win-Back Campaign
One of the biggest challenges business owners face is getting customers and keeping them.
Though indoctrination emails are a great way to introduce and remind your email subscriber list, a dead list is just that: dead.
Email newsletters are a great way to remind your customers of your products and services, but what happens when your customers stop opening and reading those emails? What if they no longer have an interest is your products?
You can either lose those customers or fight to keep them interested in your company. The best way to win-back your customers is to inform them of new products or services that you are offering to get them excited about your brand.
How can you do that? Create an irresistible Win-Back campaign. However, you can’t just dive into the deep end or you’re bound to drown.
Address Any Problems
Your customers may have been interested in your products one day and suddenly uninterested another.
There has to be a reason that they changed their minds, and before you can win them back you have to find out the reason and address the issue. If your emails were too frequent or if you website was down or under construction, be sure to apologize to your customers and let them know the problems have been fixed.
Familiarize Yourself With Your Customers
You will need to market your products to customers who will both want and need to use them.
To attract your customers to your products and services again, you will need to show them why they need those products and services in their lives. Showing a picture of a product is not enough to persuade a customer into caring about your company or brand again.
They need to feel as if they have been missing out on something and need to bring it back into their lives. Find out what your customers want and need and make your products and service address those wants and needs, so they appeal to your customers.
Pull Out All The Stops
The best way to win your customers back is the present them with an offer they can refuse.
Offer your best coupons, deals and specials to the customers. If possible, offer a shopping credit or free shipping. These will attract your customers back to your company and could be the boost you need to get them interested and hooked on your brand again.
Learn From Your Mistakes
Find out what you did to lose your customers by asking them.
Send out an email or survey that asks the right questions to allow you to determine exactly what went wrong or cause you to lose customers and businesses.
If your customers are not reading or opening their emails, you may not receive many responses.
Any responses you do receive will give you some insight into what you may have done to cause your customers to lose interest in your product or services.
It is never easy to win-back customer, especially if they are not opening or reading the emails you’re sending them. A win-back campaign is the best way to grab their attention and remind them why they chose to buy your products or services in the first place.
A strategic win-back email campaign is well worth the time and effort, even if it only brings back a few customers.
Recommended Reading: Welcome to the Email Machine: How to Expand Your Email Subscriber List