I know what you’re thinking. Did I really just make a lean to the Legend of Zelda? Yes, I did.
Why? Because video games are a perfect example of minute details coming together to create the larger picture.
Chances are when you think about marketing, sending out emails is one of the last things on your to-do list. With all today’s software and technology, its easy to forget the importance of the oldest platform available to this day: Email. If you don’t have an email marketing strategy or simply send no emails at all, you’re cutting yourself off from a lot web traffic.
“But here’s a reason marketers keep hitting send: Email is almost 40 times better at acquiring new customers than Facebook and Twitter,McKinsey & Company found.”
-The Home Run Marketing Playbook (Want more stats and FREE templates? Download here)
However, it’s important to keep in mind that there are new rules to this old game. After all, we aren’t fighting for the most adspace or presence, we’re building a loyal community that promotes brand awareness.
Got your grappling hook? Good. Let’s dive in.
What You’ve Been Doing Wrong
Over the years email has easily become one of the biggest sources for spam on the internet. But you still need an address to be active on just about any website you can imagine. Facebook, Twitter, Linkedin… The list goes on and on. That makes email one of the most necessary accounts for internet users to have. Therefore, email is the closest your company might ever get having a sit down conversation with that customer.
Your email has no value to begin with. If you’re sending out emails that have nothing to offer your customers then you deserve the failure it has brought you. Your leads are people, too. They don’t want spam anymore than you do. If you email doesn’t give the readers any immediate value, it’s best to go back to the drawing board.
You’re sending too many! If you’re sending email left and right, never giving users the chance to say: “I don’t want these emails”. Though you may think the point is to slam your message into them, you couldn’t be more wrong. If they haven’t responded or even opened, chill out for awhile. You don’t have to remove them from your list and it will save you from being classified as spam.
You’re not sending enough. If you only send emails every once in a great while, you can bet users will have no idea what you’re talking about. In fact, they may have forgotten that your company exists! Send enough emails to keep them informed on who you are, what you stand for, and what you want them to do next.
At Step in the Right Direction
Now that you know what not to do, we can talk a little bit more about what you should do. Before you open that text document, ask yourself these questions:
What’s the end result from this email series?
Are you just introducing yourself? Is it a company update? Do you want them to buy something?
What immediate value am I giving my prospects?
Are you giving out some free goodies? Sharing some awesome blog posts? Giving them a coupon?
What do I eventually want from them?
Do you want existing customers to buy other product lines? Are you trying to expand your online community?
As mundane as it seems, answering these simple questions will make the writing the campaign go much faster. Trust me, you want to think about it before you start writing the copy. Without a doubt, writing a fruitful campaign is all about knowing EXACTLY what you’re trying to accomplish with the series.
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Recommended Reading: The Tri-Force of Traffic Part 2: Social Media