Email has been around for decades and You’ve probably heard the rumours, claiming email is dead. But instead of declining in popularity with time like other channels — think of MySpace or the recent news that Facebook lost about 2.8 million users in 2018, more users sign up for new email accounts every day.
The popularity of email is not declining because it is the most cost-effective method of communicating with the customers, with an ROI of 4400%, according to a Campaign Monitor study.
In this blog post, we will give you tips about email marketing and how you can do it effectively to grow your business.
So let’s start with the first big question:
WHAT IS EMAIL MARKETING?
Email marketing is the strategic use of email to…
- Connect with customers
- Share useful information with them
- Deepen relationships and drive sales
- Ascend your customers through the Customer Value Journey
But you’re not going to see these results just sending random emails here and there—no matter how well-written, friendly, or fun to read.
That’s because email is just 1 piece of your marketing plan. While it does a LOT of the heavy-lifting for engagement, acquisition, and retention—email can’t do it alone. So how do you integrate email with everything else you’re doing to get great results like these? Let’s take a look.
Why do Email Marketing
Businesses turn to email marketing because it nearly always results in profit and growth. But here’s the thing…
Profit and growth should NOT be your goal.
Hear me out… Obviously, profit and growth are central to any business owner, entrepreneur, or marketer’s success. But when it comes to email, focusing on profit and growth FIRST creates a whole “cart before the horse” situation.
Your real goal with email should be to help customers move from one stage of the Customer Value Journey (CVJ) to the next. If that’s your primary focus, profit and growth will naturally follow.
And if you do email marketing the right way, you can help your prospects along that path.
But before you start arbitrarily messaging your email list, remember… you can’t just wing email marketing and expect to succeed. There are rules, expectations, and processes you need to know.
Rules of Email Marketing
Rule 1: To get permission before sending anyone anything. That’s why it’s SO important to work with a respected email service provider. Today’s top providers offer templates, tracking, automation, and are optimized for mobile devices—all of which you need to succeed at email marketing.
If you’re struggling to choose the best email service provider, start here:
- Campaign Monitor
- Constant Contact
Each of them will give you the tools to create permission-based email marketing campaigns that comply with email regulations.
Rule 2: To be fully transparent with your subscribers about what you are doing.Let subscribers know what they can expect from you (the frequency and types of emails you will be sending). And be true to your word!
TIP: You can use your initial welcome email to set expectations with your subscribers.
Rule 3: To be relevant and show your subscribers stuff that matters to them. You want to train your subscribers to open and engage with your messages—and that won’t happen unless you always send relevant useful information.
Rule 4: To segment your list, that way the right emails are going out to the right subscribers. This will raise engagement, lower complaints, and be a good source of data for you to use.
Now, let’s talk about how this works together to give you great results from email marketing.
5 Types of Email Marketing Campaigns
A strategic email marketing plan aligns your messages to the stage of the customer journey your subscribers are in. And it automates as much as possible, so you don’t have to oversee EVERY email that goes out EVERY day (because honestly, who has the time for that?).
To engage everyone right where they’re at, you’ll use 5 unique campaigns:
The Indoctrination Campaign
The indoctrination campaign is sent immediately after someone subscribes, and it’s designed to welcome them, set expectations, and get them excited about receiving your emails.
This campaign may be 3 or more emails, sent 1 day apart. While you can structure them any way you like, here’s a common formula for an indoctrination series:
- Email 1 – Welcomes new subscribers and introduces them to your brand
- Email 2 – Gives subscribers a gift or useful information
- Email 3 – Sends subscribers some of your best content
Below is an example of an indoctrination email that DigitalMarketer sends.
The Engagement Campaign
This is a sales campaign triggered by a specific action your subscriber takes. For instance, if they click on a link in one of your emails, indicating they’re interested in Topic A, you’ll send a series of emails about a product related to Topic A.
The goal here is to turn subscribers into buyers by showing them the best offerings (and logical next step in their journey) based on the actions they’ve already taken.
To map it out:
- Explain that they’re receiving this information because of their interest in [topic]
- Explain the offer/solution, and then overcome any objections to moving forward on that interest
- Explain why taking this action is the next logical step, based on the previous action they took/actions they’ve taken
Below is an engagement email example from our own campaign at DM.
The Ascension Campaign
The ascension campaign follows the purchase of a product, with the aim of “ascending” the customer or moving them forward in their customer journey. Ideally, this turns one-time buyers into multi-buyers by letting them know right away what their next step should be.
Here’s how it works:
- Congratulate them on the purchase they just made
- Introduce the next step and overcome any objections to taking it now
- Clearly spell out what they need to do now
- Ask them to buy/take action
And here is an example of our campaign.
The Segmentation Campaign
This is a manual promotional campaign sent to your entire subscriber list in order to identify who is interested in whatever the topic is. Subscribers who click on a link are segmented and then triggered into an engagement campaign.
Here are some ideas for segmentation campaigns:
- Send content, such as blog posts, videos, or gated content
- Make special offers, such as coupons, flash sales, or special promotions
- Invite them to events, such as webinars, demos, workshops, or one-on-one consultations
This is one of the segmentation emails we send out.
The Re-Engagement Campaign
The re-engagement campaign is triggered once a subscriber hasn’t opened or clicked an email in 30–90 days. It’s designed to re-engage them, so you can continue building the relationship and selling to them.
Here are the steps:
- Identify subscribers who haven’t clicked on an email in the last 30–90 days
- Give them a reason to re-engage with your emails
- Update them on what they’ve missed, and then send them valuable content to get them excited about your brand again
Here is another DM example email.
If they re-engage, great! If not, add them to a separate list that you suppress from your typical emails, and then send them your best-performing email each week. (Keep in mind, these are NOT people who have explicitly indicated that they don’t want to hear from you. They just might need a reminder of the value you can bring them.)