There is more to creating a great email campaign than one might think. It isn’t simply typing up a message and sending it out. No, you need to consider what goes into the message, it’s purpose, when you are going to send it, et cetera. Basically, it all boils down to knowing your audience. If you know and understand your audience, you will be much more likely to get through to them. They will feel like you are speaking directly to them and your messages will have meaning.
The First Email
The type of email you are sending carries a lot of weight when writing the email. If you are sending to a new audience then you probably want to keep the email short. In addition, you need to give them something. You need to build rapport with this audience and get them to trust you. A great way to do that is to ask them to do something for you. It needs to be more than clicking a link and it can’t be something extensive. Try to make it take only a few minutes of their time. Preferably less than one minute. Then give them something. A book, a PDF, a tip, video access, anything they might want. This will encourage them to trust you and also like you because you didn’t waste their time and they got something out of the deal.
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The Second Email
The next time you email them, you can lengthen your message. Now they know you are a valuable sender and will be more apt to read your email. Continue providing them with something of value. Give them information and show them some resources that they can use to help them with whatever they are doing. They will appreciate the fact that you are not pushing them to make a purchase. This, in fact, will make them more likely to purchase from you in the future because they don’t feel like you are forcing them to make a purchase.
The Following Emails
Continue emailing them at a regular interval, once every five days is a pretty good figure. It is frequent enough that they are always thinking of your brand and it isn’t so frequent that they will become upset with your emails. Always provide them with some great information that will be beneficial to them. Try and solicit their feedback or action to do something for you. In addition, every five or so emails you can offer them something to purchase. However, the rest of the emails should be informational based. You can include a “P.S.” with a purchase link in the other emails. However, as far as a sales email goes, only do that every five emails.
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Having a great email campaign comes down to knowing your audience and providing them with valuable information that they can use to make their lives easier. Get them to help you with something and give them something in return. Eventually, they will become a loyal customer and also help you promote your products simply because you have earned their trust.
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Spencer Coffman
SpencerCoffman.com