Email marketing – you know you should be doing it. You’ve read the articles and heard the experts say how important connecting with your audience via email is to growing your business. This isn’t the first time that you’ve heard a phrase like, “The power is in your list.”
There’s a reason why everyone is talking about email marketing. It works.
Gone are the days when email messages sent by businesses were filled with useless sales pitches. Yes, there are still companies that send those spammy messages, but savvy consumers know how to spot those messages and click the unsubscribe button. If you want to get noticed in your audience’s inboxes for the right reasons, you need to start using email marketing for indirect marketing more often than direct marketing.
What does that mean? In simplest terms, it means you need to offer useful, meaningful information to your audience far more often then you try to sell stuff.
I was helping my kids with their Language Arts homework today (my triplets are in the seventh grade now – where has the time gone?), and they were reviewing something called author’s purpose. If it’s been a while since you studied this in school or helped a student struggling through the horrors of Common Core and Personalized Learning, then you’ll need a refresher.
Hang in there with me because all of this matters when you get to the free 2-week lead magnet upsell template that you can use for your own email marketing, which I’m giving you at the end of this article.
The 4 Primary Types of Author’s Purpose
Today’s middle school students are learning that there are four primary types of author’s purpose:
- To inform: The author’s goal for the content is to teach the audience about topics that are most often factual. Examples include textbooks, newspapers, and encyclopedias.
- To persuade: The author’s goal is to convince the reader to agree with his or her opinion. The content may or may not include facts and examples to support the author’s opinion. Examples include marketing materials, ads, and newspaper editorials.
- To entertain: The author’s goal is to entertain the audience by providing content they’ll enjoy. The author might tell a story or describe real or imaginary events, places, and people. Examples include stories, poems, and plays.
- To explain: The author’s goal is to deliver information in sequential order using facts that provide details so the audience gains a better understanding of a topic. Examples include recipe books, manuals, and instructional guides.
So what does this have to do with email marketing? Actually, it has to do with all forms of content marketing, including email marketing. When you’re creating an email marketing campaign for your list, you first need to determine what the purpose of your content is.
Believe it or not, this is a step that business owners and marketers often miss. They know they’re supposed to send email messages, so they throw something together that talks about their products or services, and hit the Send button. The result? An open rate of 5% or less! Here’s a hint – a good open rate for your own list is 20%. If you’re not hitting that, then your content isn’t resonating with your audience. You need to rethink your purpose.
What Does Your Audience Want?
I’ve written before about the first tenet of marketing and copywriting that says, among other things, “No one cares about you.” It’s true. They care about how you, your business, your products, and your services can help them or make their lives easier. They want solutions to their problems, including the problems they didn’t realize they had (some of which could be perceived problems).
Emailing your audience a message that reiterates information about your product that they likely already know or could easily find on your website is unlikely to motivate them to click the open button and read more than the first sentence of your message.
Of course, this is where understanding your audience by engaging with them through social media, analyzing your blog, social media and email metrics, and conducting market research can help you determine what kind of content to create. Even then, you’ll have to test – and test again.
Without knowing your audience, I can’t tell you specifically what your content should say in your email marketing messages or anywhere else. There is no one-size-fits-all solution when it comes to content, copy, and communications. That’s why people like me do this for a living. Everyone is different, and it takes time, knowledge, instinct, and a lot of experience to get it right.
What I can tell you is a email campaign sequence that works. You’ll need to figure out what to offer your audience and what to say to them (unless you hire me to help you), but you won’t have to figure out when to send messages and what kind of messages to send. I tell you that in the infographic below.
Your Email Marketing 2-Week Lead Magnet Upsell Template
Check out the 2-Week Lead Magnet Upsell Infographic for a complete 6-step email sequence template that takes your list subscribers from freebie to sale. Will this sequence result in a sale from every person on your list? No. Let’s be realistic here. If you can get a 2%-5% conversion rate, pat yourself on the back and call it a success. If you can’t, then you need to start analyzing the elements of your campaign.
Here are questions to ask yourself if your conversion rate is too low:
- What lead magnet did you offer? Did it attract the right audience?
- Did you effectively pique your audience’s emotions so they truly cared? Did you tap into the right pain point?
- Was your upsell reasonable in terms of price, product, promotion, and place? Was it too expensive or cheap? Was the product irrelevant to the lead magnet so the leap was just too big for the audience? Was your promotional copy lackluster? Was it too hard or annoying to purchase the upsell?
- Did you provide enough proof? Did you provide the right proof? Was it actually believable?
- Did you effectively convince the audience that your upsell product could relieve their pain point? In other words, did you offer the right value proposition?
- Even if a person didn’t convert from this email marketing sequence, did you give them the right resources in the final message to keep them engaged and interested in your brand so you can continue the relationship for future sales opportunities?
With those answers in hand, it’s time to tweak your campaign and try again. Remember, testing is part of the game when it comes to email marketing. In time, you’ll find just the right combination of lead magnet, emotional copy, proof, upsell product, and resources to reach your return on investment goals.
Even the most experienced email marketers and businesses had to start somewhere. While they might hype their 20%, 30%, or even higher conversion rates, it’s highly unlikely that they got those conversion rates when they first started sending email marketing messages to their lists. As with most things in life, success takes time and commitment.
So there you have it. A sequence you can start using right now to jumpstart your email marketing. The only things left to do are to write your lead magnet and your email messages. Freaking out about writing all of that stuff? Relax, and contact me. I can do it for you!