Email Marketing Campaign Set-Up
Email marketing works for any business, even an offline business like a hairdressing salon – as long as it’s done correctly! In a nutshell, email marketing is a time based, proven ‘tool’ for ultimately generating profits. This is achieved through building a positive relationship with your customers over time.
Email marketing is an online extension of traditional marketing, whereby you acquire ‘prospects’ by capturing their contact information and then sending them promotional material via email. The success of your email promotions rely solely on the response from your opt-in lists.
But, your ‘prospects’ need motivation first, before providing you with their contact details; and secondly, before parting with any money for any products that you pitch to them. You have to give your ‘prospects’ a good reason to hand over their contact information; and a better reason to be given permission to pitch your products to them. The only way this will happen is if you give them something they respect and value.
The easiest way to give your ‘prospects’ value is to give them answers or solutions to their problems. Everyone has a problem of some sort. By providing useful, valuable, relevant information that your ‘prospects’ want, you’ll encourage them not only to give you their contact details but also permission to pitch to them in the future.
Do NOT make the mistake of ‘selling’ the answer or solution to your ‘prospects’ problem immediately. Your first priority must be to develop trust with your ‘prospects’ which will only happen by you giving freely first.
From the moment you’ve convinced someone to hand over their contact details to you, your relationship with them has begun. They’ll see you as an expert in your field – someone they’ll be inclined to believe and listen to. They’ll expect you to treat them fairly and also expect quality from you.
Trust is critical in email marketing. If your ‘prospects’, who opt-in and become your ‘subscribers’, believe in you, they will respond positively to your product offers, provided you are selling something of value and not trash! Most marketers agree that a prospect must receive a pitch on average 7 times before they actually respond.
Did you know that whether your business is offline or online, 60% of your sales will come from your existing customer base – this is a fact! So the greatest value in marketing is that of repeat customers. You can market different products to your email ‘subscribers’ over a period of time. However, this will only work if you’re able to identify your ‘target market’s’ problems and create products or services with their answers and solutions. Failing to do this, will result in unhappy subscribers and a cold list of unresponsive subscribers.
Building a relationship with your list takes time, effort and maintenance involving regularly providing information that your subscribers are likely to want. This is the cardinal rule of marketing – the ‘I want’ factor, not what I need!
Tip: Even though it’s not a good idea to ‘sell’ too soon in your campaign, there’s no harm in subliminally promoting your product in your signature at the end of each email by inserting a link back to your pitch page that answers or solves the problem!
Here are 14 ideas for email promotions:
- Announce weekly “specials”
- Host “Customer Only” events
- Send appointment reminders
- Follow-up with your hottest leads eg word-of-mouth referrals
- Offer electronic “loyalty coupons”
- Send follow-up offers
- Develop relationships by offering free information eg newsletters, reports, downloads, trial versions of software
- Encourage referrals eg send to a friend
- Deliver your product electronically
- Sell your knowledge
- Promote an ‘educational’ course
- Survey your subscribers or customers
- Offer a bonus
- Give away free tips, reviews, reports or audio recording