Poornima Vijayashanker is the founder of Femgineer help entrepreneurs and technology professionals (including women ) level career.
"Why send the most effective channel to convert customers?"
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There is exactly one year, I had 10 people subscribe to my email list each month. I let out a big sigh and thought: "How will I go from 10 to 10K"
It seemed pretty daunting, and I thought, " Why bother? Who even reads emails? "
You probably think the same thing.
Each of us suffers from clutter inbox, including you. Consider all personal, business and advertising messages you have to travel on a daily or even hourly.
How the hell are you supposed to break this noise inbox to sell someone a product or service?
the truth is, people not read e-mails. do not you? Even if you get a lot of emails, you probably still feel compelled to go through them to make sure you do not lack some important communication, especially if it is someone you expected to hear.
FOMO (fear of missing) is why email is such a draw, then becomes a channel effective marketing!
When someone gives you their email address, for example, the creation of your newsletter, they gave you an invitation to your inbox. There is no other medium that allows you to get so close to the inner world of a person without being intrusive or inconvenient.
Think about it: when you call someone, you can catch them at a bad time. If you show up unexpectedly, there is also a problem with the calendar. But with email, if they have subscribed, they indicated they expect to hear from you.
For these reasons, email is the most targeted communication channel, and companies realize that :. Nearly $ 2.1B is spent on email marketing every year
email marketing budgets are spent on creating content and test the components of the message. issues all in one e-mail: delivery time, subject, sender and message it contains. However, people hide these details, getting poor results and to conclude that the email is ineffective.
With attention to detail and interesting content, you can transform your emails into the powerful conversion tools. But before you pour your heart into the content and the struggle with the subject lines, you need to build your email list.
So how do you get people to give you their email address?
There are a number of techniques, but my personal go-to method is writing compelling blog posts, or as Nathan Barry called, epic blog posts. An epic blog is not only long for the sake of being long. He makes the following:
- draws the reader's attention with a clear title. An example of Nathan: The Complete Guide to Making full time wages of a book. This does click bait; it is clear .
- highlights a problem that will resonate with the reader.
- Provides a solution step by step to solve the problem. This how-to can be reproduced by the reader.
When writing an epic blog a few things happen :.
- The gain knowledge readers
- The credibility of the author gains.
This exchange makes it easier to do a little ASK at the end of the post, which is a CTA (call to action), eg "subscribe to receive more messages like this -this."
The next key step is to promote each ticket epic blog through additional channels, such as through the blogs of others (as a guest blog post), and social media such as Twitter and Facebook.
Using the technique of epic blog, I went from 10 people subscribed to my email list organically each month to hundreds per month.
From sending emails!
Once you have the email address of a person, you have permission to start sending messages. If you are a beginner, do not think your list is too small to start. Instead, realize that people have addresses and you are waiting to hear from you!
The sooner you start to send valuable information and often you do it, the more likely someone is to send your information to another potential client (and you benefit from word-of -hear).
When I say this, I know that people become really nervous and afraid that if they send emails frequently, they will be perceived as spammy.
But remember: they subscribed because you offer them value through your first epic blog. To keep customers, you must continue to deliver value.
If people are not really useful or valuable your emails they can unsubscribe at any time. Leave them! It is a clear signal that they were really not interested. However, if you do a good job to continue to add value, they will be interested, want to hear from you, and stay subscribed.
Types email send
The types of email campaigns to keep your customers engaged and even buy your products and services:
drip campaign
the purpose of a drip campaign is to periodically send valuable information. Valuable information does not mean a selling point! This means tips and ideas as how to use your product, how to get in contact with your company for customer support, or solutions to problems that customers may experience helpful.
You want to keep the uniform time interval, because the point of a drip campaign is to hope that they will receive you daily information, weekly or monthly.
For example, you might have a drip campaign that onboarding is seven days long, and every day the customer receives an email that explains how to use the different functions within your product. After that, you can move them to a weekly drip campaign in which they receive an email from you each week sharing your expertise on the types of problems they encounter.
You can also make a drip campaign leading to the launch of your product or event you are organizing.
The goals of a drip campaign is to add the lifetime value of customers and use this contribution to keep people engaged and stay top of mind (ie , relevant).
The relevance is all about frequency. If you send sporadic e-mails people are more likely to forget about you, your product and your company. They are also more likely to unsubscribe.
Newsletter
This type of email will contain general information on product updates and societies, and can be sent monthly or quarterly.
Too often, newsletters jam pack people with too much information and CTAs. If you are putting the product in a sales or newsletter, then move this information either in a drop campaign to drop or sale.
lifecycle campaigns
These are campaigns you send to pull customers into your product, and they are triggered based off actions (or inaction) customers.
The aim of these campaigns is to increase engagement with your customers and stay top of mind. To set a campaign like this, you will need to use a tool like Mixpanel.
marketing campaign
Are you really that will send sales campaigns when you run a promotion or sale.
What you do not want to do is wait until the day of the sale to send his promotional email. Why? Because people need to be dressed! What if they are on vacation and miss your sales?
To avoid this situation, just send a series of emails one-by-week is good enough to start them. Send a final email with a CTA encouraging them to buy the day of the sale, and let them know that this is the final reminder by email.
Do not be afraid to send emails sale alongside other types of emails. It is actually a great strategy because you add value and make a small request.
When I ran a email marketing campaign for my new book, How to turn your ideas into software products, I started booting clients a month in advance. Every week I would send an email why I wrote the book, another on what was in it, and one on how it would benefit them.
The day before the launch, I sent details of the various packages they could buy, then the sale day I sent a link to the landing page. I went to send two emails the two days following the sale.
The results were amazing. I could see sales coming in about an hour after each e-mail, sometimes in minutes!
Measure and measure more
The success of an email campaign depends on a delicate balance between the value you provide and the calls to action that drive your business. Therefore, you will manage the ratio of the value-add request. I will not sit here and tell you its 80/20. You have to try out.
open track rates of each email and measure how often a reader acted CTA. And keep track of your churn from the beginning; it will signal adjustment or neglect of a person.
Do you have a favorite thing to get more people on your email list or create content they like? Let us know in the comments below.
The anatomy of a marketing email that causes results