To be successful in email marketing, you need to stand out from the crowd. It’s not easy, but you can apply a few tried-and-tested ways to make your inbox work for you.
You’ve probably heard of email marketing. This type of marketing uses email as a mode of communication to attract, engage, and convert potential customers into paying subscribers, or buyers.
The good news is that you can apply the 4-step system utilized by top email marketers to get started on your own email marketing journey. Let’s examine each step, one by one.
Step one: Identify your target audience
This is probably the most critical step in your email marketing plan. Without a clear picture of your audience, it’s hard to develop effective marketing campaigns.
As a business owner, CEO, or brand manager, you know your company’s target audience. Simply identifying your target audience is the first step to creating buyer personas and reaching out to this group of individuals with tailored, relevant content.
If you’re thinking that your current audience is suitable for your product or service, then you’re close to making a success of your email marketing. However, if you’re looking for growth, you need to identify a group of individuals that would benefit from your product or service. This is where your target audience comes in.
Step two: Create buyer personas
After you’ve identified your target audience, you’ll want to create buyer persona. You can think of a buyer persona as a type of individual that has purchased your product or service. With a buyer persona in mind, you can tailor your messaging to be appealing to this specific group of people. If you’re looking for growth, you need to create buyer personas for different segments in your target audience. For example, you can create a persona for millennial women between 25 – 34 years old. In a nutshell, a buyer persona is used to define your target audience. In the next step, you’ll dive into the details of how to craft compelling email marketing messages for your specific audience.
Step three: Match your email marketing to the stage of buyer’s journey
The next step is to match your email marketing to the stage of the buyer’s journey. Knowing the different stages that a typical buyer may go through, from awareness to consideration to purchase, can help you to craft the perfect message at the right time.
Let’s say that you’re the CEO of a company that produces hair care products. You’re applying to become a trusted source in the industry for hair tips and hacks. If you determine that your target audience is mostly composed of women between the ages of 25 and 34, your next step would be to target these individuals by email. Depending on how you want to appear in the eyes of your audience, you can choose from a few options:
- Product introduction: You can introduce yourself and your product or service by explaining its benefits
- Solution: You can describe your product or service as a solution to a particular problem
- Comparison: You can position your product or service in comparison to the competition
- Pricing: You can set a price point for your product or service
Once you’ve introduced yourself and your product or service in the email, you can move on to the next stage of the buyer’s journey. Keeping the conversation open is important in attracting potential customers to your email.
Step four: Craft compelling messages
Crafting compelling messages is the fourth and final step in your email marketing plan. Regardless of whether you’re selling a product or service, you need to find a way to convince potential customers to enter their contact information into your email list. The easier you can make it for them to decide to opt-in, the better. Remember, you’re trying to build a relationship, not buy a product. So, it’s important that you establish credibility by showing that you understand their needs.
To build and grow your email list, you need to use a combination of the above. For example, you can start by offering a free gift (i.e., a downloadable eBook) to get them to opt-in. Then, you can follow up with relevant, quality content that’ll make them feel that you’re genuinely trying to help them. If you do this right, you’ll be able to grow your list and start seeing results in no time at all.
In summary, creating a successful email marketing campaign takes time, commitment, and a willingness to try new things. Don’t be afraid to get creative and experiment with different approaches to see what works best for you.