3 Steps to Building a Successful Email Marketing Campaign

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You’ve worked hard to build your client list whether it’s through social media, content marketing, or just plain in-person networking.

Now what? Because a client list does not guarantee sales.

3 Stages to Building a successful email mktg campaign

You want to make the most of those relationships, and there’s no better way than email.

With email, you have an opportunity to connect deeper; educate folks on what makes you different/better; and sell a variety of product/services geared to their specific needs.

Unfortunately today, there are exponentially more people competing for our attention so that inbox has gotten crowded – which means that you need to work hard for their attention. Here are the three stages you will have to go through to catch a prospects attention via their email using an email marketing system like Mailigen.

Stage 1: Connect

In the first stage, people want to know who you are and why they should care about you. One of the best ways to do that is by sharing your story.

Stories work because they activate the parts of the brain that give us a sensory experience. It’s through that experience that ideas, thoughts, and emotions are planted in our mind like they were are own. In fact, the brains of both the person telling and listening to a story will look much the same. In other words: we experience a story as if it happened to us.

That’s how a deep connection is developed with your prospect. Empathy creates a feeling of trust. 

When we tell stories to others that have helped us shape our thinking and way of life, we can have the same effect on them, too.

When we decide to purchase a product or work with someone, we’re really buying the person or idea behind it. 

Here’s an example below:

Hi and welcome to Daily Worth—the leading financial media platform for women who want more— more net worth, more self worth, and ultimately, more joy. We’re glad you’re here to embark on this exciting and fulfilling journey together.

We love money. We use it to take care of our families, our communities and ourselves. It gives us power, freedom and balance. It lets us pursue our passions, whatever they may be.

Ultimately, money touches every corner of your life, and we’re here to provide the guidance and community to bring your relationship with money to the next level, no matter where you’re starting.

We’d love to hear from you. Simply hit reply to this email and let us know any thoughts or questions you have.

And don’t forget to follow our Facebook page for lots of tips on worth, joy, and money.

Explore and enjoy,

The Daily Worth Team

The perfect welcome email not only introduces your new subscriber to your brand and message, it also gets them to take actions that will improve your deliverability and ensure your emails hit the primary inbox. By creating an email that gets them to take action, either a direct reply, clicks on social media, or whitelist your email, you’re telling google that your email deserves to get into the inbox.

Stage 2: Educate

Once you’ve connected with your audience, you can begin to interact with  them. Through surveys, social media, and by taking conversations offline by phone and in person, you get to know them better.

During this stage, you can begin educate them with content to help them solve their problem and they begin to understand how you’re different from your competition.

Segment your list and get better sales results

You can segment you list by the types of educational information they are engaged in or by sending out surveys. And then follow up with emails that specifically address their problems and interests.

Emails get ignored that aren’t relevant to a customers needs, that’s why sending multiple email campaigns to distinct segmented lists is a great way to increase conversions with less emails and time.

Studies from Marketing Sherpa have shown that segmenting your emails can improve your click-throughs by 50%.

Some examples of way you can segment your list are:

  • Particular demographics and psychographics
  • Certain drop-offs in your sales funnel
  • People interested in the same product/ service

Stage 3: Make an Offer

Once they have this deeper understanding and connection with you, the selling process feels more like an opportunity for you to help them. Your customer is ready to make that commitment and feels good about it.

And you can offer a variety of different promotions and service/product offers based on their needs.

Now You’re Ready to Get Started

Here are a few more tips to help you create more connection in your email campaigns.

Personalize Your Emails

Additionally, use merge tags to insert personalized info about your recipient. Send out emails that include:

  • Your recipient’s name
  • Their last purchase
  • Their interests

The more you can show you understand your customer, the more likely they’re going to want to keep engaging with you. The more interactions you have, the easier it is to turn your prospect into a loyal, returning customer.

Keep Your Emails Human

  • Use your customer’s first name and write an email like you’re writing to one person
  • Keep it human, use your first name and picture
  • Keep your voice consistent
  • Use personal pronouns like “you” and “me.”

Email Automation doesn’t mean you send out generic emails. On the contrary, you can make it more personal by understanding the three  stages of lead nurturing and using the web tools above.

Integrating your brand in your marketing emails creates an automated followup system that delivers better sales results, and deeper connections while saving you time.

Looking for Email Marketing software? Check out Capterra's list of the best Email Marketing software solutions.

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About the Author

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Marina Jemeljanova

Marina is Head of Marketing at Mailigen. Marina has a degree in marketing, a master's in finance, and 10 years experience in marketing. In her free time, Marina likes to read, cook or play volleyball.

Comments

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Definitely the basic things that you need to know in marketing then once you get used to it, you can tweak it and improve your approach. I am currently using Activetrail and I would like to know what platform are you using? After the trial period, I received a call from their supporting which is very cool because you won’t see that from other platforms which made me decide to go with their yearly plan.

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These three tips are the KEY to successful email marketing! I totally agree with the fact that just having a client list doesn’t in any way mean you can generate sales. What comes after having a client list is what makes all the difference. This is why it is so important to connect with your subscribers and tell them a little bit about yourself and what you do. Making offers is a crucial step. It can greatly help you gain more customers. Great tips!

[…] Targeted communication will ensure that your emails are opened and read by your target audience. According to some studies, segmenting your audience boosts your click through rate by 50%! Overly, having your target […]

[…] 3 Steps to Building a Successful Email Marketing Campaign […]

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