email strategy

introduction
The whole point of an email list is to email it, you are emailing people who asked you to email them. People don’t give you their email without expecting you to email them.
The purpose of an email sequence is to keep the people engaged, one email a week is a good target, we won’t get our emails right the first time, but through testing and analysis we can increase their potential.

better emails
Like all copy writing we need to read email subject headlines, that made us open emails, as a team which emails do we open, lets discuss.
Magazine headlines, seeing something that catches our attention when we’re out shopping is enough.
Write in a conversational voice.
What problems, what authority, what value can we show.
Use simple words and avoid insider language, if they aren’t familiar with the words or language this will confuse them.
Use short paragraphs.
Use active language.

nurture
campaigns

sales campaigns
Nurture email campaigns are meant to be ongoing, they can be called drip feed campaigns. Sales campaigns are direct with the emails being sales pitches.
People need 7 encounters with a company before they are more likely to buy, this can be through email or other touch points.
People want value, if we provide this they will stay subscribed.
If we don’t utilise email, our competitors will, they will win and we will lose out on business.
Some sales cycles in B2C and especially B2B are a long game and so is email, we can’t expect sales instantly, but we can expect sales.
Even if the email isn’t getting opened you’re staying in the mind of the reader through subject headings, and the from, in people’s inboxes.
One of the aims of email, is to send customers to the website, and pitch them again.

sales campaigns
Nurture is for adding value and trust, this is closing the deal, but first we’re going to ask for a sale.

day 1
Email 1, We need to ask for a sale, if we believe in our product let’s sell it, it’s the right thing to do.
Start with the sales campaign and let this run for the week, then go into the nurture campaign, the reason why we start with the sales campaign is because we have already earned the right to ask them, as we have given them the lead magnet and they in turn have given us their email address.
Sales campaigns have been known to double sales just by running them. Polite requests sound weak in a sales email, so we need to be direct with what we’re asking for.
Put a time constraint in the email this doesn’t have to be 50% off if order- ing in the next 2 weeks, this could be something such as ordering over the next 2 weeks will give you our best price, its an indirect time constraint.
day 2
Email 2, 2 days later, after given the customer a day or 2 to read the lead magnet, send them an email. That will talk about the problem – let them know we can solve the problem.
day 3
Email 3, customer testimonial, short and full of sound bytes. This most likely will be a video, but the email can include quotes from the video.
day 4
Email 4, over come an objection.
day 5
Email 5, Paradigm shift – overcoming objection
This is where we explain how we are different. Customer may have used a service like ours before, lets differentiate.
day 6
Email 6, only ask for a sale, nothing more, create a limited time only, is there a bonus that is going to expire

nurture structure
Structure of a basic nurture sequence. Weekly announcements.
This can include details about podcasts that we create.
The nurture email isn’t a sales pitch, it’s a reminder that we sell services.
Part of the email is providing value, this can be in the form of tips. These tips don’t have to be industry specific, these could be seasonal.
Here are some possible email subjects that I’ve found: Xmas recipes
Valentines tips
Social media tips
These are just examples, the content needs more thought going into them, I’m hoping this can be a team effort.
Nurture emails can be thought of as a blog post or a social media post.
I’ve found that emails that I’m more likely to open, speak to the problem I’m facing in the moment.
We should keep the subject headings clear and easy to understand, if people have to guess what is in the email people won’t want to open it. State the problem and let them know you are going to reveal a solution. These are the types of email that I personally open.
Emails aren’t an opportunity to show the customer updates about our staff, as this isn’t solving the customer’s problem, and people don’t really care either about certs our staff receive.

team meetings
During meetings, we should include staff to read emails together, to make sure that we’re covering all aspects that the customers needs to know, are the problems covered, have we talked about service enough.
After campaign has started
Emails need to be tracked, what are customers responding to in emails, which emails worked, which ones were opened for a few seconds when compared to the other ones.
Are the calls to actions being taken Are people buying
Which emails are being opened
This all needs to be discussed in meetings, I’m hoping these meetings will be exciting where we can use the imaganation amongst the staff, to increase profitability.