Learn how to use email to educate, connect with your readers, and grow a loyal following that listens and takes action on your emails. Consistency in your message over time is what actually works. Use your email marketing to its fullest potential.
The secret to using email to its fullest potential is
Email is your best form of communication with your customers, both active and inactive. Go where your customers are, and that’s their inbox.
Your email list is an extremely valuable digital business asset. When you engage your email subscribers you encourage them to go deeper into your sales funnel and ultimately buy from you.
Engagement: Emails shouldn’t be a one-sided conversation
How do you get engagement?
Emails shouldn’t be a one-sided conversation. Think person to person. Think conversations and building a relationship with that particular reader. It’s easy to walk away from a brand or product … it’s harder to walk away from a person.
Have engagement points in your emails and use your email marketing to create a dialogue.
Ask them to reply with comments and questions
Yes, you’ll need to reply to all the incoming emails. I know this may add more to your already full plate … but not only will you build a relationship with your audience, but you’ll also find out what they want to learn, what they want from you, and it will direct your content. You’ll begin creating content that is directed to and pinpoints your target audience.
Marketing and customer support should be involved with the replies
This will give you the ability to send resources that addresses their issues, offer a free consultation or create content or free offers from the reader replies.
Ask questions and direct people to respond with the answer
You can be as general or as specific as you choose. General questions will give you a wide range of data, but it may not be easy to act on. Specific questions will give you more actionable info, but you’ll control the conversation by controlling the topic but you’ll still receive the benefit of “seeing” into your customers and potential customer’s pain points.
Send, ask for a reply, and reply back to them. Even if you don’t have a resource to send them, empathize and let them know when the resource will be available … then go back and send them the resource when it is available.
Ask them to click
You probably already do this if you’re sending readers blog posts i.e., read an article.
Ask them to do something like take a survey or quiz
These are a great way to measure a customer’s interest level in your product and how it can solve their problem.
Survey – Used to educate you
One question or statement with 3 or 4 canned answers people can choose from. How to use a survey in Mailchimp.
Quiz – Used to educate the reader
A series of questions that people can move through to learn their own needs … and thereby also educate you on what their needs are.
Engagement with your emails is the best way to measure your reader’s interest in you and your product or service.
Segmentation: Emails need to be personal
Start with the outcome in mind for a successful email segmentation strategy. Use your email marketing to segment for sales.
4 types of subscribers
- Newbies/ beginner users – Don’t have any knowledge and want to learn more. They’re hungry for high level/basic info.
- Intermediate users – Know some things and want a deeper dive into the topic, service, or industry.
- Loyal fans/Advanced users – They know a lot and want to keep up with the latest industry info and products. It’s more about connection and community than education.
- Want it done for them – Want to know where to buy. But sometimes they don’t know what they need.
Keep these subscriber types in mind when you’re writing your emails and automations.
If you ask them to reply with comments and questions
If your reader isn’t clicking a link there won’t be a way to automatically place a tag. So if they reply you’ll need to add a tag manually.
Ask questions and direct people to respond with the answer.
Ask a question and give them 4 answers to click on. Tag the email address according to the answer they chose.
This an excellent strategy for your Welcome email. Then you can send then a follow-up sequence that is based on their answer. When you send emails only about what people are interested in you’ll have a higher open rate and higher engagement.
Ask them to click
Segment your audience according to their clicks. Ask for a click and add a tag for the click and segment by the tag.
Send 3 educational articles about 3 different topics on your industry, service, or product. I.e., and according to the topic people click on send information that pertains to that topic.
Ask them to do something like take a survey or quiz
This an excellent strategy for your Welcome email. Then you can send then a follow-up sequence that is based on their answer.
Segment at the subscription form
If you have more form fields … i.e., topic categories to chose from you may get a more engaged, eager reader because you’re only sending them the info they’re interested in.
If people are willing to fill out a longer form because they’re truly interested in the information you have.
Just make sure the form fields are relevant and not just fluff.
Automation: Make it easy for you to communicate with your readers
- Welcome emails
- Lead nurture emails
- Re-engagement emails
Welcome emails get the best engagement!
We see the most engagement on the first email. Because people expect to receive a welcome email immediately after subscribing to your list. They get the very best open rate and click-through rate, especially when they contain some type of offer.
Ask what the biggest problem is they’re facing with [your product or service]. You’ll get responses that will help create the content your audience wants and needs.
To automate this process give people 3 or 4 common answers and all of the above or none of the above and have them click on the answer. Customize the Welcome sequence targeting the problem they’re experiencing. Focus on their problem and how to fix it using your product/features or service. You want them to think that your brand is the solution to their problem.
Lead nurture emails
To write a successful lead nurture email series, start with the outcome in mind.
- How long is your sales cycle? Do you know how many days it takes for a customer to purchase from you? Matching the time length of your sales automation with the time it takes for people to make their first purchase from you can help them work through the sales process.
During the email series, send your emails often enough that people remember your business but don’t be annoying.
– Daily emails if your sales cycle is short.
– Weekly emails if your sales cycle is a couple of months or so.
– Monthly emails if your sales cycle is 6 months or longer.
No one want’s to get daily emails reminding them to purchase for 6 months. They’ll be more likely to unsubscribe than buy.
- What questions do people ask about your product or services? Answer these questions before people ask them, or even more important, know to ask them. By anticipating your reader’s needs you’ll train people actively searching for your product or service that you’re the answer to their needs. (If you need ideas of the questions to answer, use the questions in your welcome sequence and go into depth with the answers.)
- Be easily available. Ask people to reply to your emails with additional questions and comments and then reply to those emails. Nowadays people don’t always expect to get a reply from a business, so surprise them. You may make a new fan. And you’ll show your expertise in your field.
Subscribers that don’t open your emails can impact your deliverability. So you want people on your list that open your emails. A re-engagement email sequence is short, 3 or 4 emails sent over 3 to 4 weeks. Once a person opens a re-engagement email they don’t receive another. (Unless they disengage again sometime in the future.)
Subject line: Is this goodbye? The subject line needs to be different from what you usually send and it needs to be a little sensational.
You want to send an email similar to this: I noticed you’re not opening our emails and I don’t want to fill your inbox with emails you don’t want. If you don’t open our emails in 2 weeks (date) I’ll remove you from our list. You can always resubscribe.
Or this: If it’s not the right time for our emails, we understand, no hard feelings. We’ll remove you from the list to save your inbox.
Or this: We recognize that people get a lot of emails. If you want to stay, click this link to stay on the list.
Then REMOVE THEM when the time comes. The worst thing you can do is threaten to remove someone and then keep sending them emails.
Be Consistent: Get on a schedule and stick with it.
Since COVID, I’ve gotten a lot of emails from people I haven’t heard from in a long time. What’s the first thing I do … unsubscribe. Why? I don’t remember that I ever subscribed.
We love to hate email. And yet, email is still the primary driver of conversation and conversion with your customers. That’s why business owners know they should do more. In fact, as an email marketing expert, 82% of the people I talk to say, “I’m not using my email marketing to its fullest potential.”
It’s okay if you haven’t used your email marketing for a while send a heartfelt email explaining what’s going on with you and your business.
One of my most read emails was one I sent explaining that I hadn’t been regular with my newsletter because my Dad needed help and I moved in with him so he could stay in his home until his death. I had so many people reply with their own stories of supporting their loved ones and positive messages that I was truly overwhelmed by the love. I must have done a good job with my Dad because he lived another 2 years after that and died at the ripe old age of 94.
Take into consideration your commitments both professional and personal
Remember, people want to hear from you. You intrigued them so much with your website and blog posts that they asked you to send them more. So respect that request, use your email marketing and send regular emails. You don’t have to send daily, weekly, biweekly, or monthly. Send a quarterly newsletter. Make sure people know how often you’ll send and then make sure you send.
If you have problems with consistency that’s where my newsletter package comes into play. If you’re paying someone to send a newsletter on your behalf it’s more likely to get sent. When you don’t have to worry about putting a newsletter together and just need to send links to articles with a short personal paragraph from you somehow it seems a whole lot easier to get that newsletter out on a consistent basis.
I hope these 4 secrets (which aren’t really secret) help you use your email marketing to its fullest potential.