Email marketing is a worthy process. In some cases, it is more than an essential part of a marketing campaign — almost 70% of responses are generated through the second to the fourth email of the sequence. While it’s true that there is no “one size fits all” model for managing your email marketing, there are basic and important aspects to pay attention to.
Email Marketing Sequence
During a business email follow-up sequence, you will need to do more work, but in the end, it will help drive more value. This process usually runs over a two-week period and involves the following steps.
- Opening cold email.
- Subtle yet firm reminder (usually 2 to 3 days after the first email).
- Value bringer no. 1 (3 to 4 days after previous email).
- Value bringer no. 2 (3 to 4 days after previous email).
- Break-up email (4 to 5 days after previous email).
In addition to following this setup, here are five effective ways to give essential value to your emails and persuade your prospects to act accordingly.
Talking About Success Stories
The success story is all about summarizing what a person experienced while achieving success. While running an email campaign, you can tell the success story of your own company. It helps them relate to you in a unique way and gives them a sense of reliability. When anticipating a prospect’s reluctance, tell them the perfect story to engage their intention. Your message is conveyed as soon as they read it.
Sharing Case Studies
Case studies are powerful tools, as they tell you how to solve a specific problem with measurable results. Some of the most renowned online businesses, including Crazy Egg and KISSmetrics, have managed to enhance their sales by 70% through the introduction of case studies in their emails.
Getting Help From Testimonials
Testimonials are stories your customers are telling, making them more persuasive and reliable for prospects. A positive review or testimonial can tremendously impact your email marketing.
Referrals can help you close new clients in less time, which basically suggests that you can get more customers through fewer leads. Ideal referrals may include an introduction by an influencer or a person who is otherwise known and respected by your customer. Referrals are a great way to bypass the gatekeeper and let you succeed over your competitor. You can earn more trust and credibility with this method.
Adding Relevant Content
If there is no customer-related data to share or it is not relevant to your customer, the best option you can go for is including an engaging piece of valuable content. It’s simple and gives you an opportunity to ensure and prove that you are taking time to understand the challenges faced by a prospect and providing the means to solve it, without offering your own product.
Email marketing is a relationship-building trick that works in most cases. So, don’t forget to try it!