Listen to article or read below
WHERE DO YOU START?
You are ready to start using an email service.
• You have some ideas about what messages you want to send to your audience.
But it seems a little overwhelming.
• Where do you start?
How do you “cut to the chase” and make the best use of email campaigns?
STAY FRESH IN THEIR MINDS
Discovering ways to use an email campaign is important because it can save you time, money and overcome procrastination so that your company stays fresh in the minds of potential customers.
In this lesson, you’ll walk through the basics of an email campaign and look at several ways you can use them to grow connections with your audience.
• You’ll explore what an email campaign is used for and when to put it to use for your own business
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll:
- Discover three common ways to use email campaigns to reach your audience.
- Look at the difference between an email campaign and drip marketing.
- And brainstorm some ways to get started with email marketing for your own business.
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide to give you “hands-on” training customized to your own business.
3 MAIN PURPOSES
The ways that email campaigns can be used are as varied as communication itself.
Let’s focus on three of the most common purposes of email campaigns today.
- Regular communication such as newsletters
- Special announcements and sales
- And getting more people to read blog posts
Here are some specifics:
SHORT AND SWEET NEWSLETTERS
Newsletters are a great way to stay in contact with your audience and continue the conversation.
- Newsletters no longer need to be viewed as large labor-intensive printed materials.
Nowadays, think short and sweet!
- Email marketing lets you set up a newsletter template which makes it simple to keep your potential customers up to date with what’s going on at your company.
Using a format readable on mobile devices increases the engagement of readers and makes it more likely that your newsletter will be read.
CREATE A SERIES
Perhaps you want to skip the newsletter and send a weekly tip or quote.
- Email marketing is ideal for this because you can schedule the delivery over time.
Set it once and it will send automatically to your ever-increasing list of subscribers.
GET THE BUZZ GOING
Next, email campaigns are ideal for making special announcements, including “spur of the moment” overstock sales, new shipment information and other event-driven communication that drives “buzz” around your company.
- Use eye-grabbing templates and graphics to get you noticed quickly by readers to put information in the hands of your audience.
Finally, sending out fresh blog content from your web pages is another smart use of email marketing.
- This can be set up with something called an “RSS driven” campaign.
Simply put, it goes to your site on a daily basis, but only sends out an email when there is something new to share.
- This type of a campaign can be very effective because it is not dependent on your audience going to your website to read your blog.
- Instead the blog comes to their inbox automatically whenever there is something fresh.
More people will actually read what you have to say, and continue the conversation-the whole goal of email marketing.
TIMING IS EVERYTHING
So what is the difference between an email campaign and drip marketing?
- It’s all about timing.
An email campaign is designed to be sent to everyone at the same time.
This is what you use when you want everyone on a certain list to get the same communication together.
In contrast, drip marketing is about sending a consistent message over time.
- In this method people receive the same message, but at different times.
Let’s look at an example.
SAME MESSAGE, SAME TIME
Let’s say you want to send a weekly series.
- You want everyone to get the same piece of information at the same time.
- Perhaps it’s a weekly inspirational quote or handy tip.
You can set up a series-comprised of 52 individual campaigns with 52 different quotes, and schedule them so one goes out each Saturday morning, or Tuesday evening, or whatever time is best for reaching your audience.
That way, everyone on your list will get the same quote sent at the same time.
SAME MESSAGE, DIFFERENT TIMES
By comparison, drip marketing is used when you want each individual to have the same message, but at different times.
For example, after making a purchase you want each customer to get a series of follow-up messages.
- One asks if they received the service they expected with the sale?
- One may offer a coupon for their next purchase
- And another may check in after they’ve used the product and ask for a review.
All the customers receive the same message, but when they receive it is based on an event, like subscribing to the list, or making a purchase.
Therefore people get the same message at different times.
KEEP BUILDING YOUR LIST
Email marketing is a fantastic way to stay in touch with your audience.
Its ease of use can overcome many of the objections business owners have to launching regular communication to potential customers.
- But remember-it’s all driven by your list.
Keep building your list so you can continue the conversation.
YOU CAN DO THIS!
Now it’s your turn.
Go to this lesson’s Practice Guide, and brainstorm some ways to use email marketing to grow the connections with your audience.
- Focus on communication activities which you know you should do…but have been putting off because you thought it would be too much work.
In the next lesson we’ll shift gears and get into more “nuts and bolts” about using MailChimp.com for our examples.
Let’s get into some more detail with Lesson 3: “Creating an Email Template-Raising the Bar”