Great email marketing isn’t about that one (mythical) killer message. It’s about an on-going program that connects you to your target audience in relevant ways as they make their way through their buying process. Having a relationship-building mindset will help you improve your email marketing results.
Start at the Beginning
Welcome emails are a great place to start because “striking while the iron is hot” isn’t just a saying for blacksmiths in the old West. It is a real thing in marketing. If someone has just signed up for your email newsletter you know you have their interest — right now! — and right now is exactly when you should act.
Capitalize on that interest by engaging with your new subscribers while they are at their most receptive. Make your initial message warm and friendly, talking about the promise you’ve made (and intend to keep) to deliver information they’ll find useful.
Provide a small taste of that value and you’ll have created additional good will and have paved the way to more engagement going forward.
Actions Speak Louder Than Words
Unless you sell just a single product or service, your audience is likely to consist of various segments. Tailor subsequent emails to serve each of those segments based on their interests. The product or service you’re marketing may still be the same, but the benefit you focus on in your marketing should address the pain point the prospect needs to address.
Email Marketing to Match Buyer Journey
Your email marketing program must also serve your target audience’s interests at each stage of the buying journey. Different content will be of value for folks who have moved from the awareness stage into “consideration.” The same holds for those who are beyond that and now may be actively evaluating competitive options.
Tailoring of both these types can be done in simple ways, even manually in some cases, or in much more sophisticated and automated ways. Regardless of your budget and the size of your list, there’s no excuse for not tailoring your message to prospect interests and place in the buying journey. Examine your email program to see how close you come to this approach. Better yet, sign up as a subscriber and evaluate the experience first hand.
