How do you build relationship and market your business with email?
In the “good old days” it was all about building a big list.
Now, particularly for a service business with potentially global reach, it’s much more about quality than quantity.
And emailing to a timeframe that works for the recipient makes a big difference.
As email marketing has evolved into the role of building a bridge between a conversation or ad on social media and an appointment.
So it becomes a bit like a guided journey through your best, most relevant content.
How do you sequence your mail communication with your prospective clients and paying clients to build relationship?
Emails are typically divided between relationship building, educational and transactional emails.
And, the frequency of emails will depend upon which stage of the sales/onboarding process you are in.
How do you align your email campaigns with the steps in your customer journey?
We recommend mapping out your customer journey before you design your email campaigns.
So that they are purposeful and are leading your prospective client or client to a deeper level of engagement with you.
We start by creating a content plan for our educational content and work out the job to be done for each email in the campaign.
Is the purpose relational, educational or transactional?
How do you structure each email?
We tend to think of an email in terms of subject line, opener, body content, close and call to action.
We tend to include 3 or 4 clickable links…
- Banner
- Image
- Clickable text
- Button
The copy of the email is of course very important, and needs to persuade the reader to open the email, read or scan it, and click.
Warm or cold?
To build relationship and market your business with email we recommend making initial contact on social media so by the time people get into your email marketing they are essentially warm.
When do you stop emailing?
We have found that many of our clients see email marketing so they either stop entirely or drastically reduce their email marketing once the onboarding of a new client has been completed.
We recommend a long-term nurture campaign for customers/clients.
How do you get people into your email marketing?
It’s also very common to create a landing page and lead magnet to automate the process of adding new people to your Email marketing.
Your prospective client will enter their contact details into a web form on your landing page, their contact details will go straight into your email system will send your lead magnet out straight away.
Make sure that you get people to opt-in to receive email communication out of respect as much as to comply with GDPR.
If you need help with your email marketing, give us a call or book a time in my calendar and we’ll be happy to help
