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Nov 24, 2023There’s a whole lot more to email marketing than just building your list. No matter how many subscribers you gain, you won’t get results unless you keep them engaged.
How do you do this? By offering targeted, relevant emails in the right sequence. This leads subscribers from initial awareness of your brand to making their first purchase and beyond.
Crafting and implementing effective sequences is how you build valuable relationships with your subscribers that lead to sales and lifelong customer retention.
The only problem is that no one-size-fits-all email sequence will engage every audience. You need to create and plan a personalized sequence that works for your target audience and brand.
An automated email sequence is a sequence of messages that are sent according to a schedule you create. Your content gets loaded into an email autoresponder that sends messages and keeps tabs on things like open rates and other subscriber actions.
Through your email sequences, you can:
- Nurture and qualify new leads, turning subscribers into buyers
- Gain valuable feedback and learn more about your target market to perfect your marketing strategy
- Increase your sales and conversions
- Re-engage buyers post-purchase with relevant content and offers
- Save time and energy through automation tools.
In this challenge, we’ll cover 5 steps you can start today to set up your most profitable automated emails.
Here’s what we’ll cover:
- Understand Your Audience
- Kick Off Your Relationship with the Right Introduction
- Offer Consistent Value
- The Art of Persuasion
- Win Back Lost Interest
Are you ready? Let’s go!
The first step is understanding your audience.
You must know who your emails are reaching so you can target them to get the best results.
Your emails need to be interesting and relevant to your recipients. So how well do you know your target audience?
Email marketing is a highly personalized marketing method, so your approach should be extremely targeted.
Typically, businesses find that a small percentage of their customer base earns them the majority of their profits. For each product or service you offer, a particular segment of your subscribers will most likely buy.
You can optimize your efforts by focusing on these specific segments. Here are some of the ways you can segment your list.
Demographics. Choose a demographic like age, location, or economic level. For example, you may have a product that would appeal more to younger than older subscribers.
Buying Behavior. You can segment according to buying behavior. This lets you target subscribers who’ve already purchased something with related offers. Tempt them with promotions to nudge them toward buying again. You can also segment based on other types of behavior, such as open rates, conversions, or social media activity.
Interests and Preferences. Create segments based on interests and preferences. For example, you may find that a specific segment of your list clicks links when you offer content in particular topic areas.
Position in Sales Funnel. Segment based on where subscribers are in the customer journey. Subscribers at the awareness stage may need more informational content, while those at later stages could use help in choosing and evaluating products to buy.
One excellent strategy is to segment by pain points and problems your subscribers are facing. You can then send content and promotions directly related to these needs.
Today’s Actions:
Use the provided worksheet or your own notebook to complete today’s action steps:
- Identify three main segments within your existing customer base or target market based on what you know about their behaviors or needs. Which segment contributes the most to your profitability?