Email Marketing Best Practices - Email Your Next Sale!

Email marketing is by no means dead.

That being said the way in which we approach an email marketing campaign has changed drastically.

Blind email campaigns just don’t see the type of ROI they used to.

This is because recipients have become hyper aware of spam and our schedules are so full we just don’t have time to read a bunch of emails we didn’t ask to receive.

It doesn’t matter if your offer is great or even life changing, if it’s unexpected it’s most likely going to be deleted.

Don’t allow your efforts to end up in the trash!

What does a successful email marketing campaign look like?

NOTE: The process outlined in this article is not linear. In some cases I will be pointing to different steps as individuals more from state to state in our sales process.

Capture

Splash Page

The opt-in has revolutionized and revitalized email marketing as we know it.

An opt-in is just what its name implies, and individual voluntarily giving you their email address, typically in exchange for some perceived value.

If you would like to learn more about opting-in check out this article “All it cost is your Email Address"

Opt-ins come with a variety of benefits the most important of which is this:

The individuals attached to these email addresses are no longer "blind.” They have voluntarily given their information and are expecting something in return from you, typically in the form of an email.

Opt’d-in users are more valuable than you can imagine because they are warm, targeted leads.

They have said, in a round about way, that I am in need of your offer to such a degree that I  am willing to give you my email address in exchange for a potential solution.

This means they have a need and now they are invested.

Engage

Just because someone has given you their email address does not mean that they are engaged with you or your company in any way.

It means they had a need, saw a potential solution and offered up their inbox in exchange for said solution.

It is now your responsibility to bring about engagement.

The process actually isn’t all that difficult.

You want to send 3-5 emails spanning 3-5 days all focusing on the particular lead magnet that brought them in.

If your lead magnet was “10 Simple Solutions to Clogged Drains,” send 3-5 days worth of emails all about the benefits of clean pipes.

The only caveat is that the first email they receive on day 1 (The same day they signed up) should be the item they signed up to receive. Don’t make them wait.

Each of these emails should push to the same product page on your website, enticing them to buy.

You’re simply trying to get them to make the purchase.

Once they have made the purchase, they move on to the ascension stage.

If at the end of your 3-5 day campaign they still have said no, they fall into the segmentation stage.

Indoctrinate

This stage is pretty vital to the success of any email marketing campaign and should only be sent to new opt-ins.

Here you take 2-3 days to introduce yourself and your company.

The way my indoctrination is setup you learn about my company on day one and then you get to learn a little bit about myself on day two.

This process serves to get new subscribers invested, interested and informed. Or in other words, comfortable with you and your company.

It makes them feel as though they are no longer receiving emails from a stranger, but from a friend.

This process should not hold up any engagement series, but should compliment it.

At Archboard Media our indoctrination series goes out in the morning and our engagement series in the afternoon.

Just remember you’re not selling in you’re indoctrination, you are introducing, so be yourself, have fun and make your new subscribers feel comfortable.

Ascend

The ascension series is all about taking subscriber, who have purchased in your engagement, to the next level.

If they purchased your pipe cleaning products, offer an in-home consultation. If they buy the consultation offer a replacement service.

The idea is to continue to offer new products and services, in a logical way, until they say no and eventually they will.

From here they move to the segmentation stage.

Segment

While in the segmentation stage it is your sole goal to find out what it is that will re-engage your subscriber.

There is a great 7 day engagement-based segmentation series put together by the team at Digital Marketer that is great for doing just that.

Here’s the process: 

Day 1 is blind and should be fun and full of personality.
Day 2 should highlight the problem/solution and the benefits you offer.
Day 3 is your P.S. your resetting of the value.
Day 4 take off. Give readers a chance to catch up.
Day 5 and 6 are wild card days. Use them to see what readers are interested in.
Day 7 take off. Give readers a chance to rest, reset and not get overwhelmed by you and your emails.

Day’s 1-3 all go to a squeeze page where users can re-enter their email address.

The question may be, "but why should they re-opt-in, didn't they get here from an email I just sent them?"

Yes, but re-opting-in re-engages them in the process. They must take an action in order to progress, this allows them to become invested and involved in the process.

Once they re-up, go back to the engagement series using your new lead magnet as the central focus.

But what if they don’t bite after 7 days, what do you do then? You move to re-engage.

Re-engage

Re-engagement is exactly what it’s name implies, re-engage subscribers.

With purchased or scraped lists this is where you must start in order to see any significant results as no one on the list is engaged.

This is your 15 day win-back period.

These emails should be full of personality and free stuff they will want.

Some individuals on your list, even those who opted-in, may not have ever been truly engaged. 

Maybe they only ever wanted the free item, maybe there was a lull in your email marketing and they simply forgot about you. Regardless, your job here is to re-engage.

You’re not trying to sell here.

Remember, they are uninterested in anything you’re sending as it is, so sales emails are wasted effort. 

Remove

No matter how awesome your re-engagement emails are there will still be those who are uninterested and simply will not re-engage.

At some point, certain individuals will stop clicking or stop opening your emails altogether.

This can cause some pretty serious issues in your overall email marketing.

In Gmail for example, engagement to some degree determines where your email goes when it’s sent. If you get high open and click through rates, your email ends up in their inbox, medium rates may land you in the “Promotions” tab and poor rates will land you in spam.

You have to do something with the unengaged individuals on your list.

There are two common practices here:

  1. Delete them. If they are 100% unengaged just get rid of them. This is not the particular route I would take, but it may be the one you decide to use.
  2. Move them to a new list on another email client. If you’re using Constant Contact move them to MailChimp or Benchmark Emails.

Either way the idea is to get them off your primary email system so that it does not negatively affect your active users.

My personal suggestion is option number 2. 

This allows you to still communicate with these individuals, from another account, and possibly re-engage them with new content.

If they do happen to opt back in make sure to run them through the indoctrination series as they will need to be reacquainted with you and your business.

Email Marketing

With this process you now have the tools to run a successful campaign. One that generates leads and increases your sales.

If you’ve seen success in your email marketing campaigns we would love to hear what you did! Leave us a comment below!