Email is one of the most personal and powerful ways of online communication. Even with a small email list you can build your business selling products and services. But in order to get the most out of your email list, you must build campaigns that build relationships with your subscribers. Every year you should send a variety of campaigns that helps you to gain subscriber insights in order to improve your business and build services that they will most likely buy.
Customer Surveys
Having an engaged and targeted email list allows your business to conduct market research.
Customer survey’s purpose is to ask your subscribers questions on who they are and what they think about your business. Engaged subscribers will give you amazing insights on what they want from your business and products, what they want you to change, and how your business can improve their customer experiences.
“How Can I Help You?” Campaign
This is a very overlooked but powerful campaign. You send out emails with the subject line, “How Can I/We Help You?” This will ignite an intimate conversation with your subscribers about their pain points. Your campaign is no longer a one-way conversation dedicated to promoting your business and content but a two-way conversation that allows you to find out more about the struggles of your subscribers. With your new insights you can mold the services you provide to healing these pain points that they will most likely buy in the future.
“Free Stuff!” Campaign
This campaign is dedicated to giving your subscribers valuable freebies to make them fall in love with your business again. It’s a reminder of why they signed up to your list in the first place. I advise you to bundle the collection of your lead magnets (eBooks, checklists, video courses, etc.) and your most popular blog posts. Then send them in your next email with these exciting subject lines:
● “Everything You Need to Know About _______ For Free!”
● “Improve You’re _______ With These Freebies!”
● “Want to Be Better in 2016? Download Our Free Resources!”
● “Find Out Why We’re #1 in ______. Get Our Free Toolkit!”
A Problem-Solution Story
This campaign is very helpful for any upcoming product launches. This email series appeals to subscribers by creating a personal story that relates to their problems and sells them a better version of themselves. I will use Jack, a copywriter and web designer that wants to sell his services to business owners who want to improve their websites.
Here is how the email sequence usually goes:
● Email 1 – Addressing the Problem: Jack tells a story of one of his prior clients and the problem with his website, “Anthony has spent thousands of dollars constantly updating his website hoping that with every new update, it will increase conversions and he will get new customers. But it’s not working. He wanted to know why people aren’t joining his mailing list or buying his products. What Anthony didn’t know was that new visitors were turned off by his website because he had too many graphics and plugins and not a concise brand message. Visitors didn’t understand what he was selling and why they should care…”
● Email 2 – Explaining What Not to Do and Other Helpful Advice: Jack re-tells the story and tells potential clients what they should stop doing to show that he can be trusted. He also provides a list of the five common mistakes business owners do with their websites, “Mistake #1: You list the features of your products, not their benefits. Mistake 2: You don’t have a writer to create content in your target audience’s language…”
● Email 3 – Offer a Solution: He summarizes his first story and the problem, and now offers solutions to the problem with a small checklist to creating a better website. He also shows them examples of high converting and popular websites that get traffic and customers. He is showing them success. Next he gives them a link and information about his services and how he can help them build a better website.
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