This is the second in a short series, so you might want to go and read this one first:

In the last post I discussed the merits of doing research before committing to an email marketing campaign. The problem with one-off marketing emails as they can easily be seen as spam and deleted and unsubscribed. You stand the chance of losing a valuable part of your prospective client list. Don’t worry, however, because there is a better way – value based email marketing.

Making your email campaign values-based is far more effective than sales-based. It allows you to be seen as an expert and having some thing to offer or give away makes for far more interesting reading. You would primarily be emailing people on an existing mailing list – business owners who have signed up or consented to receiving emails from you. They may well be connections you made at a network meeting, a mastermind group, a conference or other such events. The list would be populated with both existing clients and prospects – but you would be a known entity in some way.

The art of the value-based email campaign is in the information you give them. People love topical discussion points or personal stories. There was a recent article in the news about a man caught driving whilst using FaceTime on his iPad! I’ve had five separate emails from contacts using this as a way of giving some advice – usually on time management. If you’re in the financial sector – talk about the budget or the latest business news. Find current news and place your spin on it. Be seen as an expert and having something to say.

Why not also use your email to tell a story of how you have helped a client or made a difference in a particular situation. Why not connect the story to the piece of advice you given or to make a point. One of the most powerful emails I read was when a (now) supplier sent an email out telling the story of a huge mistake they had made and what they had learned from the experience. It was a timely message for me, but that level of honesty and integrity impressed me and we began a conversation that has lead to business for that company.

It’s one thing for you to blow your own trumpet but why not include a short testimonial from a happy customer? It all adds to the trust.

Finally – always give a call to action. It might be to Like your Facebook page, follow you on Twitter, give you a call or go a page on your site to download something. Don’t give away loads of great info and then leave a potential purchaser unsure of what to do next.

In my experience, a good structure for your email is: advice -> story -> testimonial -> call to action. Give away a piece of advice on a given topic or comment on a news story. Then tell a story of a client you have helped recently or of a lesson you have learned. Then give a testimonial from a client. The call to action need to be based on the topic of the advice or the story. Ideally – they should all connect together in some way.

Next week we’ll talk about the final piece in the puzzle – consistency. Not everyone itches at the same time!

Hope this helps. Have a great week.

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