An Email Campaign is a Crusade for the Best Customers – Do you have one?
If I say the word “campaign”, what goes through your mind? Are you mentally mounting your mighty steed and galloping off with a sharp object to certain victory? (Maybe that’s just me.)
Actually, the dictionary definition of “campaign” is this: to work in an organised and active way towards a specific, defined goal.
So based on that very succinct explanation, what does it mean to run an email campaign?
If you are a business owner, then it’s very likely that you will have a marketing budget. And you will – hopefully – be spending this budget in the wisest way, for the maximum return.
If you have sent emails to your customers, or if you have a database of customers who are itching to hear from you, then you are on the right track. However, you need to ask yourself some searching questions.
What is the point in sending an email to a new or existing client? What do you want to get out of it? How will they benefit? What are you going to say? What happens next?
Let’s get real here. The average person will receive hundreds of emails in a month. So a random email saying “We just wanted to say hi” every couple of months makes you look like a slightly needy ex who just won’t go away. In a nutshell, there is no point to your message.
But an email campaign – ah, now that’s something different.
An email campaign starts at the end. What is your goal? Do you want to send people to your website so that they can browse through your amazing products? Do you want them to call you? Do you want their number so that you can call them? Do you want to make sure that they know your brand name? Are you directly trying to sell them something?
When you can answer that question, then you can go to the next step.
Let’s assume for the moment that you want to send people to your website to buy a product.
Chances are, unless you have an absolutely cracking, never-to-be-repeated deal which closes in a day, you won’t get a response on your first email to someone.
An email campaign is about building a relationship.
It all starts with awareness. Your customers need to know who you are and what you do. But – and here’s something to take away with you – they only care about your product and your company as it relates to them. If you have a new CFO, if you have increased the size of your warehouse, if you have a new receptionist – nobody cares. What they do care about is that you sell the product that they want to buy – which is now on special, or comes in a different colour.
Awareness = clearly showing the benefits to your potential clients.
Hot on the heels of awareness comes interest. Do you have a competitive product? If you are targeting the correct group of people and they know who you are and what you sell, then you need to dangle the right carrot. If you sell shoes, for example, and you are sending an email to your clients in Durban, in summer – then why are you advertising snow boots? Blog articles are also an excellent way to capture the interest of people in your target group, and make sure that they see that you are an authority. Relevant, interesting articles are a great way to keep your potential clients interested until they are ready to buy.
Desire is the next box to check. How can you make them really, really want what you are selling? Psychological studies over the past few decades tell us that people are galvanised to buy on a very primal level.
You need to create an emotional trigger. Consider these:
- Create scarcity – “Only 5 products left”
- Create urgency – “Offer closes at midnight”
- Create belonging – “Join the beautiful people and buy…”
- Create fear – “Don’t get left behind”
- Create value – “You won’t find another XYZ in Cape Town at this price”
Looking back at these three steps, you will agree that you can’t skip to the end. Imagine receiving a “special offer” from a company that you haven’t heard from before, telling you that you must trust them when they say that there are only 3 left on the shelf. Pfff – you’ll hit the “mark-as-spam” button so fast you’ll knock your coffee over.
An email campaign is a cost-effective, measurable marketing process which allows you to target and communicate effectively with your desired audience.
It takes time, and effort, and the right words to show your prospective customers how much you care, and what value you can offer them.
Let’s end off on an irrefutable statistic. In 2014, marketers said that 45% of their leads came from inbound traffic (from email campaigns, social media, and PPC), as opposed to 22% from outbound leads (cold canvassing, outbound sales, door to door).
So ask yourself, how much money am I spending on my reps and other sales staff versus the amount of money I would spend on an organised, structured email campaign?
If this is all starting to make sense and you can hear those pennies dropping, then pick up the phone and give us a call.
We do email campaigns.