Friday, 05 January 2018 07:15

7 steps to setup your email marketing automation campaign #MarketingFridays Ep.12

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Welcome to marketing Fridays Ep 12.

Today we are going to be going over the seven steps for setting up your email marketing automation campaign.

The first step is that you want to make sure that you're going to become an expert in your specific topic or industry. Why? Because people are going to be attracted to your content based on your expertise. So you want to make sure that you really first think about, what it is that you want to share with the world before you start creating your email marketing or general automation campaign. So the first step within that step is to make a list of topics that you commonly talk about with your customers. 

What it is that you normally share with people that you're talking about, that's usually the same thing that you should be talking about through your emails or through your marketing automation? You got to keep in mind that you are here to solve people's or companies' pain points. So you want to think about what content would I share that will directly relate to how I'm helping people. So keep that in mind whenever you're going to be listing the different types of topics or things that you want to talk about.


Step number two - put yourself in your customer's shoes. Would your customers gain real valuable knowledge from the content that you'll be providing? That's a really important step because we sometimes go directly into writing content and writing emails without really thinking, "Hey, if it was me in the client's shoes, would I really want to read this? Will it really helped me and my business in terms of learning something else or not really?" So keep that in mind because before you want to write anything, you want to make sure that people are actually going to open the email and read it. So always put yourself in your customer’s shoes.

Step number three, get down into writing your actual topic. So choose 15 to 20 possible email titles, that definitely going to have a very important subject line, that's going to be grabbing the user’s attention. Why? Because the subject is the most important part of an email. If people don't like what the contents of the subject is, they're not even going to open it. 

So for example here are some very common email titles that you can use, solving common mistakes of X, Y and Z; X Y and Z being whatever it is that your topic is talking about or 10 tips for better ways to do X, Y, Z. Or the short guide on how to increase your X, Y, Z success. If people are interested in the topic that you're talking about, they're more likely to open it with titles like this.

Now on to step number four; determine what's your usual sales cycle to convert leads into customers? This is a very common question that I get asked all the time in terms of, how many emails should I be sending as part of my email drip campaign or my marketing automation through email? The answer is, it depends. Why? Because it really depends on exactly what it is that you're trying to offer your customers. Whether it's a product or a service, it'll always have a different amount of touch points. 

A touch point in this case, we're talking about how many emails we're going to be sending? Maybe on some email campaigns three emails would be enough in order for you to convince someone to take action, but in other industries it can take up to 15 or 20 different touch points in order for somebody to, on average convert from a lead into a customer. So you got to definitely keep that in mind because based on how many touch points or emails your typical lead needs to read from you, that's going to determine how many actual emails you're going to need to write.

Now step number five, get down into actually writing each of your emails on a word document. You must include the title or the subject of that email, the body or the main paragraphs that you are going to be talking about, and then definitely do not forget to add a call to action. A call to action is usually a button that says something like, click here, download now, buy, learn more or something that's directly telling people what's the next step that you want them to take, that is super crucial?

Step number six, you should definitely write some additional emails, where you're not just sharing your expertise about your topic, but this is really the time for you to actually create a promotion or offer something that people can actually buy from you for money. Why? Because yes, we're definitely here to help people and we're going to educate them with a lot of knowledge, but in the end every business and every person needs to make money in order for their business to continue to thrive. 

You should definitely consider that maybe only between 15- 25 or 30 percent of your emails should be promotional, but the rest really should not be. Why? Because the moment that people feel that you're trying to sell something to them, they're not going to continue to open your emails. So you always got to keep in mind that you want to provide value, provide value, provide value and then possibly try to get something to be sold.

Step number seven, make a list of final email topics that you like to include. So once you've created the list of all possible emails and their subject lines of what do you want to include, go through the list and really pick out, the ones that you think are going to be best suited for your audience to read. Then make an actual list and decide what are going to be the final ones. 

So for a simple drip campaign where everybody's going to get the exact same emails, you are going to have to decide what's going to be the email sent on day 0? What's going to be the email sent on day 7 let's say for the second email and so on. But then, if you're creating a more advanced nurturing campaign, where depending on how people are engaging with your email and you are going to be sending different emails, then you're going to have to create a whole set of different emails. Why? Well, because if somebody is going to get an email and then they're not going to know open it, your system might check, hey did that person open that email? And if they didn't, you might want to send a follow up reminder saying "hey, I noticed that you didn't open my last email." 

But let's say that somebody did open that email, then you don't want to send that other email with a reminder, because you know or your system knows that that person opened the email. So whenever you're going to be doing a more advanced nurture campaign, you definitely got to consider creating way more emails because you're going to create a different email depending on what the user is doing. Whether the person opened the email or not or whether they clicked on some link or not. 

Keep in mind that if people are interacting with your email, that's usually a good sign that they're interested in what it is that you're sharing. So if people are clicking in your emails and are opening them, those are people who you want to continue to email to and provide them with more value. But those who are not are usually not going to be that interested and they're going to be much less likely to become a paying customer. 

That's pretty much the seven steps for setting up your marketing automation. That of course is a very brief introduction, but it will definitely help you get started. Thank you so much for being part of Marketing Fridays here at Bloominari and I hope to see you next time.

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Jaime Nacach

Marketing Strategist

I love helping small businesses with their digital marketing and business strategy. I'm a young man with a passion in entrepreneurship and international experience in business development, marketing, sales, and web/graphic design. 

Find me on: Team Page | LinkedIn | Google+Personal Website

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