Email marketing is not dead. It can be the easiest method of reaching your target audience and generating leads and conversions. By the year 2022, the amount of people who use email regularly is set to rise to over half of the world’s population (4.3 billion up from 3.7 billion in 2017).
Everyone checks their emails and billions are sent each day – what’s important is that you develop a strategic campaign that will stand out among the rest, persuade your clients to open, read, engage, and hopefully convert them into purchasing additional services.
Before you begin sending any emails, there are a few things you should ensure are incorporated within the body of the email:
Create Segments (Tags) in your email marketing system based on the service or product your customer use. i.e “Botox Patients” “Medical Weight Loss Patients” “IV Therapy”. Of the many uses, tags are an excellent method of grouping your contacts based on their services so you can generate even more finely targeted emails in the future.
Create a subject line that you know your clients won’t pass over. If you’re offering a discount, new service, etc., let them know and add a hint of what that is in the subject without giving it away. A tried and true technique is to ask a question in the subject that they can only answer if they open the email.
And, the most important of them all, the best strategic email campaign to convert customers into additional products or services: Create an automated email campaign (4-5 emails) to educate the customer on the service, showing them raving testimonials from existing customers, and then converting them into purchasing.
WHAT IS AN EMAIL CAMPAIGN?
An email campaign is a pre-planned series of emails sent out over a set period to help nurture your email list into purchasing your products or signing up for your services.
HOW TO CREATE AN EMAIL CAMPAIGN
Here’s an email campaign template we’ve found effective at converting:
Email 1: Welcome Email
This email sets the tone for your readers by showing them you will be actively communicating with them. It should be nothing more than a thank you with an introduction to your business.
Email 2: Service information
In your first email, provide your audience with the benefits of your products or services, information on team members that provide the service including their credentials, and offer information about how certain services are provided (is it a one time service or an ongoing thing?).
Aim to answer FAQs and link them to your website or a contact page to find more information.
Email 3:Service Testimonial w/ CTA to Website
Testimonials are one of the most important pieces of online marketing. They add legitimacy and a sense of comfort to curious leads. If you already have or can have a customer record a video testimonial do this!
If not, then pull 3-5 testimonials from your Google or Facebook listing and insert them in the email. Be sure to include a Call To Action Button at least once in the email, allowing the viewer to schedule an appointment.
Email 4: Service offer w/ Pricing
Your fourth email should be where the pitch begins. Creating an offer that has a deadline will be beneficial. You could use seasonal sales, or a specific date deadline.
Include the pricing of the service and if it is at a discounted rate make this very apparent. A useful tactic is to acknowledge that a specific discounted price is only offered to email subscribers. This will create a sense of importance and value for your customers.
Email 5:Service Testimonial w/ CTA to Website
Yes, more testimonials! People trust buying from businesses that have ample social proof. Be proud of the results you bring and the value you share.
Email 6:Service CTA w/ urgency
In the final email of your campaign, go back to the time-sensitive sale and discounts you are running. This last email is meant to remind your potential clients of the upcoming deadline for the offer. Don’t forget the Call to Action.
Make your CTA large enough to be visible to viewers without taking up too much space. Keep your email short enough that the content and the CTA are visible on the same page of a desktop computer without requiring too much scrolling.
Even after your email campaign is finished, track your analytics and gear your future emails based on click rates and open rates.
You’ll be able to focus emails based on what worked and what didn’t and find the best times and methods of reaching your customers!
Author Bio: A pioneer in the digital marketing space, Colby Flood is the Owner at Brighter Click. He started his career as a Marketing Director in the Nonprofit sector, before moving on to start his own business. Driven by a mission to increase giving, Colby is best known for inspiring businesses to connect with Nonprofits that align with their core values.