• Merrell McGinness

The 3 Essential Types of Emails Every Business Needs

The 3 Essential Types of Emails Every Business Needs

According to HubSpot, the average ROI on email marketing is $42 for every $1 you spend. That’s a 4,200% return on investment!

If you haven’t hopped on this train — or you’re on board but haven’t left the station — it’s time you gave this marketing strategy some thought.

There are three main functions for email marketing:

  1. Attract leads

  2. Foster customer relationships

  3. Make money

That last one gets all the attention for obvious reasons. Who doesn’t want more revenue? But like all sales tools, there are rules you must follow.

It’s helpful to think of your email as a sales funnel. Floating above the funnel is a sea of cold leads. These people don’t know you, aren’t really interested in getting to know you, and basically don’t want to be bothered. To catch their attention and invite them into your funnel, you need a hook.

Enter…the lead magnet.

Lead Magnet + Welcome Series

Donald Miller says that someone giving you their email is the equivalent of them handing you a $20 bill. They are welcoming you into their inbox and it is valuable marketing real estate. If you want in, you have to offer them something of VALUE.

This is called a lead generator, or lead magnet.

It could be a PDF, video, blog, free webinar. The format isn’t as important as the content. What can you share with them that they don’t already know?

Once someone signs up for your list, they’re officially in your funnel as a warm lead. But they’ll turn cold fast if you don’t welcome them correctly. If you show up to a party and no one speaks to you, what do you do? You bounce. Don’t let that happen to this new lead. They are precious!

A welcome series should do just that…make them feel welcome. Over a series of 5 emails, you have an opportunity to share more about your company and how you can help them. It’s also your chance to make a sale.

This might seem pushy, but your chances of converting a lead into a customer are highest when they first meet you. (IF you positioned your lead magnet correctly by presenting a problem with your product or service as the solution).

Even if they don’t buy right away, this is a valuable step because it allows you to qualify them in your funnel. If they buy, they immediately move into the red zone as a hot lead. If not, they stay in the warm zone as a subscriber. Both are valuable, but you’ll want to speak to each group differently at times.

Now that you’ve welcomed them into your tribe, it’s time you move into a nurture series.

Weekly Nurture Emails

As I said before, it’s a big deal for someone to welcome you into their inbox. Think about it…how many hours each day do you spend staring at YOURS?

Every email you send is an opportunity to pop up on a personal-sized, digital billboard that your new lead is carrying around in their pocket. You don’t want to bombard them. But if you aren’t sending at least bi-weekly emails you are missing a golden opportunity.

This is how you keep warm leads simmering. They may not be buyers today, but when they are ready you’ll be top of mind because they see your name regularly in their email inbox. Obviously, a nurture email isn’t a sales email (or at least that isn’t the focus). You still want to be offering them something of value.

A paddle board company I was doing content marketing for had a large list that they blasted emails to 2-3 times per week. Ninety percent of those emails were promotional (i.e., 20% off until Tuesday). Not really engaging.

And then, they sent an article I wrote about how to outfit your boat with their gear. It highlighted all the essentials you need for a fun day on the water…coolers, inflatable boat chairs, paddle boards, etc.

They made $2,500 in sales in 24 hours.

The article basically was a promotion. But it didn’t feel like one. It felt like advice on the gear you need to be the coolest kid at the “raft up.” It was sent in March, just when boaters are dreaming of (and prepping for) boat season.

Another client of mine has a highly successful newsletter. Donald Miller also once said “No one wants to read your newsletter” but these guys have proved him wrong. Not only do they want to read it (their open rates are 20-40%) they’re making money off of it!

Each week they offer high value content — expert articles, webinars and quizzes — and promote their product alongside it. They’re in the education industry, so giving away free info works for their audience.

The key to a great nurture series is to think about what matters to your customer, and then think of something you can GIVE them. Go in with that spirit, and you’ll likely get some sales as a bonus.

Speaking of sales, that brings us to our last type of email…

Sales Campaigns

I saved the best for last for a good reason. A sales campaign, or sequence, will only be effective if you have a warm-to-hot list. If people haven’t heard from you in a while — or you’ve only been blasting promotional emails — chances are people will ignore or delete your sales campaigns.

An effective sales sequence is accomplished over 3-5 emails. It should have a sense of urgency (no shame in countdown timers), and people should feel like they’re receiving this deal because they’re part of your inner circle.

Consider sending exclusive offers to your hot list, or to a segment of your list, like those who recently bought XYZ class or attended ABC webinar. Engagement is critical to email marketing success, so reward the folks who engage with special promotions or deals.

A great sales email follows the tried-and-true problem/solution formula.

Problem + Solution = Sales

Be sure to include numerous calls to action with big buttons to “Buy Now.” Let them know they deserve better, and they shouldn’t have to suffer from this problem any longer. Keep your message clear, your language simple and your tone respectful. You’re their friend trying to help them with a problem. Not some sleazeball trying to close a sale.

There are many other strategies to success in email marketing, but if you nail these three components then you’re off to a solid start. The key is to not ignore your list.

Which email is your next step? Let’s grow your business with email marketing! Schedule a free consultation with me today

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