As you create your email campaign, make sure you are focused on your customer and how your product/services can benefit them. To help you with the daunting task of content creation we have come up with the Email Campaign Creation Guide, which you can get here – for FREE!
At SalesNexus, we’ve helped thousands of businesses succeed with email marketing. Over the past 16 years we’ve learned a lot about what works and what doesn’t. Here are some of the tips and tricks to crafting effective email campaigns.
Identify the Customer Pains
Your email has to get the attention of your audience and stand out in the crowd instantly.
To do that, you have to speak to the needs and desires of your target audience. Remember, people make decisions emotionally and use data and facts to justify their decisions.
Therefore, success depends on appealing to their emotions.
Here are some questions to ask yourself:
- What are the challenges your target audience faces that you can help with?
- What problems does the chosen product/ service/ opportunity solve for your target audience?
- Why do they need what you’re offering?
Even if you’re selling a B2B product or service, the pain is better if it’s skipping another vacation or saving for college even if the “benefit” you offer is saving their business money or time.
“Customer Pain” doesn’t have to be a negative. It can also be an opportunity.
But, keep in mind that you want to appeal to the change the customer wants to see in their personal life. So, identify what is not ideal about their world today that you can help them improve.
To stand out, stay away from appealing to saving money and time. Everyone else is doing that. It’s worn out and frankly misses the point most of the time.
Do you care about having more money, or having a quality product that you feel good about, regardless of the cost?
Learn more about how to uncover your customer’s pain here.
Identify Solutions to the Pain
If your best friend told you they suffered from the challenge you identified in the previous step, what would you do for them?
Be sure to identify all the possible solutions that your audience will be aware of. This includes do it yourself approaches, competing solutions, etc.
Regardless of the specific objective of your campaign, we want to build a lasting relationship of trust with the audience so that you’ll be able to reach out to them with other campaigns successfully.
Give to Get
The more you can offer free advice, helpful tips and other useful information, the more they learn to trust you as an expert in your field. Then they are less likely to start ignoring your emails or unsubscribe.
The ideal email campaign offers 2 or 3 helpful and informative items for every 1 “ask”.
Detailing out a broad list of helpful things you can do for a friend gives you a lot of helpful offers to work with.
Keep it Simple!
Don’t try to get too sophisticated.
You’re an expert in your field and you have a LOT to share with your audience which could make your campaign very complex. Remember that our objective is to get our first email or two out into the wild so we can measure the response.
Make your list of solutions and rank them by what percentage of your target audience would find them most helpful.
Then start with the one on the top of the list.
Download the Email Campaign Creation Guide for more information on how to create effective email campaigns!