Before launching your next email marketing campaign make sure these six mistakes have been taken care of and will not hamper your next campaign:
Don’t Tell Your Life’s Story
People’s time is limited these days. No one has the patience to read through an email of hundreds of words. The famous entertainment raconteur, P.T. Barnum once said, “Always leave them wanting more.” Good advice for anyone crafting an email campaign letter; the more succinct the better. Get right to the point and make the call to action.
Keep the Focus on the Buyer
Remember to keep the spotlight on the buyer’s needs or wants and not on your sales quota. Frame the conversation so the buyer believes you have their best interests in mind. Talk about how they can gain more market share, how they can remove obstacles, or how they can improve their bottom line. Talk about how your experience or successes will directly relate to their success if they decide to work with you.
One Touch Just Won’t Do It
Sending out one email in your campaign just won’t produce enough positive results. The marketing noise on the web is deafening. People need to see your message several times in a variety of ways. Perhaps you send out an email, then a second email and then follow up by phone. Those that answer your call need to be nurtured. Those that do not respond perhaps need one last email to see if they are interested. In the end, you’ll have to figure out what touches and at what interval work best for you.
Conversion Streams Increase Results
Conversion streams outline marketing tactics in a linear form so you can see the pace of the campaign, who’s doing what, what’s working and what’s not. Think of a conversion stream as a river of information that entices the prospect to move from “interested” to a “position of purchase.” Conversion streams need to be a combination of soft and hard sells coupled with pain points, remedies and benefits; plus a dash of personality.
Only Ask for the Needed Information
Don’t try to push the fledgling relationship too far at the start by asking your readership to give you every piece of their personal information. This relationship needs to be a give-and-take partnership. If you have something to offer them, first ask for their name and email address. As the relationship builds through other offers you can ask for more information to help you qualify the potential prospect. Asking for too much information up front puts people off and they may leave.
