3 Email Marketing Campaigns for Customers

3 Email Marketing Campaigns for Customers

Most businesses are good at getting leads whether it’s through contact forms, lead magnets, cold calling or other tactics. Even if you have heaps of leads, determining whether they are warm or cold can be difficult. One of the biggest challenges is seeing a new lead from the investigation phase all the way through to the buying phase.

We’ve talked about how email segmentation can improve sales and given you examples of personalisation. Here you’ll hear about three types of campaigns you can run to take leads from first interaction with your company all the way to being loyal customers.

The Welcome Campaign:

The welcome campaign is the first campaign you will send leads or individuals who have downloaded a lead magnet. This type of campaign usually goes to individuals who are completely new to your business. The goal of this type of email campaign should be:

1. Welcome the individual to your business/newsletter
2. Get them to whitelist your emails
3. Educate the individual about the business/product
4. Reward them with something
5. Begin segmentation or learn more about needs

This campaign can be from 2-4 emails. Here’s a sample goal layout for your Welcome Campaign:

• Email 1: Welcome and don’t forget to whitelist our emails! Offer two informative article links (begin segmentation - what is their interest?)
• Email 2: Here are some great resources for you, don’t forget to whitelist. (more segmentation - interest)
• Email 3: One or two more resources, have you seen product / service X? (further segmentation - specific product want/need)

Depending on your product or service you may want to use images and ask the prospect to follow you on social media or share. You can also use a quick poll to gauge interest on products or services. Be creative!

Event Based Campaign:

This type of campaign is created, as the name suggests, with an event in mind. It’s always great to have user generated content if possible. User generated content could consist of reviews, social posts and maybe even images that your customers have created. In the wine industry for example, let’s say you have established that a prospect is interested in a specific shiraz and Christmas is a month away. You could use customers’ instagram posts that have your shiraz depicted with food. Your email could say something like:

Hi Joe,

Christmas is just around the corner and we wanted to spread some Christmas Cheer! Here are some of our great X Shiraz lovers enjoying their wine:

(Insert images of people at Christmas last year drinking X Shiraz here).

If you have any photos you’d like to share feel free to tweet us at @YourTwitter or on facebook at /YourFacebook.

Our wine will be shipped in time for Christmas if you order within the next 20 days! You can view our list of Shiraz HERE. Have a very merry Christmas!

Happy Holidays,

XX

This type of campaign can be used for any number of holidays and even big sporting events depending on your location.

Reengagement Campaign:

The Reengagement campaign’s goal is to get a prospect or customer who has not opened or engaged with your emails in a while to become involved again. The individuals who you are sending this to have not been interacting with your emails and therefore you need to try something different.

Here are some suggestions which can be used individually or in conjunction:

• Create a jaw dropping subject
• Offer a personalised discount code
• Use personal customer data to reengage
• Make a customer service satisfaction inquiry
• Add a new CTA in your email
• Offer a Free trial (service) or Buy 1 get one Free (product)
• Ask the customer to update details
• Offer a gift in return for an action
• Change the style of your email (from HTML to plain text)

Conclusion

The goal is to get the person re-engaged, not just to make another sale. In that light, you can have a light hearted we miss you email or two. Every so often you’ll just have to let go. Unsubscribing someone who will not re-engage is important for your spam score. If your re-engagement strategy doesn’t work then you may send a reconfirmation/goodbye email. If the individual doesn’t interact with that email then remove them from your database. You may be sad to see them go but it is one less dead lead to worry about!

In conclusion, don't just keep sending those not opening emails more and more emails. When trying to re-engage set a goal, be creative and then in the end, if necessary, just let go.