Even with all of the new, awesome marketing technology we have available, email is still King. It's one of the few platforms that you can truly own. Most people are connected to their email inbox all day long. You can leverage email marketing throughout several stages of the sales funnel. In the article below we'll show you how to use email marketing in these 3 stages of the Open Source Marketing system: Target, Nurture, and Continuity.
Cold email outreach is a marketing tactic that involves sending emails to potential customers or clients who are not yet aware of your business. The goal of cold email outreach is to establish a connection with the recipient, generate a lead, and ultimately convert them into a paying customer.
To be successful, cold email outreach requires careful planning. There is a fine line between spamming people and sending an email that's useful to the recipient. The email should be personalized, engaging, and relevant.
The subject line should grab the reader's attention and the body should be concise and easy to read. A clear and compelling call-to-action should be included, as well as any relevant social proof, such as customer testimonials or case studies.
There are a few questions to consider when writing a cold email that will help you connect with your recipient:
The Nurture stage comes into play after someone has subscribed to your email newsletter, or shown interest in your business by requesting information via email. When someone subscribes to your email list they likely don't know anything about you yet. This is a great opportunity to help them get to know your business and your products & services.
Nurturing a new email subscriber is crucial for building long-term relationships with your audience. Firstly, welcome them with a personalized email, thanking them for subscribing and setting expectations for future communication. Then, offer them valuable content, such as e-books, whitepapers or exclusive discounts, to incentivize them to stay subscribed.
The more your new subscriber feels involved and welcomed to your community, the longer they will stick around. Be sure to tell your story and get a little bit personal. You can also ask questions to get to know them better and use those answers to tailor future content.
The Continuity stage is all about staying top-of-mind. These are your typical marketing emails that are sent to both customers and potential customers (after they've received your Nurture emails). It's important to send these emails on a regular basis.
Here are a few tips to keep in mind:
Get creative with these emails, especially if you are in the retail or e-commerce space. Most retail brand owners only email when they want to sell something, but you can do much more with email to help keep customers interested. Try some of these ideas to keep your emails fresh:
Email marketing is a versatile way to grow your customer base and build a community around your brand. Think creatively, and remember there is a person on the other side of the email.
