You in all probability already know the way to use electronic mail advertising and marketing to promote your services. However how are you going to use it to extend model consciousness?
What Is Model Consciousness?
Oxford Reference gives two definitions of model consciousness:
1. Shopper familiarity with a selected firm, product, or service and/or the extent of this familiarity.
2. A measure of the goal shoppers’ recall of a selected model: see aided recall.
On this article, we’re going to be speaking concerning the latter – utilizing electronic mail advertising and marketing to remain prime of thoughts with potential and current clients.
That manner, once they want an answer to an issue that your services or products handle, your model would be the first one which involves their minds.
The E-mail Advertising and marketing Conundrum
It’s in all probability protected to say that most individuals really feel overwhelmed by the quantity of emails that they get.
Which means that you should be aware relating to electronic mail advertising and marketing – you may’t simply bombard your subscribers with countless gross sales pitches.
That may solely annoy them and may result in them marking your emails as “Spam” which might injury your electronic mail deliverability.
However you additionally have to electronic mail your subscribers frequently if you wish to keep prime of thoughts with them. So how are you going to try this with out alienating them?
#1 Set Up an Automated Welcome Sequence
We don’t advocate hitting new subscribers with a gross sales pitch the second you get their electronic mail addresses.
Ship them this automated welcome sequence as a substitute:
- E-mail #1: Who Are You? Introduce your self to your new subscriber.
- E-mail #2: The place Did You Come From? Inform them your “origin story” – how did you come to do what you do now?
- E-mail #3: What Do You Do? Clarify in additional element what it’s that you simply do.
- E-mail #4: How Did You Acquire This Experience? Clarify what makes you certified to do what you do – share related experiences, accomplishments, and {qualifications}.
- E-mail #5: Who Do You Do This For? Clarify who your dream clients are + share a case research of the way you helped such an individual get the outcomes they wished.
- E-mail #6: How Can You Do It For Me? Both pitch your frontend product or present hyperlinks to all of your merchandise with brief explanations.
It’s finest to finish emails 1-5 with a query after which encourage the brand new subscriber to hit the reply button and reply.
Ideally, you need to then personally reply to as many of those responses as you may as a result of that can present the brand new subscribers that you simply worth them.
As for the sixth electronic mail, you must both finish it with a name to motion to purchase your frontend product or with a name to motion to take a look at your merchandise generally.
Be aware that whereas the sequence we described was designed for private manufacturers, it may be modified for firm manufacturers as nicely – you should use it to introduce your organization as a substitute of introducing your self.
#2 Launch a Hyperlink Roundup Publication
Okay, the brand new subscriber has gone by means of your welcome sequence. How are you going to keep in contact with them now?
We advocate launching a weekly hyperlink roundup e-newsletter the place each Friday you ship your electronic mail subscribers hyperlinks to fascinating articles, podcasts, and movies associated to your area of interest.
You may as well use this text to let your subscribers find out about product launches, seasonal promotions, and limited-time gross sales.
Nonetheless, the first function of your e-newsletter needs to be to offer free worth to your electronic mail subscribers, to not pitch them your merchandise or service.
You need to make it possible for every subject gives worth in and of itself – even when the subscriber doesn’t purchase something from you.
A e-newsletter like that is likely one of the finest methods to make use of electronic mail advertising and marketing for model consciousness as a result of it offers you an excuse to electronic mail your subscribers each week.
#3 Create Unique Content material For Your E-mail Subscribers
You may as well begin creating unique content material to your electronic mail subscribers comparable to:
- “How-to” articles. Determine what your electronic mail subscribers are battling and begin creating guides that may assist them remedy these issues. You possibly can break them up right into a sequence of emails. If a selected information will get quite a lot of constructive suggestions, you may need to contemplate turning it into an automatic sequence.
- Case research. Write up case research about clients who bought the outcomes they wished along with your services or products after which share them along with your electronic mail subscribers. Make it possible for every case research incorporates actionable insights that the subscribers can implement even when they don’t purchase that services or products.
- Interviews. Use your connections to do interviews associated to your area of interest. place to start out is to determine what your subscribers need to obtain, then interview individuals who have already achieved that. You may as well interview well-known individuals in your area of interest that your subscribers are prone to be accustomed to.
Once more, the aim right here is to offer free worth, to not pitch your services.
#4 Share Your Different Content material With Your E-mail Subscribers
Do you may have a weblog, a podcast, or a YouTube channel?
Then relying in your publishing schedule it’d make sense to let your electronic mail subscribers know everytime you launch one thing new.
We don’t advise this when you’ve got a frequent publishing schedule – if you’re releasing new content material a number of instances every week, then it’s higher to simply share hyperlinks in your e-newsletter.
However for those who solely publish new content material a couple of instances monthly, then it is likely to be finest to advertise to your electronic mail checklist with separate emails for every bit.
#5 Come Up With Particular Events to Rejoice!
A enjoyable approach to stand out from different manufacturers is to get inventive and provide you with particular events you can have fun.
For instance, a cat meals retailer Cat Particular person as soon as despatched out this electronic mail with the topic line “How a lot do you actually find out about your cat?” to have fun Worldwide Cat Day:
It’s in all probability protected to imagine that this memorable electronic mail helped Cat Particular person improve model consciousness!
Bonus Tip: Use the Hook, Story, Provide Copywriting Framework
We advocate utilizing the Hook, Story, Provide copywriting framework in your emails:
Hook
Seize the subscriber’s consideration with a compelling topic line.
This could imply:
- A benefit-driven topic line that emphasizes the worth the subscriber will get out of that electronic mail.
- A curiosity-driven topic line that’s so intriguing that the subscriber can’t assist however click on on it to be taught extra.
- A pattern-interrupt topic line that’s so wacko that it makes the subscriber do a double-take after which click on on it simply to see what it’s all about.
Your topic line is crucial a part of your electronic mail as a result of it determines whether or not or not the subscriber will open it.
So just remember to give your topic traces the eye they deserve!
Story
Inform the subscriber a fascinating story that resonates with them on a deep emotional degree.
How precisely you must go about it should differ relying on the aim of the e-mail in query however you must intention to include storytelling into all of your emails in a method or one other.
Provide
Lastly, you need to transition out of your story to the pitch to your supply after which to the decision to motion.
Understand that the supply doesn’t should be a services or products.
Say, for those who simply launched a podcast episode, then that’s the supply that you should pitch to your subscribers. Why ought to they hearken to it?
Then finish your pitch with a name to motion that encourages the subscriber to take a look at that episode.
It is best to all the time be intentional relating to electronic mail advertising and marketing. What would you like the subscriber to do subsequent? Every electronic mail must have a name to motion!
Need to Study The way to Write Emails That Convert?
Copywriting is what makes or breaks electronic mail advertising and marketing.
However how are you going to write copy that converts for those who don’t have any earlier copywriting expertise?
Our pal Jim Edwards wrote a e-book known as “Copywriting Secrets and techniques” the place he shares all the pieces that you should know to get began.
When you apply his recommendation appropriately, you must see quick outcomes, which is what issues essentially the most when you’re making an attempt to get a enterprise off the bottom.
So don’t hesitate and get a free copy of “Copywriting Secrets and techniques” right this moment!
