You in all probability already know the way to use e-mail advertising and marketing to promote your services and products. However how will you 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 customers’ recall of a selected model: see aided recall.
On this article, we’re going to be speaking concerning the latter – utilizing e-mail advertising and marketing to remain high of thoughts with potential and current prospects.
That method, 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 secure to say that most individuals really feel overwhelmed by the quantity of emails that they get.
Which means that it’s essential to be conscious in terms of e-mail advertising and marketing – you possibly can’t simply bombard your subscribers with limitless gross sales pitches.
That can solely annoy them and would possibly result in them marking your emails as “Spam” which may injury your e-mail deliverability.
However you additionally must e-mail your subscribers frequently if you wish to keep high of thoughts with them. So how will you do this with out alienating them?
#1 Set Up an Automated Welcome Sequence
We don’t suggest hitting new subscribers with a gross sales pitch the second you get their e-mail addresses.
Ship them this automated welcome sequence as an alternative:
- 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 just 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 prospects are + share a case examine 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 greatest to finish emails 1-5 with a query after which encourage the brand new subscriber to hit the reply button and reply.
Ideally, you wish to then personally reply to as many of those responses as you possibly can as a result of that can present the brand new subscribers that you just worth them.
As for the sixth e-mail, it’s best to 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 normally.
Word that whereas the sequence we described was designed for private manufacturers, it may be modified for firm manufacturers as properly – you need to use it to introduce your organization as an alternative of introducing your self.
#2 Launch a Hyperlink Roundup E-newsletter
Okay, the brand new subscriber has gone via your welcome sequence. How are you going to keep in contact with them now?
We suggest launching a weekly hyperlink roundup publication the place each Friday you ship your e-mail subscribers hyperlinks to attention-grabbing articles, podcasts, and movies associated to your area of interest.
You may also use this article to let your subscribers find out about product launches, seasonal promotions, and limited-time gross sales.
Nevertheless, the first function of your publication must be to supply free worth to your e-mail subscribers, to not pitch them your merchandise or service.
You wish to make it possible for every subject gives worth in and of itself – even when the subscriber doesn’t purchase something from you.
A publication like that is likely one of the greatest methods to make use of e-mail advertising and marketing for model consciousness as a result of it offers you an excuse to e-mail your subscribers each week.
#3 Create Unique Content material For Your E-mail Subscribers
You may also begin creating unique content material on your e-mail subscribers reminiscent of:
- “How-to” articles. Work out what your e-mail subscribers are combating and begin creating guides that may assist them remedy these issues. You may break them up right into a sequence of emails. If a selected information will get a number of constructive suggestions, you would possibly wish to contemplate turning it into an automatic sequence.
- Case research. Write up case research about prospects who acquired the outcomes they wished together with your services or products after which share them together with your e-mail subscribers. Be sure that every case examine accommodates 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. A superb place to begin is to determine what your subscribers wish to obtain, then interview individuals who have already achieved that. You may also interview well-known folks in your area of interest that your subscribers are prone to be acquainted with.
Once more, the aim right here is to supply free worth, to not pitch your services and products.
#4 Share Your Different Content material With Your E-mail Subscribers
Do you will have a weblog, a podcast, or a YouTube channel?
Then relying in your publishing schedule it’d make sense to let your e-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 only share hyperlinks in your publication.
However in case you solely publish new content material a couple of instances monthly, then it is likely to be greatest to market it to your e-mail listing with separate emails for every bit.
#5 Come Up With Particular Events to Have fun!
A enjoyable technique to stand out from different manufacturers is to get artistic and give you particular events that you would be able to have a good time.
For instance, a cat meals retailer Cat Individual as soon as despatched out this e-mail with the topic line “How a lot do you actually find out about your cat?” to have a good time Worldwide Cat Day:
It’s in all probability secure to imagine that this memorable e-mail helped Cat Individual enhance model consciousness!
Bonus Tip: Use the Hook, Story, Supply Copywriting Framework
We suggest utilizing the Hook, Story, Supply 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 e-mail.
- A curiosity-driven topic line that’s so intriguing that the subscriber can’t assist however click on on it to study 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 e-mail as a result of it determines whether or not or not the subscriber will open it.
So just be sure you give your topic strains the eye they deserve!
Story
Inform the subscriber a charming story that resonates with them on a deep emotional degree.
How precisely it’s best to go about it is going to fluctuate relying on the aim of the e-mail in query however it’s best to goal to include storytelling into all of your emails in a technique or one other.
Supply
Lastly, you wish to transition out of your story to the pitch on your supply after which to the decision to motion.
Remember that the supply doesn’t should be a services or products.
Say, in case you simply launched a podcast episode, then that’s the supply that it’s essential to 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.
You must at all times be intentional in terms of e-mail advertising and marketing. What would you like the subscriber to do subsequent? Every e-mail must have a name to motion!
Wish to Be taught Write Emails That Convert?
Copywriting is what makes or breaks e-mail advertising and marketing.
However how will you write copy that converts in case you don’t have any earlier copywriting expertise?
Our good friend Jim Edwards wrote a e book known as “Copywriting Secrets and techniques” the place he shares all the things that it’s essential to know to get began.
If you happen to apply his recommendation accurately, it’s best to see speedy outcomes, which is what issues essentially the most if you end up attempting to get a enterprise off the bottom.
So don’t hesitate and get a free copy of “Copywriting Secrets and techniques” as we speak!
