In the world of business to stand out you need to consider nailing email marketing. It’s not just about sending emails – it’s about building lists, creating engaging content, and signing clients. These strategies are geared to amp up open rates, click-through rates, and, most importantly, conversions.
1. Lead Magnet Magic: Offering Value for Free
The first strategy centres around the concept of a lead magnet – something so valuable that people would be willing to pay for it, but you’re generously offering it for free. Selecting the right topic for your lead magnet is crucial. As a coach or consultant, understanding your ideal client is key. Rather than making grand promises, focus on solving specific tangible problems.
For instance, offering free live workshops or masterclasses can be highly effective. Align your lead magnet with the promises of your coaching program. If you’re a health coach for busy CEOs addressing stress, your lead magnet could be “Five Things Every CEO Should Do in the Morning for a Stress-Free Day.” This ensures that your lead magnet attracts the right audience – those genuinely interested in your coaching services.
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2. Optimise Your Thank You Page: A Missed Opportunity No More
The second strategy involves optimising your thank you page, transforming it from a mundane acknowledgment to a valuable continuation of the user journey. Beyond expressing gratitude, seize the opportunity to provide a sneak peek into what’s coming next. Share insights about your coaching services, keeping them engaged and intrigued.
Moreover, surprise them with a little extra – an additional resource, a quick tip, or even a limited special promotion. A well-crafted thank you page contributes to a positive user experience and sets the stage for further engagement. Importantly, always include a clear call to action, guiding users on the next steps, whether it’s joining a live workshop, scheduling a call, or exploring your offerings.
3. Automated Welcome Sequence: Crafting a Journey
The third strategy involves sending out an automated welcome sequence immediately after someone signs up. This sequence, spanning at least one week, consists of daily emails or a minimum of five emails in the first week. The initial email should provide easy access to the lead magnet and set expectations on future communication.
Automated welcome messages can be remarkably effective. According to GetResponse in 2020, a single message autoresponder email boasted a staggering 98% open rate and a 37% click-through rate. An effective welcome email, like the one from MailChimp, not only delivers the promised resource but also initiates a conversation, building a connection from the start.
4. One-to-One Language: Personalised Connection
The fourth strategy emphasises using one-to-one language rather than one-to-many language. Personalisation matters, and your emails should feel like a conversation with a friend, not an address to a crowd. The “coffee test” serves as a simple guideline – if you wouldn’t say the words at a coffee shop to a friend, consider rewriting the email for a more personal touch.
Craft your emails with the intention of speaking directly to the individual reading them. This approach, often underestimated, builds a stronger connection and resonates more effectively with your audience. Using the coffee test ensures that your emails maintain a conversational tone, fostering a sense of genuine connection.
5. Consistent Communication: Finding the Right Frequency
The fifth strategy revolves around sending regular emails, ideally at least once a week. Josh Spector, the mind behind the successful newsletter “For The Interested,” suggests that daily emails work best for services requiring a deep relationship with the audience. While daily emails can lead to more un-subscribers, they also contribute to building strong relationships.
For coaching services, striking a balance is essential. Several emails per week can be effective, provided they remain interesting and valuable. However, if you find it challenging to maintain frequency, start with at least one email per week. The key is not just frequency but also delivering engaging content that captivates your audience.
Bonus Tip: Trim the Fat – Remove Inactive Subscribers
As a bonus tip, consider periodically removing subscribers who don’t engage with your emails. Inactive subscribers can negatively impact your deliverability rate and lead to emails landing in spam folders. Send a warning email to inactive subscribers, informing them of the potential removal and prompting them to react. This proactive approach ensures a cleaner and more engaged email list.
In conclusion, mastering email marketing requires a thoughtful and strategic approach. By offering valuable lead magnets, optimising thank you pages, implementing automated welcome sequences, using personalised language, and maintaining consistent communication, you can elevate your email marketing game. Remember, it’s not just about sending emails; it’s about building relationships and converting clients.
As you embark on your email marketing journey, keep these actionable tips in mind. Crafting compelling emails is an art, and with the right strategies, you can turn your email campaigns into powerful tools for business growth.
