If you’re uninformed, discovering how to make your email marketing campaign succeed can be time-consuming and stressful. You know you have a great product or service, but you can’t engage contacts to learn more. How can you cut through the noise?
With many of your prospects receiving dozens of promotional emails each week, your message needs to make an impact. Follow these steps to get there.
1. Know what to say and who to say it to
Intentionality is at the heart of your outreach. Start by understanding who you’re talking to and what they want to hear. Your goal is to make it about them, not about you. You need to understand what your prospects value and make that core to your conversation: talk about how your good or service can meet their needs. Focus on individual roles (i.e., VP of Sales, Marketing Manager) and gain market data to understand what matters most to them.
In order to best communicate with your audience, curate an email list of decision-makers in your target industry and segment it to speak to different audience groupings by role, location, or another discernible category. For each segment, leverage CRM and marketing automation data along with market research to choose the best messaging. Determine each audience’s pain points, motivations, and goals to craft compelling messages.
2. Have quality contacts
Once you know who you want to reach, ensure that’s who you have in your CRM and that you can get in touch. Bad outreach data is one of the top reasons why email marketing campaigns fail. Keep your data fresh by tracking and updating information from auto-replies and cleaning out bounced emails among other critical cleansing.
3. Have a goal in mind
Whether it’s a click-through percentage or driving conversation to your business development team, define what you want to achieve with your messaging before crafting your email campaign. Once you have a goal in mind, you can start working on the messaging and timing.
4. Send at the right cadence
When and how often you send emails makes a difference. If you send too many messages, you’ll annoy your prospects. If you don’t reach out enough, they’ll forget about you. Again, be intentional. Find the right cadence to get in touch and do so at the right time. The “right time” includes the time of day, day of the week, and week during a prospect’s ideal purchase window.
5. Say what you need to say, in a different way
Once you know the right messaging, it can be tempting to repeat it ad nauseum. While you can use the same email for multiple individuals, you don’t want to say the same thing to the same prospect repeatedly. Switch up messaging by adding variety to what content you send, how you get in touch (add in phone calls and social media messaging), and your wording in each message. At a minimum, you should have different emails to send at various points in the buyer’s journey, so you’re speaking to where a prospect is at that moment rather than repeating the same information.
6. Try, analyze, and try again
Your email marketing campaigns are never complete. With each send, gather data on your results and put that information to use in improvements for your next send. Each outreach is an opportunity to gain more data to help your next contact go better.
7. Pick the right partner
Sorting out all you need for a successful email marketing campaign can be overwhelming. That’s where a partner like NuGrowth Solutions comes in. We bring the team and tools you need for a solid outreach campaign, including cleansing and managing CRM data, creating impactful content, and continually improving outreach and messaging for guaranteed success.
Let our experienced team, armed with our proven contact cadence and customizable messaging, help you reach your goals. Give us a call at 800.966.3051 or shoot us a quick email at firstname.lastname@example.org to get in touch.
Sarah Deak is a veteran copywriter and content strategist with NuGrowth Solutions. She likes to look for the unexpected angle and uses her background in education, business development, and marketing to create interesting and informative pieces to equip readers with actionable data