Deciding On Your Email Strategy
Once you’ve thought about your target customer, did your homework and made notes of any social media or forum interactions that might provide relevant clues, it’s time to settle on an email strategy.
Here are two simple core requirements that are mandatory and compulsory, if you want any email strategy to succeed:
Anything else can be tailored to your business persona; and to your subscriber.
Email Strategy – Mix it Up
What is also highly recommended in your email strategy: A mix of email types. Using the Starbucks example from a previous email list building post, you wouldn’t always be endlessly reminding her that you fix boathouses. You’d talk about lots of other things too, in between.
And in a B2B situation — if you were a renovator and she was a designer — it would be only natural that the conversation would be mostly about those areas and how they influence each other. Similarly, if you both had a passion for marathon running, a good chunk of your conversation would be on that topic, with only a little on personal matters.
But if you were both runners, you wouldn’t endlessly be trying to sell her your new Fit-O-Meter during those Starbucks dates: A good chunk of time would be spent exchanging tips and experiences, comparing races you’ve both run, talking about injuries or the best way to build up stamina or the type of clothes you feel most comfortable wearing during a race. You want to take this same approach with your email strategy.
So here’s the tip: The more passionate your email contact is about her niche, the more focused your emails can be on that niche topic.
If, on the other hand, she’s a beginning runner and doesn’t think she’ll ever have what it takes to compete in a marathon, a proportionately larger chunk of your time might be spent in building her confidence, reassuring her she can build up to running marathons and digging deep into your own early running days, when you were thirty-five pounds overweight, to share tips that inspire her to take action and get past mental blocks.
It’s called being “situationally aware” — and it’s your best strategy generating habit for your email strategy.
That’s the emotional part of an email strategy: To take it to the next level, we’ll turn to proven methods.
Taking Your Email Strategy to the Next Level
We’ve already spoken about mixing the types of “conversations” so that your conversations feel fun, empathetic and natural. When furthering the relationship by email, this would translate to sending and rotating different types of emails:
- A hot tip
- Breaking news
- A personal experience shared (and what it taught you)
- A conversation about an important event (a) that is coming up or (b) you just attended
- Gossip about niche celebrities (for example, recounting your meeting with the celebrity or expert; and what you got out of it; or sharing shock that Hero “A” went to jail so unexpectedly; and speculation on where he went wrong)
- Sharing something fun your friend can use (e.g. a beautiful piece of clipart)
- Offering to share your skill to her benefit (e.g. your paid offer)
Just do your best to mix up these types of email in sync with your subscriber’s character, so that the pacing and the types of interaction both feel as natural and helpful as possible.
For example, in your email strategy, you might want to just keep it more conversational for your beginning runner, whereas you would be more likely to offer a six or seven-part email “How to” course to someone heavily into crafts or business methods.
To Your Email Strategy Success,