Hello fellow Business Insider. I don’t want to just wax philosophically about online business and internet marketing. I completely believe these conversations are critical to doing business online.
In addition to these deeper conversations, I want to get into the nitty gritty of what works with doing business online. I want to ensure you have actionable steps to follow that will help you move towards success online.
This brings us to our topic today. “To Email or Not to Email…That is the Question!”
So which is it?
Email has come full circle. It really is a great tool to communicate with your audience. I use the term audience, and all your audience is for email are those individuals that have agreed to communicate via this means with you. Essentially, they have opted in.
Now here is the tricky part, as I discussed in What is your Differentiation in Doing Business Online we have to add value first. We have to give to our audience, before we can (have any hope of) get(ting) anything in return.
What might we want in return?
“Well Alex, their email address…”, you might say rather obviously.
To which I would reply, “yes typically there is an exchange of email address. However this is not the end result goal”.
You would probably shoot back with, “a sale Alex, we want them to pull out their credit card!”.
“Perhaps…but collecting money is not the only exchange we would accept.”
- engagement and interaction with our community/social media
- (word of mouth) forwarding the email onto someone else they think may be interested
I am sure you can think of a few others, but let’s stop there for now.
The email dichotomy
The reality is you are going to be collecting cold leads or luke-warm leads via your email marketing system. So to warm them up even further, we need to encourage the relationship to grow. We do this through two primary steps.
To be fair, there are additional types of emails we can send, but the relationship must start with these.
So immediately upon opting in, your prospective customer exchanging their email address for whatever it is you are offering (we call it a lead magnet), we want to send them whatever it is you promised them PLUS a two to three email series called the Indoctrination Series.
Email Indoctrination Series
The aim with the Indoctrination Series is to teach your new prospect about you, your company, and your brand.
- Who are you?
- What do you stand for?
- WHy are you different/
- What should they expect from you?
- How often?
- What should they do next?
Not to be too fluffy; but essentially you want to give your email subscribers a digital hug! 🙂
The goal of the Engagement Series is to move (convert) prospects into customers. In short, you want to make a (small) sale. Don’t rush into this and try to sell them all your goods, or your most expensive services at this point. If you move too quickly, you will scare off your potential customer and kill any chance of addressing the other objectives (like word of mouth) that you desire in return.
Cautions aside, the Engagement Series is actually quite easy to execute. You simply need to continue the conversation with your prospective customer about whatever topic it was that brought them to you?
- Did they opt in for an infographic on Facebook Advertising? Talk to them about Facebook Advertising.
- Did you offer them a coupon code? Talk to them about the quality of your product/service and show them visually how to apply the coupon code to their order (which should be your best selling product).
- Did you give them premium content for free? Talk to them more about what it means to be a premium subscriber.
You get the idea. Talk to them about what they showed interest in!
The important part…
Is to give them additional value. The worse thing you could do on a date is to show up, pay for dinner, have a great conversation; then never communicate with them again. So; Indoctrinate and Engage so that the relationship can blossom. Likewise, remember, the relationship is going to blossom best when you talk about the things your prospective customer wants to talk about!
And that’s it. That’s the end of the post. What questions do you have? I’d love to chat in the comments below.