You in all probability already know tips on how to use electronic mail advertising and marketing to promote your services. However how are you going to use it to extend model consciousness?
What Is Model Consciousness?
Oxford Reference supplies two definitions of model consciousness:
1. Client familiarity with a specific firm, product, or service and/or the extent of this familiarity.
2. A measure of the goal shoppers’ recall of a specific model: see aided recall.
On this article, we’re going to be speaking in regards to the latter – utilizing electronic mail advertising and marketing to remain prime of thoughts with potential and current clients.
That method, after they want an answer to an issue that your services or products tackle, 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 is advisable to be conscious in the case of electronic mail advertising and marketing – you’ll be able to’t simply bombard your subscribers with countless gross sales pitches.
That can solely annoy them and would possibly result in them marking your emails as “Spam” which may harm your electronic mail deliverability.
However you additionally have to electronic mail your subscribers frequently if you wish to keep prime of thoughts with them. So how are you going to try 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 electronic 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 Achieve 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 clients 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 finest 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’ll be able to as a result of that may present the brand new subscribers that you just worth them.
As for the sixth electronic mail, you must 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 on the whole.
Be aware that whereas the sequence we described was designed for private manufacturers, it may be modified for firm manufacturers as properly – you should utilize 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 by your welcome sequence. How are you going to keep in contact with them now?
We suggest launching a weekly hyperlink roundup e-newsletter the place each Friday you ship your electronic mail subscribers hyperlinks to fascinating articles, podcasts, and movies associated to your area of interest.
You too can use this text to let your subscribers find out about product launches, seasonal promotions, and limited-time gross sales.
Nonetheless, the first function of your e-newsletter ought to be to supply free worth to your electronic mail subscribers, to not pitch them your merchandise or service.
You wish to ensure that every difficulty supplies worth in and of itself – even when the subscriber doesn’t purchase something from you.
A e-newsletter like that is without doubt one of the finest methods to make use of electronic mail advertising and marketing for model consciousness as a result of it provides you an excuse to electronic mail your subscribers each week.
#3 Create Unique Content material For Your E-mail Subscribers
You too can begin creating unique content material on your electronic mail subscribers equivalent to:
- “How-to” articles. Work out what your electronic mail subscribers are fighting and begin creating guides that may assist them clear up these issues. You’ll be able to break them up right into a collection of emails. If a specific information will get quite a lot of constructive suggestions, you would possibly wish to think about turning it into an automatic sequence.
- Case research. Write up case research about clients who received the outcomes they wished together with your services or products after which share them together with your electronic mail subscribers. Be sure that every case examine comprises 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. An excellent place to begin is to determine what your subscribers wish to obtain, then interview individuals who have already achieved that. You too can interview well-known individuals in your area of interest that your subscribers are more likely to be accustomed to.
Once more, the aim right here is to supply free worth, to not pitch your services.
#4 Share Your Different Content material With Your E-mail Subscribers
Do you’ve a weblog, a podcast, or a YouTube channel?
Then relying in your publishing schedule it’d make sense to let your electronic mail subscribers know everytime you launch one thing new.
We don’t advise this if in case you have a frequent publishing schedule – if you’re releasing new content material a number of occasions every week, then it’s higher to only share hyperlinks in your e-newsletter.
However for those who solely publish new content material just a few occasions monthly, then it is perhaps finest to market it to your electronic mail checklist with separate emails for each bit.
#5 Come Up With Particular Events to Rejoice!
A enjoyable solution to stand out from different manufacturers is to get inventive and give you particular events that you would be able to have fun.
For instance, a cat meals retailer Cat Individual as soon as despatched out this electronic mail with the topic line “How a lot do you actually find out about your cat?” to have fun Worldwide Cat Day:
It’s in all probability secure to imagine that this memorable electronic 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 will imply:
- A benefit-driven topic line that emphasizes the worth the subscriber will get out of that electronic 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 electronic mail as a result of it determines whether or not or not the subscriber will open it.
So just remember to give your topic traces the eye they deserve!
Story
Inform the subscriber a charming story that resonates with them on a deep emotional stage.
How precisely you must go about it would differ relying on the aim of the e-mail in query however you must intention to include storytelling into all of your emails in a method or one other.
Supply
Lastly, you wish to transition out of your story to the pitch on your provide after which to the decision to motion.
Needless to say the provide doesn’t should be a services or products.
Say, for those who simply launched a podcast episode, then that’s the provide that it is advisable 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.
It is best to all the time be intentional in the case of electronic mail advertising and marketing. What would you like the subscriber to do subsequent? Every electronic mail must have a name to motion!
Wish to Study Learn how to Write Emails That Convert?
Copywriting is what makes or breaks electronic mail advertising and marketing.
However how are you going to write copy that converts for those who don’t have any earlier copywriting expertise?
Our good friend Jim Edwards wrote a guide referred to as “Copywriting Secrets and techniques” the place he shares the whole lot that it is advisable to know to get began.
Should you apply his recommendation appropriately, you must see fast 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” at present!
