Most of the people I talk to just don’t understand the power of email marketing.
That’s why I want to show you a simple 5 step strategy that you can use to nurture leads with email marketing and automation.
Are you ready?
Let’s get into it.
1. Collect email addresses from potential and current customers
There are a couple of ways that you can do this, depending on what stage of the customer journey they are in.
Clients are easy; anytime you generate a new client, you simply put their contact information into a specific folder in your email autoresponder.
For a prospect or someone that you have not talked to, the fastest and most impactful way to collect someone’s contact information is to utilize a lead magnet.
A lead magnet is where you give away something for free in exchange for someone’s contact information.
Such as an e-book, guide, checklist, or webinar.
In another episode, I broke down the top 10 lead magnets that you could give away.
2. Create a lead nurturing campaign
Once you’ve collected their contact information, you can send automated emails to your new contact.
This is where most people focus on selling.
But I want you to think about this phase as the dating phase.
Think about getting to know your new contact…
…sharing stories, speaking to pain points, answering questions, and even introducing who you are because, at this point, if you are using a lead magnet, they don’t know who you are.
Typically with a nurturing campaign, I like to use 7 to 10 emails over a 30 to 45-day period.
The goal is to build that relationship, position you as an expert, and continuously be in front of them without being too pushy or annoying.
Once you’ve built that relationship, that’s when you can transition into the selling portion of your campaign.
3. Send automated emails that provide value to leads
After someone’s gone through that email nurturing campaign, they won’t be getting any more emails unless you consistently send out campaigns.
I recommend sending your entire email database an email with value on a weekly or biweekly basis.
What I do personally is every single week, when I release a podcast, blog, or YouTube video, I send an email to my list with a quick overview of what I’m talking about…
And I direct them to where they can listen, read, or watch.
I focus on selling when I have an offer, or my coaching is open for enrollment.
4. Personalize the content of your emails
One of the biggest keys and pointers that I want you to take away from today’s episode is that you need to personalize your emails.
The key is to write your emails that come through your email autoresponder, acting as if you were sending them to one person.
Inside of your email autoresponder, you can automatically input someone’s name and details, so it seems like you took the time to send them one by one.
As soon as someone feels like you manually sent them an email because it says “hey Sarah”, or “hey Britney” versus hey everyone…
They will be more inclined to open it, read the email, and feel special.
On the other side of that, though, that person will only want to read your email if it relates to them or if it makes sense based on where they are within the customer journey.
So that comes back to understanding who you were talking to and knowing who your dream client is.
5. Test and measure the results of your email marketing campaigns
This last part is amazing.
When you send out emails, you will know exactly what is working and what is not working based on the stats.
You can look at the email open rates and click rates.
This will tell you what your audience likes and does not like.
For a deep dive into this topic, make sure you check out this week’s episode!