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You most likely already know find out how to use e mail advertising to promote your services. However how are you going to use it to extend model consciousness?
What Is Model Consciousness?
Oxford Reference offers two definitions of name consciousness:
1. Shopper familiarity with a selected firm, product, or service and/or the extent of this familiarity.
2. A measure of the goal shoppers’ recall of a selected model: see aided recall.
On this article, we’re going to be speaking concerning the latter – utilizing e mail advertising to remain high of thoughts with potential and current prospects.
That method, after they want an answer to an issue that your services or products deal with, your model would be the first one which involves their minds.
The Electronic mail Advertising Conundrum
It’s most likely secure to say that most individuals really feel overwhelmed by the quantity of emails that they get.
Which means you might want to be aware in the case of e mail advertising – you possibly can’t simply bombard your subscribers with limitless gross sales pitches.
That may solely annoy them and would possibly result in them marking your emails as “Spam” which might harm your e mail deliverability.
However you additionally have to e mail your subscribers regularly if you wish to keep high 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 advocate hitting new subscribers with a gross sales pitch the second you get their e mail addresses.
Ship them this automated welcome sequence as an alternative:
- Electronic mail #1: Who Are You? Introduce your self to your new subscriber.
- Electronic mail #2: The place Did You Come From? Inform them your “origin story” – how did you come to do what you do now?
- Electronic mail #3: What Do You Do? Clarify in additional element what it’s that you just do.
- Electronic mail #4: How Did You Achieve This Experience? Clarify what makes you certified to do what you do – share related experiences, accomplishments, and {qualifications}.
- Electronic mail #5: Who Do You Do This For? Clarify who your dream prospects are + share a case research of the way you helped such an individual get the outcomes they wished.
- Electronic 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 greatest 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 possibly can as a result of that can present the brand new subscribers that you just worth them.
As for the sixth e mail, it’s best to 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 usually.
Be aware that whereas the sequence we described was designed for private manufacturers, it may be modified for firm manufacturers as nicely – you should utilize it to introduce your organization as an alternative of introducing your self.
#2 Launch a Hyperlink Roundup Publication
Okay, the brand new subscriber has gone by means of your welcome sequence. How will you keep in contact with them now?
We advocate launching a weekly hyperlink roundup e-newsletter the place each Friday you ship your e mail subscribers hyperlinks to fascinating articles, podcasts, and movies associated to your area of interest.
You may also use this article to let your subscribers learn about product launches, seasonal promotions, and limited-time gross sales.
Nonetheless, the first objective of your e-newsletter needs to be to supply free worth to your e mail subscribers, to not pitch them your merchandise or service.
You wish to be sure that every subject offers 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 greatest methods to make use of e mail advertising for model consciousness as a result of it offers you an excuse to e mail your subscribers each week.
#3 Create Unique Content material For Your Electronic mail Subscribers
You may also begin creating unique content material in your e mail subscribers similar to:
- “How-to” articles. Work out what your e mail subscribers are scuffling with and begin creating guides that may assist them clear up these issues. You’ll be able to break them up right into a sequence of emails. If a selected information will get numerous optimistic suggestions, you would possibly wish to contemplate turning it into an automatic sequence.
- Case research. Write up case research about prospects who acquired the outcomes they wished along with your services or products after which share them along with your e mail subscribers. Be sure that every case research accommodates 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 start out is to determine what your subscribers wish to obtain, then interview individuals who have already achieved that. You may also interview well-known folks in your area of interest that your subscribers are prone to be conversant in.
Once more, the aim right here is to supply free worth, to not pitch your services.
#4 Share Your Different Content material With Your Electronic mail Subscribers
Do you’ve a weblog, a podcast, or a YouTube channel?
Then relying in your publishing schedule it would make sense to let your e mail subscribers know everytime you launch one thing new.
We don’t advise this when you have a frequent publishing schedule – in case you are releasing new content material a number of instances every week, then it’s higher to simply share hyperlinks in your e-newsletter.
However in case you solely publish new content material a couple of instances monthly, then it is likely to be greatest to put it on the market to your e mail checklist with separate emails for every bit.
#5 Come Up With Particular Events to Have fun!
A enjoyable technique to stand out from different manufacturers is to get artistic and give you particular events you could rejoice.
For instance, a cat meals retailer Cat Individual as soon as despatched out this e mail with the topic line “How a lot do you actually learn about your cat?” to rejoice Worldwide Cat Day:
It’s most likely secure to imagine that this memorable e mail helped Cat Individual enhance model consciousness!
Bonus Tip: Use the Hook, Story, Provide Copywriting Framework
We advocate utilizing the Hook, Story, Provide 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 e mail.
- A curiosity-driven topic line that’s so intriguing that the subscriber can’t assist however click on on it to be taught 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 e mail as a result of it determines whether or not or not the subscriber will open it.
So just be sure you 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 it’s best to go about it would fluctuate relying on the aim of the e-mail in query however it’s best to intention to include storytelling into all of your emails in a method or one other.
Provide
Lastly, you wish to transition out of your story to the pitch in your supply after which to the decision to motion.
Understand that the supply doesn’t must be a services or products.
Say, in case you simply launched a podcast episode, then that’s the supply that you might want 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 e mail advertising. What would you like the subscriber to do subsequent? Every e mail must have a name to motion!
Wish to Study The best way to Write Emails That Convert?
Copywriting is what makes or breaks e mail advertising.
However how are you going to write copy that converts in case you don’t have any earlier copywriting expertise?
Our good friend Jim Edwards wrote a ebook known as “Copywriting Secrets and techniques” the place he shares all the pieces that you might want to know to get began.
In case you apply his recommendation appropriately, it’s best to see instant outcomes, which is what issues essentially the most if you find yourself attempting to get a enterprise off the bottom.
So don’t hesitate and get a free copy of “Copywriting Secrets and techniques” right now!
Get “Copywriting Secrets and techniques” for FREE!
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