Email marketing is one of our favorite things over here at Behind The Screens. We love curating the perfect audience base, applying the right software, crafting messaging that speaks to your people, and, of course, targeting that messaging so they actually open it. We are going to break down each of these into actionable tips and tricks so that you can start implementing a successful email marketing strategy today!
The Perfect Audience
Your audience is naturally segmented. At any point in time, you will have people at three different points in their journey:
- 𝐁𝐞𝐠𝐢𝐧𝐧𝐞𝐫𝐬 – they are just starting out, these are the people that need to be nurtured consistently so they can flourish in your space
- 𝐈𝐧𝐭𝐞𝐫𝐦𝐞𝐝𝐢𝐚𝐭𝐞 – this group has found their groove, they’re doing the thing and making that money. And they NEED support to get to that next level of their business
- 𝐀𝐝𝐯𝐚𝐧𝐜𝐞𝐝 – these are the top dogs, they’ve scaled and now they’re looking for that next level support to help them break through $10k months and beyond. They’re looking for marketing strategy, they’re looking for expertise. $10k+ investment? They’re down.
It is so important for you to know who is where in your audience. We aren’t saying that you need to go through your thousands of IG followers and try to figure out who is what. What we are saying is that when you are creating freebies and opt-ins be intentional.
Ask yourself: Who would this freebie attract? Where are they in their journey?
You’re also going to want to know who is ENGAGED AF in your email content. These people are your people.
Think outside the box. How can you further identify where your audience lives?
Leverage the Right Software for the Right Reasons
Email software can be really intimidating. That’s because a lot of these softwares are robust. BUT they can be leveraged to work FOR you.
It’s important to strategize in advance. What we want you to do when approaching your email list is think about segmentation. Who is who on your list?
So, where does segmentation (and tagging) come into play?
𝐒𝐭𝐚𝐫𝐭 𝐰𝐢𝐭𝐡 𝐲𝐨𝐮𝐫 𝐟𝐫𝐞𝐞𝐛𝐢𝐞𝐬.
You probably have 2-3 freebies laying around that you can use to get people onto your list.
Each freebie should serve a purpose and should be tagged as such. For example, a business coach may have 2 freebies: one with simple marketing strategies to get in front of your ideal client, the second is 5 tips to help you close your 4-figure sale.
What you’re going to want to do is to set up an automation that tags people based on which one they choose. Each freebie will get 2 tags; one to ID where they’re coming from and one to ID the type of lead they are. Tags can be: FREEBIE: INSTA, LEAD – Early Stage; FREEBIE: Sales , LEAD – Mid-Level.
In order for your message to land, you need to know your audience.
We’ve talked about the different types of people in your audience. And we’ve talked about how you can start segmenting them in your email software. What next?
Target them. Speak directly to them about the things they care about. Build trust and get them to know and like you. Pitch correctly and the sale is a slam dunk
Segmenting your audience is important because you want to nurture them differently. You wouldn’t nurture a lead that just started their business a week ago the same way you’d nurture a lead that’s been in business for 5 years and breaking a healthy 6-figures.
Think about how you want to be marketed to. If you were just starting out, would you like to hear about how you can fully systematize your business, hire a team, add 3 products to your suite, and break $250k next year? I mean yeah, that’s great, but that is a BIG mountain when you’re just at the beginning.
If you have a fleshed-out product suite, you’re going to have different offers for the different segments of your audience. You want to meet them where they’re at. This is where targeted messaging comes in.
Targeted Messaging Tips
Let’s say you’re launching a course that teaches business owners how to hit consistent $5k months. If you send your CART OPEN email to your entire list, you never know who’s looking. I mean you can go through each and everything and manually keep up with who’s opening and clicking…OR you can add an automation that tags people who click on the link in that email as a lead (let’s be uncreative and just put “LEAD – clicked sales link for course”). This makes them a little easier to target and build a relationship with down the road.
Later on, you could then hit your warm leads (those tagged with “LEAD – Early Stage” and “LEAD – clicked sales link for course”) with a sales sequence they can’t resist. They’re already looking at your stuff – they are ready for you.
Here’s the thing…
We receive 9 billion emails a day and if I’m not your ideal client for an offer, I probably won’t care about it. I’ll probably ignore the email and if I get bombarded with too many and my notifications are on I’ll likely unsubscribe.
Of course you want to train your audience to open your emails. You do not want them to ignore you. And if you spam them every time you have a launch that they probably won’t care about, you are subconsciously teaching them to disregard your name in their inbox.
So How do We Implement?
We want to challenge you to implement at least one thing from the above strategies into your email marketing strategy. We have seen so much success with our own clients and we want to see success for you, too!