This is a bit longer than usual. Here is the transcript of the video:
Hey guys, it’s Emily. Today I’ll be talking to you about e-mail marketing and how it is still an effective and important part of marketing.
The best part about email is its versatility. There are four steps to make sure you write a successful email. One, determine who your audience is. Buyer Personas are extremely important to your inbound strategy. A clear definition of your buyer personas helps you define your audience. Use buyer personas to help you divide your contacts into smaller groups based on similarities. Doing this lets you use context to make your content more relevant and engaging.
The second step is to segment your contacts database to match the audience. You can segment your contacts through geography, size of the company, nature of their business, or even their role, seniority, what department they belong to, or their specific function within a department. One of the main reasons you segment is to preserve the health of your contact database and make sure your company doesn’t get flagged for SPAM. Which leads to the third step, sending the right content at the right time.
If you’re sending an email to someone in the awareness stage, keep your content easily consumable — things that will capture interest and educate prospects like videos, blog posts, free tools and high level guides. If a potential customer is in the consideration stage, your email should answer the unasked questions that are probably running through your leads heads. Email content in this stage should consist of webinars, FAQ sheets, product white papers and third party reviews. Now, when your lead reaches the decision stage this is the time to send free trials, ROI reports, product demos, consultations, etc.
Even after all of this, it’s extremely unlikely you will convince someone to buy your product or services after one email which is where the final step comes in, lead nurturing. Lead nurturing is the process of building relationships with prospects with the goal of earning their business when they’re ready. If you send your leads content that helps them do their job better, they’ll be more open to speaking to your sales team down the road. Providing your leads with helpful, relevant content helps you build relationships with them allows you to position yourself as a consultant, ready to help them with their challenges.
Emails are still an important part in marketing campaigns. In order to send effective emails that will help you hit your business goals follow the four steps outlined in these two videos. Now start sending those emails.
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