What are your goals for your email strategy? It’s important to have a clear understanding of where you want to lead your prospects and customers. Are you aiming to increase traffic to your blog? Drive more e-commerce sales? Schedule important meetings? Close those crucial deals?
An effective email strategy acts as a guide, leading your audience from point A to point B. However, you can’t successfully do that if you’re unsure of what “point B” represents. Your ultimate objective will determine the approach and tactics you employ in your email cadence.
For example, if your goal is to boost blog traffic, you may be willing to take the risk of losing some subscribers compared to when you’re trying to engage a group of potential sales leads and encourage them to schedule demos.
Sending emails just for the sake of it will result in an aimless and disorganized cadence. Not to mention, it will lead to wasted time and resources on email campaigns that yield no results.
Tip: To ensure the success of your email campaign, it is highly recommended to develop a customized goal-setting worksheet and establish SMART Goals. This will help you stay focused on achieving remarkable results.
To truly understand the effectiveness of your marketing efforts, it is crucial to delve into the minds of your consumers.
The purpose of an email cadence is to craft messages that truly resonate with each individual customer at a specific moment. This means that generic, impersonal emails that try to reach everyone won’t make the cut.
Instead, your recipients deserve to receive content that is relevant to their unique customer identity. This often involves understanding where they currently stand in their buyer’s journey.
The buyer’s journey is the process that buyers go through as they become aware of, evaluate, and ultimately decide to purchase a new product or service. It can be divided into three distinct stages: Awareness, Consideration, and Decision.
It is unrealistic to expect that the same message will effectively target buyers in all three stages and immediately strike a chord with them. Different stages, as well as varying levels of engagement within those stages, necessitate tailored messages.
Furthermore, thanks to the wonders of automation, it is now possible to seamlessly coordinate such a strategy.
Various types of email and marketing automation software provide you with the tools to establish a solid foundation, allowing you to customize the content and timing of your emails to match the behavior and interests of different leads.
Tip: With HubSpot’s free email automation tool, marketers can effortlessly create and schedule visually stunning and tailor-made marketing emails.
Create Targeted Emails Through Personalization
Reflect on the countless targeted emails you have received from various companies throughout the years. How likely were you to click on those addressed to generic recipients like “valued customer” or “to whom it may concern?” I believe it’s safe to assume that the answer is “rarely.”
Now, consider this – why should your own customers be any different? A successful email campaign hinges on your leads actively engaging with your emails and progressing through their unique buyer’s journey.
Nearly half of all marketers believe email personalization is the ultimate strategy for achieving their marketing goals..
If you’re sending generic, mass-email campaigns and relying on luck, your potential customers may find themselves stuck in a state of indecision.
Thankfully, there are numerous email marketing tools available that enable you to tailor your subject lines and email content to suit individual leads.