The Anatomy of a Successful Email Marketing Campaign

Andrew Wallis      Friday, June 1, 2018

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A question I hear often get as a business coach is…

 

Does Email Marketing Still Work?

 

The world has changed a lot since emails were the primary way to communicate with your prospects and clients.

 

With so many channels to communicate through, it’s no wonder business owners are super confused on how to get their message out to their marketplace.

 

Here’s a list of channels I use to communicate with clients and prospects:

 

  • Email

  • Snail Mail (Yes, I still post letters)

  • WhatsApp

  • Facebook Messenger

  • Facebook Groups

  • Text Messaging

  • Linkedin

  • Instagram

  • Phone calls (Yes, I still call people)

 

Why I Still use Email

 

Have you ever heard the term “different horses for different courses?”

 

The media you use to get your marketing message out to the world will have a huge effect on the type of client that you will attract into your business.

 

I highly recommend you read the book “Jab, Jab, Right Hook by Gary Vaynerchuk” to get a better understanding of what type of consumer hangs out on what media channel.

 

Of all the above media channels I still get the best type of clients through are email, phone and snail mail communication.

 

I’m not saying the others don’t work; they absolutely do, it’s just the quality of client seems to be so much better for our business through these media channels. Clients that are great to work with and the ones that stay committed as a client for the long term.  

 

Related Article

Reinventing Commitment With Suzanne Evans

Wednesday, December 6, 2017

 

How To Structure Your Emails So They Work

 

Here is a checklist of things I use to create good, engaging emails. Use this article to help you create a series of emails to aid you in your marketing.   

 

Headlines

 

If no one opens it, your content is useless. The most important aspect of your email is your headline. Who, What, How-to emails are always good, using people’s first name from time to time also improves open rates.


 

Action Step One - Create a list of 10 compelling headlines

 

Power Coaching Tip - Borrow other people’s headlines, pick up a magazine relevant to your industry that has the same target market as you and swipe all the headlines for future use.   


 

Lead In / First Few Lines

 

Like newspaper articles, you have to grab the reader’s attention right from the onset! If the first few lines are boring or don’t resonate with me, then you have lost me. I’m off to the next email in my list  

 

Some ideas to use a lead in are…

 

  • Start with a personal story, people love to hear about other people’s lives! It’s human nature

 

  • Be controversial, nothing sells better than controversy, news channels make a living out of this.

 

  • Ask a question – this is my favorite when working with my coaching clients as it gets the reader thinking. If you can do that, then you help the prospect sell themselves into investing into your products or services.


 

Action Step Two - Practice different types of lead ins. Write 2 lead-ins for each of the above ideas. Only practice will improve your skill set, your business should always be like a lab, you should always be experimenting.

 

Power Coaching Tip – Read storybooks to help you become a better storyteller. Telling stories will help you sell!   

 

 

 

 

 

What’s Your Prospects Problem

 

My favorite copywriting formula is Problem-Agitation-Solution. It just works and is easy to use for non-writers like me.  

 

What’s the problem your email is going to help your reader solve?  How can you agitate this even more?

 

Action Step Three – List your target market’s top 5 problems (I work in the Fitness Industry so common problems might be… Can’t lose weight; no time to workout etc.) Once you have a list of problems, the next step is to then list out the most painful agitation points (again using Fitness as an example… Embarrassed with my body; hate the way I feel, etc.)

 

Power Coaching Tip – Your clients and customers have all the answers you need for your marketing. Don’t assume you know what it feels like to be them unless you have actually walked in their shoes and viewed your business through their eyes. Ask them and use what they tell you to attract more clients like them.


 

Be Controversial & Create Your Enemy

 

Being vanilla won’t help you with any type of marketing, period. You have to take a side and when you do, you will create enemies (i.e., people who don’t agree with you).   

Don’t be put off by this, this is exactly where you need to be. With powerful enemies, come powerful friends, a tribe of people that totally believe in what you are saying.

When it comes down to it, we sell relationships. And relationships are built upon knowing, liking and trusting someone.

 

Action Step 4 - Every model or service you don’t deliver should become your enemy. Find flaws and tell your audience about them. Continuing with my fitness industry example, as a Personal Trainer who offered one to one personal training, Weight Watchers was my enemy. I educated my list of readers about where I felt Weight Watchers got things right (mainly the social support and accountability) but primarily my focus was on the dangers of using their system.  

 

When I moved to semi-private training (2-3 people in the same training session), one to one training became my enemy. I was educating the people who read my emails on the benefits of training in pairs and in groups over one to one.   

 

Power Coaching Tip - Don’t be afraid or too politically correct to do this! This is how businesses sell their services and products. Take Subway as an example. Their rise to fame came off the back of making everyone believe their subs were healthy! Remember Jared, the “Subway Guy”? It’s so wrong but absolutely genius.

 

 

 

What’s Your Prospects Problem

 

My favorite copywriting formula is Problem-Agitation-Solution. It just works and is easy to use for non-writers like me.  

 

What’s the problem your email is going to help your reader solve?  How can you agitate this even more?

 

Action Step Three – List your target market’s top 5 problems (I work in the Fitness Industry so common problems might be… Can’t lose weight; no time to workout etc.) Once you have a list of problems, the next step is to then list out the most painful agitation points (again using Fitness as an example… Embarrassed with my body; hate the way I feel, etc.)

 

Power Coaching Tip – Your clients and customers have all the answers you need for your marketing. Don’t assume you know what it feels like to be them unless you have actually walked in their shoes and viewed your business through their eyes. Ask them and use what they tell you to attract more clients like them.


 

Be Controversial & Create Your Enemy

 

Being vanilla won’t help you with any type of marketing, period. You have to take a side and when you do, you will create enemies (i.e., people who don’t agree with you).   

Don’t be put off by this, this is exactly where you need to be. With powerful enemies, come powerful friends, a tribe of people that totally believe in what you are saying.

When it comes down to it, we sell relationships. And relationships are built upon knowing, liking and trusting someone.

 

Action Step 4 - Every model or service you don’t deliver should become your enemy. Find flaws and tell your audience about them. Continuing with my fitness industry example, as a Personal Trainer who offered one to one personal training, Weight Watchers was my enemy. I educated my list of readers about where I felt Weight Watchers got things right (mainly the social support and accountability) but primarily my focus was on the dangers of using their system.  

 

When I moved to semi-private training (2-3 people in the same training session), one to one training became my enemy. I was educating the people who read my emails on the benefits of training in pairs and in groups over one to one.   

 

Power Coaching Tip - Don’t be afraid or too politically correct to do this! This is how businesses sell their services and products. Take Subway as an example. Their rise to fame came off the back of making everyone believe their subs were healthy! Remember Jared, the “Subway Guy”? It’s so wrong but absolutely genius.

 

 

 

Give Your Practical Solution

 

If your email can directly help the reader then they will stay tuned to your emails. Finish your emails with one thing they can do to solve their problem (the problem your email is about).


 

Action Step 5 - Make a list of easy to use and communicate solutions that your email can provide your readers. For example, you can give your readership caloric deficit formulas, easy to use recipes, coaching tips.

 

Power Coaching Tip - Don’t give away the whole solution.  Give part of it away so your reader is hungry for more.


 

Call To Action

 

I personally unsubscribe to emails that just keep trying to sell me stuff. I only stay tuned to emails that can help me with my business, fitness or life!  

 

A while back a wise person recommended I use a 4 Tell, 1 Sell system for the majority of my emails. This means I educate for 4 emails with the 5th email being an offer to one of my products or services. Try it, it works!   

 

 

Action Step 6 - The goal of email marketing or any type of marketing is to move leads into hot prospects. You have to have Call To Actions for this to happen.   If you’re not used to doing this, try one on your next email and measure the response.  Don’t worry about this working first time around, it’s more to create the habit of doing it. I promise you that if you do this enough, eventually people will take action.  

 

Power Coaching Tip – Subscribe to lots of email lists to see how others lead you into their call to action and swipe ones that suit you and your business best.

 

 

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