An email campaign marketing plan needs to be more than creating a contact list and composing a generic promotion. In today’s B2B market, you need to develop something that can actually benefit that list of potential customers. You need to have a nurturing email campaign, one that is more than just shooting out emails left and right hoping to hit something. Potential customers don’t want to feel like they are a part of a campaign blitz offering a sleazy promotion.
To be successful, you need to focus on getting them at every stage in the buyer’s circle. They won’t be interested with a bland email. It should be something that they can relate to, like a business problem.
If you don’t already have email campaigns as part of your marketing strategy, you need to. A lead that is nurtured will make a 47 percent larger purchase than that of a non-nurtured lead. These leads also get anywhere from four to 10 times the response rate compared to any stand alone email blitzes. Email campaign marketing plans are easy to develop and execute.
Here are four key components to a successful campaign.
Detailed description of the targeted audiences and what their business problems are
Calculated lead scoring that directs you to what part of the buyer’s circle they are in
Marketing automation system
Excellent writer to deliver quality content in the emails
You need to view each business as a three-fold funneling system to decipher potential sales leads. Remember, it’s a nurturing process that needs to address a particular business problem, offer a solution and give them the educational tools to gain their trust. Keep a less than salesman-like approach in your content.
The first funnel acts as a reminder that you have a clear solution to their business problem. The second funnel knows they have a problem and knows it needs to be fixed so give them a way to fix it. At this stage in the game, you need to provide plenty of information to help them in the decision making process.
By the time you get to the bottom of the funnel you have developed a relationship with strong leads. Once you have them here, it’s easy to keep them during the entire process. Contact Susan J. Campbell Copywriting Solutions and we can guide you through the email campaign marketing process, especially if you haven’t already made it a part of your current operations.