Email Marketing that Generates Leads: 5 Questions to Answer Before You Write Your Message
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Transcript of Email Marketing that Generates Leads: 5 Questions to Answer Before You Write Your Message
Email Marketing that Generates Leads: 5 Key Questions to Answer Before You
Write Your Message
Question:What are the keys to an email marketing campaign that generates opens, clicks, and good leads for follow-up?
Your subject line?
Your message?
The look and feel of your email?
Those elements are important......but effective email marketing is about much more than just your subject line, message, and design.
In fact, your message is just one piece of a larger puzzle…
...that determines the success or failure of every email you send.
Question:So what are the keys to an effective email marketing campaign?
The answer to that question......lies in your answers to these 5 questions:
1. Who?
First, ask yourself:WHO do you want to read your message?
(And no, the answer can’t be “everyone.”)
Fact:A defined target audience allows you to...
...focus your sales and marketing strategies on receptive prospects.
...reduce the number of “low-value” prospects that gum up your sales funnel.
...learn how and whether your emails resonate with prospects
who might actually buy from you.
(With BWise, you have info on exactly who clicks your message for easy follow-up.)
A good email list consists of recipients that are likely to be
receptive to your offer.
Wise Guys Tip
2. What?
Next, ask yourself:WHAT action do you want your prospects to take?
If your answer is “nothing” or “I don’t know,” then your emails won’t work...
...because your prospect won’t have a clue what
to do.
Fact:Good emails prompt readers to take an action, like…
...download a how-to guide or
e-book.
...sign up for a free trial.
...register for a webinar.
...get their hands on something interesting, engaging, and valuable.
Why?Because free, valuable information is always more compelling than “Contact Us!”
Your website may already contain offer-worthy content. Take
inventory to determine what you can offer your prospects via email.
Wise Guys Tip
3. How?
Next question:HOW do you engage different kinds of prospects?
Fact:Good email marketing means enticing the prospects you want with an offer that speaks to them. Think about it...
Will your message sound the same to the prospect who has never heard of you…
...and the prospect on the verge of making a purchase?
Before you craft your email offer, think about your target audience. Then tailor your offer so it speaks
to that audience’s challenges.
Wise Guys Tip
4. Where?
Moving on:WHERE will your email offer lead your prospect?
Even when your email convinces your prospect to act, your job isn’t done yet…...where does your reader land after the click?
On your website?
Or on a dedicated landing page?
If your message entices your prospect to click-through…
...your landing page seals the deal.
...and helps identify which prospects are most receptive to what you offer.
Wherever your prospects land, use the content and layout to reinforce your email offer and make it easy
for them to take the final step.
Wise Guys Tip
5. Why?
Last question:WHY are you considering email marketing?
Because you’re stuck?
Because your other strategies aren’t working?
Because you need more leads and you don’t know where to find them?
FACT: Email marketing isn’t a biz-dev magic wand.
● WHO you want to read your message● WHAT action you want them to take● HOW to craft the right offer for the right
audience● WHERE your prospect will land after they act
on your offer
In order for email marketing to be worthwhile, you need to know:
When you have good answers to all or most of those questions…
...you can use email marketing to connect with more good prospects, and give your biz-dev a real boost.
Email Marketing that Generates Leads: 5 Key Questions to Answer Before You
Write Your Message
© Business Wise Inc. 2014
Flickr Creative Commons images courtesy of:zizzybaloobah, echerries, Todd Klassy, A Lads Club Escapette, Kathryn Rotondo, Tuija
Aalto, Todd Martin, Alan Turkus, Jenn Durfey, Adrian Sevitz, Jon Candy, N i c o l a, Brandon Dalton, Peter Reed, JD Hancock
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