Guest post by Daniel Bishop
Just like everything else in marketing, your sales emails need to take on a fresh perspective every once in a while. It’s a constant process, and once you’ve established an effective email marketing strategy, you can use that as a strong foundation and add more to it with time.
In short, you do need a well of inspiration to keep your emails (and your campaign) from getting stale. And once you’ve tapped into a template that’s not only proven to work, but can also be adjusted and adapted to the different stages of the sales funnel, you know you’ve hit the nail on the head.
Have a look at these five email templates and learn how they can serve as valuable additions to your conversion funnel.
1. Shareable Content
The concept is simple: you share content with your subscribers the same way you’d share content with a friend whose interests are similar to yours. This is called “proven content,” and it’s about building a relationship with your audience. But that’s not all—it’s one of the most effective and creative ways to use email marketing to stay fresh in your audience’s mind.
You need to find content that resonates with your audience, whether it’s a YouTube video, a viral post pertaining to your common interests, or a captivating Pinterest board.
For example, if you sell gardening tools, you know your audience consists of people who love to garden. So look for remarkable, widely shared content that relates to gardening. The best way to do this is to search for relevant phrases on websites such as YouTube, Imgur, 9gag, and Reddit.
Write a short intro in your email—something along the lines of “Thought you might appreciate this”—and keep it casual. Tread carefully, however, so you don’t slip into spam territory.
2. Case Studies
Through the stages of your conversion funnel, you want to assure your potential customers that they’re making an informed decision. This is what case studies help do best. They combine storytelling with useful information, and that’s probably the main reason people love them.
Use case studies in your emails to address certain issues—or rather, objections—regarding your product or service. The purpose of the case-study email is to instill confidence in people that your product or service will work for them. The case study email should reassure subscribers that they can get past certain obstacles (e.g. a lack of time), just like the people you described in your email did.
3. Directing To Your Blog
There’s more than one reason to direct your subscribers to specific content on your blog.
For one, it’s a great way to engage and build trust with people, especially newer subscribers who have yet to see the best of what your archives have to offer.
Secondly, you’ll find that the top digital agencies often recommend this as a method of integrating marketing efforts because it’s a smart way to boost traffic and increase brand awareness. But you want to make sure to direct your subscribers to useful evergreen content that’s relevant to their stage of your sales funnel. And of course, you won’t send the same link to everyone.
Keep these emails short and sweet. You don’t need much more than a brief introduction, telling subscribers what you’re sending and why you think it’s useful, followed by a link. Add bullet points to give subscribers an idea of what’s covered in the post and to grab their attention; this will help boost your click-through rate.
4. A Helpful Tip
One single actionable tip is all it takes.
You grab subscribers’ attention and provide them with something they can implement as soon as possible. By writing no more than one tip, you won’t overwhelm people with options. So the content you send will be more resonant, and subscribers will be more likely to take your advice. And since you’re providing subscribers with something useful and actionable, they’ll also be more open to your messages in the future.
Write a paragraph or two about why the tip works and what subscribers can do today to implement it. This type of email is essentially a call-to-action. So it’s a highly efficient addition to your conversion funnel. Just keep it concise. And if you’d like to add more tips, send each one out in a separate email.
Here’s one of the best ways to boost your conversions. With a Q&A email, you stay one step ahead of your subscribers, removing any doubt and answering questions before they can even think to ask them. Survey your customers to get an idea of possible issues—things that make people hesitant to buy. Formulate these issues as questions and provide solutions as answers. Also, search through your support emails and archive all the questions people ask about your offers so you can use them for email content later on.
There’s no doubt that these five types of emails can work for you. They’re highly adjustable, and the most important thing is you can adapt them to different segments of your email list. That way, you target the right audience at the right time. With the perfect timing and fresh email content, you’ve got what you need to boost your conversions.
About the author: Daniel Bishop is a full-time editorial consultant for marketing companies. He started out as a freelance writer for a couple of blogs, and in a few years’ time, he began leading his own team of writers. After becoming an editorial consultant, he still likes to go back to his roots and write articles from time to time.