When thinking about your email subscribers, there’s two list of people you need to keep in mind:
- Existing Subscribers
- New Subscribers
It can be challenging to cater to both audiences. Marketers are typically focus on just one or the other. Here’s a challenging way to think about them differently…
As you roll into the next month, create an email marketing campaign strategy that caters to both groups.
There’s a really simple way to do that without having to start from scratch or need to invest too much time or energy into this process. Ask yourself the following questions…
Why did they come?
This is an important first question to ask. You’re not asking why they joined your email list; you’re asking why they showed up in the first place. What were your new followers hoping to get? I can almost guarantee you it was a value based appeal. You didn’t have brand recognition at this point, so it was likely some value they felt you either had or they could get from you by associating with you in the form of a subscription.
Start there. Revisit your value. Write this value out on a white board. Then look at every single email campaign you’ve created since and highlight the campaigns that tied directly back into the value. If you have the time, go a step further and see what the metrics were on that campaign versus others. If you have another 30-60 minutes, check to see which campaigns were the highest performing. It would be interesting to see if there’s any overlap here. If not, and if highest performing ones had nothing to do with the value you thought you offered, then you have a new value you’ve just discovered (which you can and should tap into).
By engaging in this process, you’ve done two things. The first is you’ve revisited your brand value and seen where your email marketing campaigns might have been missing the mark. Secondly, you’ve created a list of the most high value email campaigns.
Your next step is to create an email campaign that curates high value campaigns in a list and send that out as an original campaign. It’s a friendly and useful archived list of content that readers will appreciate, and it’s an immensely powerful tool to attract new subscribers as you push this campaign out on social media.
You don’t just stop there. Ask yourself the next important question?
How can I say it differently?
Marketing 101 knows that a message needs to be repeated a few times before a conversion is secured. Forget about that. You’re not focused on gimmicks. You’re focused on value. So, now that you’ve identified high value content – that you know matters to your audience – what are some other ways you can package that info?
The reason you’re going to think about different ways to say the same thing is because people benefit from being shown different types of information in new ways. It helps them process and internalize what you’re saying. And in this case, you already know they’re interested and paying attention, so you just have to come up with creative new ways to communicate to them.
The second reason is that you’re sort of reinventing the wheel in a creative new way. You don’t have to worry about coming up with new content; you just have to think of a way to repackage old content.
My personal favorites for approaching this task is by shifting content into visuals: illustrations, graphics, infographics, videos and photography. Move it into visual mode of communication and make sure you’re using a backlink strategy to thread these different pieces of communication together.
Visual content should be shared expressly through email campaigns, with beautiful bold calls to action to sign up. You’ll want more than just a link or a button on these campaigns. You’re going to need a visual that blends in with the template and is a clear call to action. The reason for this is because you’ll be sharing this high value content on social as a way to attract new subscribers. If you’ve done your job right, you know readers will be doing the same.
Are you ready for a smarter way to engage with your customers?
Benchmark helps you do email marketing the practical way. Create an ongoing relationship with your subscribers that leads to increased sales and happier customers.