In Every sales effort, Email Marketing campaign is a long term plan which helps a brand or business nurture the leads they have acquired over time.
While advertising goes a long way in attracting traffic, it is in the email copies that you get to ascertain what kind of leads are in your sales funnel, hence the need to put out great content for their consumption.
Understand your Audience
In every email marketing campaign, understanding and connecting with your audience is a vital.
Keep in mind that your email copies should be tailored to their needs and pain points with a strong structure on how to provide the solution they seek.
In order to understand your audience, it is important you know where they stand. They are in three categories but generally known as Leads
Leads in Email Marketing Campaign
These are people who retain some level of interest in your brand or business and can be categorised into;
- Cold Leads
- Warm Leads
- Hot Leads
The category where a lead is placed can be put down to their level of interest in your brand, as well as their ability to make purchase at some point, which is why it is important to consider everyone before running and Email Marketing Campaign.
For Cold Leads
The goal is to educate them, seeing as a number might have little or no information about the product or service they offer, or are sceptical as to why they should buy from you.
On the average, this is mostly because your brand is unknown and might not appear credible to them and the plan should be to educate them first as it would play an important role in conversion
In the email marketing campaign targeted at cold leads, what they should see are;
- Blog Posts
- Guides or Tutorials
- Introductory white paper, just to list a few
Warm Leads
According to success agency, A warm lead is ‘someone who has shown interest in a product or service either by following your company on social media, signing up to your email newsletter, as a referral from a friend or previous client or some other expressed interest. These types of leads are simply prospects who have shown interest in learning more about a product or service, are much more valuable than cold leads, but really only consist of someone whose contact information has now been captured’.
People at this stage of your sales funnel are meant to be shown;
- Testimonials or Success stories
- Free Samples
- Catalogue
- Case Studies
- FAQs
This is to enable them make informed decisions based on evidence from past dealings.
Simply put, these people need little incentives here and there, coupled with structured evidence to show your brand or business has achieved some level of success in the past.
Once it can be established that your product or service has worked for others in the past, it becomes easier to believe it would work for them as well.
Hot Leads in Email Marketing Campaign
As the name implies, people in this category are aware of the need to purchase the product or service you offer and need little or no persuasion to patronise your business.
They have no interest in long stories and mostly need a little nudge to from leads to sales conversion with a snap of the finger.
Having knowledge of your leads goes a long way in determining how to structure your email marketing campaign to ensure it suits your audience.