Email Campaigns Made Easy Nicci Troiani Getting started with email marketing campaigns can feel like a big task. Many people who get started with new email marketing software get stuck on creating all of content up front. When you realize how effective nurturing campaigns can be, many people want to set up a year long campaign with all of the content right away. This is great if the content is no problem for you, but for many, this task seems daunting and they give up before even starting. Here are the main 3 types of campaigns we see created and how to save yourself some time when creating them! Campaign type #1: Nurturing Campaign What it is: A nurturing campaign should be a series of emails that give your contacts educational information. This campaign should not sound self- promotion-y or sales-y at all. The purpose of this campaign is to introduce and educate your industry and products to your email list without being a pushy salesperson. By educating your contacts on the benefits of your product or services, you are helping them come to a decision. Make it easy: Use content you already have or use other people’s content. If you write a blog or have any good educational material, repurpose that for your emails in this campaign. If you find other articles by a third party (non competitor, of course) then link to that article. Always make sure to give credit to the author and keep your email short. Write 1 or 2 sentences about why you thought the contact would like the article and put the link in. Hack: Just stay 2-3 steps ahead. If you don’t have hours to spend creating this campaign upfront, then don’t. Create 3 or 4 steps to start and keep adding emails to the tail end of your campaign, but make sure you stay a few steps ahead. Campaign Type #2: Customer Check-in Campaign What it is: A campaign to stay in touch with your customers on an occasional basis to stay top of mind and receive feedback. Make it easy: You don’t need a lot of emails for this one. Staying in touch quarterly is probably more than enough. Intersperse a generic “checking in” email just to say hi, with emails asking for feedback. Hack: Reuse some of the same emails. I can probably just create 4 emails here, since they would be dispersed over a year. Most likely, a year later, the contact is not going to remember the 1st email. If you would like some difference, just create copies of the 4 emails and change some wording– now you have a 2 year campaign. Campaign Type #3: Sales Campaign What it is: A shorter term campaign. This is what brand-new leads receive. Usually this will be a introduction email and a follow up email (both with a clear call to action). Make it easy: If the contact is not ready to buy now, they should be on a nurturing campaign. Just create 2 simple emails to introduce your business and follow up on the first email. Include a clear call to action link. If the contact does not click, make sure they are started on a nurturing campaign. Hack: Create your first sales campaign and then copy it and change the subject lines on both emails. Start half of your new contacts on one and half on the other. Now you can compare opens and clicks between all 4 emails. Always testing things, like subject lines helps you to learn what your audience is more receptive to.