4 Steps to Creating an Email Marketing Campaign
Step 1: How to come up with tip ideas
It's not hard, it doesn't take long and you can do it while you work. All you have to do is "think tip," which means:
1. Think of yourself as a conduit. Your job is to pass useful information along to those who can use it.
2. Pay close attention to questions, problems and ideas that come up when you're doing your work or interacting with customers and clients.
3. Distill the lesson (or lessons) into a tip that you can share with your network, via email or snail mail or even in simple conversation.
Step 2: How to Write a Great Tip
The next step is the actual writing of the tips. Here is the structure for a skimmable and satisfying tip:
1. State the problem or situation as an introduction. Distill it down into its essence. (That's the hard part.).
2. Give 3 solutions. Tips are action-oriented so make sure you give a couple actions to take.
3. Describe the result or benefit of using these tips to provide some incentive to take the action.
4. Include tools the reader can use without doing any work, phrases they can use verbatim, boilerplate clauses, etc.
5. List websites and other resources where readers can go for more info.
HINT: For the strongest impact, put your best tip first, in case people don't read the whole thing -- because sometimes even really short tips are too much.
Step 3: How to Introduce Your Tips
Begin to build your email list by inviting everyone you know to receive your tips. Here's how:
1. Send out a one-time e-mail message to everyone you know inviting them to receive your tips. Don't say "do you want to be on my list?" because no one wants to be on another list unless they're getting something good.
2. Show them what they'll get. Include an actual example of the type of tip they'll get if they sign up.
3. Choose between opt-in and opt-out. This is a very touchy subject. The "right" thing to do is send it only to those who say, "Yes, I want it." (That's opt-in.) But sometimes people want it and don't say so. If the people on this in-house list (and I emphasize in-house, otherwise it might be considered spam?!) know you and you know they'd benefit from the info, experiment with sending it to them even though they didn't ask for it. Just make sure it's useful. And immediately remove anyone who asks (That's opt-out).
4. Include a simple way for people to unsubscribe from your list. And don't take it personally, but do ask why they don't want it. You'll gather some excellent intelligence that way.
Step 4: 5 Easy List-Building Tips
1. Don't ever buy or rent an email list. I don't care how many names are on it or how cheap it is, your time is better spent slowly growing your list using your own efforts and targeting qualified leads, that is, people who are actually in a position to work with you.
2. Mention your email campaign everywhere you can. Let people know it's available. Remind them it's a great way to stay in touch in this age of message barrage. Then, in your signature file and in any byline or publicity you get, always include a one-liner about it, plus link to sign up for it.
3. Make it easy to sign up on your Web site. Above the fold (so they don't have to scroll), place a simple box or link to a form where visitors can subscribe to receive your messages. Include the sign up on other pages of your site as well, like your Resources page or even on your portfolio or client list pages -- anywhere someone might be thinking, "Hmm, I'd like to stay in touch with these people."
4. Encourage viral marketing. At the bottom of every message in your campaign, include an easy way for recipients to forward the message to others who may benefit. (Also include an easy way to be removed from the list.)
5. Send an invitation message. If you want to add someone to your list but feel uncomfortable sending your tips out of the blue, send them a simple, personalized invitation message telling them what they'll get. Then wait for their positive response.
