Developing a good list is a bit more than just collecting names. When it comes to increasing list engagement it’s important to create a plan based on the products and services you plan to promote. A good engagement strategy starts with your product funnel which in turn helps you create your content and your various marketing calendars.
Fact, all email marketing should be focused towards promoting your products or services and that requires planning. Let’s start by going over a few of the things you’ll need to add to your plan so that you can increase engagement for your email campaigns. You will have to create “A product funnel”.
You probably already have various products and services, but you may not have designed a product funnel yet that helps you understand how everything is interconnected and works together. Understanding this can help you keep your different lists and promotions in order.
You will need a page for each product. Each page should tell your audience the benefits of purchasing the product. Remember benefits over features. The focus of your sales page should be on the audience, not on you. When writing your content, pretend you’re the client and answer all the questions and concerns they might have on the page.
Develop a list for each product. Use your autoresponder, to create the lists for each product or service that you will promote. At the minimum, you will want a general email list for people who visit the front page of your blog and then two lists for each product you sell. Create one list for people who purchased the product and one list for people who just want more info about the product. Name them appropriately so that you know where to put the messages based from where the audience joins your list.
Develop Calendars! It is very important to do so.
You will need a product calendar. Knowing when each product is being launched for new upcoming products and or services will help you identify which lists you can include the announcements and information on. Plus, it will remind you to create new sales pages, lists, blog posts and email marketing messages for each new product.
A blog calendar. Based on the product launch calendar, write blog posts and set deadlines for them to be scheduled. Ensure that some blog posts promote the various sales pages, and other blog posts are designed for those who purchased already. For each message, consider who will see it and where they come from.
A social media calendar. Develop social media messages in a series based on your blog posts that will attract your readers to click through to your sales pages and purchase or sign up for your email lists.
An email marketing calendar. Based on how everything works together above, create a series of emails that you can edit appropriately for each separate list that you may want to promote the new product to. Load them into the right autoresponders, ensuring they link to the right sales pages depending on the audience they are sent out to.
One of the most important parts of this formula is the “Follow Up”. You have to contact a potential buyer at least 5 to 6 times before they are ready to buy. That’s where the follow up comes in. You will also need to stay in touch with your clients that have made a purchase. You don’t just walk away with a sale and write them off….no, there are many more sales down the line. It is easier to sell to someone that you have sold to in the past than it is to sell to a new customer. Write a series of follow-up messages for each product that you sell. Once sold, you will want to keep in contact with the customer who bought it so that you can market future products and services to them.
By creating a plan of action to follow, you can make sure every single time you launch a new product that you can cross-promote other products and services without bombarding your list with messages they don’t need, therefore increasing your conversion rates exponentially. If all the content you create fits together like a puzzle designed to promote your products and services in a seamless way, it’ll be that much easier each time get ready to launch a new product.