Two Must-Know Email Campaign Tools No One Talks About

It’s well known that email marketing is one of the best ways to add another stream of income to your business.

It’s efficient, it’s simple if you know what you’re doing, and in most cases it can make you a ton of money.

And honestly, I believe an email list is similar to a goldmine.

To get that gold out and take it home, you need a pickaxe to mine it down – in your case, your pickaxe will be email campaigns.

Email campaigns are a sequence of emails that you send to your audience in order to sell them something.

These emails are usually sent over a period, which can be short (3 days) or long (1+ week).

And, just as there are different qualities of pickaxe and techniques to mine out gold, the same concept works for email campaigns.

The only difference is that each list is unique: a technique that worked on one list can’t work on another.

“Okay I understand, but why should I ever use an email campaign?

As I said right at the beginning, email campaigns are the best way to squeeze money out of your current list.

You may have a list that is not very active, or maybe you have one that you email to every day – in both cases, you can sell them something relevant to their interests as they have engaged with you in some way or another.

An email campaign will be way more efficient if you have a hot list (a list who interacts with your emails a lot by clicking on your CTA’s and replying to them) – they trust you and your expertise.

If your list is cold (you rarely send emails and the audience engagement is low) you can still conduct an email campaign, but you need to be wary about the quantity of emails you send to your list.

Not only that, but when writing an email campaign you need to look out for many things such as your campaign aggressiveness, your audience’s interactions, how you are going to frame your offer, the length of the campaign, the narrative behind it…

Let’s just say that you need to watch out for a lot of things, and I can’t cover them all in a single post.

If that’s not enough, I’ve seen so much misinformation from supposed copywriters and entrepreneurs about email campaigns that it makes me wonder how they even got clients in the first place:

• You should use a precise email campaign formula to sell a bazillion of dollars!

• Always send x emails every day of the campaign to ensure the list will buy your product!

• Your list already trusts you, so you can sell shit and they would still buy it!

And much more stuff that, honestly, just cringes me from the inside out.

People are different, and so are lists.

You can’t copy-paste strategies from one list to another expecting it to work.

In this post, I will present you the two main things you must look out for when crafting a unique email campaign.

I will explain to you two important aspects of email campaigns that almost no one talks about:

• How to craft a good offer using a narrative behind your campaign

• How to define the amount of emails you should send during a campaign

Ready?

How to craft an irresistible offer for your audience

Yes, your list trusts you, but it’s not guaranteed that they’ll buy.

As I said before, they are people, and you still need to convince them that this offer is worth it.

You can do that using some well-known strategies, such as urgency or scarcity…

Or you can go way beyond with a narrative behind your campaign.

Put it more simply…

“Why are you selling this product at this price for this precise amount of time?”

This is very important to assert because your audience could just think “Yeah cool offer but right now I don’t feel like buying it. Maybe in the future he will do something similar”.

You have to specify why you are doing what you are doing and make it sound like a unique opportunity that won’t happen again.

For example, you can say that you are throwing off this discount as you just got married and want to share the joy with your list – that works too!

Whatever you have in mind, it has to be a one-time opportunity…

And you DO NOT have to make the same offer twice.

Else, you will lose all your credibility in an instant.

And when that happens, people will stop taking you seriously, hence buying from you.

Another thing you have to consider is the relationship with your list.

The higher the relationship, the more effective the narrative will be.

The worse the relationship, the more you will have to rely on the offer on its own and the quality of the copy.

You can still implement a narrative and get good results, no one says otherwise.

How to define the amount of emails you should send

Another challenge is to define how many emails you should send during the campaign.

Many business owners are scared to “burn out” their email list – whatever that means – so they prefer to play it safe and reduce the amount of emails sent.

But is it the right decision?

…

ABSOLUTELY NOT!

You should send as many emails as your list can tolerate, or else why would you call it a campaign?

You will experience a greater degree of unsubscribes, but honestly that’s just better.

The list will purify on its own from bad leads who weren’t going to buy anyways.

About the precise amount of emails to send…

Well, it depends on the amount of emails you used to send to your list before the campaign:

• If you used to send emails per month, then opt for 1 email per day and 2-3 emails on the final day

• If you used to send emails per week, then opt for 1-2 emails per day and 2-4 emails on the final day

• If you used to send emails daily, then go for 3 emails per day and 5-7 on the final day 

Remember that those are just rules of thumb, by no means you do have to stick 100% to what I say.

Rather, go out there and try things by yourself – you might do better than expected!

What I provided you in this post are just tools that can be used to implement your campaign performance.

Take it as if you just added two tools to your toolkit, and use them wherever and whenever you feel like they can help you.