Looking to implement an email marketing campaign for your business but don’t know where to start? Look no further. We’ve outlined 5 different strategies to get your email marketing campaigns off the ground and into the inboxes of your valuable prospects and leads.
Audience-Specific Campaign
An audience-specific campaign is used to introduce your company’s value proposition to specific audiences using highly targeted messaging. This audience can be comprised of contacts from a typical industry that you’ve done business in or new leads in an area that you’d like to expand your business toward. Email topics can cover any number of subjects that are relevant to the particular audience, such as current industry trends or innovations or a special offer only available through the email campaign.
Recommended frequency: Weekly for 6-8 weeks, followed by a 2-month break
Trigger: Action-based, sent immediately after contact is added to the list
Status-Triggered Campaign
For a status-triggered campaign, you will be focusing on engaging with prospects based on their existing level of engagement. This is a great option if you want to deliver targeted messages to your warmest leads in order to nudge them closer to the bottom of the funnel and finalize that sale. Effective email topics include special offers and previous client testimonials to validate your company’s value to their business.
Recommended frequency: Weekly for 4-5 weeks
Trigger: Action-based, sent when a contact opens/clicks at least 3 emails in a 2-month period
Existing Client Campaign
This email marketing campaign’s goal comes in two parts. First, to engage and upsell existing clients, and second, to build client retention. You’ll find that many of your existing clients may be willing to do business again, but require some reminding. A variety of email topics is useful for this type of campaign, including new product launches, operational upgrades, promotional offers/client exclusives, and requests for reviews.
Recommended frequency: 1-2 emails per month, ongoing
Trigger: Time-based
Win-Back Campaign
The objective of any good win-back campaign is to reengage former clients. You can mention a new product launch, an operational upgrade, or any exciting new promotional offers to try and get your foot back in the door with a customer that you’ve lost business with.
Recommended frequency: Weekly for 6-8 weeks, followed by a 2-month break
Trigger: Time-based, 6 months after the end of client relationship
One-Off Updates
A one-off update is a way to strengthen the relationship between your company and the recipient. These are best saved for particularly valuable information, such as breaking industry news, major company announcements/investments, and events such as trade shows. The audience can include existing clients or prospects, depending on the topic.
Recommended frequency: As needed
Trigger: One-off (N/A)
Anyone of these campaign types will help your business get the ball rolling and start generating some leads. Interested in discussing your email marketing strategy further? Contact TribalVision for a free consultation. We’re here to help.
