Campaign Goals

Email marketing plays an important role in generating new leads for your business and should be used in conjunction with a landing page for maximum benefit.

The time it takes your prospects to move from one stage in their customer journey to the next can vary. In many instances, prospects will not simply move to the next stage every time they engage with your brand, whether by social media posts, blogs, advertisements, video, or anything else.

The right time for each prospect to become a buyer will differ.  In the instances where the prospect is not yet ready to move on, it is important to have regular contact with them to build relationship.  Email marketing is a great way to build a relationship with prospects because over time they will begin to trust your brand as you send them relevant and engaging content.

Each campaign should have a specific goal that matches the stage a prospect is at within their customer journey.  See the table below for a list of different campaign goals that work well with email.

CAMPAIGN GOALS

DESCRIPTION

Build brand awareness

This type of campaign would target prospects at the first stage of their customer journey, Awareness.

You have made assumptions about their buyer pains (problems) and your goal here is to test the market to see what their response is. 

At this point, you may have acquired a contact database from a third party and the subscribers do not yet know who you are or about your product or service.

Prospects that engage with the email content can then be moved into a new list where you can begin a new lead generation campaign as you begin to move them along the customer journey by engaging them with relevant and informative content related to their pain or problem.

This type of campaign will likely have the lowest engagement rates.

Generate new leads

You should filter out subscribers (contacts) who regularly engage with your brand awareness campaigns and begin to focus on generating new leads from this segment.

By this stage, your assumption of their buyer pain will have been proven correct by their interaction and you can begin to help them solve their problem by providing helpful and insightful content. 

During this stage you want prospects to begin to recognise your brand within the market.

Nurture leads

As described above, it is important to nurture leads and warm prospects up before you attempt to make a sale.

Nurturing lead campaigns are applicable for most stages of the customer journey as they are used to help build trust and relationship.

In this type of campaign, content should be brief and helpful.  You do not want to bore the prospect or waste their time with something they do not want (as they may not realise they need your service yet, or fully understand the benefits to them). 

Nurturing lead campaigns can also be a good time to provide sign-up opportunities.  This may include; extra content, eBooks, free trials, webinars, etc.

The psychology says that a prospect is more likely to become a buyer if they have already had a previous transaction with you - even if it was just an emotional transaction (e.g eBook in exchange for contact details) with no actual cost involved. 

Direct sales

Once prospects have moved beyond the engagement stage of the customer journey you can target them using a special offer with a strong call-to-action with the sole purpose of closing the deal.  

You may wish to use special monthly or quarterly offers to add a sense of urgency to the sale.

Build upon existing relationships

It is understood that 80% of your business will come from 20% of your customers.  This is a key reason to keep building upon existing relationships and re-target current customers.

Current customers should be re-targeted with personalised thank you messages and special offers designed to up-sell and cross-sell your other products and services.

Transactional Emails

Transactional emails are the emails that you send and reply to daily.  These are the emails that you send from your standard email client in Windows / iOS or Mobile such as Outlook or Gmail.

You should use your email signature to subtly give contacts valuable information that relates to your product or service such as links to discounted offers, eBooks, free reports, which address the customers perceived buyer pains.  You should do this using one sentence that summarizes your core message and links to the relevant content.


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