This blog is best read in order. If you find yourself a little lost, you may want to begin with the first post.
You’ve got more customers coming to your site and you’re capturing their emails with your compelling offer or “The Reward”. Now you have to use email automation to take your new contacts, walk them through your process, and convert them into paying customers.
Automation allows you to talk to your potential customer at the best possible time, when THEY are ready. You need to set up your automation to trigger when a potential customer takes an action on your website, your ad, or through your email. The first step of your automation process is your compelling offer. Your potential customers will see your offer and give you their information in exchange for an email containing access to that offer. After they receive your compelling offer or “Reward” is the perfect time to introduce yourself.
95% of those who opt into email messages from brands find these messages somewhat or very useful.
These kinds of email automation turn what could be cold repetitive emails into an active story that leads potential clients on a path to conversion as they go through the process.
The first step in this process is writing what I call, The Introduction. The Introduction is an email designed to create a connection with your potential customers by telling your story in a way that connects with them on a human level. There are a couple of ways to do this, but your Introduction should always start by literally introducing “the face” of the business. This should be a key person in your business like the CEO, Co-founder, or your head salesperson. It needs to be someone who your customers will trust to speak with authority on behalf of your business.
Below is a typical layout for The Introduction email:
Word of Mouth Marketing
- Introduce “The Face”
- State “the Why” of your business or give a brief history of your business
- Tell about what you do, and what your business does in broad terms
- State the problem that your business solves and relate to a personal experience of “The Face” of the business
- Tell the short version of how you solve problems in your business
- Make a promise
The goal of each one of these steps is to make your company more approachable and more human to your prospective customers and current customers. Remember, you are starting a conversation with valued customers and you want to create a sense of familiarity so you can continue that conversation in the future. The best way to accomplish this is to use a relaxed conversational tone in “The Introduction”. Once your customers and potential customers meet your business on the human level, establishing credibility and authority will become much easier.
In the next post I’m going to talk about the next step in building customer relationships, the Transparency statement email.