These days, competition for the attention of consumers is fiercer than ever. Thanks to the widespread availability and use of the Internet, it’s now possible to launch a new business in only a matter of weeks, days, and in some rare cases, even hours. But launching a business is the easy part. The real challenge is being able to build something sustainable that survives past its first year and well into the future. To do that, you have to implement strategies that help you connect with the right people—people you can market to and ultimately convert into customers.
If you’re looking to build relationships with more leads and boost customer acquisition at your startup, one great area to focus on is email marketing. It’s one of the most effective and direct forms of communication available to businesses today.
Not sure where to start? Here are 8 email campaigns you should develop:
1. The Welcome Email
First impressions are everything. These days, you have to spend as much time nurturing new relationships and building loyalty in the digital world as you do in the physical world. Consumers want to buy from companies that make them feel like they’re getting the same hands on, personal, “mom and pop shop” experience and attention online as they would if they were to actually walk into your business and meet you face to face. When you take the time to send every new customer a personalized welcome email, it not only gives you the opportunity to start nourishing a new relationship, it also gives you the chance to give new customers that personal, human touch they still look for when interacting with a business they haven’t bought from before.
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2. The Educational Drip Email Series
People want to work with companies that can help them solve their problems. One of the best ways you can differentiate from your competitors, grow your email list, and boost conversions is by showing people that you’re willing to go out of your way to help them. A great way to do this is by offering a free email course that potential customers can stumble upon and subscribe to when they are looking for answers to their questions. It’s also another great way to build loyalty and trust with people, because it gives you the opportunity to position yourself as someone who is genuinely interested in and committed to helping solve problems and provide solutions, and less as someone who is obsessed with trying to make a quick buck.
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3. The Trigger-Based Email
It’s tempting to feel like your job is done once you make the sale, but if you’re at all interested in customer retention and repeat business, your work is far from over. Thanks to the widespread adoption and use of email and smart devices, you have the opportunity to continue nurturing customer relationships long after the initial sale in ways that were never before possible. Most businesses today attempt to collect email addresses from prospects and customers as an additional way to connect with them after they’ve made a purchase or left a store or website, but if you haven’t ever done so for your business before, now is the time to start. One of the best new ways to nurture leads and build customer relationships today is by sending out trigger-based emails (also known as behavior-based emails).
4. The Inactive Email
How many times have you signed up for a new app or service and then forgot about it or lost interest? If you’re like us, it’s probably more times than you can count. It’s a common issue that nearly every SaaS or app company has to deal with: inactive users. One of the most direct ways you can communicate with any users who sign up for your app is by sending them emails. If you’re fed up with inactive users, try sending them enticing engagement- driven emails as a way to get them to start using your app or service again.
5. The Plain-Text Email From The CEO
When your startup was brand new, it probably made a lot of sense to communicate with prospects and clients directly—especially if you were your only employee at the time. But as your business continues to grow and you hire more people to help you with all the tasks you used to manage on your own, you should consider phasing yourself out of most of the direct communication that happens with clients so that your customers become accustomed to only hearing from you when you have something really important to tell them, when you need their help, or when you want to welcome them or show them your appreciation. There are, of course, exceptions that should be made from time to time—like when your biggest client is waiting on the other line—but if possible, try your hardest to only communicate with customers and prospects when you really want or need them to listen.
6. The Upgrade Offer Email
If you own and operate a SaaS business, one of the jobs you have to take on from time to time is figuring out how to motivate your users to upgrade. One great way to do so is by sending them an upgrade offer email. In order for your users to be willing to upgrade, they have to trust you, and they have to believe that your product is valuable enough to invest in. You can persuade them in your email by making sure you write compelling copy that converts, include some social proof to boost confidence, and of course, include links that send people directly to the actual upgrade screen in your app.
7. The 1-2-3 Onboarding Email
You only have one chance to make a solid first impression when it comes to onboarding emails. It’s your chance to start things off on the right foot by giving your users what they need in order to get the most out of your app or software. If you haven’t quite decided what you want the first email you send to a new user to say, we recommend using what our friend Jimmy Daly calls the 1-2-3 Method. Your onboarding emails should be relatively simple and to the point. The 1-2-3 Method can help you craft and email that stays true to those goals.
8. The Win-Back Email
If your business is like a lot of businesses out there, you probably have contact information stored somewhere for customers who—for whatever reason—chose to stop buying your products or doing business with you. Some companies never do anything with this list. But smart business owners realize the opportunity that still exists with this group of people. They know that in a lot of cases, it’s easier to sell to people who are already familiar with their business and products than it is to convert someone new. Enter the Win-Back Email. It’s your chance to reach back out to former customers and convince them that they still need you.