This post is part of the 📖 Building A Storybrand series.
Today, I am reading the chapter THE STORYBRAND MARKETING ROADMAP from the book Building a StoryBrand written by Author, Donald Miller.
Yesterday, I read CREATE A LEAD-GENERATOR AND COLLECT EMAIL ADDRESSES section from People Want Your Brand to Participate in thier Transformation chapter.
To jog your memory, in this chapter, we are reading StoryBrand Marketing Roadmap and looking at the top five things we can do to grow our business.
- Create a One-liner.
- Create a Lead Generator and Collect Email Addresses.
- Create an Automated Email Drip Campaign.
- Collect and Tell Stories of Transformation.
- Create a System That Generates Referrals.
In the last few days, we have seen, Create a One-liner and Create a Lead Generator and Collect Email Addresses.
Today I am reading the third one from the list.
ROADMAP TASK THREE: CREATE AN AUTOMATED EMAIL DRIP CAMPAIGN
Content is important, but the point is, there is great power in simply reminding our customers we exist.
Send Potential Customers Regular, Valuable Emails
An automated email campaign is a terrific way to remind customers that you exist.
An automated email campaign is a prewritten sequence of email messages that trigger once a person is added to your list.
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Does Anybody Read Those Things
Don’t worry if the open rates on these emails are low. A 20 per cent open rate is industry standard, so anything above that is performing well.
And remember, even if a person sees and deletes an email, the goal has been accomplished: you are “branding” yourself into their universe.
A typical nurturing campaign may have an email going out once each week, and the order might look like this:
E-mail #1: Nurturing e-mail E-mail #2: Nurturing e-mail E-mail #3: Nurturing e-mail Email #4: Sales email with a call to action
This pattern can be repeated month after month.
There’s a difference between a nurturing email and an email with an offer and call to action.
The Nurturing Email
- Talk about a problem.
- Explain a plan to solve the problem.
- Describe how life can look for the reader once the problem is solved.
The Offer and Call to Action E-mail
About every third or fourth email in a nurturing campaign should offer a product or service to the customer. The key here is to be direct. You don’t want to be passive because being passive communicates weakness.
In this email, you are clearly making an offer.
The formula might look like this: 1. Talk about a problem. 2. Describe a product you offer that solves this problem. 3. Describe what life can look like for the reader once the problem is solved. 4. Call the customer to a direct action leading to a sale.
That’s it for today. Tomorrow, we will read the fourth task “Collect and Tell Stories of Transformation” from the StoryBrand Marketing Roadmap chapter.
- Getting an email campaign up and running can be intimidating, but it doesn’t have to be. Make sure to start small.
I can confidently recommend this book as I am into chapter 5, and I would go as far as to say this is the best book I have read till date in this genre. Pick the book using the link below or just go to Amazon and search. It doesn’t matter. Catch you later, alligator.
Author(s): Donald Miller
Part 32 of 34 in the 📖 Building A Storybrand book series.