You’ve got mail: Email marketing done right

In this edition I’m going to be hands-on and practical. No fluffy strategizing about why authenticity, credibility, and engagement (ACE) should be the foundations of your marketing activities.

The topic for this week is one of the most obvious, but grossly misused, marketing tools.

Yes, I’m talking about the much-maligned email.

Ask ten random professionals, and chances are at least eight of them hate emails. And I get that. The average professional gets well over 100 every day.

And many of the emails, if not most, are seriously annoying. ?

• Pushy sales emails: You know, from someone you don’t know, for a product you’ve never heard of.
• Never-ending email chains: Could have been sorted with a 5-minute call, but nope, let’s email about it forever. And better cc: all the bosses, too, just in case.
• Poor personalisation and attention to detail: I very rarely reply to emails to Mr Niclas of outsized.?

How NOT to use emails for marketing

Email marketing gets a bad rap, and understandably so.

First of all, email is not your only marketing and lead gen tool at your disposal. It’s one of many, and it has pros and cons like all other options.

For cold outreaches, LinkedIn messages are much better in my experience.

When launching Outsized , we picked India and Ghana as our two pilot markets (long story….). Once we had run out of referrals, we sent carefully drafted LinkedIn connection requests to CxOs in our target sectors. About one in three agreed to an in-person meeting, and we got many of our first clients this way.

Fast forward a few years. At any given time I now have one or two personalised LinkedIn connection campaigns on the go, with typically 40-50% acceptance rate (let me know if you want to know more about how I craft these).

Other strategies to consider for initial outreaches, include:

1. Other social media, eg Instagram, Twitter or Facebook
2. Paid ads
3. Content marketing
4. Conferences, other networking events
5. Influencer marketing
6. Referral programmes
7. Onsite chatbots

Irrespective of what you try, remember that the initial connection is just the beginning. It's after that the hard work starts in terms of building awareness and and credibility.

So, going back to emails - what are some common mistakes I've seen people make?

Too salesy, too soon.

Dear sender, I’m actually not going to buy something I’ve never heard of before, even if I do get 20% off if I buy it within 11h 59m.

You need to make me aware of you and build credibility before you can move to sales. If you are an independent consultant or a founder of a startup, chances are no one has heard of you or your brand. Use other means than cold, salesy, emails to build awareness with your prospects.

Yes it takes time, but you have no choice. Embrace it, and the results will come.

Fake, formulaic personalisation.

Have you ever received something like “Hey Niclas, I noticed that you are a XXX?based in YYY so I thought you’d be interested in ZZZ”??Did you reply? Thought so. Authenticity matters.

Excessive frequency and follow-ups.

Overdo it, and I WILL block you. Others will too, and your emails will end up in the junk folder. Respect your prospects’ inboxes. It’s a long road back once Gmail and Outlook have decided you’re a spammy sender.

Here’s the flipside though.

Emails do work - IF done right

Just like a classic RomCom, emails might seem clichéd to some, but it has a way of winning hearts when done with sincerity and style. It's not going away anytime soon, and why should it?

Used properly, emails are a versatile tool for maintaining awareness, engagement, and even lead generation. They're the unexpected plot twist in your marketing strategy - sometimes overlooked, often underestimated, but capable of delivering a happy ending.

Just don't expect any slow-motion running through an airport.

How to use email in your sales and marketing funnel

At Outsized , an on-demand talent platform, we will send close to 1m emails in 2023, and so far this year we have an average open rate of nearly 40%. We can still improve, but I think we’re doing something right if we compare this to benchmarks for our sector (21%).

So, what's our secret sauce? Here's what I believe sets us apart:

• Authenticity over salesmanship: We're not here to push products; we're here to connect. Our emails are genuine, helpful, and real. No salesy jargon, just authentic communication.
• Segmentation is key: We don't believe in one-size-fits-all. Our emails are tailored to our audience, whether they're talents or clients. It's all about sending the right message to the right person.
• Less is often more: Bombarding audiences with emails? Not on my watch. Independent talent on our platform receive one or two emails per week, while clients and prospects get a touch base every two to four weeks. It's about quality over quantity.
• Adaptation: Every business is unique. If you're an e-commerce entrepreneur, you might need to send more frequent campaigns, but with careful segmentation. If you're an agile coach, maybe less is better to be able to add true value to your audience.

The key? Experiment, track your metrics, and find out what works for you.

Take us for example. We've learned that the talent side of our platform prefers more emails than our clients do, and that sending shorter emails, particularly to clients, is very important.

The role of emails in the sales & marketing funnel: A guiding framework, not a rulebook

Below, and in the illustration above, I've summarized some ideas on how to use emails across the sales and marketing funnel.

But here's a heads-up: I've structured this in the traditional, linear funnel, where prospects journey from Awareness to Conversion and Loyalty.

In reality, though, it's rarely so neat and tidy.

Customer journeys are complex, less linear, and influenced by an ever-growing number of channels. It's like a dance rather than a march. Or put differently - more improv jazz than a three minute Stock Aitken Waterman magic formula pop song.

However, the funnel still serves as a useful guide to maintain sanity and avoid analysis paralysis. It's a framework, not a strict rulebook. So when you set up your email marketing activities, keep the real-world complexity in mind.

Adapt, iterate, and keep it real.

Awareness phase: Raising general awareness and capturing emails

At the top of the funnel, the game is all about raising awareness. Think of it as a broad net where you're reaching out to the most people at this stage.

Now, picture a visitor landing on your website for the first time and filling out an opt-in form. This isn't the moment to hit them with a sales pitch. That would be jumping the gun.

Instead, consider this the beginning of a relationship. Offer valuable insights, tips, or even freebies that align with your field. Show them that you're not just another marketer but someone genuinely interested in their needs.

It's about laying the foundation for trust with your new subscriber. Treat them with respect, engage them with relevant content, and let the connection grow organically.

To dos:

• Capture emails: Use forms on site/landing pages to offer whitepapers, newsletter, or blog subscriptions.
• Educate and inform: Share valuable insights, tips, or freebies that relate to your field.
• Build trust: Your new subscriber needs to know you're not just another spammy marketer. Show them you care.
• Add emails to CRM: Launch an onboarding series and move to a regular newsletter after completing the series.

Consideration phase: Nurturing leads and building interest

As you move down the funnel, things start to get a bit more selective. You'll lose some subscribers to your emails who aren't vibing with your topic, and that's perfectly okay.

In fact, it's more than okay; it's actually good. Put differently, what's the point of having 100s or even 1000s of contacts who never engage with you?

But it’s hard. I used to take every unsubcribe as a personal insult, just about resisting the urge to email them and ask what their problem was… (To be totally honest, I might actually have sent one or two emails in the early days, but in a nice way of course. ??)

The ones who stick around? They're the ones showing real interest in what you've got to offer.

These readers are on a mission. They've got problems to solve. And since they're sticking around, you know they see something in what you do (either that, or all your emails go to spam and they never see them...).

They might not need your services now, but they might in the future. And your job is to make sure you’re at the top of their list when they do.

Now's the time to step up your game. Start teaching them about your area of expertise. Help them see you as the go-to authority on the subject. If they recognise you as an expert now, guess who they'll turn to when they need a solution later? That's right, you.

During this stage, plan to send regular, engaging emails to nurture these subscribers. Let's face it, most people aren't going to buy at first glance. They need to get to know you, understand what you're about, and then the trust will follow.

So keep it consistent, keep it relevant, and let the relationship grow. You're not just building a subscriber list; you're building a community of potential clients who value what you bring to the table.

To dos:

• Demonstrate value: Share high-value content addressing client pain-points through emails.
• Teach them about your topic: Share educational emails, free courses, or invites to webinars.
• Personalised follow-ups: After events/consultations, promote webinars and send personalised follow-ups.
• Segment and target: Understand their interests and needs. Send targeted content that resonates.
• Find the right frequency: Each audience has their own preferences of how often they want to receive emails. There are no hard and fast rules, you need to find out by trial and error by tracking open and unsubscribe rates.

Conversion phase: Helping prospects make the decision

The funnel has narrowed, and you can focus on the ones who have stuck around. These are the folks who are seriously considering if you're the answer to their problem. They're weighing their options, and they're looking at you, wondering if you're the one to help them reach their goal.

This is your moment to shine. It's time to go big on pitching your services. Don't hold back. Let them know exactly what you do, how you can solve their problem, and why you're the right person for the job.

It's not just about selling; it's about connecting the dots for them. Show them how your expertise aligns with their needs. Make them see why choosing you is not just a good decision but the best one.

This stage is all about confidence, clarity, and connection. You've got what they need, and now's the time to make sure they know it. It's your stage; own it!

To dos:

• Support sales: Use personalised emails or drip campaigns with clear CTAs, special offers, etc.
• Send testimonials and case studies: Show them real-life examples of how you've helped others. Ask your clients for permission so you can disclose real names of brands and people you've helped to make it tangible and credible.
• Pitch your services/products: Let them know what you do, how it can solve their problem, and why you're the right person for the job.

Loyalty phase: Turning clients into repeat customers and advocates

The people who have stayed with you this far are more than just customers; they're interested in your offering and they may even be your advocates, your fans, your community.

They've seen what you offer, they've bought into your vision, and now they're staying around for more.

So, this is where the real nurturing begins. It's about showing appreciation, keeping the lines of communication open, and making them feel special.

Whether it's exclusive offers, personalized content, referral requests, or simple thank-you notes, the Loyalty phase is all about going the extra mile. It's about turning one-time buyers into repeat customers and casual browsers into brand ambassadors.

Remember, loyalty isn't given; it's earned.

To dos:

• Engage and stay top of mind: Keep them engaged with an ongoing newsletter.
• Thank you and follow up emails: Show appreciation for their business.
• Provide exclusive offers or content: Make them feel special with exclusive discounts or early access.
• Ad-hoc engagement: Send post-project surveys for feedback, post-project review/testimonial/referral, promote events and new insights, and celebrate milestones.

Conclusion: Email marketing with authenticity, credibility, and engagement

In the vast sea of digital communication, authenticity and credibility stands out. That holds true when using emails, too.

Your readers can sense when you're genuine and when you're just going through the motions. So, always be authentic in your approach. Remember, email marketing is not just about sending emails; it's about building real, lasting relationships.

Building trust takes time: Trust and credibility is the foundation of a successful email marketing strategy, and it takes time to build. By consistently delivering valuable content and honoring your promises, you establish credibility. This trustworthiness ensures that your emails are not just opened, but anticipated.

Engage, don't just inform: Engagement goes beyond just reading an email. It's about creating a two-way conversation. Encourage feedback, ask questions, and create content that resonates. Send all emails from a personal email address (you can even if you use MailChimp or other apps) so they reply directly to you, not to an info email address.

When readers feel engaged, they're more likely to become loyal clients.

The bigger picture: So, whether you're a freelance ghostwriter or a startup founder, remember the ACE of email marketing: Authenticity, Credibility, and Engagement. These are the pillars that will guide your strategy, grow your audience, and turn casual browsers into loyal clients.

Email marketing can be a bit like navigating a maze while blindfolded; it's filled with unexpected twists and turns, and you might bump into a few walls along the way.

But with authenticity as your guide, a commitment to credibility as your map, and a focus on engagement as your trusty flashlight, you're not entirely in the dark. Embrace the journey, have patience, and watch your business grow.

Just remember, unlike most RomComs, there's no guarantee of a meet-cute at the end, but at least your email click-through rates might find their happily ever after.