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Email Marketing: The StoryBrand Way

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Email marketing campaigns can be a great way to connect with your audience.

Email marketing campaigns will allow you to keep in contact with your customers without having to rely entirely on social media to maintain your online presence.

This approach enables your brand to provide coupon discounts, news about the latest products and sales, invitations for events or product launches, updates regarding changes or new features on your website, suggestions or questions about site usability, etc.

With the series of automated messaging capabilities, unique customer engagement opportunities, and the enrollment that comes with having a solid list of leads,  having an email marketing strategy is surely something that every business owner should consider using to help grow their brand and develop customer loyalty.

Donald Miller's book, Building a StoryBrand, talks about how you can simplify your message, and create an email flow that will engage with your customers on so many levels.

StoryBrand's email marketing approach encourages brands to start small. If you're running a mom-and-pop shop or you're a local business, you don't have to gain a thousand leads before you start investing in email marketing.

When it comes to creating newsletters, having 250 subscribers is a good start.

When you show up with a clear message, it'll be easier to forward your newsletter around and spread the word about your brand.

It's important to remember that a successful email marketing campaign requires trust in order to be successful.

Your business should be transparent about who you are, what you do, and why you're doing it. Also keep in mind that people want to connect meaningfully with your brand, not just buy stuff from you or sign up for another newsletter without having a personal relationship built first. To truly grow your revenue, make sure your following knows why you are doing what you are doing.

Here at StoryBrand, email marketing allows us to have constant contact and create a deeper connection with our following. You don't have to just send out an email asking for business without being transparent about your story, who you are, and what makes you unique. By doing this, it shows your customers that you're willing to go the extra mile for them.

Why Should You Do an Email Marketing Campaign?

Email marketing can be measured. It gives the chance to see what works and to capitalize on it when you see your customers engaging in a particular type of messaging.

Email marketing strategies should always be measured against these three criteria: whether or not it is useful for the email marketing service subscriber, whether or not subscribers are eager to get email updates from you, and finally how profitable email marketing efforts are.

But why do email marketing? What value does email marketing provide your business that can't be attained through other marketing tools? The answer lies in StoryBrand's 7 Cs of Highly Effective Messages. Contrary to what most might say, email marketing is very much alive and it's still very profitable. Your leads can tell you some information about themselves and those are always valuable.

By using their list of characteristics, marketers can create messages that are clear, consistent, compelling, correct, connected, concise and connecting with audience members on common ground by creating a world where they fit in perfectly.

Add these attributes to an excellent lead generator and you can see subscribers signing up to receive updates from you through email service providers:

  1. Clear: The email marketer has a clear understanding of their audience.
  2. Consistent: An email marketing message is consistent with the original story your website tells and with your story across different marketing channels.
  3. Compelling: The email newsletter contains information that captures your subscribers' attention and draws them into the story.
  4. Correct: Your emails stay true to the information you provided on your website.
  5. Connected: The email provides value for readers through interactivity, community, or otherwise the connection to your brand or other email subscribers.
  6. Concise: Lengthy messages lose the reader's interest and distract from the main point. Make sure email marketing messages are concise and entertaining.
  7. Connecting: email newsletter subscribers want to hear what you have to say - make sure your email updates are worth reading!

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Create an Irresistible Lead Generator

Not all lead generators are created equal. Some go straight to the spam folder in the reader's mind while others are just so enticing that you are tempted to click on it to become one of the email subscribers to their marketing emails.  But how exactly do you create lead generators that are irresistible to possible new subscribers? 

Lead Generators for Different Business Types

Downloadable Guides

Downloadable guides are a great way to generate leads. This can be used by businesses in the Food and Beverage sector to offer free recipes or by small businesses like DIY shops to offer plans for a weekend project. Start by creating a three-page PDF and add as much value to it as you can. If your customer appreciates the value, you'll gain one more subscriber!

Online Course or Webinar

Do you have a skill that people need but don't know how to find? Create an online course and teach them everything from start to finish. You'll be able to create reciprocity by giving away your free training for e-mail addresses, which means the customer trusts you more than anyone else in this world!

Software Demos or a Free Trial

Demos and Free Trials are some of the most common lead generators out there. This style of digital marketing is so effective because it provides enormous value to customers who are willing to try the software in exchange for their email information. Be as generous as you can - that's an important tip.

Free Samples

Free samples are not only great lead generators but are also a good gateway to sales. After trying a sample of your product, people might get interested about your brand and this might encourage them to buy from your brand.

Live Events

Hosting Free Live Events offers so much value for customers that it's almost impossible to refuse. Invitations to physical events can also help create a community of "people like us" centered around your brand. And when you consistently and generously nurture a community, it grows, which is only good for business.

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Setup an Email Automation System

What's an Automated Email?

Automated emails are a series of messages that are sent out to people based on their actions. For example, if someone signs up for your email list, you can send them an automated email welcoming them and telling them what to expect from your blog post or business. 

You can also use automated email marketing software to promote products or services or to give a call to action to new subscribers or existing customers. Automated emails can be a great way to improve customer engagement, and they're easy to create using software like Mailchimp.

Effective Email Marketing Campaign Formula

Nurturing Campaign

Are you looking for ways to nurture your leads and encourage customers to return to your website? If so, you may want to consider implementing a nurturing email campaign. A nurturing email campaign can help you stay in touch with leads and customers, keep them up-to-date on your latest products and services, and encourage them to return to your website.

Making a nurturing email is simple. So simple that it can be broken down into three steps.

  1. Talk about a problem. (This could be done in the subject line of the email)
  2. Explain a plan to solve the problem.
  3. Describe how life can look for the reader once the problem is solved.

Call to Action Email

A call to action email is an email sent to customers or clients with the goal of persuading them to take a specific action, such as making a purchase or signing up for a service. These emails can be very effective in driving conversions, but it's important to make sure they are well-written and tailored to your audience. 

Since some social media platforms have a limit in the number of characters you can use per post, marketing through an email service provider could be a better avenue for your brand message.

Similar to a Nurturing email, the call to action email can also be reduced to just a few steps.

  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.

Maximize Your Email Marketing Platform By Joining The Next StoryBrand Workshop

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Click here for more valuable information!

In this workshop, you get to work with an experienced StoryBrand Certified Guide to help you simplify your marketing message and guide you through effective strategies that will engage with your customers and help grow your business.

This is your chance to take your business to a higher level this year. If you're ready to grow your brand and empower your customers to spread the word about your business, click the button below.

Become a story brand expert, reserve your spot today!

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