You in all probability already know tips on how to use e-mail advertising and marketing to promote your services. However how are you going to use it to extend model consciousness?

What Is Model Consciousness?

Oxford Reference gives two definitions of model consciousness:

1. Client familiarity with a selected firm, product, or service and/or the extent of this familiarity. 

2. A measure of the goal customers’ recall of a selected model: see aided recall.

On this article, we’re going to be speaking in regards to the latter – utilizing e-mail advertising and marketing to remain prime of thoughts with potential and present prospects.

That approach, after they want an answer to an issue that your services or products deal with, your model would be the first one which involves their minds.

The Electronic mail Advertising Conundrum

It’s in all probability protected to say that most individuals really feel overwhelmed by the quantity of emails that they get. 

Which means that you must be aware on the subject of e-mail advertising and marketing – you may’t simply bombard your subscribers with infinite gross sales pitches. 

That can solely annoy them and may result in them marking your emails as “Spam” which may harm your e-mail deliverability. 

However you additionally have to e-mail your subscribers regularly if you wish to keep prime of thoughts with them. So how are you going to try this with out alienating them?

#1 Set Up an Automated Welcome Sequence

We don’t advocate hitting new subscribers with a gross sales pitch the second you get their e-mail addresses.

Ship them this automated welcome sequence as a substitute:

• Electronic mail #1: Who Are You? Introduce your self to your new subscriber. 
• Electronic mail #2: The place Did You Come From? Inform them your “origin story” – how did you come to do what you do now?
• Electronic mail #3: What Do You Do? Clarify in additional element what it’s that you simply do. 
• Electronic mail #4: How Did You Acquire This Experience? Clarify what makes you certified to do what you do – share related experiences, accomplishments, and {qualifications}. 
• Electronic mail #5: Who Do You Do This For? Clarify who your dream prospects are + share a case research of the way you helped such an individual get the outcomes they wished. 
• Electronic mail #6: How Can You Do It For Me? Both pitch your frontend product or present hyperlinks to all of your merchandise with quick explanations. 

It’s greatest to finish emails 1-5 with a query after which encourage the brand new subscriber to hit the reply button and reply. 

Ideally, you wish to then personally reply to as many of those responses as you may as a result of that may present the brand new subscribers that you simply worth them. 

As for the sixth e-mail, it is best to both finish it with a name to motion to purchase your frontend product or with a name to motion to take a look at your merchandise on the whole. 

Observe that whereas the sequence we described was designed for private manufacturers, it may be modified for firm manufacturers as properly – you should utilize it to introduce your organization as a substitute of introducing your self. 

#2 Launch a Hyperlink Roundup E-newsletter

Okay, the brand new subscriber has gone via your welcome sequence. How are you going to keep in contact with them now?

We advocate launching a weekly hyperlink roundup publication the place each Friday you ship your e-mail subscribers hyperlinks to fascinating articles, podcasts, and movies associated to your area of interest.

It’s also possible to use this text to let your subscribers find out about product launches, seasonal promotions, and limited-time gross sales. 

Nevertheless, the first function of your publication ought to be to offer free worth to your e-mail subscribers, to not pitch them your merchandise or service.

You wish to ensure that every situation gives worth in and of itself – even when the subscriber doesn’t purchase something from you. 

A publication like that is among the greatest methods to make use of e-mail advertising and marketing for model consciousness as a result of it offers you an excuse to e-mail your subscribers each week.

#3 Create Unique Content material For Your Electronic mail Subscribers

It’s also possible to begin creating unique content material in your e-mail subscribers resembling:

• “How-to” articles. Determine what your e-mail subscribers are fighting and begin creating guides that may assist them remedy these issues. You’ll be able to break them up right into a collection of emails. If a selected information will get plenty of optimistic suggestions, you may wish to contemplate turning it into an automatic sequence. 
• Case research. Write up case research about prospects who obtained the outcomes they wished together with your services or products after which share them together with your e-mail subscribers. Guarantee that every case research accommodates actionable insights that the subscribers can implement even when they don’t purchase that services or products.
• Interviews. Use your connections to do interviews associated to your area of interest. A very good place to start out is to determine what your subscribers wish to obtain, then interview individuals who have already achieved that. It’s also possible to interview well-known individuals in your area of interest that your subscribers are more likely to be aware of. 

Once more, the aim right here is to offer free worth, to not pitch your services. 

#4 Share Your Different Content material With Your Electronic mail Subscribers

Do you’ve got a weblog, a podcast, or a YouTube channel?

Then relying in your publishing schedule it would make sense to let your e-mail subscribers know everytime you launch one thing new.

We don’t advise this you probably have a frequent publishing schedule – in case you are releasing new content material a number of instances every week, then it’s higher to only share hyperlinks in your publication.

However in the event you solely publish new content material a number of instances per thirty days, then it is perhaps greatest to market it to your e-mail checklist with separate emails for every bit. 

#5 Come Up With Particular Events to Rejoice!

A enjoyable solution to stand out from different manufacturers is to get inventive and give you particular events which you could have fun.

For instance, a cat meals retailer Cat Particular person as soon as despatched out this e-mail with the topic line “How a lot do you actually find out about your cat?” to have fun Worldwide Cat Day:

It’s in all probability protected to imagine that this memorable e-mail helped Cat Particular person enhance model consciousness!

Bonus Tip: Use the Hook, Story, Supply Copywriting Framework

We advocate utilizing the Hook, Story, Supply copywriting framework in your emails:

Hook

Seize the subscriber’s consideration with a compelling topic line.

This could imply:

• A benefit-driven topic line that emphasizes the worth the subscriber will get out of that e-mail.
• A curiosity-driven topic line that’s so intriguing that the subscriber can’t assist however click on on it to be taught extra.
• A pattern-interrupt topic line that’s so wacko that it makes the subscriber do a double-take after which click on on it simply to see what it’s all about.

Your topic line is a very powerful a part of your e-mail as a result of it determines whether or not or not the subscriber will open it.

So just remember to give your topic traces the eye they deserve!

Story

Inform the subscriber a fascinating story that resonates with them on a deep emotional degree. 

How precisely it is best to go about it would range relying on the aim of the e-mail in query however it is best to goal to include storytelling into all of your emails in a technique or one other.

Supply

Lastly, you wish to transition out of your story to the pitch in your supply after which to the decision to motion. 

Understand that the supply doesn’t must be a services or products.

Say, in the event you simply launched a podcast episode, then that’s the supply that you must pitch to your subscribers. Why ought to they take heed to it?

Then finish your pitch with a name to motion that encourages the subscriber to take a look at that episode. 

You need to at all times be intentional on the subject of e-mail advertising and marketing. What would you like the subscriber to do subsequent? Every e-mail must have a name to motion!

Wish to Be taught Tips on how to Write Emails That Convert?

Copywriting is what makes or breaks e-mail advertising and marketing. 

However how are you going to write copy that converts in the event you don’t have any earlier copywriting expertise?

Our buddy Jim Edwards wrote a e book referred to as “Copywriting Secrets and techniques” the place he shares all the pieces that you must know to get began.  

If you happen to apply his recommendation appropriately, it is best to see fast outcomes, which is what issues essentially the most when you’re attempting to get a enterprise off the bottom. 

So don’t hesitate and get a free copy of “Copywriting Secrets and techniques” right now!

Get “Copywriting Secrets and techniques” for FREE!