Episode E2.010 Managing Email Campaigns

18/9/2020

RESULTS RADIO..."Let's Grow Together

Introduction
We are now in 120 countries world-wide and part of our listener base, all within our first 2 seasons or 5 months of broadcasting. Entrepreneurs and owners in 62% of the global business community are tuning in daily - thank you.

There are three more weeks of shows left - 010 through 012 before Season 3 starts and everyone is excited about our hard launch on October 5th from the Kilo Market (Australia, New Zealand, Singapore, Philippines, Taiwan, Hong Kong, and surrounding areas).

There are several ways you can interact with the station and our OnAir Hosts:

Pulsating ? on every page. It is a direct link to the Host and they will respond to your question during the show;
Hit us up on social media - Facebook, Instagram, LinkedIn, and Twitter. Our handle is ibgrnetwork;
JOIN our Community of Commerce and become an insider with direct access to our Hosts and support materials discussed on the show.

JOIN our Community and Let’s Grow Together!

Have a great business week.
Listen>Apply>Engage

Show Objectives - The Why
Each of your customers receives a plethora of emails every day. That means, if you don’t take the time to develop a strategy, your emails will get lost in crowded inboxes, or worse, be sent to the spam folder.

You can learn how to build an effective email strategy and send emails that people actually want to read. It just takes a plan (one that can be broken down into a few key steps). When you take the time to create and MANAGE your email campaign you will be able to tap into one of the most cost effective sales channels and your startup will grow and prosper accordingly.

Key Issues - Owner Perspective:

create campaign scope,
integrate with current platform and processes,
macro message - throughout the campaign,
micro message - per ad buys, emails, etc.,
A/B test with small ad buy,
invest in the winner

What You Need to Know - The What
An Email Marketing Campaign is a targeted outreach to customers (current, past, and future) focused on their needs or issues; draw responses to online publishing to place qualified leads into the Sales Funnel. The campaign must be integrated into your CRM (Customer Relationship Management) Platform to ensure quick response.

There are pretty significant benefits to Email Marketing. It will take some dedicated time to put together your campaign but the ROI is worth the effort.

Take a look at some of these statistics:

There are 3.8 billion email users worldwide, so if you’re looking for a way to reach your customers, email is the perfect place to find them.
On average, email generates $38 for every dollar spent, which is a 3,800% return on investment.
Two thirds of customers have made a purchase as a direct result of an email marketing message.
Only 20% of leads that are sent directly to sales are qualified, meaning they need to be nurtured via email and great content.
When it comes to customer acquisition, email is 40X more effective than Facebook and Twitter combined.
Perhaps the best reason to use email marketing is that you own the channel. Outside of compliance regulations, there is no external entity that can impact how, when, or why you reach out to your subscribers.

What You Need to Do - The How
1.0 Marketing Campaign Scope

clarify the demographics (age, gender, position, etc.) and psycho-graphics (buying decisions, etc.) of the buyer (decision maker).
what sources does the buyer use to get their information prior to making a buying decision.
given the identified issue (i.e. Holiday Season, Reopening from Pandemic, etc.), what are the objectives of your targeted buyers.
given the identified issue, what are the challenges they will experience preventing them from reaching objectives.
clarify how your offer provides superior value (or solves problems better, etc.) for the client.
craft your macro (week or month) and micro (day or week) messages.
develop goals and objectives for the marketing campaign.
select an internal champion (who is doing the work) to manage day to day activities.
identify internal and external resources to include in completing campaign details.
Repurpose your campaign to other mediums. Match messages to appropriate medium (newspaper, magazine, trade journals, emails, TV, radio, etc.)
design micro campaigns per message and media requirements.
allocate budget.

2.0 Integrate Campaign with current processes

incorporate within the sales model.
upgrade current marketing & sales materials (vxmail, website, brochures, powerpoint, etc.)
upgrade CRM (Customer Relationship Marketing) system to track campaign effectiveness.
upgrade scorecard system to recognize and reward performance for marketing activities.

3.0 Campaign Option 1 (Daily)