Creating content for a email campaign may be a casual process for many, but this part requires a lot of attention. Now before drafting the final strategy for your upcoming email campaign, it will be better if you subscribe to your competitors’ email list and try to analyze what are your competitors up to. This will help you in framing things which you could also include in your campaign. I would recommend you to use some private email that does not give away information about your company to avoid the blacklisting of your email.
As soon as you start receiving emails from your competitors, start to monitor the frequency and type of emails. You’ll also need to classify each of your competitor’s email into transactional or relationship building. This will give you a brief idea how campaigns are carried out and how prospects are targeted. One could also differentiate the content as generic or audience specific.
Once you have analyzed all the aspects of your competitor’s campaign, you could now perform a SWOT (Strengths, Weaknesses, Opportunities and Threats) –
Strengths are the internal factors that make an email relevant to a recipient and easy to read and understand content. This could be identified by sorting the things in an email newsletter that strike the reader in a positive way.
Weaknesses are the internal factors that makes the email disliked by the recipients. It can be because of irrelevant topics, content with excessive use of jargon and promotional content that fails to add any value for the reader.
Loopholes in the emails of the competitors which you can work upon and match or even leave behind your competitor. It could be the content that readers like or maybe the relevant topics that you competitor may have missed.
The things in your competitor’s email where is very difficult for you to compete as they have already mastered that part of email marketing. These include well covered topics and flawless articles which is very difficult to match up.
Doing this kind of SWOT Analysis will help you get interesting data points for making your strategy to differentiate yourself from your competitors. No one buys a product because of its features. Don’t leave it to the people to figure out the benefits from the features. Take the prospect from that journey so that they understand the value proposition clearly. People are interested only in the benefit that they get from the solution and not the features that may have no use for them.
Now, to initiate building your email campaign, you need to define your target readership for that particular campaign. This will help you target the audience in a much better way rather than spamming them with generic descriptions.
When you’ll target your existing customers, then it’s easy for you to create a detailed customer profile. Doing this will give you a bigger picture to decide the content outline based upon the customer profile. If you are into the B2C space, then you could include information like their age, gender and location to make the customer profile in a better. But when it comes to B2B, then the end user may not be the decision maker in most cases where you have to define the organization profile in terms of number of employees, location, annual earnings and time since the it has been in business.
Now, you can also create generic customer profile for what your ideal customer should look like. You don’t need to worry if this matches with the profile of the existing customers because its natural that most of existing customers will fit in that ideal profile if you have targeted the right audience till now.
If you are defining your new set of target audience, then try to be as specific as you can. Defining in broader terms can cause problems for you while targeting your niche in campaigns. Answer to questions like why are these people a right fit, how would they benefit etc.
A purchase simply is not the last process in the customer journey. We will look upon the goals of organizations on their current customers. So if an organization is able to retain customers, then these are the possible ways to increase their revenue:
- Renewals: Email is a common tool used by organizations to make their existing customers re-subscribe. This technique is used to build a relation with customer so that they make the payment without a second thought.
- Upsells: Email marketing is also used to upgrade to the enhanced version to the existing users. For time being, suppose a Software-as-a-Service (SaaS) company has 2 offerings i.e. Standard plan which costs $5 per user and Business plan which costs $12 per user. This company can run a campaign with users of Standard plan being the audience. This will help them sell their Business offering to the users of standard plan.
- Cross Sells: Once you have customers for one of your products, you can sell your other products via campaigns on email. This strategy is also used by SaaS companies. Consider a fictional SaaS company that offers Marketing automation and Sales software. They will try to cross sell their sales software to the existing users of their marketing automation software and vice versa.
- Referrals: Referrals means the Word of Mouth recommendation from your existing client base. This is the best as this is earned through great service and people trust people more than any form of advertisement.
Creating Brand Awareness
Sometimes, the motive of your campaign may not be generating leads or increasing sales. Although sales may occur as a result of the brand awareness campaign, its objective is only creating a brand awareness so that people are able to recognize that.This is sometimes the best approach to introduce a new product to the market because people buy only the products they are familiar with. So the best approach is keeping the approach different in emails that are meant for a different purpose.