The Power of Email Marketing and Crafting the Perfect Welcome Series
-Dave Lawson
During my radio days, I had a candid conversation with a car dealership owner. Car dealerships are big supporters of local radio and television stations, and I asked him why he spent so much money on our radio station. He explained that he didn't spend money on those who weren't looking for cars but focused on the 2% of listeners who were. He invested heavily in frequency, ensuring his ads were on all day, every day, so when someone needed a car, his brand was top of mind.
This concept of frequency is crucial in email marketing as well. When someone signs up for your email newsletter, they may not open every single one, but they will see your name. This free branding helps keep your name in their minds, and when they need your services, they'll be more likely to open your emails and find out what you're about.
After years of experience in content strategy, I've come to understand the true power of email marketing. In this article, I'll discuss my insights and share a simple, yet effective, three-step framework for welcoming new subscribers to your email campaign. This process was mapped out in an article on Social Media Examiner, which you can check out here.
The Power of Email Marketing
Email marketing occasionally gets a bad rap, but it's an indispensable tool in the world of digital marketing. Sure, some marketing emails are dismissed as spam, but there are plenty of valuable and engaging ones that yield a remarkable return on investment.
One of the primary advantages of email marketing is its incredible reach, boasting over 4 billion users across the globe. It's often the first thing people check in the morning, even before browsing social media platforms like TikTok or Twitter. Plus, when you own your email audience, there's no need to fret about algorithms or paid ad placements, unlike social media channels where organic reach can be restricted.
What's more, once you've added someone to your email list via a signup form, any subsequent purchases they make from your emails are a bonus for your business. In fact, email marketing rakes in an average of $36 for every $1 spent.
The AIM Technique: A Simple Three-Step Onboarding Process
The AIM technique, as explained in the Social Media Examiner article, is an onboarding framework with three steps to welcome new subscribers and encourage them to become customers. The acronym stands for Acknowledge, Include, and Mobilize.
A - Acknowledge
The first email should acknowledge new subscribers by thanking them for signing up and making them feel welcome. This email should also address the issues that led them to your content or service and inform them of what to expect next.
I - Include
The second email should include new subscribers in your brand's mission and community. Share your brand's values, customer promises, and commitments to the wider world. This helps make subscribers feel like they're part of something meaningful and maintains their engagement.
M - Mobilize
The third email should mobilize subscribers by offering them a chance to take action with your brand. This could be a lead magnet, a freebie download, or an introductory offer. Focus on the opportunity that will benefit them by addressing their problems, providing unique advantages, or helping them achieve their aspirations.
Putting It All Together
The AIM technique is a simple and effective way to welcome new subscribers to your email campaign. By following this three-step process, you can create a powerful onboarding experience that converts subscribers into customers.
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About Dave Lawson
Dave Lawson
Host of the Content Marketing Daily Podcast
dlawson@digitallegendmedia.com
Dave Lawson is a seasoned professional with over 20 years of experience in the broadcasting industry. He began his career as a morning personality at various radio stations before moving on to network radio, where he served over 30 stations nationwide. In 2016, Dave transitioned to Content Marketing, focusing on Podcast Strategy for busy business owners seeking to establish a professional-sounding audio and video podcast to build their business through digital content.
Drawing from his extensive experience in traditional broadcasting, Dave teaches his clients how to capture and retain audience attention and create content with a clear purpose. He is based in the Minneapolis area, where he balances his busy career with a family life that includes a wife and three kids. When he's not working, Dave loves staying fit, playing disc golf, and keeping up with the latest developments in AI and how they will impact the ever-changing world of content marketing. It's an exciting time to be alive, and Dave is eager to help his clients take full advantage of the opportunities presented by this rapidly evolving field.
