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Email campaigns make up the last two parts of the sales funnel. You already have a one-liner, a website, and a lead generator (or more than one!). Now it’s time to guide your customer through the commitment phase of the relationship.
The purpose of email campaigns
After you receive a potential customer’s email address in exchange for your lead generator, you’ll use that email address to keep in touch through email campaigns. You’ll want to be a good steward of that hard-earned email address, so your emails should continue to offer value to your readers.
We know what you’re probably thinking: “Do people even read emails anymore?” Sometimes they do, and sometimes they don’t. It actually doesn’t matter a whole lot. Here’s why: even if not a single one of your emails gets opened, your brand is still flashing in front of your customer’s eyes. If you send an email once a week, they’ll see your name on their phone every single week, even if they send the email straight to the trash. In this way, they’ll continually be reminded that your brand exists and might even be able to help them. Then, when the need for your product or service arises, your name will be in the front of their minds.
Two types of e-mail campaigns
There are two types of e-mail campaigns:
- Nurture campaigns. These allow you to stay in contact with potential clients and earn their trust over time. Nurture e-mails speak to your customer’s problem, give them a solution, and allow them to keep in touch with your brand.
- Sales campaigns. You’ll use these e-mails when it’s time to get serious by asking for the customer’s business and closing the sale. Sales e-mails are bold and include a call to action.
Get them to want to marry you
As Donald Miller describes it, the purpose of an email campaign is to get the email receiver to want to marry you. Sound a little weird? Stick with us.
The first time a customer visits your site, it’s like a first meeting. If you ask someone to marry you the first time you meet, they’ll most likely walk away. Similarly, most people won’t make a purchase the very first time they hear of your brand.
After three dates with someone, will they be ready to marry you? Most likely not. In the same way, after three points of contact with your brand, a customer still may not be ready to purchase your product or service.
After many dates, hopefully you’ll get a resounding “yes!” when you pop the question. And after your name pops into your customer’s inbox over and over, eventually they’ll warm up to you and be ready to make the commitment to purchase from you.
What should I include in my emails?
Your emails can include all kinds of information. Think about your business and what would be helpful and interesting to your customers. Here are a few ideas for your nurture campaign:
- Weekly tips or announcements
- Social media tips
- Time management techniques
- Weekly calendar
- New products or services
- Weekly specials
- How-to videos
Your sales campaign will be a little different in that it will deliberately ask customers for a sale. Sales campaigns are usually sent after you’ve nurtured the customer relationship through a nurture campaign.
Want more tips for creating great email content? Check out our previous post, How to Create Automated E-mail Campaigns.
Need help?
If you’re not sure you have the time to commit to a weekly email campaign, we can help. We offer email marketing packages that allow you to continue connecting with clients in your sleep! When you hire us, you can be confident that you’ll be sending valuable emails to your highly qualified leads. You can then focus your energy on helping customers! Contact us today to talk about your next email campaign.
About the Author
Oscar Quesada
Oscar Quesada is the founder of Lifedge, a digital marketing agency that helps growing businesses and Christian organizations turn marketing into measurable results. He specializes in building clear, conversion focused websites, SEO systems, and automated email campaigns that attract the right people and turn them into real leads and customers.
Over the past decade, Oscar has helped contractors, local service businesses, and ministries move from hoping their marketing works to knowing exactly what is driving calls, bookings, and revenue. His approach blends StoryBrand messaging, data driven strategy, and practical execution so marketing stays simple, focused, and profitable.
Oscar is a StoryBrand Certified Guide and a trusted advisor to organizations across West Michigan and beyond, including Christian camps, nonprofits, and service based businesses. Through Lifedge, he builds marketing systems that do not just look good but actually create growth you can track.
When he is not working with clients, Oscar is usually coaching youth soccer, building new tech tools for Lifedge, or helping leaders think more clearly about how to steward their business for long term impact.
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