Building an effective email campaign is essential for thriving in the competitive world of online business. An email campaign can be a great way to nurture, inspire, and ultimately convert leads into Customers. In this article, I’ll outline 3 successful email strategies and provide insights on mastering each one.
In this article:
- Method 1: Create a Guided Journey
- Method 2: Use a Welcome Sequence
- Method 3: Create a Consistent Newsletter
Method 1: Create a Guided Journey to Keep Potential Customers Engaged and Opening Your Emails.
A great way to take a potential lead from a lead magnet interaction such as a landing page with an opt-in form or social media post with a call to action is the guided journey.
With this method, the lead signs up for a free training or free challenge, and the email sequence delivers in a way that follows a certain path and creates anticipation of future emails and next steps. This will create a structure for engaging the entire campaign.
(Pro Tip) While delivering on the guided journey campaign, adding small teasers to your offers and small previews of your programs can be a great way to convert leads into sales.
A great example of a Guided Journey in Kajabi is the Product Launch Funnel which takes potential customers from Opt-in, through a value-add journey, leading to your offering.
Method 2: Welcome Sequence
The welcome sequence can be used when someone opts in to become a subscriber or purchases an introductory offer, or it can be used anytime a lead is added to your list. The purpose of the Welcome Sequence is to create a relationship with the prospect and build trust while gently exposing them to your offerings and services.
Triggering and Crafting Your Welcome Sequence
To get started, you can trigger the Welcome Sequence by setting up an automation in Forms or Offers within Kajabi. A well-crafted Welcome Sequence nurtures relationships, builds trust, and drives action. Here’s a strategic breakdown of each email to maximize engagement and conversions:
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Email 1: Welcome + Reintroduce the Offer
Kick things off by welcoming your new subscriber or customer. Reintroduce the offer they opted into or purchased and highlight your Value Proposition—what makes your solution unique and why it matters. -
Email 2: Share Your Brand Mission and Story (Sent 24 hours later)
Build a personal connection by sharing your mission and the story behind your brand. Show your "why" and let your audience know what drives you. Your website’s About Page is a perfect resource to pull from here. -
Email 3: Showcase Social Proof
Reinforce trust by sharing customer success stories, testimonials, or other forms of social proof. This helps demonstrate real-world results and highlights the impact of your product or service. -
Email 4: Address Their Pain Points
Focus on the challenges your audience may be facing by addressing the “Struggling With…” narrative. Provide a clear product breakdown and explain how your offer solves their specific problems. -
Email 5: Add Value with Data and Insights
Build credibility by sharing data, research, or educational content that supports your solution. Linking to a relevant blog post or resource adds extra value while positioning you as an expert in your niche. -
Email 6: Set Expectations for an Upcoming Offer
Prepare your audience for what’s coming next. Tease an upcoming offer or promotion to spark anticipation and keep them engaged. -
Email 7: Present an Exclusive Offer
Introduce a subscriber-only offer with a limited-time discount or special incentive. Create urgency by emphasizing scarcity—like limited quantities or an approaching deadline—to encourage action. -
Email 8: Request Feedback and Overcome Objections
Wrap up the sequence by engaging your audience directly. Send a short survey or ask, “What’s holding you back from taking advantage of this offer?” This not only provides valuable insights but also gives you an opportunity to address objections and drive conversions.
Method 3: Create a Consistent Newsletter
A consistent newsletter is a powerful tool for nurturing relationships with your audience. By creating a funnel that transitions readers seamlessly from your guided journey and welcome sequence into the newsletter, you maintain engagement and build trust over time.
Make your newsletter memorable by giving it a unique title. Instead of the generic 'XYZ Newsletter,' opt for something more engaging like "Weekly Wisdom" or "Tips and Tricks for [Your Niche]." A well-named newsletter sets the tone and communicates value right from the inbox.
How to Launch a Successful Newsletter Subscription
Ready to add a Newsletter to your business? Learn the key steps to launching a successful newsletter subscription!
Best Practices for an Effective Newsletter
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Re-use emails and make seasonal content:
Don't reinvent the wheel with every email. Recycle content from past campaigns or blog posts, especially evergreen pieces that remain valuable over time. Tailor this content to fit the current season or trends, making it feel fresh and relevant. For instance, a fitness brand could repurpose general workout tips into a "New Year, New You" theme for January.
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Use AI to produce email content:
Leverage AI tools like Creator.io or ChatGPT to brainstorm ideas, craft subject lines, or even write the first draft of your emails. AI can help maintain consistency, spark creativity, and save time. However, always add your personal touch to keep the content authentic and aligned with your brand voice.
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Keep it useful, educational, entertaining, and relevant:
Your audience opens your newsletter because they expect value. Make sure each issue addresses their needs or interests. Whether it's a quick tip, an insightful article, or a fun story, ensure that every piece of content is actionable, informative, or enjoyable. For example, include how-to guides, industry news, or lighthearted anecdotes related to your niche.
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Use simple formatting with a consistent look and feel:
Visual consistency reinforces brand recognition. Choose a clean, simple layout with plenty of white space to make your emails easy to read. Stick to a consistent color palette, font style, and logo placement. This polished and professional appearance will help establish trust and make your newsletter visually appealing.
Building an effective email campaign is not just about sending emails—it’s about creating meaningful connections, delivering value, and guiding your audience toward becoming loyal customers. By implementing strategies like a guided journey, a well-structured welcome sequence, and a consistent newsletter, you can engage your audience at every stage of their journey.
Remember, the key to a successful email campaign lies in staying relevant, authentic, and customer-focused. Whether you’re nurturing leads through a value-packed journey, building trust with a warm and personal welcome, or maintaining relationships with a thoughtfully crafted newsletter, your efforts can translate into lasting customer relationships and increased conversions.
Take these strategies, adapt them to your unique brand and audience, and start building email campaigns that not only perform but truly resonate!
Kajabi CSM Jack M.
Jack is a Customer Success Manager at Kajabi with over five years of experience helping entrepreneurs and providing straightforward solutions to complex workflows. Outside of work, Jack enjoys outdoor adventures such as hunting and fishing and spending time with his wife and kids.
If you’d like to work with a Dedicated Customer Success Manager like Jack, please contact us at success@kajabi.com.