I cannot say this strongly enough – to build a High Conversion Automated Email Program, focus is absolutely key to success. Here are the factors I weigh as I work to set a focus:
- One key product or solution: You simply cannot effectively guide a prospect through their buyer’s journey for 6 solutions at once. Simply exposing prospects to products isn’t enough. Consider the source of your purchased list or inbound trigger event to hone your focus and select one product at a time.
- A single persona. The caveat – this can be overdone. You don’t need to overdo specificity. Your audience will get too small and you won’t have relevant content to support the campaign. Simply think about building a campaign around prospects who share common language and share similar pains and aspirations. This will allow you to be relevant enough to drive results.
- Igniting the Spark. In a world filled with noise your campaigns must do more than just “drive awareness.” You must create a Spark. A Spark that says “this is fascinating, something I didn’t know about before, and I need to start paying attention.”
- Data supported. However you choose to focus your efforts, make sure your data can support the segmentation. Recently I worked with a client who had (prior to working with us) developed personas they not so kindly named: Kings, Knights, Nobles and Peasants. Each category related to a range of industries, departments, titles, etc. Only problem (aside from the obvious issues of referring to your prospects as Peasants) is that the data wouldn’t support the segmentation. The effort was wasted.
By simply slowing down before pushing “Send” to hone your focus, you’ll find you create dramatically improved results on every campaign you launch.
Want to create your own High Conversion Auomated Act-On Email Program in 30 days? Get started here