Email Marketing
Much like my approach to content marketing, I believe email marketing should offer value to email subscribers. I prefer to work with brands that want to be thoughtful with their email sends, rather than spammy. Of course, the challenge is that consumers are so bombarded with emails in both their personal and professional inboxes that it can be tough to reach them. With that said, the frequency of email and sms campaigns, the content sent, etc., greatly depends on the target audience.
Email Prospecting Campaigns
As MetroWall began moving into new markets, I recommended running email prospecting campaigns to build brand awareness in these new markets and begin to bring net new contacts into our house file. To do this, we worked with reputable info brokers to purchase lists that targeted architects and designers affiliated with certain industry memberships. Then we worked with an agency to create email flows that offered content that was relevant and valuable (e.g., blog posts, brochures, Revit files, etc.).
Key Metrics: Open rates, clickthrough rates, and the number of people who opted in to continue to see communications with us.
Lead Generation Campaign
To prepare for the Bantam Tools Desktop CNC Milling Machine launch, we needed to grow our email list. While a newsletter sign-up doesn’t necessarily equal a conversion, it is a great way to drive brand awareness, provide valuable content to audiences, and potentially influence their decision to buy a product. One of the primary strategies the team and I used at Bantam Tools to build our email list was to create CNC machinist-specific resources. We knew these resources would attract the audience we wanted to target once we launched the machine, and we were confident the individual was getting something truly valuable. For example, we compiled several pieces of common calculations, information, etc. machinists use daily in one place on our “CNC Machinist” wall chart. The chart was so popular, we started to print and sell them in our shop for a time.
Key Metrics: Number of leads generated
Results: We grew our house file to over 75,000 active subscribers before launching the machine
Presentation Attendee Automation
MetroWall sales reps deliver several CEU presentations each week. But with so many people to touch base with, this presents a challenge to stay in touch. As a result, I developed a short automated campaign that would trigger after an attendee signed into an event. This email automation was set to deliver to attendees a few days, weeks, and then one month out from the presentation. The first email drove attendees to a survey for them to provide their thoughts and feedback. The second offered some inspiration to attendees. Finally, the third email offered some popular ways clients like to get in touch with us or get resources if they have an upcoming project.
Key Metrics: Open Rates, click through rates, and survey results
Email Marketing Freelance
As a freelance Email Marketing Copywriter at Power Digital Marketing, I write emails for a variety of brands. I’ve written for companies in industries, including tech, construction, food, health and wellness, and fashion. What I like about this role is that I’m challenged to write in a voice that is unique to the brand. To gain a better understanding of a brand’s voice, I not only look to a company’s style guide (if it’s available), but also their website, social media channels, blogs, and product pages. In researching, I gain a better sense of what the brand values, keywords they want to drive home, the persona they’re cultivating, and most importantly: how they like to talk about things. While this may take a little more time, this strategy enables me to write on-brand copy and craft a narrative that riffs off other pieces of content the company is putting out.
