I recently finished an email nurture campaign for a major software vendor. It included multiple emails across multiple streams for each step in the buyer’s journey (awareness, education, consideration and qualification.)
The writing was the proverbial tip of the iceberg. The 90 percent I didn’t see at first included defining the personas (hypothetical reader groups with various needs), deciding which personas should get which follow-on messages based on their reading behavior, defining the messaging for each stream, choosing everything from fonts to configuring the marketing automation system and entering the content into it.
If all this sounds a little overwhelming, it can be. It can also take attention from fine-tuning your emails so they generate interest, leads and sales. Here are the four sinkholes I found us falling into, with tips for avoiding them. Let me know which I missed and how you avoid such problems.
- Oh, yeah. The content. Many of my colleagues were working overtime refining customer lists, designing email flows, building triggers for follow-up emails and fine-tuning personas. By the time I asked what they wanted in a specific email, their only direction might be “Oh, some thought leadership” or “A high-level overview focusing on our differentiators.” But they often hadn’t had time to think through what their thought leadership about a given topic might be, or which differentiators they wanted to highlight. Tips: Before diving into the detailed flow of a campaign, sit back and define what success would look like, and the three to five major points you want to stress across the email streams. Define, in two to three sentences, what your “thought leadership” is. Get sign-off on all this from the decision makers and communicate it to everyone who will edit or input the emails into your MA tool.
- Didn’t we change that font in the last version? If you’re running multiple email campaigns with multiple streams for multiple products, you’ve quickly got an awful lot of discrete emails to track. And they can all look pretty much the same as each subject line is, invariably, a variation of the same theme. Add in multiple feedback from multiple commenters and things can quickly get ugly. Tip: Institute a strong change control system – maybe with advice from your developers on how they manage multiple version of code – before you start handling the copy itself. We assigned a unique identifier to each email (such as “A3” for the third email in the first, or “education,” stream) and assigned a single person to keep everyone else on schedule.
- That’s not the headline, it’s the subject line! Nurture emails are made up of five or six elements, each with very specific functions and length requirements. The headline might be limited to 50 characters and meant to “Explain the main value prop” while the subhead might go up to 75 characters with the goal of “Expanding on the main value prop or describing a secondary value prop.” You want your writers, and editors, to focus on hitting these very specific targets, not trying to remember which component of the email they’re working on. Tip: Create very specific and clear templates with the required length and the purpose of each text blog, and make sure everyone from writers to editors to the admins who enter the text in your MA tool use the same template. Including any stock photos, illustrations or other graphical content will help the writer match their text to the tone of the illustrations.
- Wait. You want me to enter all this in the MA system, too? Every MA platform has its own user interface. None of them are rocket science but each takes time to learn. It might seem straightforward to have your writer not only draft the content but enter it in the system. But do you want to pay them to learn the system and do data entry rather than crafting great email copy? Tip: Consider hiring a dedicated staff to do the uploading so your content and strategy folks can concentrate on what they do best.
Those are my tips for staying out of the muck and mire of email marketing. What hidden problems – or clever fixes — have I missed?