How To Send The Right Email
So, how do you send the right email to the correct person at the right time? I know it might seem like a lot of little details to think about when trying to figure all this out.
Steps need to send the right email
There are three main components for sending the right email.
- The right email (the type of content your providing)
- The correct person (segmenting your list)
- The right time (the well-placed timing of sending your emails)
These three components work on each other hand in hand. You are able to be rest assured your emails are going to provide valuable content, to the right audience on your list needing or wanting to use your content, all the while delivering that information at the right time to be the most useful.
Examining these three main components
Let us start by creating the right email. This is a very important component because it is all about the content you are sending your audience.
Inbound is the happy merging of your content and context. You need to make sure to treat your audience as real people with real needs, ambitions, and objectives. You do this by bringing your content together with your context.
Let me ask you a question? Have you ever gotten an email from someone where the context of the email did not match the content?
Here is an obvious example of What Not to Do.
Your account has a new commission!!!
Hey, (your name)
I have an awesome gift for you…
Have you seen this yet?
I’m also adding the biggest and best custom bonus you have ever seen of exclusive products worth over 1M… That will actually help you out…
Send me your receipt, and I will send it to you right away (The next 50 get absolutely everything)
100k buyer leads, Plus 50k premium buyer leads, and one year of email coaching you can use anytime you need in a year.
Get lots of high-quality software, plugins (Most are white label), and too many courses to count when you act before MIDNIGHT.
Grab My Awesome Exclusive Bonuses – First 20 Before Midnight
And so on and on and on.
Oh and/or the link goes somewhere totally different from what they are talking about, as well, not just the subject line.
Do you see what I am saying? Make sure to merge your content with your context, wording together, or no one is going to trust you.
Or how about when you get an email that gave you the right content with the correct context. You probably enjoyed the information that you received from the email because I will bet someone was doing these, very steps.
Haven’t you ever noticed that when you go to a website on a certain topic, and you complete a specific action, fill out say an email opt-in, a form of some kind, or even take a survey, you will trigger an email to be sent to you with more educational information on that topic? The content you receive in the email will relate to what you were looking for on the website, along with the correct context.
You are sending the correct email when you are delivering the right contextual message, and they read it. By doing this, you are creating a healthy email marketing strategy that builds trust.
Sending to the correct person
The second part of all of this is sending it to the correct person. You should be doing this by segmentation.
A quick refresher, in the email marketing world, segmentation means to divide up your contacts into smaller groups with the same things in common. By doing this, you are able to tailor your emails to be better by relevancy and engagement ability.
The three life cycle stages are your segments, customers, leads, and subscribers.
These three segments are extremely important to your email marketing strategy. They are not just important because you are able to send an email out to your leads and customers but are able to send the right content to the correct segment.
The building blocks of your email sends are the segments you create. Your segments will have all the information you will for relevant and timely emails.
You should be using a database to store all of your contact’s information and one that will track their activity as well. This will allow you to match up the right segments with the right content to be sent at the right time.
Sending the correct email at the right time
The old saying goes that “Timing is Everything” and for your business’s email marketing efforts this is true as well.
Timing is what will give your emails power because you are able to send the correct email to the right person. If your email is not delivered at the right time, it will not have as much of an impact.
Let us take a look at the timing of your email, and you will see a connection between it and your content. In order to send a perfectly timed email, you need to know where your contacts are in their buyer’s journey and then match up that particular audience with the right content.
The different kinds of content you create will appeal to the different stages of the buyer’s process your audience is in.
Let us take, for example, someone that is in the awareness stage is looking for more information, and someone in the decision stage is looking to be influenced into purchasing.
Relevancy Means Connecting, Correct Content, Right Stages Buyer’s Journey
You should answer these three questions before you send an email.
- When will your contact see the value from that particular email
- Will your contact be able to use the information right now
- Is the information really relevant to your contact’s goals and needs
Try and look at it this way. All of your contacts, you know are at different stages in the buyer’s journey. Now match up your relevant content, to the different buyer stages, based all on the different timings of those stages. This timing can also include what hour of the day, what is the best day of the week, or even month to send the correct relevant content, to the right person.
How do you match this up together? With the information you have on your contact’s regarding where they are at in their buyer’s journey stage, you will also want to think about their user activity. By determining your contact’s activity you will be able to send the right content. This is all done through what is known as “Send Time Personalization” which will allow you to send the correct relevant contextual content at the right time.
Send time personalization uses all the data you have on a person that is in your database. Things like when and what they click, any and all conversions, What subject line, if they opened your email, If or at what time they opened your email, etc… All of this allows you to schedule your emails when it is the best time to most likely get the most engagement from your contacts, with your emails.
By using the buyer journey stages, you are able to map out the correct contextual content, along with the send time personalization, which allows you to send your email at the right time to be opened and used.
Relevant Content & Ideal Time Frame, Equals Sending Right Time
Bringing all of this together will enable you to send the correct contextual content to the right audience at the right time, this is all based on where your audience is in the buyer’s journey and their user activity as well.
I went over when to send your email in this post. Another important aspect is also knowing when not to send an email as well.
An awesome, inbound marketing professional understands when to and when not to send an email.
What I am saying is you do not want to send your content meant for your leads to your customers. You need to be able to suppress different audiences of your database so that you are not sending the wrong content to the wrong audience. If you do this wrong, the best-case scenario is if the wrong audience receives the wrong email, they just might not open all your emails anymore, the worst-case scenario is they unsubscribe.
Your leads are the only ones looking for a free trial or a demo of a product, not your customers, so make sure to mark your audiences accordingly, Leads as leads, contacts as contacts, and customers as customers. I know this seems obvious, but it really is super important that you do this to your database.
So in closing, in order to send the right email to the right person at the right time, you will need to create the context to go with the right content, the correct segment audience, and at the right relevant time to be sent.
When you do all of this, you will be able to send out awesome emails that will cultivate your audience into life long customers that will grow your business.