How to Write an Email Campaign I

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The first step to writing an email campaign is to determine the purpose of your email campaign. For example, do you want to build relationship, get people to know you, sell something, or otherwise. Once you have determined what you want to achieve in the email campaign, make a list of the things you need to “do” in the email campaign to achieve that goal.

For example, if your goal is to sell something, and someone is a brand new cold prospect, what do you have to do to get them to buy?

Here’s a potential list:

1) Tell them who you are

2) Build trust in you

3) Show them that you are credible

4) Tell them about their problem

5) Perhaps ask them about their problem

6) Find out if they need a solution

7) Offer them a solution

8) Make an irresistible offer to get your solution

So assuming you want to do all 8 of those things, each email you write should “do” one of those 8 things.

So your email campaign might have 8 emails, each of which does one of those things. Here is a example of what those emails might say or do:

1) Tell them who you are – this is easy, tell them who you are (in light of your expertise in the area in which you want them to buy a solution). For example, you might tell them that you have had the same problem as they have, and that you have solved it, and in the next 7 emails, you will reveal to them how you have done it.

2) Build trust in you – this might be done by sending them to an article you have written and posted online. This can let them feel as though you are genuinely involved in their topic, not just writing an article.

3) Show them that you are credible – similarly to (2), you could link to an industry website where you have been featured. Or link to a book you have written. Or link to a YouTube where a client is talking about how you helped them.

4) Tell them about their problem – you can literally tell them about the problem they have, and why it is a problem. Then offer a solution (think about the way this article itself is written)

5) Perhaps ask them about their problem – Ask them what they are struggling with.

6) Find out if they need a solution – ask them.

7) Offer them a solution – After you have done steps 3-7, this is a natural progression in your discussion and conversation (an email campaign should feel like a natural conversation)

8) Make an irresistible offer to get your solution – now you are ready to sell!

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