From the course: Email Marketing: Drip Campaigns (2019)
Content
- [Instructor] Including great content within your email drip campaigns helps to establish trust between your company and your database. Content can also be used to help draw your prospective customers closer to a buying decision. But how do you deliver content via your email drip campaigns in a way that both establishes trust and helps to sell your products and services moving your prospects further down your sales funnel? When creating content for your emails, your content should educate, entertain, and/or inspire, establish trust, and also bring your prospects closer to a buying decision. But how do you do all of these things at the same time? I had a problem with my database. I wanted to educate my prospects but sell at the same time so I started to use what I like to call edusale pages. An edusale page is a cross between a sales page and a piece of content. It aims to educate your prospective customers whilst soft selling at the same time. I want to give you an example of how I do this on YouTube. This is a video on YouTube that I have created that speaks about Squarespace SEO. This video is informative and it is there to educate my subscribers, but towards the end of the video, I am actually encouraging the viewers to take action and download my free guide. This is a piece of edusale content. I'm also going to give you an example of how I've used this within my database. Here is an example of a drip campaign. This drip campaign is selling a dumbbell set. If you take a closer look into email number three, I am giving my top five dumbbell exercises to flatten your tummy. As you click on that, I am leading people towards clicking this link, which then leads them to an edusale page. This is the edusale page which speaks about the five dumbbell exercises to get rid of a belly. And also, it has a video. This video does not have to live on YouTube, but it can actually live on Vimeo, where you can privatize it. This means that you're sending specific people to this specific page who are already on your database. This video also aims to educate by giving the content that is promised in the title but also selling throughout the video whilst I use the dumbbell set that it is I'm trying to sell. You can do a similar thing to this and you don't have to use video. You can also send people to an article that edusales your products or services. And if you do not have edusale content included within your email drip campaigns, I encourage you to add it.
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