#1. The Warm Up
The first email campaign is for all the businesses out there that have a list of contacts they haven’t emailed in a long time. For example, if you have a list of prospects and customers, but have never formally sent an email newsletter to stay in touch, then you need to start here.
The Warm Up as you can probably guess is geared toward warming up your “cold” list.
This is essential to do before you try to use one of the campaigns below, unless you’ve continually stayed in touch with your list.
The goal of the Warm Up campaign is to reintroduce your business, provide context as to why you’re reaching out, and explain how you’ll be following up with even more valuable emails in the future.
What should you send in your email?
A good tactic to use when running a Warm Up campaign is to run a survey to gain feedback from your audience. Remember, the goal is to reengage your audience so you’re not going to try to sell anything.
When done right, the Warm Up campaign will get your list ready and looking forward to your next email where you can start to incorporate more sales tactics.
#2. The Tee Up
The goal of a Tee Up campaign is to “tee up” leads for your sales team.
At any given time there are contacts on your email list who are ready to buy and it’s your job as a marketer to make it as easy as possible for them to raise their hand.
The Tee Up campaign doesn’t directly ask for the sale. Instead, the email is positioned to help anyone who is in need for your product or service. The most basic example is to simply email out the question, “Are you still looking for help with [your product or service]?”
Anyone who replies “Yes” is now a reengaged lead in your sales pipeline.
#3. The Flash Sale
Just about everyone is familiar with the Flash Sale campaign because it’s by far the most popular (and often overused). Any time you get an email touting a limited-time sale, then you’re experiencing a Flash Sale.
The beauty of the Flash Sale is that you can literally generate sales on demand with the click of a button. Simply type up the terms of your sale, select the segment of your list you want to email, click send, and sit back as the orders come in*. 🙂
*Again, I can’t emphasize enough the importance of your relationship with your contacts and customers. If you do not first build your relationship, then none of these campaigns will work for you.
#4. The Referral
Every contact on your email list needs additional products and services that your business does not provide.
For example, prospects on a real estate agent’s email list likely also need help finding a reputable moving company and an attorney. Although a real estate agent doesn’t provide those services, she can offer those services to her email subscribers by forming a partnership with local businesses.
Once you establish your partnerships, then you can run a referral campaign to generate leads and sales for your partner.
This should be a win-win-win situation because you’re helping your contacts get what they need, your partners get a new marketing channel, and depending on your partnership you could earn commissions or reciprocal promotions where your partners promote your business.
#5. The Launch
The last type of campaign is the new product or service launch.
With this campaign, you’re building up excitement and anticipation for your new product or service to increase sales on the launch date.
Study the marketing campaigns for the big Hollywood movie releases and new iPhone launches to see this in action. Before the launch day, information is sent (in our case via email instead of TV commercials) in waves to build up the value, explain all the benefits, and lay out the details for exactly how and when to buy.
The result is often a “feeding frenzy” the day you open the doors to take orders.
Editor’s Note: everything that Phil Frost says here may not apply to your business, but do learn from him the concepts of these different marketing campaigns. Tony Seel