I LOVE getting “happy mail!” It’s the kind of mail that you look forward to getting because you know that it contains something desirable inside.
Last week, I had a business colleague ask me “how do we get our customers to open our emails,” This is a great question! Even though there are several strategic answers to that question, the most compelling is this… Get them to look forward to receiving emails from you.
Now, I realize that answer is a loaded one. There are so many variables involved to determine what would make your customer/client look forward to getting your emails. However, I want to take a broader look at this topic, in order to introduce today’s Black Friday Sale idea for you.
Let’s assume that you have a very keen awareness of what you customers want. You have a handle on the persona data and purchasing behaviors. You’ve come to realize that you customer wants something that they can use when they get emails from you. Something that can provide them with BIG impact with little time investment. OR, they want a sense of community and accountability. OR, they really just want clarity around action steps that they need to take in order to receive lasting results.
Your opportunity here is to provide them with a solution in a concise, easy to digest format and in a time-conscience manner. The answer that I’m offering you this week is… (drumroll) …Offer them an email challenge!
Email Challenge
An email challenge is a GREAT way to engage you customers, attract new customers, deepen knowledge around your brand and core offering, AND increase sales.
If you’re asking yourself “what is an email challenge?” Don’t worry, I’ve got you. An email challenge is a free or paid challenge that you deliver via an automated email over the course of several days or weeks. The most successful challenges that I’ve assisted my clients with hosting 7 days or less.
How to Create Your Email Challenge
Let’s get into the steps that you’ll need to set-up your email challenge for success.
Step 1: Determine which solution that your customers/clients need to be most beneficial. Preferably an “entry-point” problem that you have the solution for. I’ll use one of my clients challenges as an example. My client offers packages around helping coaches navigate legal issues within their business model. She’s decided to host her first email challenge helping clients legally set-up their businesses. It’s an entry point offering. Once they complete the challenge, she’s able to offer the next level in her program.
Step 2: Determine how many days that you’re going to run your challenge and break down your solution into actionable steps for each one of the days.
Step 3: Write out your emails. The first email will be an introduction to you and the challenge, contain a clear result if the challenge is followed accordingly, and contact information. Be sure to use copy that gets them excited about the challenge and motivates them to complete it.
Step 4: Create an opt-in form that they can use to purchase your challenge. You can do this in your email marketing tool. If you don’t already have an email automation tool, be sure to get one set-up and ready to go. I use Flodesk Checkout to create beautiful and engaging sales pages, opt-in forms, and emails for my clients. It’s easy to get set-up and you simply need to connect the program to your Stripe account to get started. Feel free to use my discount code for 50% off your first year.
You can also connect an opt-in form to your websites sales page, paypal, or any other payment option that you use.
Step 5: Set-up you email as an “workflow.” Set up a trigger for the email to go out upon completion of the opt-in sign-up. Schedule the emails to go out on the designated days that you have planned.
How to Market an Email Challenge
Here are a few ideas on how to get the word out about your challenge. Create digital marketing materials to get the word out about your challenge. I use Canva Teams to design images to share promos on social media for my clients. Blast your offering on your social media outlets organically. If Instagram is a platform that you use, be sure to create Reels to get the word out.
You can also create paid ads for Facebook + Instagram and target specific demographics of potential clients to take part in your email challenge.
Be sure to send out to your existing email list, add a banner to your website, and share out the info at any talks, podcasts, or other speaking engagements that you may have coming up.
Wrap Up
The best part about email challenges is that your clients have an opportunity to accomplish a desired goal with step-by-step guidance from you as the expert in your industry, within a short and specific amount of time. The emails are non-intrusive as they have PAID to get them, thus it’s “happy mail,” and your clients will look forward to each one. This is definitely one of my favorite Black Friday marketing strategies.
Are you thinking, “I’d love to implement this strategy but I don’t have time to put all of this together?” If you’re like many of my busy clients and don’t have the time or bandwidth to deal with the tech necessary to set-up your automations, click the button below to connect with me, my team and I are more than happy to help!
