Email marketing is not dead. In fact, it’s thriving! When done correctly, email marketing can be a powerful tool to attract more clients to purchase your services.
Think of it as having a special invitation into somebody else’s inbox. You should consider it a flattering compliment that your audience is interested in you and the work that you do. Take advantage of that, and convince them that they are correct; you and them will be a perfect match!
If you are an online service provider, you can use email marketing as a way to attract more clients and turn them into buyers. You can get potential clients on your email list by creating a freebie that is designed specifically to entice the audience you want to work with.
For example, if you are a graphic designer, you could create an e-book guide on the best 2019 web design trends. People who sign up for that are probably interested in rebranding, or at least improving upon their current site — and those are most likely the types of people you are hoping to get as clients!
A freebie like that works as kind of a pre-requisite. Think of it like a magnet that separates your potential clients from the rest of your audience who aren’t as interested in your services right now.
Once you get those ideal clients on your email list, your next job is to prime them and turn them into buyers. The way you do this is by sending them enticing emails over the course of a few weeks (or a few months, if your service is exclusive or priced high).
Let’s go over 7 types of emails that you can use to attract more clients to purchase from you once they’ve subscribed to your email list:
This email does the job of introducing you to your subscribers. You can include a picture of yourself, your name and what your business is all about. However, don’t focus too much on yourself; make your introduction more about the client.
If you’re effectively introducing yourself, it should include what they can get out of a relationship with you. You should talk about your business in terms of how you can help clients, make their lives easier or improve their business.
Make sure to also add in some quirky personality bits, so that your email subscribers get to know you as a real person. Stand out from others and attract more clients by showing them what makes you unique!
Send this email after the welcome email to check up on how they’re doing with the freebie you gave them. Use this email to touch base with them, ask them how they liked the material and if they have any questions, and encourage them to actually read and download the freebie in case they haven’t already done so.
Encourage them to hit the reply button and respond to you, so that you can get a conversation going.
This is my favourite type of email to write! When it comes to your personal story, this is the email in which you write about your past and your personal details. It’s personal, vulnerable, and the point of this is to open up to your audience and allow them to relate to you.
As consumers, we all want to hire people we can see ourselves being friends with, or who we at least like as a person. Your story is something that people can form a connection to, and it makes you stand out from the crowd.
As human beings, it’s natural that we love to hear people tell personal stories that allow us to empathise with them. This email gives you that chance to dig deep and open up.
Keep in mind that you always need to relate any type of personal story back to what you’re selling, though. Don’t just share random details like, “When I was 5, I had a dog named fluffy.” Talk about how you got started in your business or when you had an “Aha!” moment that made you realise you wanted to become a business owner.
Another great idea is to talk about how your talents as an online service provider have changed your life — this shows that your service can change your client’s life as well.
You want your audience to know your business — not just by telling them about it, but because they’re read the content you’ve produced in the past.
In this type of email, you should send them a few links to some of your most popular content. Doing this helps to impress upon potential clients that you are a leader in your niche. The blog posts you send them should be very helpful and include actionable tips.
Another email you can use to attract more clients is one that educates your audience on the benefits of hiring someone like you for their respective business.
For example, if you’re a designer and you’re selling branding or graphic design services, you should send out an email that educates the audience on the importance of those things in their business, and then lightly touch on the specific services that you provide.
One type of email you can send your potential client is a coupon code or special offer that you’re running at a certain time of the year. You could also provide a special offer, which is a smaller service that you sell at certain times or to certain people, which can be an exclusive service that is a little smaller and more affordable than your typical package.
For example, if you’re a web designer and your main design package is $1500, you could use this type of email to offer 15% off your packages, or even a special offer of a package of social media graphics for $200. Often, offering them a lower-priced service first helps to prime clients even more, in hopes that they will eventually buy the main, more expensive package.
Allowing them to buy the smaller package first is a great way to attract more clients because it instills trust in them that you are good at what you do. Plus, once people are converted into clients, they’re much more likely purchase from you again.
Testimonials are proven to be a successful strategy in growing your sales and client base. Use this type of email to talk about a previous client that you’ve had, and mention the success that they’ve had because of working with you.
Take this opportunity to show off some “before and after” pictures or screenshots, and make sure you include an awesome testimonial from that person (plus their picture and a link to their website).
At the end of the email, add a “buy now” button or a link to sign up for a free call.
People love to see the behind the scenes of how you work and the statistics. This type of email will help attract more clients because they will be very impressed by how awesome you are and what a good job you’ve done for others in the past.
About the author: Miranda Nahmias teaches service providers on how to use systems to make their businesses (and lives!) easier. She also runs an organic content marketing agency providing Pinterest management and full-service blog post creation. Miranda offers a free system for client acquisition that service providers can use to create an automated pipeline of new client leads.