This month🍀🌸, I'm getting my MARCHing orders 🤣 (pun-intended) from the last month in the first Quarter of the year and the early start to the Spring season that I know so many are looking forward to. It's a great time to ignite MOMENTUM! So, I'm using it to create a simple framework for my clients using the acronym M.A.R.C.H.
I've really been thinking about my own clients that I work with 1:1. And, I’ve been thinking about how many small business owners (myself included!) are sitting on ignored email lists. Not because they don’t care, but because they feel overwhelmed by tech and especially by time constraints. There's so much to do in the day when you run the show!
So, here's the framework for reengaging (and nurturing) your email list:
M = Map Your Message: Clarify "who" you are speaking to and "what" your offer is about before you even think about touching the tech. Map out the plan. Without it, how do you know where you're going?
A = Automate: Set up a basic Welcome series that introduces who you are and what you do. Use it to take new potential customers by the hand and walk them through what you offer and how it can solve their problem(s). Break it down into a series of emails that drip out without overwhelming.
R = Reconnect: Send out a "reintroduction" email to inactive subscribers and perhaps take engaged subscribers through a new walk-through series to introduce services or products they may not yet be aware of. YOU know what you do, but do they? You may be surprised!
C = Consistency: Establish a realistic cadence that you can stick with. Automated series are REALLY helpful for engaging and nurturing customers. You may put in a good amount of work upfront, but the payoff of reaching out to customers while you're busy with other tasks or even just having fun is priceless!
H = Hit Send & Optimize: The journey doesn't end after you hit "send." Take the time to review your data afterwards. Use the Constant Contact reporting to evaluate your open rates (can you improve that with a new subject line?) and clicks. Are you seeing subscribers engage the way you thought they would? Look at the heat map to see where those clicks are within the email. I like to look at my data within a few hours, then a day later, and then the following week. I use this information to refine my plan for the next email or series.
As a long-time Constant Contact Partner and digital marketer, I find that when my clients start by focusing on a plan and structure BEFORE they write the email or create the graphic, they gain confidence and clarity much quicker.
Curious, how are you planning to re-engage your customers this season? What's been working (or not) for you?
Elite Advocate | Cindy Clearwater
