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Inbound Marketing Blog

    Fine-Tuning Your Email Marketing Tactics

    Posted by Jen Barry

    Do Your Emails Hit a Sour Note with Customers?

    Composing a symphony, opera, or even just the jingle that tells people there’s always room for a certain brightly colored gelatin requires mastery of the skill. Without the proper training, you’d likely struggle with timing, structure, dynamics, or maybe even knowing where to start. The same could be said about developing your email marketing tactics. If you aren’t aware of the many, many parts of an email marketing campaign, you’re likely to hit a sour note more often than not. There’s no reason you can’t orchestrate beautiful music with your email outreach, as long as you know each instrument and its function.


    In music, the exposition is defined as the beginning of the song, where the primary thematic material is announced. In email marketing, this step is known as lead generation or customer acquisition. Your lead generation email should be targeted to anyone who might enjoy and appreciate the products and services your company has to offer. Your primary goal with this email is to drive traffic to your website.

    The recipients of this email will come from one of three groups: those who have never been exposed to your products and services before, those who have signed up on your website but have never made a purchase, and those who have previously made purchases but haven’t visited in a while. As with the symphony, many of your listeners will be bored or completely uninterested in what you have to say. You’re not likely to convert them if they’re not fans of your music. You might use the exposition to hook listeners with a special discount or sale, but if your products and services aren’t interesting enough, your audience will walk out.


    A crescendo is a change in dynamic, when the music grows louder, bolder, under the maestro’s direction. As a part of your email marketing tactics, this is when your focus changes from “entertain them all” to “entertain the ones who remain.” It’s time to get a little louder, a little more detailed, a little more forceful. Turn those sales leads into sales by pitching new products and services. If your new customers loved the exposition and dropped by your website or store to take advantage of a discount, send offers that follow up on the previous purchase.

    Amazon provides a perfect example of lead nurturing. Once you’ve made a purchase through an email they send, you’ll then receive suggestions and discounts on a regular basis. The frequency of these emails and volume of your “voice” could turn some buyers off, but those truly interested in your products and services will open every email until they see something that fits their needs.


    This musical phrase may be familiar, but just in case: Harmony is defined as two or more notes arranged in a manner that is pleasing to the ear. In other words, when you send out lead nurturing and generation emails that turn into sales, you and your customers are happy. When you’re happy, you should let them know with your thank-you emails.

    In addition to showing your appreciation, you can also use your thank-you emails to leverage new sales. Include a call-to-action of some sort to keep your buyers engaged, and that way your song will continue. 


    Though this word may look as though you’re diverting your customers, the actual definition is “composition intended for entertainment, usually in a number of movements.” This is your customer happiness campaign. Keep your listeners engaged by sending educational emails about your products or services, provide humorous information or up-to-the-minute news, and offer your buyers a chance to provide feedback on their experiences with your company.

    In order to maintain your sales relationship instead of turning into an entertaining friend, you should make sure all of your emails still offer the chance to make further purchases or bring in more customers for rewards. You can do this through a loyalty program, occasional discounts, and insider information they can’t get anywhere else.

    Da Capo

    No matter how hard you try, you’re still going to lose customers you’ve gained through your email campaigns. That’s why you have the da capo, which is means the music should be played again from the beginning. This is your “We want you back” campaign. Unless your customers have specifically unsubscribed from your email list, they’re fair game for your “win-back” marketing campaigns.

    Your tone and tempo are important with this email, as you don’t want to scare them off again. Just as you did in the beginning, begin slowly with offers and incentives each individual customer will enjoy. You may have to specifically target the customers for the best results, but it’s worth the additional work if you’re able to win your buyers back. Make sure these email list members understand they’re receiving offers the general public won’t ever see. Making them feel special and appreciated is the best way to reel them back in.

    As you can see, email marketing tactics are not easy to orchestrate, but with some training and practice, you can create a system that delights and converts more customers than ever.


    Lead Nurturing

    Image credit: David Castillo Dominici/freedigitalphotos.net

    Topics: Inbound Marketing