If you’re not familiar with boxing, the 1-2 punch is a combination of punches that boxers uses during a fight to effectively land their punches.
The first punch is the setup punch. The one in which he opens his opponent up to the power punch to follow. When used at the right times, the 1-2 punch is one of the most effective combinations in boxing.
The same concept (and its effectiveness) applies to email marketing strategy. In the case of email marketing, the 1-2 punch is the welcome email and the incentive offer email.
The welcome email (the setup punch) is what you will use to get your email recipients to attach a sense of value to your emails and open them up to the idea of taking advantage of your upcoming offer, whether they see it coming or not.
Naturally assuming that the recipient has engaged directly with your business or spent time on your website, they would be more than willing to read through the entire contents of your initial email.
This is because they are at least vaguely familiar with your business and were interested enough to sign up for your emails, so the brunt of the work is out of the way.
As a result, it can be a good idea to use this email to introduce recipients to a broad range of your company’s offerings. Along with introducing recipients to your offerings, the initial email can be used to familiarize recipients with the tone and personality of your brand.
Look at this as the opening rounds where you have been working your opponent with some punches.
Now, this is where you get your email recipient to convert on an offer of some sort. The measure of an effective follow-up email is its ability to convert.
Whether it is making a purchase, showing up for an event at your business, etc., you will know when your power punch is effective when the email recipient goes from being a casual reader to taking action.
To increase the conversion rates of your follow-up emails, it is important that any offer made in the email be enticing in some way. To do this successfully, you will need to craft targeted marketing messages based upon your customer’s specific interests. This means knowing your customer base.
More on creating effective marketing messages can be found here.
The success in the 1-2 Punch email marketing strategy lies in your ability to create positive experiences when potential customers interact with your company. After which, it becomes essential to make it clear what recipients of your emails can expect from your company and how they will benefit by opening and engaging with your emails.
When executed properly, the only thing left is to make an offer with an incentive that appeals to your target audience and you will significantly increase the success of your email marketing campaigns.