Direct Marketing: A Practical and Real Example with an Email Marketing Campaign
Posted: Sun Dec 22, 2024 8:23 am
Among my clients, I managed an inbound marketing campaign for a personal trainer who wanted to find new clients to follow through his blog.
The campaign's target is a well-defined buyer persona, which I will summarize as follows: Marco, 28 years old, manager of a start-up . He wants to keep fit, but he needs to do it independently, at unconventional times. He must therefore have some guidelines to follow in order to then do his training in the most convenient gym. He reads blogs and industry magazines, and is always looking for new and stimulating exercises.
Now, for Marco I have hypothesized a very linear thailand number for whatsapp path: after downloading the first resource (a list of abdominal exercises to do at home), I started sending Marco, to his email address, a message a week showing him other exercises not included in the checklist.
Email nurturing on HubSpot for personal trainers
I know: the language chosen is not very elegant, but the copy wanted to be close to the customer's tone of voice.
In the third email I then linked to an article about all the muscles that an under 30 should train and I included a self-assessment questionnaire as a CTA.
The quiz asked Marco very specific questions and, depending on the answers of all the various Marcos, I sent different emails. To some I sent articles on how to train the biceps, others the chest, quads or calves. In short: I adjusted the shot.
A week after the emails about personalized exercises, I gave the final blow: I contacted Marco again, telling them: do you bet that with my help you can get exactly the result you want to achieve? So I offered them a free bioimpedance analysis during the first visit, to close the first part of the circle by converting contacts from prospects to patients.
Direct email marketing on HubSpot
So, it's clear: you have to know the recipient of your message, track their behaviors and interactions, always and only offer them content, discounts, suggestions related to what they are interested in or need. Direct marketing shows your contacts that you know who they are. Really!
The campaign's target is a well-defined buyer persona, which I will summarize as follows: Marco, 28 years old, manager of a start-up . He wants to keep fit, but he needs to do it independently, at unconventional times. He must therefore have some guidelines to follow in order to then do his training in the most convenient gym. He reads blogs and industry magazines, and is always looking for new and stimulating exercises.
Now, for Marco I have hypothesized a very linear thailand number for whatsapp path: after downloading the first resource (a list of abdominal exercises to do at home), I started sending Marco, to his email address, a message a week showing him other exercises not included in the checklist.
Email nurturing on HubSpot for personal trainers
I know: the language chosen is not very elegant, but the copy wanted to be close to the customer's tone of voice.
In the third email I then linked to an article about all the muscles that an under 30 should train and I included a self-assessment questionnaire as a CTA.
The quiz asked Marco very specific questions and, depending on the answers of all the various Marcos, I sent different emails. To some I sent articles on how to train the biceps, others the chest, quads or calves. In short: I adjusted the shot.
A week after the emails about personalized exercises, I gave the final blow: I contacted Marco again, telling them: do you bet that with my help you can get exactly the result you want to achieve? So I offered them a free bioimpedance analysis during the first visit, to close the first part of the circle by converting contacts from prospects to patients.
Direct email marketing on HubSpot
So, it's clear: you have to know the recipient of your message, track their behaviors and interactions, always and only offer them content, discounts, suggestions related to what they are interested in or need. Direct marketing shows your contacts that you know who they are. Really!