When you’re launching your first email program, it can be challenging to develop your offers for your first few campaigns. What will work in your lead funnel? What should you try first?

It’s important to realize that there is no one campaign that will magically turn every subscriber to a customer. In the same way, there is no one campaign that will make them all flee from your brand. Test the waters with a few brand messages first. Make sure your list is sound and that your brand messaging is developed. Email shouldn’t just be about giving away free things to your list, it should be about building a relationship and dialogue with your audience.

As your program develops, start presenting offers to your list, make sure they fit with what your subscribers will want and meet the expectations of what your business should offer. Taking the time to study your audience (both email behavioral data and data from other sources, like social media interactions and website visits), to learn what is meaningful to them. Blanket offers for a lot of free products might work well for response rates, but might not work well for your business model. Understand what your subscribers really want, and what you can provide well and consistently, and measure the conversions of your various tests to see what resonates best with your audience and goals.

Looking for ideas and strategy to develop your lead funnel? We’re Mailchimp Pro Partners and email experts. Contact us to find out how we can help.