Whenever you think of sending an email campaign, you probably think “let’s do a promo!”.

Or “let’s try this new campaign idea I found online!”.

And this is a solid basis for building your calendar.

Coming up with ideas that work is the right starting point.

But where I see lots of brands fail is ignoring awareness stages.

→ Problem aware.
→ Solution aware.
→ Brand aware.
→ Competition aware.

The problem is that most brands create emails around the “brand aware” stage.

They don’t talk about the problem or why this solution is the right one.

They straight up start pushing their product down the throat.

And there is place for that but your calendar should be talking about all these stages.

Educating your future customers gives you credibility and builds trust + positions you as a reliable brand.

What you need to remember about is the last stage - competition aware.

This one should be targeted towards non-buyers but also your existing customers.

Because they are aware of the problem, solution and your brand.

They know that this product works so they might start looking for an alternative.

You need to keep addressing why you are better than your competitors and keep highlighting your USPs.

Whenever creating your next campaign calendar, remember to touch on all of these stages.

Some of these campaigns won’t directly attribute the sale but they’ll build foundations for someone to convert when they’re ready.

Hope that helps.
Konrad

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