Email marketing remains a vital channel for local value-added resellers of Restaurant POS systems. Setting up a nurture-to-sales email campaign allows you to build connections with your prospects and guide them smoothly from awareness to the decision stage. But how do you leverage this potential power in a way that appeals to your specific audience?
Understand Your Customer—the Hero of Your Story
Before you can dive into writing an effective sales email campaign, we need to look at the framework used to create it.
Donald Miller created one of the most effective marketing frameworks and strategies that many small and mid-size businesses are currently using. His framework—StoryBrand—emphasizes the idea of storytelling with the target audience being the hero of the “story,” which is their buyer’s journey.
In our context, the customer is the restaurant owner or manager considering upgrading or installing a new POS system. In the StoryBrand methodology, the customer is the story’s “hero,” and you act as their “guide” in their quest for a solution to their problem.
Take time to understand your customer’s challenges, needs, and ultimate goals. Think of your product or service as the tool they need to achieve those goals. Then, design your email campaign to guide them toward that realization.
Once you have clarified who you’re talking to, what their problem is, and how you can guide them to a solution, you’re ready to write your email sales campaign.