Why You Need To Use Email Marketing
If you want to communicate directly with people who actually grant you permission to market to them, learn email marketing.
“Email is today’s most pervasive medium”……says Barry Feldman
Email is more popular than any social media.
- It’s more private.
- More personal.
- More vital.
- If you ignore email, you risk missing business opportunities.
Why you need to build an email list?
- Think of your email list as your online marketing bank account.
- You want to make it grow.
- You accomplish this by asking the people who visit your site to give you their email address.
- You have to offer them something.
- Offer free content
- The most effective way to capture email leads is through landing pages.
- Your landing page should offer a free resource you make downloadable or instantly available online.
- Your best bets for free content offers include:
- • Videos
- • eBooks
- • Podcasts
- • Free templates
- • Checklists and guides
- • Content archives
- • A series of informative emails
How to invite visitors to subscribe
- Your blog is an ideal venue for getting new subscribers
- Place opt-in forms in the sidebar of your blog post pages, preferably at the top.
- Having an opt-in box below your post makes for a practical and effective call to action.
- Essentially, the reader has reached a “now what” stage and you make it clear what the answer is: subscribe.
Having an email list is one thing, but creating a list of loyal and enthusiastic readers is the real goal.
How do you get readers to open and click the links in your emails?
- Curious readers click
- The big secret: invoke your reader’s curiosity and compel them to take action..
- Extreme focus
- Overwhelming readers with choices often results in no action.
- Less is more.
- Be clear
- “Click here to read [blank]” hardly seems like advanced copywriting advice, but clarity and simplicity are your allies in your emails.
- Avoid the temptation to overwrite.
- Help the reader help themselves with crystal clear directions.
- Use names
- Everyone’s favorite word is his or her first name.
- Readers will be more engaged and trusting of messages in which their name appears.
- Gather your readers’ names and use them.
- Your email service makes it extremely easy to do this.
Popular email types that have proven useful for online marketers.
- The most popular type of email, especially for businesses who consider themselves content marketers, is the newsletter.
- Newsletters, sent regularly, can be an effective way to maintain mindshare.
- They are useful for nurturing existing clients as well as engaging prospects.
- Also, because they usually include links back to your website, newsletters are effective for creating traffic.
- You can dedicate an email to be a delivery vehicle about an offer.
- You may have a product, service, event, or new information asset you want to inform your readers about.
- Though offer emails are generally sent to everyone on your email database, you may see better response rates by strategically segmenting your list by some type of category.
- Autoresponders—often called “drip campaigns”—are created for the purpose of lead nurturing.
- Your prospects are sent a tightly connected series of emails introducing multiple pieces of content over time.
- The use of autoresponders addresses a common challenge in email marketing: attention attrition.
- Email service providers make it easy for you to create autoresponder series and schedule them the way you like (e.g. successive days, weekly, etc.).
- So the time you invest is entirely up-front and you then “set it and forget it.”
- You craft autoresponders to nurture leads in the most targeted way possible.
- That is, your messages speak to a specific program and thus, focus on a singular conversion goal (sign-up, try, buy).
- Transaction emails
- Transactional emails are triggered by a specific action contacts take and are usually a fulfillment of a request.
- Transactional emails can be a response to a reservation for a webinar registration, a product demo, or even signing up for an email list.
- Recipients generally anticipate transactional emails, so the open and click-through rates are high.
- As a marketer, you can take advantage of this type of email because the recipient has just actively engaged, so it’s wise to provide a specific call-to-action.
- Research indicates transactional messages help increased revenue and brand recognition.
How To improve your open rates.
- Simple subject lines win
- People fly through their inbox with their finger on the delete key.
- Make your subject lines simple and relevant to your subscriber’s interests.
- The shorter, the better
- Nix the punctuation
- Another subject line guideline: write a phrase.
- No period.
- No exclamation point.
- No asterisk.
- Questions marks are okay.
- Perfect your timing
- It’s important to time your email deliveries as well as you can.
- Stay away from spam filters
- Keep “free,” “save,” and other financial lures out of your subject line.
- Do not use cheeseball tricks such as using “Re: or Fwd:” in the subject line.
- HubSpot compiled a list of spammy words here.
- Be a trustworthy sender
- The “sender” field is the first to appear in an inbox.
- Use your name or your company name.
- No exceptions. No updates@. No reminder @, or anything@ except your name.
- A proven way to increase ROI in email marketing is segmenting your email database into groups with specific interests and sending unique messages to each.
- Whether your company is big or small—and your lists are big or small—the practice of segmentation is likely to help you succeed in making customers feel you’re tuned into their specific needs.
Four email no-no’s.
- No-no number 1: SPAM.
- Email marketing is for sending messages to people who told you they want them.
- There are no exceptions under any condition.
- You need permission from every recipient otherwise what you’re sending is SPAM, which may not be against the law, but is unethical and a complete waste of time.
- No-no number 2: Talking trash.
- The low prices and easy entry into email marketing inspires many businesses to have a hack at it.
- They send obnoxious hard-sell messages.
- The ones that get through will simply tarnish your credibility.
- No-no number 3: Not testing.
- HTML emails look different to viewers.
- Though your email may look good in your preview window, it may not in your recipient’s.
- No-no number 4: Ignoring the data.
- A ton of email marketers never look at their reports.
- They fail to notice open rates have slipped, their list is shrinking, or their emails are bouncing and getting marked as SPAM.
- You need to check your email statistics after every send.
Email is the purest form of permission marketing and the most effective way to boost your bottom line and grow your business.
It’s the only channel of online communication that remains private and provides a direct connection to your prospect.
If you enjoyed this post and found TONS OF VALUE with these tips from Barry Feldman, please take a moment and share…..Thank You!
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To Your Success,