Email marketing is a really effective marketing technique. It’s considered one of the most cost-effective way to contact a business target audience. That’s the reason why “The money is in the list” is a common saying in the digital marketing world.
If you just start sending unsolicited emails, it might be called spam and you risk to being blacklisted by the ones you were trying to reach.
But, if done right, it is called permission-based email marketing and it will build the value of your brand, increase your sales and keep you in constant contact with your targeted audience, whether its prospects or existing clients.
When thinking of permission-based email marketing, most people automatically associate this with the old practice of mass mailing(building a list, and emailing a message to that list).
But now, this process is much more complex. You have to push your emails in a way that won’t annoy your audience. Also in a way that won’t get you blacklisted, it’s very important to avoid being labeled as a spammer.
- 1 Importance of Email Marketing
- 2 The Money is in the List, Start with Pre Engagement
- 3 Building your Email List: Set Your Optin Process
- 4 Building your Email List: Create your Email Content
- 5 Get Autoresponders: The technology behind the email list.
- 6 8 Ways To Take Advantage of Your Autoresponder
- 7 Optimize your Rates: Find what gives the best results
- 8 Autoresponders Access To Secret Pages
- 9 What about Free Autoresponders?
- 10 Conclusion
Importance of Email Marketing
In every email server, the recipients have the option to report spam they receive. Then those email provider will investigate the validity of the claim. If the email sender is determined to be a spammer he will be facing some harsh consequences.
This is why Internet marketers have those fears. They are also afraid of email marketing because they might have a perception that the emails will not be well received by the leads.
Since receiving a huge quantity of spam each day may result frustrating for some Internet users, they will not likely be receptive to email marketing.
However, it is worth noting that despite that, many u will be really receptive to email marketing. This is true in situations where they did request to receive information from your business. That’s when you find value/money in your email list.
The clients are also really receptive to emails when you provide value to them. You can offer emails with articles, product reviews, tips and some others things that will make the audience feel grateful.
The Money is in the List, Start with Pre Engagement
Let me tell you a Big Secret most people that had online business they knew when they started: You should be building your list before you start promoting anything online.
Many new marketers don’t get to building their opt-in list until a year or two after they start dabbling online and this is a mistake.
To do this, choose a “broad” topic you are interested in and begin building a list of folks you know interested in that topic. Reach them and try to get them to give you their email, saying you will be working on something related to that topic and that you want them to hear about it first. Also ask them if they know someone else who might be interested and reach them too.
Building your Email List: Set Your Optin Process
You now know that you should do email marketing. Here are some tips that can help. First let’s check how to build sign-up forms that convert well:
1. As you expose your sign-up form repeated times, increases the odds of converting the subscriber.
In this point, you want to be careful. You don’t want to look too pushy because quickly your viewer might get annoyed.
There are studies that indicate that the best places to locate your forms are the following:
- On the left hand navigation bar.
- On the top right of a page .
- At the bottom of the page, just after relevant content.
You can create a popup window to appear after your visitor attempts to close the window or leaves your website. If you do this right, your bounce rate will be reduced. A nice little trick is to ask something with yes/no options, and for each one, you redirect to one of your links where you offer new reasons to stay. It’s like having a 2nd chance.
2. Motivate your subscribers.
An effective opt-in form begins when you are able to convince your audience to trust you. Or at least enough trust to give you their email addresses or even some more personal information.
Let them know the benefits of subscribing (receive tips, freebies, etc), it’s also good to include testimonials, or some samples of what your product is about. Another key is to have a very strong call to action.
3. Offer opt-in incentives.
Properly used, incentives can significantly increase opt-in rates. In most cases this is essential.
Some of the most proven and effective incentives in use are
- Free whitepapers or e-books
- Email or Video Courses
- Opt-in discount or a free service
- Special report or Study Case
No matter what’s the niche, there’s always good content you can give away in order to increase your list.
Whatever incentive you chose to offer, do not forget to follow up on your promise. In your welcome message, you should automatically provide access to the free product.
4. Test your form, put yourself in the place of the user.
Try out your form, think to yourself “If this was someone else website, what attracts me? What annoys me?”. Put yourself on the shoes of the user and you’ll realize a lot of what could go wrong or right with your form.
Bonus Tips to Remember:
Your form and overall site should be supported on multiple devices and browsers. You need to make sure this works. Also make sure your page speed is good enough or people won’t have patience to wait for the page/form to load.
Test the behavior of your form, your ENTER key should submit the form. Also the TAB key advances to the next field. People are quickly turned off at any misbehavior of your form. Don’t give them any reason to leave, just don’t hurt your chances.
It’s the best to keep your forms limited to just a few fields. Users don’t want to fill long questionnaires. You are looking for the attention and not the other way around. Name and email should be enough. You can collect more data later in the process.
Include a privacy statement close to where the form is, or as a link. People trust brands that show they have nothing to hide and care about their privacy. After all, they are trusting you with real contact information.
Building your Email List: Create your Email Content
When you start email marketing, soon enough you get faced to one big dilemma. What kind of content do you want to include in your emails?
These emails are the first impression that you can give to your potential customers. This is critical, and might be the difference between growing a huge email list or not. Also, you want your audience to get to know you.
The best your content is, the better chance you have to make a good first impression to your subscribers. Therefore, leading to better purchase rates of your products or services.
Often times, a good choice for your content will be including quick tips, rounds of Q&A, relevant links like your latest articles or videos, and also anything that can pre-sell some of the best products you are affiliated to.
It’s important to keep in mind the relation between your content and your target audience, considering you might have diferent segments. If you send content for starters to someone that has a lot of experience, after a while that person might unsubscribe.
So, if you are able to segment your list well, full-size articles are a good idea when they are really targeted. You want to make people relate to you. Also, you want them to feel you understand exactly what they are looking for.
Finally, if you still have doubts what to use, there are also several resources that can be found such as templates. Those will give you a good idea of what should say each of those emails sent.
Get Autoresponders: The technology behind the email list.
The autoresponders are email marketing management platforms. They help store the email list and actually do the job of sending the emails. The process can be automated and most of the time it will just require an initial investment of time to set up. After that most of the work will be using statistical analysis tools to check how the emails are performing.
There are many factors that may help you choose your web hosting service of preference, emails per month, number of subscribers allowed, analysis/segmentation tools, and price. For that, we will discuss the advantages and disadvantages of the most important autoresponders on later articles. In the midtime, I can tell you that one of the most recommended and popular is GetResponse.
Important Note: Through this affiliate link, you get access to a free GetResponse special trial for Latin Digital Marketing users.
8 Ways To Take Advantage of Your Autoresponder
I’ll present below a few ways you can use your autoresponder to transform a cold lead into a profitable lifetime customer.
Autoresponders will manage the subscriptions and follow-up with those leads you collect. The process is all automated, you just need to make an initial investment of time. As people keep hearing from you, you are building your reputation as an expert in your niche.
2) Contact affiliates.
If you are running an affiliate program, your autoresponder will help you keep in touch with your affiliates. This way you can inform them of any offers, new products, or maybe let them know of new promotional material available to increase convertion. Give them tips and motivation, after all, their benefit will be yours too.
3) Promote advertising opportunities.
This is a different angle, you want to sell advertising on your website. So you can set the autoresponder to offer the chance of advertising in your website. To be able to do this, you must have an audience, this way the offer will be more valuable.
4) Provide email courses.
A really nice way to use your autoresponder is to do email courses. You just need to set a lesson per day, which is delivered on email. You want the course to be high quality. Also it’s good to make a course that allow the participants to see the need for a product, and by the end of it you send your affiliate link to that product.
5) Write reviews.
Most people look into internet when they want to make sure of the quality of a product they might intend to buy. Writing reviews on products and services can be useful for them. Send the review with your autoresponder and if you have one, include an affiliate link to the product.
6) Distribute free reports.
Provide your visitors a sample report, where they can check the quality of your service/product. Those should focus on showing the customer what they can get, but are not meant to be a sales pitch.
7) Retain Buyers.
Provide a form on your order pages, maybe using a checkbox that allows visitors to be notified of special offers or discounts. This is great because you are creating a mailing list that contains the information of people who already bought from you. There’s no better target that someone who already bought from you.
8) Article Distribution.
Offer visitors to sign up to your autoresponder in order to receive your latest articles. Advertising your articles one at a time is one way to go, but you can also advertise chunks of related articles or just one for the master list with all the links.
Optimize your Rates: Find what gives the best results
In order to be able to really find the money the list, it’s important to optimize your results. Email list building is like this, you have to keep monitoring your results and create strategies that offer different results. After analysing your options, you just stick to the one that brought you better results.
Be creative about what you can do to test your metrics. You want to improve your rates, and only by experimenting you’ll be able to find a formula that works for your case.
Make your site traffic work for you by building your own opt-in email list and communicating with your visitors and customers. Remember that, most of the time you’ll need to setup this just once, and the costs of this will be nothing compared to all the benefits every single new email list member can bring to you.
Autoresponders Access To Secret Pages
For some reason, people love to get things that other people can’t. It’s in human nature. It makes them feel special, and that’s what make this an effective marketing technique. Giving access to a secret, premium or exclusive content works well on the Internet.
It also works best when it is limited. And this could mean limiting the amount of time to get it, or the number of people who can get it. With your autoresponder, you can handle the access to those secret pages available on your website.
To do this just create a directory on your website, and make it password protected. Then you just need to deliver credentials to one account that everybody can use. Finally, you should create some valuable content for that directory.
You can call this your premium content, VIP section or really anything you want. Just try to make it sound like something exclusive. For example “the secret toolkit used to earn thousands for years” would probably result attractive to people looking on how to make money.
Make sure to put a deadline on the offer. If people feel that the time to get it is running over they might rush to get it. Even if they weren’t sure at that moment, they can get it now and check later. Create urgency, they want to be the only ones with this special access!
Also, make sure to put some real value into it. This will be appreciated, and you’ve gained by collecting the names and addresses of the people who were interested in what you have to offer!
What about Free Autoresponders?
This is a topic that quickly comes to mind when taking a look at the prices available in the market for Autoresponders. So maybe, you may have decided to look for a free autoresponder that cover your marketing needs. This is acceptable in some situations, and if we speak of digital marketing, a free autoresponder is better than not having one at all!
Web Hosting accounts sometimes include in their panel an option to configure a free autoresponder. These are easy to set up, and might be a good first option.
Besides that, there are many free autoresponder services to choose from. Some of them are free, but the provider still gets benefits by placing advertisement in the email messages that your autoresponder deliver.
Most free autoresponders wil have a low limit on how many subscribers you can have. This is why a lot of people start out with the limited free versions, and once the list have exceeded those limits they find themselves forced to upgrade to the paid version.
Also, many marketers or business owners approach this subject leaving the expenses low until the list growth allows to make some profit or at least cover the expenses. From a business standpoint, this makes sense.
Are Free Autoresponders good enough?
This will be up to you, your budget and how much would you like to scale your business. If your list is a small one, a free autoresponder could be enough to cover everything you need to do, but as your list grows, you should definitely consider upgrading.
However, having advertisements to other companies(even small ones) might be against your best interests. They might even represent direct competition with your product or business.
Again, this depends on what you are trying to accomplish with your autoresponder. Even then, try to make sure that whatever is your choice of autoresponder, you’ll be able to migrate the contacts on your list, after all, they are your most valuable asset.
As a final reminder and conclusion, in order to build trust with your audience, you want them to hear from you more than once. When they get in your email list, they give you this chance, and you should try to make the most of it.
If you want to try for yourself, take all the advice given on this article. If needed, come back as you set up your email marketing campaign to make sure you won’t miss anything.
At the end, remember that the money is in the list and your email list is your most valuable asset.