If you know anything about internet marketing, or if you’re just starting out, you probably have realized the importance of having an email list. There are many marketers who assure having a good email list usually means money in your pocket.
In this post I’ll go through the basics of email marketing, what to do and what not to do, how to combine different types of emails to get the most out of your relationship with your subscribers and how to make your email efforts worthwhile.
Getting the right tool for the job
In order to be able to send emails to a list the first step is to create said list. The process is pretty straightforward but there a couple of things you should consider.
Important Notice: Learn my method to profit daily online –
First of all, you really should absolutely be using an email autoresponder. An autoresponder service will help you in every step of creating your email marketing campaigns; plus, good email autoresponders will better increase your chances to actually get your emails to your subscribers inbox.
Here are some of the best known email autoresponder services out there.
I’ve included some options here but you probably want to stay with the first two as they are the most common.
Once you’ve decided on what service provider you’re going to choose it’s time to actually create the list.
Grab the email address the right way
Even though the actual process varies between the different autoresponders, there are some basic ideas that should stay the same. Here are two things you must do:
- Answer the most important question
- And setting clear expectations
You wouldn’t give a stranger your phone number without a good reason to, right? Why would someone give you their email address? The same concept applies. What is in it for them?
That right there is a question you should always be asking yourself when thinking about email marketing. What is in it for them?
Most people would just create an opt-in box saying something in the lines of “Submit your email for updates!”
Could you be more vague?
What you actually want to do is, let the reader know what they’ll get in return for their email address.
One common practice nowadays is to offer a multiple part mini-course on a certain topic. So the optin box would say something like this:
“If you’d like a 6 part mini course on email marketing, submit your address”
As you can see it’s a much better approach. You are telling your reader exactly what to expect, a 6 part mini course on a topic they’re already interested in.
It’s much easier for your visitors to submit their emails when they know value is headed their way, it beats out vague promises each and every time! Remember, WIIFM, What’s In It For Me, and keep it simple.
You Got Their emails And Their Attention, Now What?
The first thing you should focus on when you actually get subscribers is to deliver your promise. Weather it’s a 6 part mini course or a weekly tip email, you should ALWAYS deliver what you promised. Your goal is to build a relationship with your subscribers.
You should always, always, strive to share the best possible content as well, try not to keep anything for yourself.
Here are some types of emails you should consider sending:
Actual ‘FREAKING’ content
Sending your subscribers an exclusive value filled article is a great way to create a relationship with your subs. If they are on your list, chances are they enjoy your content so show some appreciation by providing the great content.
Promotional affiliate & sales emails
It’s not bad to sell, you just don’t want to do it all the time. No one likes to be pushed to a product or service.
If you only send sales emails, your emails will probably be ignored sooner than you think. Sell something only if it adds value and you believe in the product.
That being said, you can’t be afraid to sell. A common ratio some email marketers use is one promotional email for every three content only emails. It really depends on the niche however.
Newsletter “type” emails
Newsletters are great to let your subscribers know about you, about any changes to your organization and to broadcast any new content on your site.
If you have tons of content, one great idea is to create an email around a topic and link to older articles and posts. These emails can boost old posts that would have otherwise been forgotten.
Measure, analyse, rinse and repeat
Once you’ve sent the email it’s time to measure exactly how well it performs. Most autoresponder services also provide some kind of analytics, here is what to look out for:
Email Open Rate
If you have a high open rate it usually means your subscriber is feeling drawn by your email and content. On the contrary, a low open rate might mean your subject line is too dull and you might want to tweek it.
Click Through Rate (CTR)
This number is a percentage, it shows how many people actually clicked on something inside your email.
If your CTR is low, you should tweak your copy and perhaps make the call to action clearer.
Your Email List Subscribers
This number shows how many people have subscribed to your list in a certain amount of time. You want to compare the number of subscribers with the impressions of the opt-in box so you can get a CTR for the opt-in itself.
Changing the copy on the opt-in box or changing where the actual box is located can dramatically improve the performance rate. Test it out!
Don’t lose your shirt with unsubscribes…
No matter what you do, you ARE going to have people unsubscribe, no biggie.
Sometimes the content you provide is no longer interesting to certain people or maybe they just got bored. It’s okay, we don’t need them, we just want the subscribers that dig us and our message.
However, if you see a massive drop in subscriber retention after an email broadcast then you might want to check out what went wrong and avoid it in the future.
You Don’t Know Till You Try!
The whole idea behind email marketing is to keep on testing tweaking your email campaigns to find what works best for you and your business. Test copy, opt-in placement, subject lines, anchor text for links. Everything, even if it seems small, has an impact on your readers.
Do you think I missed something? Do you have any questions? Please leave your questions and comments on the comment section down below. I’ll be happy to get back to you.