People have been talking about the death of email marketing for some time. Some marketers believe paid social media ads are the only way forward.
That couldn't be further from the truth. People continue to use email on a daily basis. You have far more control over what you send to subscribers.
Unlike social media posts, which can disappear in a busy feed, an email sits in the inbox, ready to be opened.
Email offers some excellent marketing opportunities…if you use it properly. If you want to get started with email marketing, then read on to learn more.
1. Create Your Opt-In Offer
A few years ago, you could add a form to your website and ask visitors to sign up for your newsletter. Now, a simple newsletter won't cut it.
A person's inbox is a busy place. People sent and received around 281 billion emails every day in 2018. People expect to get something for handing over their email address.
You should offer something that people need or want. It should also be something that helps them to get a quick win on their own. They're often called a ‘lead magnet' since they attract leads to your business.
This lead magnet helps to build trust that you're a trusted authority in your niche. The implication is that they can achieve results with a short freebie. Imagine what they can achieve with your full service or product.
Some people will sign up for the freebie and then unsubscribe. That's okay. You don't want people on your list who will never buy from you.
There is a range of things you can offer as a lead magnet. What you choose depends on what you offer as a product or service.
Popular choices include:
- Short courses delivered by email
- White papers
- Discount codes
- Exclusive training videos
The best options for you will depend, in part, on your business.
2. Make a Landing Page/Sign up Form
Now you've made your lead magnet, you need somewhere for people to sign up for it. If you don't already have a website, don't worry.
Email marketing service providers include landing page templates in their software. This means when people visit the page, they can see what you're offering and enter their email address.
You can also embed these landing pages on your website. As an alternative, create sign up forms that you can add to blog posts or web pages.
You will need to use a provider for your email marketing. Trying to run a mailing list through a platform like Gmail, or your company email isn't allowed. Using a platform like Infusionsoft lets you comply with GDPR regulations around collecting data.
3. Deliver the Lead Magnet
Once a web visitor enters their email address, the software will deliver the lead magnet. You can have different magnets for different forms.
The form should either take the visitor directly to the magnet or a thank you page. The magnet might be a downloadable PDF, a video page or your course site.
If you use a thank you page, make sure the link to the magnet goes to their inbox immediately. Subscribers don't like waiting for their freebie to arrive.
Don't stop at sending the freebie. Create a series of emails, called a sequence, that the software will automatically send to your subscriber.
Send them a few days apart. In your first email, you can introduce your brand and why you do what you do. The second email might help them to find what they're looking for on your website. What you send will depend on what you're offering.
In each email, encourage them to either click a link to your website, or to reply to the message. This gets the subscriber used to clicking links and engaging with your emails.
4. Let People Know About Your Offer Elsewhere
If you get a lot of traffic to your website, you'll start getting signups quickly. Some companies add an exit-intent pop-up, meaning it's only triggered when a visitor moves to leave the website.
It advertises the lead magnet. The visitor can sign up or close the pop-up.
If you already run e-commerce from your site, ask customers if they want to join your mailing list. A customer might have bought a product from you six months ago, but that doesn't guarantee they want to get marketing messages.
Otherwise, promote your lead magnet on other platforms. Choose the platforms your customers or target audience use.
Tweet about your lead magnet, linking to the landing page, and pin the tweet on your profile.
Add a ‘Sign up' button to your Facebook Page. Or include the link in your Instagram bio.
Remind people the lead magnet exists.
5. Send Content
Different companies take different approaches to their email marketing. You might choose to automate much of it. This means customers only get emails when certain conditions are met.
For example, if you know a product starts running out after 30 days, you might send a reminder email 25 days after purchase.
You might choose the curated newsletter approach, collecting content that is useful to the subscriber. This content is also related to what you offer.
It does take time to collect the links. Subscribers enjoy these emails because it saves them looking for this content themselves.
Other companies send a regular email with a link to a blog post, Youtube video, or podcast episode. These emails can be shorter because the main content is linked elsewhere.
Whatever you send, make sure it's relevant to your lead magnet. It should also be relevant to what you do. If subscribers enjoy your content, they'll choose you when they need what you offer.
6. Track Results
Email marketing provides lots of useful data about your campaigns. You'll be able to tell what content subscribers enjoy by how they interact with it.
Don't worry about unsubscribes because they help to keep your list ‘clean'. Test different subject lines or calls to action to see what subscribers prefer.
Take what works and use it again.
That's How to Do Email Marketing the Right Way
This email marketing model is based on permission. Customers or subscribers give you their permission to contact them. You deliver the content they want.
They can take action based on what you ask them to do. Because you can track the results, you know what works – and what doesn't work – for your audience.
If it sounds overwhelming, don't worry. Get in touch today and let's see how we can help you get started.