Successful Email Marketing
Did you know that at least 91% of consumers check their email on a daily basis? That can’t be said of any other communication channel. And email has better conversion rates than social media.
And my personal favorite reason is that you can use email marketing to automate your sales funnel by using autoresponders.
The first step is to start building your email list. You need to get permission to email your prospects and customers. Though it might seem like a shortcut, never buy email lists. We also do not recommend collecting business cards from people you know or have met, and adding them to your email list, unless they have explicitly given you permission.
Using emails that didn’t explicitly opt-in to your email list isn’t going help your business, because they typically aren’t the people that purchase or use your services. It’s a waste of your time to send emails to unqualified leads.
To properly build your email list you need have an opt-in form and a way to manage your list. There are several companies that offer ways of doing this:
Grow Your Email List
Using Lead Magnets to Grow Your Email List
Using lead magnets is an amazingly effective way to build your email list. In article #3 of this series, we talked about lead magnets and how to use them. Be sure to read that.
The purpose of lead magnets are to bribe your prospect with free valuable content in return for their email address. You can promote your lead magnets in social media ads, but you will want to drive users to your website to collect email addresses.
Using Exit Popups On Your Website to Grow Your Email List
Exit popups are way to prompt your users to signup for your email list on your website when their mouse is leaving your website. Using exit popups are a great non-intrusive way to increase conversions on your website. Exit popups are known to increase your conversions by 10-15%.
Targeted Email Marketing by
Segmenting Your Email List
You should be splitting your email list into segments based on the behavior of the email or the lead magnet that got the user to opt-in. Segmenting your list allows you to be more specific and targeted with your emails, which will increase your open rates and conversion rates. Knowing your audience’s behaviors and interests allows you to better cultivate them into leads and sales.
Here are some ideas for segmenting your email list:
- New Subscribers
- Open rate
- Lead Magnet Topics
- Shopping Cart Abandonment
Increasing Your Open Rates
Compelling Subject Lines
When trying to increase open rates, your subject line is probably the single most important element in convincing potential readers to open your email. Let’s take a look into some different tactics for making better subject lines.
- Make it personal. Write the subject like you’re writing to a friend or coworker.
- Use numbers and special characters to draw the eye.
- Can’t make it personal? Make it relevant by using “trendy” words that will catch your audience’s eye.
- Finally, keep your subject on topic, or conversion rates will suffer.
Change the “From Name” to Your Personal Name
Instead of using your business name for your “from name”, try using your personal name. When you receive an email from friends or colleagues, they use their name, right? Using your personal name makes the email more personal.
Perfecting Your Timing
When you choose to send your email can have a big impact on open rates. The best way to figure out the best time for your audience is by just doing some A/B testing. Though based on MailChimp’s studies, the best time of the week is on weekdays (Mon – Thurs) and generally around 10AM, with Tuesdays being the best day.
The Audience of One
When writing the content of your emails, it’s best to write like you’re writing to a friend. A personalized message is more compelling. Segmenting your email list is a crucial step in personalizing effectively. A segmented email list allows you to write emails that are timely, relevant, and personalized.
Make Their Open Worthwhile
When focusing on open rates, it’s natural to think that the content of your email has nothing to do with your open rates. But it’s quite the opposite. Why? Opening an email to find compelling and valuable content will make you want to open the next email. When you consistently write compelling and valuable emails, suddenly your subject line and timing doesn’t matter as much.
Automating Your Email Marketing
To Get More Conversions
Autoresponders are probably the coolest and most powerful tools for making sales and getting leads. They automate staying connected with your subscribers, building trust, and generating leads.
So what is an autoresponder? Autoresponders are a way of automatically sending out emails based on events, such as the time lapse since subscribing, downloading a PDF, cart abandonment, purchasing a product, etc. They allow you to automatically send out a series of emails that are designed to guide each prospect deeper into your sales funnel.
4 Common Autoresponder Tactics
1. “Welcome” Sequence
This series of emails is used as a way of onboarding a new subscriber. This is your chance to make a loyal fan out of this new subscriber. The content of these emails will vary based on your business. Here are some examples:
a) A software company could use it to educate the reader about their software to help them feel more comfortable using it.
b) A company that provides services could use it as a chance to give educational and valuable content to their reader, which will established them as an expert.
The goal of your Welcome Sequence should be to build trust with your reader.
2. Your Sales Funnel on Autopilot
Whenever you’ve captured your reader through a lead magnet, you can use autoresponders to guide them to the purchase of your product or service. The end goal of the series of emails is to get your reader to buy your product or service.
But not so fast, you want to slowly guide them into making that decision over the course of several emails. You don’t want to come off looking too “salesy”, because you’ll turn off your reader and lose their trust.
Here’s an example of steps or activities within the Sales Funnel:
- Be educational. Established yourself as the expert.
- Relate with your users and talk about the problem your product/service solves.
- Relate a Success Story / Testimonial
- Talk about the benefits
- Make an offer to give a sense of urgency
3. Automated Email Courses as Lead Magnets
You can use Autoresponders to automatically send out a series of educational emails as an email course. Exactly like what you’re reading right now! It’s an easy way for your readers to get a series of bite-sized content over the span of a few days or weeks.
4. Promote Up-Sells & Cross-Sells
You can set up an autoresponder sequence after someone makes a purchase to promote additional products related to their purchase. Depending on what was purchased, you can offer upgrades, related products like accessories, or a restock/refill.
Check Out the Other Articles in this Series
#1. Introduction to Online Marketing
#2. The Importance of Search Marketing
#3. Generate Leads Using Social Media Marketing
#4. Successful Email Marketing (Current Article)
#5. Optimizing Your Website to Get Leads