Email Marketing – How To

Do you want to learn how to use effective email marketing to get more sales? Despite what some people may say, email remains one of the most direct and effective ways of connecting with your leads, building a relationship, building trust and turning them into customers.

email marketing - what is it?Email Marketing CC BY-SA 3.0 Nick Youngson / Alpha Stock Images

What Is Email Marketing and Why Do We Need it?

Email marketing is considered by many as a highly successful way to convert prospects into customers. In fact, the main point of any email campaign is to turn those prospects into loyal customers.

In this post you will discover how you can achieve that. It is a concise guide, and so I have cut it down into digestible chunks. After going through this process, you will be able to go away and start building your campaigns to acquire leads and sales all day long.

There are some people, however, who will tell you that email marketing is not required. When you ask them why, they say it’s because Social Media contains your “list”, more especially Facebook, where your “friends” and contacts become that list. There are positives and negatives to every method, but the rise of unsolicited spam (not the best marketing strategy) is particularly noticeable on Social Media as well as email. The best advice is to keep things congruent with the offers your prospects are interested in and NEVER send anything without permission.

Here are some valuable statistics to show you why you need to use email marketing as part of your overall strategy:

  1. Email is the primary form of communication.At least 91% of consumers check their email on a daily basis.  Can this be said of any other form of communication?
  2. You own your list.On any social media platform, your account is controlled by the company and could be suspended or deleted at any time, for any reason, without notice. You own your email list, so they can’t take those leads away from you.
  3. Email converts better.According to research, those who buy products marketed via email spend 138% more than people who don’t receive email offers. Email marketing is said to have a huge ROI of 3800%! And for those who say that social media converts better, get this: the average value of an order triggered by email is at least three times higher than that of social media.

stats for email marketing

By Markelali [CC BY-SA 4.0], from Wikimedia Commons

As you can see, email is an essential part of successfully making sales online.

Are you ready to commit to building an email list and grow your business with effective email marketing?

The mission in this concise guide is for you to understand:

  1. How to develop an email list of targeted customers.
  2. How to craft your emails for great open and click-through rates (CTR).
  3. How to automate the whole process of building relationships, trust and turning prospects into customers.

Here are the things we are going to discuss in this detailed post:

  1. Getting Started
  2. Growing Your Email List
  3. Email List Segmentation
  4. Email Open Rates
  5. Email Automation

Let’s get started…

1. Getting Started

The most important thing to understand is that you need permission to email your prospects and customers.

You can buy email lists, which is a great shortcut, but because you don’t have permission to send to those people, it will likely be considered as spam. You need to avoid that.

If you go to networking events and collect business cards, be sure to ASK if it’s ok to email them. Send one email to confirm that you have added them to your newsletter as discussed in the event. This will hopefully trigger their memory of that conversation and there will be no further problem.

The people who are most likely to buy from you are those who directly opted into your email list. It’s probably a waste of time sending offers to those who have agreed to receive email from you without understanding you will send them offers from time to time.

The two most important things required before you start your email marketing are these:

  1. an optin form and
  2. an email marketing service.

Here are a few recommended email marketing services:

Constant Contact

constant contact email marketing

Constant Contact, being one of the largest email marketing services in the world, allow you to manage your subscribers and create professional emails using drag-and-drop editing tools with the templates they supply. You can send automated emails to new subscribers using Constant Contact Lists and you’re able to track their performance.

Constant Contact also provides landing pages. Find out which are the best to get action and conversion when you take your trial

Constant Contact is free for 60 days, after that, plans start at $20/month.

Aweber

aweber email marketing

AWeber is one of the most popular email marketing services and they have a wide-range of tools like autoresponders, segments, an email builder, and more. The customer support is good and you have the ability to use their great templates and drag and drop facilities too.

Pricing starts at $19/month following 30-day free trial.

MailChimp

mail chimp email marketing

MailChimp is another popular email marketing software. It is particularly good for people just starting out. It’s easy to set up and it provides an intuitive user interface. You have the opportunity to grow your list for free up to 2,000 subscribers, but for more powerful features you need to upgrade to a paid plan. You have the option to add new subscribers to specific segments using MailChimp Groups.

Paid plans start as low as $10/month and can go up to $35 for 2,500 subscribers. The bigger your list size, the higher the charge.

Get Response

get response email marketing

GetResponse gives you the ability to create responsive emails and autoresponders with built in A/B testing capability. You can send targeted emails to individual subscribers using GetResponse Campaigns.

Plans start at $15/month for a list size of 1,000, ranging upward to $799/month for enterprise.

2: Growing Your Email List

The best advice I can give is not to just put an optin form up on your website or blog and expect people to sign up. It’s not as likely to work these days. It doesn’t mean you DON’T put a form on your site, because you need to do that.

In order to grow your email list, you need to attract people with a compelling offer. This offer is known in the trade as a lead magnet.

What is a Lead Magnet?

lead magnet for marketers

A lead magnet, essentially a bribe to sign up, is something of value to the prospect that you give away for free in exchange for their email address. You don’t have to go out and spend a fortune to make it. In fact, most are free. Lead magnets come in the form of digital materials like PDFs, MP3 audio files, or videos that you can create yourself at minimal or no cost. You can produce anything you want to, but it must provide value and relevance to the person interested enough to give their details to you. It also needs to be FREE!

Here are some popular lead magnet examples:

  • An eBook
  • A cheat sheet of tips or resources
  • A white paper or case study
  • A free webinar
  • A free trial or sample
  • A free quote or consultation
  • A quiz or assessment
  • A coupon

The possibilities are endless!

You can get ideas from all kinds of places. Using PLR (private label rights) products are good as long as they have value and are will presented. For even more ideas, check out this list of Highly Effective Lead Magnet Ideas to Grow Your Email List.

What Makes a Good Lead Magnet?

So, we are now aware that a lead magnet needs to offer great value for free. You want your lead magnet to be effective, so you need to take note of these important 5 points:

  1. It’s easily consumed– Lead magnets are only effective when the audience uses them. Keep them short and easy to digest. If you deliver a 300-page technical handbook for example, you won’t gain traction.
  2. It’s action-driven– Lead magnets need to help the prospect gain something that they and apply into their own business or promotion.
  3. It helps your prospect to improve– People will continue to buy products and services if they work well. Your lead magnet will become successful if your prospects see it’s just as valuable as your paid products and services.
  4. It’s relevant– If you’ve done proper research about your potential prospects and their interests, it’s easier to come up with a relevant lead magnet that helps to solve a problem.
  5. It’s instant– People love instant results, so be sure to give it to them within your free product.

email marketing draws money

Let’s have a look at a few lead magnet examples.

Examples here

Creating an Optin Form that Converts

The purpose of your optin form is to indicate the main benefit of your lead magnet, so your website visitors subscribe to your list so they can get access to your offer.

To create an optin form that converts, the following components are essential:

  1. An enticing headline– Your headline has to draw in the prospect by stating the benefits of your lead magnet
  2. A great description– Make sure your is brief, clear and to the point? Using bullet points helps the reader to quickly see what they will get.
  3. Attractive images– If you can (and it’s relevant), include a quality image of the lead magnet (e.g. an eBook cover). A photo of a person looking towards the optin form is also a great way to boost conversions.
  4. Simple form– There is no need to ask for more than a first name and email address. Asking for too much will kill conversions.
  5. Compelling subscribe button– You can use a contrasting colour for your subscribe button, so that it really “pops out” on the page. Also use non-generic copy that draws people to click right away (e.g. “Send me the 7 steps!”).

You can check out this great resource to create a high converting optin form. It’s a 63-Point Checklist for Creating the Ultimate Optin Form (with Examples).

email marketing checklist

Now you have your optin form, you need to install it on your site.

Here is a list of places to be sure to place your form:

  • On a splash page (also called a lead capture page)
  • In your site’s header
  • On your blog archive page
  • Within your blog posts
  • In your sidebar
  • In a timed lightbox popup
  • In a scroll box (A box that scrolls down the page with you)
  • In your footer
  • On your About page
  • On resource pages
  • On a designated sign-up page
  • In an exit popup

From these, there is one that is extremely important especially if you want to get as many subscribers as possible (and we assume you do). That’s the exit pop up. This is a pop up window that is triggered when someone tries to leave the page. This pop up needs to trigger from every page on your site.

The good thing about this pop up is that doesn’t interrupt the reading experience. It only triggers when the user is leaving. This is one of the best times to ask them to subscribe because they have stayed to read your content and found your site helpful.

This kind of pop up has been found to increase conversions by 10-15%!

Here is a great article on how to increase subscribers using the exit pop up – 40 Exit Popup Hacks That Will Grow Your Subscribers and Revenue.

exit pop up

3: Email List Segmentation and Personalised Marketing

Most, if not all marketing experts will tell you to build an email list. They don’t tell you that your email list won’t be as effective without proper segmentation.

What is Email List Segmentation?

This is the process of breaking up your list into smaller groups of subscribers based on specific criteria. That way you can send more relevant and personalised emails. You can, in many autoresponder services, set up a list for each offer you have so that each has relevance to the subscriber that signed up.

When you send out email broadcasts, you can send to the specific list of people that are most likely to be interested in that email content. It keeps things relevant and on subject and results in higher conversions.

semanted email marketing

BronHiggs [CC BY-SA 4.0], from Wikimedia Commons

Why Segment Your List?

Segmenting is reported to be proven to increase email open rates, boost click rates, and decrease unsubscribe rates. This is the most effective way to run your email campaigns.

When you have sorted out your subscribers into relevant groups, you will be able to send more congruent and powerful autoresponder messages (which are a series of messages targeted to those people) to build up the relationship and bring in sales.

Segments help you keep things relevant to each individual in that list and people are more likely to open your emails because your subject lines and content are more engaging for them.

The first question on the subject of segmentation should be “how did the user get on your email list in the first place”?

Did they purchase a product, visit a specific page, download a specific lead magnet product?

There are many ways to sort out your list into the relevant sections.

Here are a few:

  • New subscribers– always send new subscribers a welcome email, or a welcome series. Be sure to tell them who you are and include your contact details. That way the trust starts because you’re not hiding.
  • Preferences– This is about subscribers who want to hear about blog posts vs. those who only want sale notifications.
  • Interests– Know which of your subscribers like classical music vs. those who like jazz for example.
  • Location– inform local subscribers about an event you’re hosting.
  • Open rate– You can reward more engaged subscribers with an exclusive special offer for them.
  • Inactivity– ask subscribers who haven’t engaged for a while if they are still interested in receiving your emails and the next step you want them to take.
  • Lead magnet– Always stay relevant and send targeted emails based on the topic of the free product or service that they opted in for.
  • Shopping Cart Abandonment– It’s good to remind subscribers who left items in their cart that they haven’t checked out yet.

These are just a few ideas to think about. There are many more out there I’m sure, but it’s a good place to start.

4: Improving Email Open Rates

THE most important part of all is getting people to open your emails. You have done a stack of work to build up your list and segment, but there won’t be any benefit to you if those emails aren’t opened.

email marketing open rates

There are a few things to consider and research to be sure you have a chance of getting those emails opened and read. Here they are:

  1. Avoid Spam FiltersThe first problem is where your email gets directed to the recipient’s spam folder. You have already got permission from them to send emails and if you have chosen a trusted email service provider, you’re off to a good start. (See section 1 for the list)You can do a few things to help stop your emails from ending up in spam:
    • Be sure that all the people on your list have really opted in to your list (this is the most important thing to check and can’t be stressed enough)
    • Send your emails from a good IP address. If you use an IP address that has been used by someone else who has sent spam in the past, you’re likely to be treated the same way.
    • Always send through verified domains.
    • Keep your email template code clean.
    • Use merge tags to personalize the “To:” field of your email campaign.
    • Explain to your subscribers how to whitelist your emails, and ask them to add you to their address book.
    • The excessive use of “sales” language like “buy”, “clearance”, “discount”, or “cash” will trigger spam filters so avoid them.
    • NEVER “bait-and-switch” by using deceptive subject lines.
    • Include your location and your details.
    • Include an easy way for subscribers to opt-out of your emails.

    When you choose a reputable email marketing service, nearly all of this included.

  2. Removing Inactive Subscribers Keeps Your List FreshEmailing to your list consistently is the best way to maintain interest and stop it from getting “stale”. Even though you do this, certain people will stop opening and interacting with you.People sometimes change email accounts and don’t think about re-subscribing, or they just lose interest in what you have to offer and stop opening your emails.It’s a good idea to clean up your list by removing people who haven’t engaged with any email sent over the past 6 months for example.

    Before you remove them, send them an email to try to re-connect with them. Send a message asking something like “Am I Boring You?” in the subject. In the content ask if they still wish to remain subscribed and be sent email, then instruct them what to do if they do. Some will respond, but you can remove the others.

    It’s a good idea every now and then to ask your subscribers if they would like to update their information and preferences. This will remind them that they are in control of how they want to interact with you.

  3. Perfect Your TimingThe time of day and even the day of the week (if you don’t send daily emails) can have a huge effect on your subscribers opening your emails. It’s important to do some research on this so you send out emails that are more likely to be opened.Your research into this may need to include some testing to find out what time is best. You can, however, look at research done my your email service provider or check out what others say by searching online. You can then test your own based on those findings and possibly save some time.MailChimp for example says that in general, the best time of week to send emails is on weekdays rather than weekends. (No single day was totally prominent.)

    best days to send email

    This indicates that, in general, the best time of day to send emails is at 10 AM in the recipients’ own time zone.

    best time to send email

    As they expanded their research, they found that the type of content that was being sent brought significantly different results in regard to the best time. The location, age and occupation of the person was also found to be a factor.

    So, how do we KNOW when the best time to send emails? A great idea is to ask some questions of yourself adapted to the target person you’re emailing:

    • What do they do in the morning, afternoon, and evening?
    • What does their workday look like?
    • How late do they stay up at night?
    • How early do they rise in the morning?

    These questions will help you determine the best time to send.

    But the ONE very important thing is…

  4. Make Your Subject Line Stand OutSubject lines are vital when it comes to email open rates. Your biggest task is to make your subject lines stand out.Here are some ideas for creating engaging subject lines:
    • Entice curiosity without being too clever. You need to make people curious enough to open, but avoid being so cryptic that the subscriber has no idea what you’re talking about.
    • Use numbers. There is a certain something about numbers that draws the eye.
    • Use a fun, joking, or conversational tone.
    • Speak in a language and style that your readers use themselves, especially when talking with friends.

    You can do some searches for ideas for subject lines. You can find ideas on news sites, the TV, topical and up to date things relevant to your subject. The list is endless.

    There is a great course on email marketing that I recommend. It helps you with everything you need to create great subject lines. You can check it out here.

  5. Write to Just One PersonWhen writing your emails, even though you may be sending to thousands of subscribers, you need to talk to the person opening it. This starts from the subject line down into the main content. Of course, your natural thought is of the thousands, but you really need to interact with the ONE person who is reading it rather than believe you’re talking to a large audience.If you speak to an individual and keep things in a personal tone, you will find this approach is a lot more effective.It’s vital you know their potential problems, their desires, their values, their likes and their dislikes.

    If you are having trouble with this, send out an email asking them to fill out a short survey and state that it’s for you know their needs and to better serve them. Alternatively, you can ask them to join you on a call or hangout for a quick five minute chat. On this call, you can ask questions that will help you understand what your subscribers needs are, and how they think.

    Spending some time getting this information and digesting it will be valuable for you. It will help you to know the best messages to send and creating or improving your products and services.

  6. Write Like a FriendAny email you send needs to talk directly to the person as if they are your friend. It’s not good to put “corporate” phrases such as “we have some great savings for our customers” because that is not personally engaging.It’s much better to say something like “you gotta take a look at this deal…”That will make the email a lot more personal and it will make it less likely for your reader to delete your message and move on. Nowadays, with all the information accessible, people need a good REASON to open your emails. They don’t need a reason to ignore them, they just do unless you STAND OUT. Being more personal and friendly will help you be accepted into their routing reading matter.
  7. Write Amazing Content, Every TimeThere is more to this process than just getting the email opened. The content inside that email is just as important as getting it opened for obvious reasons. It does affect the open rate ultimately, so be sure to keep content valuable and of high quality.Why does content matter so much? Here is the answer – if your readers are happy with the content, they are more likely to open your emails. If you provide excellent and engaging content, they will be looking for your email. On the other hand, if a subscriber is not impressed with your content and fed up of getting emails like that, they are unlikely to open your emails or unsubscribe.The way to keep people on your list and reading your emails is to be engaging and even entertaining. Share valuable resources with them in accordance and relevance to your email content. You could link to a great offer, a free eBook (as a bonus for being a valued subscriber, or just because it’s relevant), a great value blog post on the subject you’re taking about or a webinar. Don’t send emails to just send emails. Always look to supply your subscribers with great value. The higher the content quality and the more value you give, the more likely people are to stay loyal and your open rates will increase.
  8. Be HumorousYou can afford to inject some humour into your emails. This can help you to have a stronger connection with some people. You can be entertaining and personal and it will help people remember you.You may feel that it’s hard to be humorous because you’re not really a funny person. It’s not easy to be that “clever”, but you never know what you can come up with when researching some great subject line ideas.Could you make this guy laugh?

    email marketing humour

    You don’t have to be a comedian in order to be humorous. It’s more important to know your readers likes and dislikes. Knowing this will help you to decide what kind of “joke” or comment you can safely make that you easily get away with.

    You may have some subscribers who have been inactive for a little while, so here is an example of what you can say:

    Hi,

    I tried to contact you about [value proposition] and haven’t heard from you. Please let me know if:

    1. You’re all set and I should stop bothering you.
    2. You’re interested, but just haven’t responded yet.
    3. I should follow up in three months.
    4. You’re being chased by a hungry tiger and need me to call my friend from the local zoo?

    You can insert some animated gifs, emojis or even a funny video if possible to lighten everything up. You don’t need to be naturally funny to bring some entertainment and humour to your emails, you only need to think a little.

  9. Optimize for Mobileemail marketing on mobileEmailMonday points out that mobile email accounts for 15-70% of all email opens (this depends on your target audience, product and email type). BlueHornet tells us that 67.2% of consumers use a smartphone to check their email.Mobile is huge, so don’t ignore it, but embrace it and be sure you appeal to people using mobile too.

    You need to be sure your email is mobile friendly and has responsive formatting so it shows up properly. Because mobile screens are smaller, use shorter subject lines if you can.

    Here are some tips to help appeal to mobile users:

    • Keep the formatting simple (single-column), under 600px wide (this is also useful for ALL your emails because people tend to read DOWN the page rather than across when reading online content).
    • Because small fonts are harder to read on mobile, use a larger one.
    • Never assume images will be displayed (Android turns images off by default). Make sure everything looks good without images.
    • Use smaller images to reduce load time.
    • Use large call-to-action buttons because it’s easier to tap large buttons with a thumb.
    • To avoid clicking the wrong link, don’t place two links next to, or on top of one another.

    All of these tips can help any email campaign get better open rates. It may take a little time to see some results and major improvement, so don’t get discouraged.

Email marketing is an art and science, so be prepared to test things out to find out what works best for your business and subscribers alike.

5: Automating Your Email Marketing with Autoresponders

Congratulations! You have made it to the last section in this guide. You have learned a lot already. You have learned how to grow your email list, how to segment your list into specific groups of subscribers and you’ve learned a little on how craft amazing emails that engage your audience and improve your open rates. Now it’s time to automate that process and turn your campaigns into money making machines to serve you 24/7!

The series of initial emails sent out is one of the most powerful tools in any online marketer’s toolbox. These help you to introduce yourself, build relationships and trust and turn prospects into buying customers.

The best part is, when the sequence of emails is set up, your work is done. This means you can focus on other important aspects of your business.

What Is an Autoresponder? – It’s a sequence of emails that are automatically sent to people who sign up to your email list (or one of your specific targeted lists as discussed in the segment your list section). This sequence of emails is triggered by a specific event, such as subscribing via a capture page form, browsing behaviour, cart abandonment, downloading a PDF, or buying a product.

All of the content is pre-written and set up into the email marketing service and sent after specific times after the person has subscribed. Each email is set up to be received immediately then one the following day, or whatever time you feel is appropriate. (It’s a good idea to keep things consistent and send emails every day if you can. At least 3 times a week is the very least you should do.)

Every online business needs an autoresponder series and here are 2 good reasons why:

  1. They nurture your leads.Your follow up email sequence needs to provide valuable information, insights and showing them how getting hold of your product or service is going to help them during this automated process.
  2. They turn prospects into customersby helping you to build “know, like and trust” before asking for the sale. You can make your “pitch” at the best possible moment, without being pushy or salesy.

There are 4 basic steps to create a great autoresponder series. They are:

Choose Your Goal

Email Marketing Goals

There are many different goals you may want for your autoresponder, but here are some typical examples. Choose one (or a combination) of the below goals for your autoresponder series before you set it up.

  • Use to send new subscribers a “welcome” sequence.This is the message that you send out immediately after the person subscribes. It could contain a link to your lead magnet for an easy download, but it should contain a thank you for subscribing, your details and how you can be contacted at any time. You could enter a call-to-action to check out your blog for some great tips and find out little more about you. Every email list needs a welcome series. This is start of the relationship process, so be sure to do it!
  • Use as a lead magnet / free mini course.An autoresponder series can also be used as a lead magnet to attract new subscribers to your email list. This is typically done in the form of a free “mini course”, or a free “challenge”. These emails contain lessons (or other valuable information) are sent out over the course of several days or weeks. This is a very effective lead magnet because there is a high perceived value with a mini course or a challenge like this.
  • Use to make sales on autopilot.Using an email autoresponder sequence to build out sales funnels is a widely adopted strategy used by information marketers. It can also be used by software companies, eCommerce businesses and service providers. It could, for example, contain a series of educational videos, a sales video and follow-ups to sell your information products. You can also create a sequence of free educational emails, and then invite them to a live or recorded webinar where you make an offer. In the case of an eCommerce business, your sales sequence could include promo offers for products your subscriber has just viewed on your website.
  • Use to promote up-sells / cross-sells.Autoresponder sequences can also be set up for someone after they purchase and can help get repeat customers. Depending on the products you sell, you could offer an upsell, or cross sell related products. If someone buys a digital camera, for example, you can offer to add a lens, a tripod, and other accessories to their order before it ships. Or, if you sell products that people buy frequently (like food or disposable items, like cleaning products), you can automatically send them offers for new items when you know they’re about due for another order.

Map Out Your Entire Sequence

email marketing sequence

Mapping out your sequence is where you set out your sequence of emails and work out the length of that sequence.

There isn’t a hard and fast rule for sending out these emails, except that the sequence should be long enough to achieve your goals. No more and no less! The length of the sequence depends on the target, the purpose of the emails and how long it could take to “warm people up” and convert into sales.

Next, you need to decide the time span between each email sent.

It’s best to send daily, but it is ok to send an email once every two days for educational emails. You may send out three to four emails in a single day when you’re running a huge sale that’s coming to an end. This totally depends on the goal for your sequence (which is why you chose that in Step 1).

Remember the 80/20 rule – you don’t need to worry about the exact number of emails you send, but it’s important to send more value emails than sales emails. Use the 80/20 rule: 80% of your emails should give value, while only 20% of your emails are about making a sale. This will help to stop “burn out” on your list.

Write out a plan and outline of your sequence from start to finish. Think about and describe what topic(s) each email will cover and the call-to-action for each email. (Your call-to-action could be to click on a link, share your blog post on social media, reply to your email, or buy your product.)

email marketing plan

A great example sequence for launching an information product will be:

Email 1: Introduction and saying thanks for subscribing.

Email 2: Explain why specific topic / problem matters. This helps build the demand for your product.

Email 3: Explain what you need to do to solve the specific problem / accomplish certain goal. This builds credibility, and you start helping people in advance.

Email 4: Explain how to solve the problem in more detail. Transition to the sale and mention you’re launching a new product / program in a few days.

Email 5: Launch your product. Tell your list that your product is live and can be purchased in the next few days. After that, you will close your cart and it won’t be available.

Email 6: Remind your subscribers about the product. Share how many people bought it so far, what other people think about it and how many are left.

Email 7: Last day before closing – first email. Tell your subscribers that there are 24 hours left and your product won’t be available after that. Remind them what they’re going to learn in your program and what the benefits are.

Email 8: Last day before closing – second email. Transition more into scarcity and that there are only a few hours left. After that, your product won’t be available.

Email 9: Two hours before closing. This is where you go full scarcity and focus on the change people want to make in their lives. How much do they really want to solve their problem/accomplish their goal?

Email 10: Cart closed. Send an email to explain to users the product is no longer available. Share figures about how many people got into your program. Thank everybody for their support.

Writing an Autoresponder Series that Converts

The hardest part of this job may be the actual writing of this sequence. You may think it best to outsource to a professional copywriter. It’s better to do this yourself if you can because your readers will get used to your style of writing and, taking a little time, you could come up with a really great email sequence. Here are a few things to keep foremost in your mind:

  • Focus on the reader first.Writing emails to address the needs of your subscribers, not yours is vital. Always look to offer ways to solve their problems. It’s not a good idea to praise your own products, which is where so many companies go wrong. You need to know what the biggest pain points / struggles are for subscribers. How can you show them how you can solve their current problem in this email?
  • Use personalization.Keeping the content personal and relevant to the reader will make it a lot more valuable to them. Personalization is so much more than inserting your subscriber’s first name into the email. You need structure the content of the email to address their needs. For example, an online retailer will find it much more valuable to read an email with the subject line, “How to build backlinks to your eCommerce store” than a generic subject line, “How to build backlinks.”
  • Write great subject lines.David Ogilvy once said that 80% of your money should be spent on writing headlines. With emails, the subject line is really important. If it doesn’t attract attention, it won’t be opened. So, spend the majority of your time crafting the best subject line you can. A great email subject line develops curiosity about the actual content of the email. It’s also personal, and highly relevant to the recipient. There are many places to go to get ideas for subject lines. If you need more help, I recommend this great short course on email marketing. Check it out.

Monitor and Improve

email marketing success

The object of an autoresponder is to “automate” everything. This doesn’t mean that you ignore it completely. There is always a way to improve results and make things better within that sequence.

It’s a good idea to monitor the performance of your emails. In fact, it’s something you NEED to do to find out what needs attention and improvement.

You should pay attention to these things when you analyse your autoresponder campaigns:

  • Open rates.If your open rates are less than your expectations, you need to check the following: Is this autoresponder relevant to your list? Are your subject lines as good as they can be? Are you sending your emails at the best times?
  • Click through rates.People have opened your email, but are they taking the action you want them to take? If you think that you have a low click through rate, perhaps your copy is not as effective as it needs to be and needs to be improved. Consider the following: Is the copy of your email relevant to the subject line? Did you offer real value to your subscribers in the email? Is your call-to-action clear enough? Is the link easy to find?
  • Unsubscribe rate.Unsubscribes are always going to happen no matter what, and that’s usually OK because those people probably would never have bought from you anyway. However, a high unsubscribe rate can indicate that you are losing potential customers. Check the following: Why did people subscribe to your list in the first place, and are you delivering on that promise? Is the content of your autoresponder highly relevant to the segment it is being sent to? Are you sending too many sales emails with too little value emails?

You now have the basic knowledge to be able to automate and highly personalize each of your email marketing campaigns, and you can turn those campaigns into sales machines!

Done – That’s all folks!

We hope this guide has helped you learn how to create an effective email marketing campaign.

In this guide, we shared the following items in detail:

  • The Importance of Email Marketing
  • How to Get Started
  • Growing Your Email List
  • How to Segment Your Email List
  • Improving Your Email Open Rates
  • Automation with Autoresponders

Thank you for reading. We hope that you have found great value in this concise post on email marketing. If you need any more help, please consider this great course on writing killer emails.

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