When you have a website, there are 2 main things that need to be done. The first thing is you need to do is create value through your content, making it great and making so people want to and will get a lot out of it. Once the value is created the money will follow.
However, let me ask you a question, “Can people enjoy and get a lot out of your content if they don’t see it?”. The obvious and correct answer is no, so you may need to find some other ways of attracting people to view your content.
A very popular way of doing this is through email marketing, which is what we will be going through today. Before we get into the art of crafting an email list, I think it would be beneficial to first go through what email marketing is.
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What is Email Marketing?
Email Marketing is a digital marketing strategy of sending emails to prospects and consumers. If done correctly, it can and will lead to the conversion of prospects to consumers, and turn one-time viewers into long-term fans.
To make it very simple, you get people to give you their email and that email goes on your email list. Keep in mind that people don’t give their email to every website, so if they are going to give it to your website it is because they really are interested in whatever it is you are doing.
With that list of interested people, you can then send an email going to everyone on that list, marketing whatever you choose.
For example, let’s say you get a new blog post out on your website, you simply have to send an email with a link and a quick intro out to your list and sha-bang, people who want to read your content will be notified and you will gain viewers who want to read.
That is the basic gist to email marketing, if you want to learn more, Click Here to read what Wikipedia has to say about it.
Benefits to Email Marketing
In spite of the rise in popularity of social media, email remains the most effective way to get prospects and turn them into customers.
I’m not saying social media isn’t important, it really is important to business and I recommend you use it to your advantage, I’m just saying that email marketing will lead to more customers then social media.
On the topic of social media, be sure to follow me on all my social media links provided below.
Also, if you want to learn how you can make money on social media, Click Here, I have multiple posts going though making money using the different platforms.
Although there are many reasons you should make email marketing one of your top priorities, here are a few of the main ones.
- Email has a larger reach. Over 90% of consumers check their email daily, so if you have 100 people on your list, that’s 90 views in the day you send it, meaning you should be able to reach a ton of people in a relatively short amount of time once your list is built.
- You own your email list. On any social media platform, your account belongs to that platform and can be deleted or suspended at any time, for any reason, with zero notice. However, your email list belongs to you, no one can take those leads from you.
- Email will be around forever. Imagine if you spent a significant amount of time and money building an audience on a social platform, only to find the platform to be a ghost town just a couple years later. The impact on your ability to reach and engage potential customers would be disastrous.
The first and most important step is getting the permission from your prospects and customers. I am aware that you can buy email lists, which sounds like it would be a really great and efficient way to get an email list, but I don’t recommend that you do this.
People who didn’t opt in specifically to be a part of your email list are not the people that are going to buy from you. Sending people that didn’t sign up anything at all would be a complete waste of your time and money.
All you need to build your very own list is a MailChimp account. With it, you can select to create a campaign and customize the campaign to your liking.
It is very simple to do and MailChimp will walk you through the process. I recommend that you continue reading this post before making your campaign, because in a moment I will explain how you can get the most people to subscribe to your email list, using your campaign.
Growing Your Email List
When most people decide they want to start an email list, they immediately think that the best way to do this is to put an opt-in from on their website and hope that people will sign up. This simply isn’t the case.
In order to grow your list you need to attract people with some sort of compelling offer. You need something commonly referred to as a lead magnet.
A Lead Magnet is something irresistible that you give away completely free in exchange for an email address. These don’t have to (and shouldn’t) cost you anything to create.
Most lead magnets are digital things like eBooks, videos or MP3 audio files that you can create yourself for minimal cost. The possibilities are endless, as long as it’s digital and it provides value for free, it’s a lead magnet.
Now that you fully understand exactly what a lead magnet is and how to create one, you’ll need to make your opt-in form.
The purpose of the opt-in form is to show off the big benefit your lead magnet offers, so your website visitors subscribe to your email list in exchange for your lead magnet.
If you want to create an opt-in form that converts, here’s how to do it:
- Create a captivating headline. Make sure your headline clearly states the big benefit of the lead magnet.
- Supporting description. You need your description to be short and sweet. Use bullet points to help the reader’s eyes quickly scan and recognize what they will receive.
- Incorporate enticing visuals. Include an image of the lead magnet itself, or something relevant that will capture the reader’s attention.
- Make it simple. Don’t make it more complicated then it has to be. Ask for no more then a name and an email address. Asking for too much information will demolish your rate of conversions.
- Eye-catching subscribe button. Make sure to use a color that contrasts the rest of your opt-in, making it really pop out of the page. Also be sure to customize what the button says to something that will really get them to click right away (“Send me the eBook!”).
Once your opt-in form has been customized to your liking, you need to install it on your site. There are many high-converting places to put your opt-in form that include:
- In your site’s header.
- Within your blog posts.
- On your sidebar.
- In a timed popup.
- exit-intent popup.
If you are looking to get as many subscribers as possible (which you should be), then I think the best place to put your opt-in would be the exit-intent popup, which, for best results, should be added to every page of your site.
This popup shows up right before the user is about to leave your website, meaning it won’t interrupt them reading your content.
This is the best time to ask, because it is after they read what you had to say and if they liked what they read, they will most likely subscribe, rather then it show up while they are reading, when the reader isn’t quite sure if they like you enough to subscribe.
The Proper Segmentation
I’m sure everyone has told you that you need to have an email list, but what they probably haven’t told you is that you email list could be way more successful if you used the proper segmentation.
To start, Email List Segmentation is the process of breaking up your subscribers into smaller more targeted groups in order to increase conversions.
Rather then every single email you send go to every one of your subscribers, segmentation allows you to send each email to only those of your subscribers who you think will be the most interested in the content, resulting in higher conversions.
You may be thinking “Why would I do that?” and my answer to that is the fact that it has been proven to increase your email open rates and decrease unsubscribe rates, which sounds pretty appealing, doesn’t it?
Once you’ve grouped your subscribers into different segments, you’ll be able to send some really powerful and effective emails, including autoresponders, but more on those later.
In order to split your subscribers into segments, you should first find out how the user got on your list in the first place. What page did they visit? Did they make a purchase? Were they attracted to the opt-in bribe?
There are tons and tons of ways to split your subscribers, here are a couple:
- New subscribers. Send out a welcome email to all the newbies.
- Personal preference. Divide your subscribers into those who like the blog posts and those who only want sale notifications.
- Inactivity. Remind the subscribers who haven’t engaged in a while to take the next step.
- Lead magnet. Send out emails based on the topic of the lead magnet they opted for.
Improve Email Open Rates
I previously mentioned that 90% of people check their email daily, but that doesn’t mean that all of them decide to open your email. Only a fraction of those people will open yours, but that doesn’t mean you can’t increase that fraction.
If you completed the last step, you spent all that time organizing your subscribers, you won’t benefit from that unless they actually get opened.
There are many factors that play a role in whether or not people open your emails, so let’s go through them one at a time.
Dodge the Spam Filters
Make sure all the people you are sending to opted-in, send them through verified domains, include location, include an easy opt-out and send your campaign from a good IP address.
Remove the Inactive Subscribers to Keep Your List Up to Date
If people aren’t consistently reading the emails, it may be best to take them off the list. First, they are a waste of your time if they aren’t even going to read it.
Second don’t feel like the more subscribers the better, the more ACTIVE subscribers the better. Would you rather have 10,000 subscribers that didn’t read your emails, or 300 subscribers that actively read and interacted with your emails?
Time Your Emails Right
Timing your emails can have a huge effect on the amount of subscribers that open emails, so think carefully about what time is right for you to send it out.
You probably have no clue what times are best for emailing, right? Luckily for you, MailChimp has tested and has some data that states that the best time during the week to send emails is on weekdays, rather then weekends.
They also did research and concluded that the optimal time of day to send emails is at 10 AM in the recipients’ time-zone.
Write to One Person
When you are writing your email, you are probably trying to think of the many people that are going to read it. Instead of doing that, it is far more effective to write as if you were talking to a singular person, rather then to a group of people.
If you want to do this, you really want to know the subscriber personally. To completely understand their problems, desires, likes and dislikes, I recommend that you send out an email that asks people for a quick chat.
Within that call, ask questions that will help you to understand what that person wants out of your emails. Spending some time to get to know your subscribers will really benefit you and will help to improve your services
Write as if the Reader is Your Friend
When writing your emails, you need to put all the corporate talk to the side and right as if you are writing to a friend. This is key to getting people to open and interact with your emails.
For example, would you open an email titled “You’ve gotta check out this deal!” or would you open one titled “We are offering some great savings to our customers!”
The answer is quite obvious. It makes the email seem way more personal and it lowers the chances of your recipients to just delete your email and not open it.
Also, within your email, try to add some humor to spice up the email and make it seem like you are trying to talk to them, rather then give a sales pitch.
Write Good Content
This is an obvious step, but you have to remember, if you put all that time and effort into getting them to open the email, don’t throw all that out the window, take advantage and make sure the email itself is great.
If it is poorly written, they will just delete the email, and they may even unsubscribe, which is opposite of what we want to happen.
If you want to make your emails great, be sure to link valuable resources, like a free eBook, an amazing blog post, podcast or webinar.
The point I want to make here is that you shouldn’t be sending out emails just for the sake of sending something out, you want to put effort in to make sure you are delivering something of real value.
Automate Your Email Marketing
With your email list created and people opening your amazing emails, the final thing you need to do is automate your emails, using an autoresponder.
An autoresponder is debatably one of an online marketer’s most powerful marketing tools, by allowing you to successfully engage your list, build relationships, and turn prospects into consumers.
If you don’t know, an Autoresponder is a series of emails that are automatically sent to a specific segment of people on your list, triggered by a specific event occurring, such as joining your list, browsing behavior, buying a product or downloading a PDF.
The content of these emails is created in advance and set up to be sent at the appropriate time with the help from the proper software. Now let’s get into the 4 main steps to creating a highly effective autoresponder series.
Step 1: Choose the Goal
There are countless different goals you can set for your autoresponder, but there are a couple examples:
Send New Subscribers a Welcome Sequence
This message you send to people right after they subscribe. It can and should contain a link to your promised lead magnet for an easy download, along with a thank you for subscribing, and a call to action to check out one of your popular posts.
A Sequence to Generate Sales
Creating a sales funnel out of an email autoresponder is a great strategy used by marketing companies everywhere and can be very beneficial to your business. Create a line of emails that is made to get people interested and wanting to buy the product that you are advertising, throw your affiliate link in there and sales will roll in.
You can even make another series aimed at people who previously bought something from you that promotes a product related to what they just bought. Lets say they bought a laptop from you, your autoresponder could recommend a mouse or some software to give a try.
Step 2: Map the Sequence
This is really important. You want pick out how many emails will be in the sequence, how often you want the emails sent, and overall how it flows.
There is no rule about how many emails your sequence has to be, so just split them up in a way that makes the most sense to you.
Next, you want to figure out how often you want the emails sent. This depends entirely on the goal of your sequence. For an educational sequence, spacing them out every 2 or 3 days is fine, but if you are promoting a huge sale, maybe it is best to send out multiple emails in a day.
You want to find a good balance between emails designed to sell a product and emails designed to give value. The exact amount doesn’t matter, just make sure that you are sending more of value then you are to sell something.
With the sequence mapped, it’s time to go out there and write your emails!
Step 3: Write Your Autoresponder
Writing the emails themselves is the hardest part of all of this. If you are struggling, you can hire someone to do that for you, but if you want to do it yourself, here are some things to remember:
- Focus on the reader.Make sure to address the needs of your subscriber, offer ways to solve their problems, don’t simply talk about a product and say how great it is.
- Personalize your content.Personalizing content is a lot more then just including the subscriber’s name, you need to personalize the emails to suit their wants and needs.
- Write engaging headlines.With emails, the subject line is extremely important. If it doesn’t catch the potential reader’s attention, they most likely won’t open it. However, make sure the headline is relevant and not just click bait.
Step 4: Trial and Error
If you have followed the previous steps, you should be done, get that set up. This final step is for a little down the line. After you have had this for a while, if this isn’t converting as much as you would have hoped, it’s time to re-evaluate and change your strategy.
See what’s working best and see what isn’t working so well and use the ones doing best as templates to go back and fix the ones that aren’t preforming as well as you had hoped.
Continue to Market!
I know this post got long, but there really is a ton of ground to cover. Before I get into anything else, I want to thank you very much for reading and I want to also congratulate you on coming this far.
Email marketing is very important and can really benefit your business greatly if done properly, which is what I showed you how to do today. I hope you succeed greatly in creating your email list!