Email marketing is a form of direct marketing using email to communicate to an audience of potential and current clients/customers.
It helps you promote your business while building customer loyalty, trust and brand recognition which equals more sales = $$.
This is accomplished with an email campaign.
An Email Campaign is a set of email marketing messages delivered to a targeted audience at intervals.
Designed so that each message builds on the previous, offering relevant new content, media and links while keeping focus on the “call to action”.
Carefully planned email campaigns often deliver good ROI because of the multiple messages sent needed to make a purchase, subscribe, download, etc.
Email marketing is a very effective way to stay connected with your clients and customers.
These potential and current clients/customers are your subscribers, your list.
You must diligently be building your list.
The reason for this is that an email marketing database degrades by about 22.5% every year.
This happens as your contact’s email addresses change when moving to another company, opting-out of your email list, or abandon old email addresses used to fill out opt-in forms on websites.
These opt-in forms are found in lead magnets.
A lead magnet is used to generate targeted leads.
It is an incentive offered to potential subscribers-buyers in exchange for their email address.
Lead magnets usually offer downloadable content that is valuable to the subscriber.
Such as a free PDF checklist, report, e-book, whitepaper, video, coupon, discount ect.
An ad or an anchor link that a reader clicked on because of content they found interesting in a blog post, article or social media took them to a lead magnet.
The opt-in form is very important in that when the reader puts in their email address they are giving you permission to put them on your list.
Otherwise sending them unsolicited email is SPAM.
This is a big no-no in cyberland that can and will eventually get into online trouble.
You can easily and quickly reach targeted markets thanks to effective Email Provider Service tools.
The email provider service tools should include:
- Auto-responder with List Segmentation capabilities and A-B testing
- A Page/Funnel Builder
- Lead management
Here’s a look at these software tools:
An Auto-responder is a very important tool used in email marketing.
It is a program that allows you to remain in constant communication with your audience.
The best way to use it is by sending relevant content that has a call to action.
List Segmentation is a technique of splitting up an email list into more targeted groups.
This is used to send the most relevant content to specific people on an email list.
Examples of Segmentation:
- List your customers by who have bought and potential customers (leads).
- Product Updates
- A Newsletter
- Daily Email List (in comparison to weekly, bi-weekly, monthly, etc)
With a Page / Funnel builder you can make landing, sales and capture pages.
These are than put in auto-responder along with follow-up messages that should deliver more good content with a call to action that builds your list and makes sales.
Lead management keeps in one place detailed contact records of your subscriber’s confirmed email address and date/time of when they confirmed.
Name and phone number can be gotten latter if needed.
Tracking gives you live notifications when someone opens or clicks your emails.
It also gives you real-time updates on when, how many times, where, and from what device a contact opened your email.
You’ll want to use Email Analytics to help you to analyze and pinpoint what is and isn’t working in your email campaign.
With an analysis of how your audience is interfacing with your message.
It gives you the ability to break down your open rate and gain insight into what your reader is doing or not doing.
This email marketing tool gives you valuable information on delivery, open rates, click through rates, conversion rates, forwards, and bouncing mail, among others.
These details provide insight on how to better engage your subscriber’s. Allowing you to improve your email campaign.
And if no conversion is made, email analytics can help the marketer understand where a potential customer was lost.
Email Marketing is basically simple but there are steps to do.