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Email marketing is the highly effective digital marketing strategy of sending emails to prospects and customers.
Effective marketing emails convert prospects into customers, and turn one-time buyers into loyal, raving fans.
Remember, you’re a guest in their inbox and you want them to OPT-IN.
People are inundated with interruptions, pitches, and advertisements everywhere they look these days.
So being allowed into someone’s email inbox is like being invited to their home for dinner. If they ask you to take your shoes off, you respectfully do so.
Email marketing is all about expectations, and it’s up to you to set them.
If your call to action is strong, and your follow-up is consistent, then you can count on a positive campaign.
However, if you promise to send one email per week and instead send them daily, then you’re setting yourself up for failure.
The three most important email analytics are open rate, click-through rate, and unsubscribes.
Open rate explains how many people open your emails.
Click-through rate, or CTR, shows how many people clicked on a link (if any) in your email
Your unsubscribe rate tells you how many people have clicked the “unsubscribe” button at the bottom of your email, and no longer wish to receive correspondence form you.
This is the practice of splitting up your email list into more targeted groups.
For example, the following are ways to segment a larger, more unified list:
By segmenting your lists this way have the ability to send more targeted emails with relevant content to each subscriber.
Email marketing helps you connect with your audience to promote your brand and increase sales. You can do a lot of things with emails, like sell products, share some news, or tell a story.
Work harder at providing value and managing expectations with your correspondence. Make your message clear, relevant and of high value to your intended audience. But as we said before… remember, you’re a guest in their inbox!
Create a signup form on your website. When people come to your website for the first time and like what they see, they’ll want a way to stay in touch with your brand, products and services.
Drive signups through all your social media marketing. If you don’t have a substantial email list (or you’re trying to grow an existing one), but have an an engaged social media following, tap into that resource. It’s a gold mine.
By sharing your signup forms on your social channels you can grow a list very quickly. Add a competition to the mix, or give away a free ebook, informational white paper, and you will have this list grow rapidly over a short period of time.