How to Do Email Marketing Right
Do you know what happens to my inbox every Black friday?
It gets flooded with offers from marketers who say they have the best marketing stack. Guys I never heard from in an entire year are mailing me with offers asking me to trust them. They have the best interests in their minds for me.
These are all unmissable deals according to them. And they’re never going to come back.
The problem? I am not going to purchase a single item from people I don’t trust. Which is most offers. Their emails won’t get a second look from me. Turns out, most people are like me. For them to push the buy button they should trust that someone.
That comes on the back of relationship building. If they remember me only on black friday that isn’t called a relationship. That’s called taking advantage of me. Those automated mails aren’t inspiring me. People don’t like to be taken advantage of. Invest in a relationship with your audience to earn an income online.
So, here we will look at ways by which to do email marketing right.
Build A Targeted Email List
Successful marketing campaigns start with an email list full of highly targeted leads.
That begins by creating great opt-ins in the first place. If you don’t have a way to secure leads how will you build an email list?
Create Great Opt-ins
The email list you create is full of great people who opted in to get mails from you. It goes without saying that having a list of highly targeted leads forms the foundation of successful email marketing.
Without this, you tend to lose the ability to get people to take action. Attractive optin forms attract the right leads. That’s the best way to market. And there’s no limit on how many you can use and on which pages.
- Welcome gates- appear when people visit a website. People have to either scroll down or close the welcome gate opt-in by clicking the x on the top to get away from it. This nets a lot of engagement with the welcome mat optin as they cannot be ignored. Welcome gates tend to take up the entire area of the screen and are impossible to ignore.
- Lightbox popups- They blank out the rest of the content for a short while and people have to close them to make them go away.
- Exit-intent popups- when people are about to leave a site the exit intent popup appears. The best way to use exit intent popups is by tying it to relevant lead magnets.
These are all great ways to get people who are visiting your site to convert and get them to your list. These qualified leads are interested in your offers. These opt-in forms and offers are the most targeted way to convert casual website browsers into subscribers and hot warm leads.
Most people coming to your site will leave it for good. They won’t sign up to your newsletter and you won’t be able to market to them. It’s sad, but that’s the reality of marketing online. There’s one way to prevent this from happening
Without something encouraging them, most people aren’t going to sign up. Welcome mats and exit intent popups can help. And exit intent popups are particularly useful. Why? They’re about to leave anyhow. What’s there to lose?
The Types Of Emails That Build Relationships
Two- there are different kinds of emails you can send. I talked about relationship building earlier. And here’s the primer on relationship building.
Most want to treat their email boxes as something that can be used as a personal ATM that allows them to withdraw money with promotional email campaigns. Remember what I said at the beginning of this post. If those are the only kind of emails you're sending that’s a quick way to exhaust your list. People grow tired of such campaigns which results in list fatigue. That means your CTR and open rates take a nosedive.
Your email list isn’t the place to make money in the cheapest way possible. It’s an avenue to forge relationships. Because once you have a strong relationship selling to them is easy as pie.
There are emails that help you create a relationship with people.
This could be done with the help of educational emails, through newsletters and other relevant information. Do your homework and learn what motivates and inspires your audience online.
Transactional emails too are an option. When people purchase something and you send a receipt with shipping information. People eagerly await those emails.
Confirmation emails are sent when people sign up. You could include a little survey for getting to know them better.
Welcome emails are sent right after confirmation emails where you send a series of newsletters to educate your audiences online.
These are the different types of emails you can send. Now let’s move on to creating successful campaigns. In addition, take care that the newsletter design is attractive.
Emails and Followups
An email marketing campaign isn’t done without follow ups. That’s when you convert casual clickers to buyers or still better action takers.
It’s time to plan your email marketing in a way that will help you ace things.
Here’s a great approach to nailing this.
Take note of the frequency with which you email. And see if the frequency results in higher number of opens or lower number of opens.
In addition, have a rough outline of the content you will be adding. This should be followed up by a clear call to action that gives people an idea of the action they’re supposed to take.
Be it signing up to a webinar, purchasing something or anything else.
With relationship building, sending followups and other types of emails you will get high conversions.