Email marketing involves sending email
messages to a list of subscribers that contain information, offers, discounts, and promotions. It’s one of the most common and effective types of marketing used online today.
There’s a popular email marketing quote that states, ‘The money is in the list.’ Although this is a true statement, it is only true if you are mailing the right offers to the right people. In other words, a “responsive” list of subscribers.
You can build a list of 10,000 subscribers if you want, but if they aren’t buying then there’s no money in that list. It is better to have a list of 3,000 buyers then it is to have a list of 5,000 “tire-kickers”.
Now, before we get started on making email marketing work for you, let’s cover a few of the basics first.
[Tweet “There are countless ways to build lists, but trust is what builds relationships -Hunter Boyle “]
The Basics of Email Marketing
The first step in email marketing is to get people on your list; become a subscriber. You can do this by either creating a website or using offline materials to collect names and email addresses.
This is what’s called an ‘opt-in’ list, and it’s very important that people have chosen to be on the list. If they haven’t opted in then they won’t be responsive to your offers.
One of the most common methods for getting people to opt in to your list is to offer an exclusive ‘freebie’ or discount. Once they’ve signed up, you send them an email to confirm, and then they receive the free offer or discount.
There’s no need in sending them the offer manually, when an autoresponder service can manage your list and automatically send messages on your behalf.
Getting names and email addresses is just the beginning. You then have to nurture your list and build a relationship with them.
You build a relationship with your list by providing them with helpful information and high-quality content. They begin to see you as an expert and confidant, thus building trust and making them more receptive to your offers.
Email marketing is useful for any kind of business, whether it is online or off. In fact, it’s an easy method for offline businesses to increase engagement with customers.
Email is also a great way to market to cell phones and mobile devices. You can send coupons they can use at your brick-and-mortar business. This is a common tactic used by restaurant 0wners.
The Benefits of Email Marketing
Email marketing is powerful because it’s cheaper and faster than direct mail. Instead of spending money publishing brochures and other print materials, you only have to compose email messages. Unlike direct marketing, you also get global reach!
It’s easy to monitor and track the response of your prospects to your emails. The autoresponder service that you use to manage your list will handle your tracking for you, giving you detailed analytics. You can easily see which messages are getting opened and acted upon and which aren’t.
The only real disadvantage of email marketing is that people might ignore your emails. With all of the SPAM people get nowadays, your messages may end up in their spam folder.
SPAM regulations have also gotten stricter about how you do your email marketing. This is another reason why you need to ensure that the emails you send are to people who have asked, opted in, to receive your emails.
How to Make Email Marketing Work for You
[Tweet “Your goal should be to own quality time in your customer’s inbox – Drew Davis”]
The first rule of successful email marketing is…
Subscribers need to opt-in and confirm their subscription. When you buy a list, not only are you getting unqualified prospects who are probably not interested, you’re also spamming them when you send Unsolicited Commercial Emails, or UCE. With new anti-spam laws like the CAN-SPAM Act of 2003, you could pay dearly for this.
When you start making offers available to your list, be careful about the products and services you promote. Don’t pass off anything on your list that’s less than the best quality.
Nurturing your list is about building trust,
and one bad product can destroy that trust quickly. Remember, people can unsubscribe faster then they opted-in simply by clicking on the unsubscribe link at the bottom of each email that you send.
Always be responsive to your list and serve them by promoting only those offers that are of value to them. When they have comments or questions, listen and communicate with them.
Pay attention to your email analytics so that you know what works and what doesn’t. Email marketers who take care of their list keep their subscribers for the long-term.
Making email marketing work for you is simply a matter of getting the right people to opt-in to the right list. Always be sure that your free offer or discount appeals to the type of person, or niche market, that you can best serve — people with whom you share a mutual interest. NEVER buy or trade for a list! And never SPAM people by sending them emails that they did not opt-in to receive.
Nurture (build relationships with) your list by providing them with information and tips that they find valuable and can use. Only after you have begun to add value to their life can you begin to offer products and services to your list. Make yourself available to your list by responding quickly to questions, concerns, or requests for additional information. After all is said and done, your email marketing success comes down to how much you are willing to serve others.