This post will be a little different than more recent ones I have published. This one will be the first of a series covering email marketing. In this article, I will discuss the importance of an email list and how you can use it to sell your products. Email marketing has been around for a very long time. According to TowerData, The first electronic mail or email was sent in 1971 and the first email marketing message was sent in 1978. Over the years email marketing has changed dramatically. Today, email marketing has become easier with automation features such as the autoresponder. The use of automation in email marketing has created a way for marketers to create their message and set it on a timer. Through this functionality, marketers can focus on what matters, the message. The fact is, even with social media being used as a major communication platform, email communication is still one of the preferred methods of communication. According to Email is not Dead, based on a 2018 consensus, stated that 61% of consumers prefer to be contacted by email from brands. In contrast, social media preference for the same type of communication was only 5%. As you can see, email marketing is not dead yet.
So Why Do I Need One?
No matter if you are selling a product or a service, you need a list of customers to sell your products and services to. Massive email campaigns are easy to create and execute, reaching a larger group of people that you know are interested in your information. How do you know this? Because you built the list based on your niche. This gives you a set of hot and warm leads. If you build up your rapport with the customers on your list, they will be more likely to purchase from you. The use of an email list, when done effectively, will dramatically improve your chances of making sales.
But What About Social Media?
Social media is also a great way to build out your customer lists. You can think of this as a platform to obtain email addresses to add potential customers to your list. Facebook has a feature that allows you to ask for email addresses of people who want to join your group. At the same time, you can invite your followers to join your email list for more weekly insider tips. Once you build your following on social media, offering them value, getting them to opt into your email list is much easier.
How Do I Build A List?
There are many ways to build your list, probably the fastest way is through paid advertisements and squeeze pages. To collect such interactions, you will need to use an email marketing tool or CRM (Customer Relationship Management Database) that is linked to the squeeze page. Companies such as GetResponse offer an excellent solution for email marketing, CRM, and autoresponders. There are other ways to build your list as well through a more organic method. Some of these include blogging, Facebook pages and groups, YouTube, Instagram, LinkedIn, and many other social media platforms. Driving traffic to your squeeze page or opt-in page is not too difficult if you employe the correct tactics.
Ok, I Have A List, Now What?
Once you have built your list, the first thing to think about is not to spam them. Sending multiple messages a day is bad practice and if performed too many times will get you blocked. The recommendation is to send one to two emails a week. The best practice is to provide value to your customers, the more value the better. Send them free tips, content, and other information that you think they would like. Do Not send out your affiliate links or product links right away or in every email. Send out two to three emails with free content and then send information about an affiliate product. The more value you add, the higher the chances are of the customer opening your emails and clicking your links. This will also let them know that you are not just here to sell stuff, that you are here to help them.
Email marketing and building up a brand is not a fast thing. If you want to remain in the game for a long time, you have to provide value and keep providing value to your customers.
Keep It Clean!
One thing that you may not think about when you are first starting out is metrics. I know when I first started I wanted to build a list as fast as possible with as many people as possible. That is fine and good but what I would like to propose here is a bit of a shift in thinking. Instead of building a list as fast as possible with as many people as possible, why not build a list as fast as possible with as many quality people as possible? One thing that I have learned over the years is that people, over time, quit opening your emails. There are those that will drop off, it is inevitable. Many of the autoresponder and email marketing solutions out there will offer metrics that tell you who has opened the emails, who have clicked the links, and who have engaged. Be sure to check this weekly and as you see people dropping look at your content, has it changed? If it has not and you have not shifted from what they signed up for then maybe it is just them. Maybe they have grown past what you are offering or moved on to a shiny thing. Either way here is a couple of things you can do to try to retain a customer.
- Send them a private email, ask if they would like to renew or remain on the list. Make sure that you express how important they are to you but do not sound desperate. If they do not respond or request to be removed, remove them.
2. Ask for feedback, make sure that you are meeting your customer’s needs. Maybe there is something else that they were looking for which you aren’t currently providing. If so, provide it! This is an opportunity to grow and meet new markets.
If you notice more than a few are dropping, be sure to reevaluate what you are providing, make sure that you are providing value in the right areas.
Keeping your email list up to date will help you make more sales while keeping your ratings higher. It will also help you make sure that you are not wasting time with those who are not engaged with your brand.
There are other tricks that I will be discussing in upcoming posts. But for now, that is all. Hopefully this post helped cover some of the basics for you. Remember, Just Keep GOING!!