Is email marketing dead?
With all this talk about video, artificial intelligence, virtual reality and chatbots, it sometimes seems like email is at its best.
But if you think the email is dead, you are missing real metrics. The truth? Email marketing continues to thrive today and is possibly the best possible strategy for your business.
Evidence?
According to 2018 Data, email marketing is still ranked as the most effective marketing channel, ahead of social media, SEO, and affiliate marketing.
Why is this? With all the buzz surrounding new channels, why is technology from a decade ago still one of the most effective marketing strategies?
I think the answer has something to do with the fact that people use email more than other platforms. After all, what good is marketing for someone if they're not there?
Data from 2017 shows that the majority of people use email: 85% of adult internet users in the U.S. use email. US.
That's 15% more than search engines, and 22% more than social media - not a small number in an industry that admires single-digit improvements in the conversion rate.
That's why creating a successful email marketing campaign is more important than ever for entrepreneurs. But there's a problem: most people don't know how to do it right.
Today you will learn exactly how to start an email marketing campaign from scratch.
Remember: you are a guest in your mailbox
Everywhere they look, people are bombarded with shutdowns, presentations, and ads.
Although you may think that your email is special, it is very likely that it will look just like the rest to the reader.
That's why it's important to remember where you are and show good manners as a result.
Getting into someone's mailbox is like getting home for dinner. If they ask you to take off your shoes, you do it with respect.
It's the same with e-marketing, so before we get started, I'd just like to remind you that you should always behave in the best possible way and remember ... you are a guest in your mailbox.
Stage I. Getting permission
Of course, no email campaign has ever been created without permission to launch, so we need to focus on building a large mailing list first.
Of course, there are many ways to do this. Some choose to give away something for free, while others simply offer a newsletter or product updates.
For example, the Morning Brew business newsletter offers readers a simple benefit: its fun and interesting updates every morning.
I can't tell you which answer is right or wrong for your incentive, but I can tell you that it's important to have a clear goal when asking for directions.
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There is a strong call to action here, and the text is very important.
Gain confidence in yourself, explain what emails are for, and get people interested in receiving them.
The simple message "enter your email address for updates" will not excite anyone. Instead, consider the ability to share specific details.
By sharing a specific call to action or using your email address message, you can attract more people to subscribe.
Here are some common ways to encourage people to sign up:
Series Email
Free download
Free official documents or e-books
Lists of updates, such as new versions and product updates
Whatever the incentive, make it clear and interesting, and don't be afraid to promote it.
Stage II: Keep working with great content
Email marketing is all about expectations, and it's up to you how to set them.
If your call to action is strong and you consistently do your job, then you can count on a positive campaign.
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However, if you promise to send one email a week instead of sending them daily, you are setting yourself up for failure.
Conversely, if someone is waiting for daily updates or critical product updates and you don't deliver them, then in this case it's probably just as annoying.
This is why the first follow-up email is so important to the success of your email marketing.
For example, here's a simple welcome letter from Airbnb to a new host. It explains the basics of the process and what you can expect from Airbnb.
Almost all email service providers provide you with the option to create an autoresponder sequence, and you should definitely take advantage of this.
The initial repeat email should be sent immediately to introduce yourself and describe in detail what you plan to do with the new subscriber's email address.
It's better to belong and detailed than to be quick and unobtrusive, but if you can achieve quick and concise, then there are more possibilities for you.
Hence the question is simply to meet your expectations.
When to launch the product
You don't keep an email list just for fun - you're here to attract customers and make sales.
But moving from an email list that provides a ton of free services to a list that launches a product for money can be a difficult change.
To do this effectively, it's a good idea to think about pitching in advance. Don't surprise everyone with a sudden pitch.
You will have a much more successful campaign if people expect advertising offers from time to time.
If you're going to get into the habit of selling frequently, try putting yourself in the reader's shoes.
Ask yourself if your messaging meets the expectations you set. If possible, understand what the customer was interested in earlier and send similar suggestions later.
Those who send out offers blindly are much more likely to lose permission to continue doing so.
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Again, each business has different needs, and there are no strict rules about how often you can launch or deliver content.
Just remember that an email list is an asset of permission, and it's better to exercise caution than to act recklessly and recklessly.
How to Write a Great Email Newsletter
While we're talking about content, let's talk about the difference between a good newsletter and a bad newsletter.
The first sign that you've received a bad newsletter is that you don't remember asking for it.
This usually happens when a company doesn't support regular email or uses a bad form and manually adds someone to their list after receiving a business card or personal email.
Make sure everyone remembers you - the best way to do this is not to let your emails expire for too long. Try to send at least one letter a month, and another one a week closer to the ideal.
I find that the most interesting newsletters are the ones that combine messaging and updates perfectly.
For example, while an email may contain a list of product updates and images, it is balanced by a personal message or a friendly note.
As a general rule, try to use the newsletter as a way to promote your reader-client relationship, rather than launch it.
Save your presentation for unique updates, offers, and announcements.
Using an answering machine
If you're just starting out with a list of email addresses, it's easy to imagine that you'll have time to personally respond to each new subscriber.
But once you start getting more than a few subscribers every day, it becomes almost impossible to maintain it.
You will start to get more and more complex campaigns, and all the time it is impossible to pass them all.
However, bestsellers seem to do just that. How?
Their secret is answering machines.
The autoresponder does just that: it automatically sends emails that you have planned in advance.
By scheduling a set of emails to be sent in advance, you can prevent it from "darkening" for any period of time.
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Often, companies schedule a series of emails lasting from a few days to several months that are delivered automatically, warming up anyone who subscribes to their list.
This way, when you need to advertise a new product or sale, you can count on the fact that you have already been contacted.
Because you've been building relationships for weeks or months, you're much less likely to annoy your readers.
Phase III: Analysis and segmentation
Now that you understand the basics of an effective email campaign, let's talk about taking it to the next level.
In particular, this involves using targeting and analytics to start fine-tuning your streams and get even better results than the base campaign.
How to understand the analysis of your e-mail
We've already talked about the importance of analytics in web copies, and email is no different.
All the service providers I've worked with provide free analytics.
Although all of them are important, for me, the top three are openability, click-through rating, and unsubscribing. Let's look at each of them and see what we can learn from it.
First of all, your discovery rate explains how many people open your emails. It's based on a single invisible tracking pixel that loads when someone clicks on your message.
By analyzing the percentage of discoveries, you will usually find out how well you have built your relationships with readers. Ideally, people are happy to read your emails and open them quickly.
If your openability is low, it usually means that you have a lot of unoccupied subscribers. You need to work harder to deliver value and meet expectations.
Your click-through rate, or CTR, then shows how many people clicked on the link (if it exists) in your email.
If your CTR is low, it means that your message isn't targeted enough or just isn't being promoted. In this case, focus on improving your copy.
Finally, the unsubscribe metric shows how many people clicked the "unsubscribe" button at the bottom of your email.
If your unsubscribe rate is high compared to your subscription percentage, then you have passed the point of creating value and writing a good copy ... you have a serious job to do.
Basically, you've built a sieve, and the people who sign up end up leaving. If it's you, try to figure out when people are leaving and take action based on those leaks.
If they leave after a certain autoresponder email, redo it. If they follow the marketing messages, change the way the offers are presented.
If they go at the beginning of your funnel, then you need to adjust the original call to action so that it is in harmony with what you are sending.
Electronic analytics is crucial because if you pay attention, it will give you very specific clues as to what you are doing wrong.
Of course, the key variable here is "pay attention".
How to segment your list
If you're not familiar with the term, targeting is the practice of splitting your email list into more specific groups.
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For example, the following methods of segmenting a larger single list:
List of customers (compared to potential customers who haven't bought yet)
Newsletter Subscribers
Daily Mailing List (compared to weekly, biweekly, monthly, etc.) By
splitting the list in this way, you will give yourself the opportunity to send more specific messages.
For example, some customers need product and sales updates, while others just want to hear about new releases.
In addition, you can even send customers emails thanking them for their purchase, as in this example from Ales Nesetril.
If you don't give them a choice, you run the risk of completely losing them. Since customers are more likely to buy again, it's pretty obvious why you want them to subscribe to your email list.
With targeting, you can only send a broadcast to those who didn't open your last message (ask them why), or to those who showed interest (step two).
You can also share test messages between different groups to refine your best practices.
As you can see, segmentation is not rocket science, but it is a job, so most people don't need to spend time trying to get it right.
This will immediately detach from the packaging.
How much is your list worth?
An email list is one of the most valuable resources, and if you learn how to handle it properly, the cost will pay off.
Over time, you'll be able to start tracking how much the people on your list spend on average. This will tell you how much your list is worth.
If a list of 10,000 people typically spends $ 50,000 on a single campaign and runs two of those campaigns each year, on average, you can say that each subscriber is worth $ 10 a year.
By doing the math this way, you will immediately realize how much the loss of a few hundred subscribers can be dangerous for your results.
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Conclusion
If you've been ignoring email marketing, it may be time to rethink your strategy.
Today, e-marketing brings huge profits to marketers who want to start working with it. It shouldn't be too difficult.
First, remember that you are a guest in your subscribers ' mailboxes. Your emails are always one click away from losing interest forever. Be polite, respectful, and appreciative.
At the beginning, you will need to ask for permission. Of course, this is correct. But in an era of new data protection tools such as the EU GDPR, this is also a requirement of the law.
You will want to keep your promises. Provide people with what they asked for, and regularly send emails that meet their expectations.
There is no formula for this - it's about what works best for you, as well as your company's voice and style.
Finally, you can move on to segmentation and analysis once you've mastered the basics. Start sending out different types of emails to different groups of people and always get better.
What methods of e-marketing attract your readers?
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