Getting Started with Email Marketing
Email marketing - making the right offer, to the right people, at the right time
Email marketing is one of the most effective forms of marketing available online. There is nothing like reaching someone in their inbox with the right offer, at the right time. There are two ways we recommend doing email marketing.
1) Build your list through an offer on your website. You want to capture the email address of your website visitors. In order to this effectively, have a prompt on your website asking people to download your offer or .PDF or e-book if they enter their email address. This creates value to the web visitor and helps you build a relationship with that person albeit virtually for the time being. If someone is willing to share their email address with you, hold it in the highest regard, don’t abuse it. When using email marketing don’t just send one promotion after the next. Add value to your readers. Help them get what they want, and they will help you get what you want. Knowing your readers is the first step in providing value. Who is your audience and what do they need and want? Once you understand you audience you want to then answer the question how can I help them get what they need and want.
2) Borrow a list of opt-in subscribers and hyper target those most likely to buy from you. This is where exponential growth starts. Whereas the list building technique is necessary and should be implemented by any business, borrowing a list of eager clients who are already opted-in and proven to be ready to make a purchase, can result in immediate new business. It's part of our
offerings at L2 Digital Marketing , and one your business needs to consider at least once a month.
Our team of experts will help you craft the right marketing message in your email, as we've done for dozens of clients, but here's a general rule of thumb for your email structure.
What solution are you providing?
What problem are you solving?
Present your message clearly, you only have on average a 20 second window of opportunity. 80% of emails never even get opened. Why? Your readers, prospects and customers are asking the question, “What’s in it for me?” In exchange for their time, what are they going to get out of reading your email? Make sure there is value.
Subject Line
Since most emails don’t even get opened, you need to take grab your reader’s attention with a compelling headline. In this article by Hubspot there are 18 different types of headlines that you can utilize to optimize your marketing campaigns. The long and short of it is this, people are paying you with their attention, don’t waste it. Providing valuable content establishes you as an authority in your market and builds trust.
Make an Offer
People have low attention spans and are being hit with hundreds of marketing messages a day. Don't waste their time, present the offer clearly and strategically. If you've gone through an agency like L2 Digital Marketing, we've already did the demographic research, including age, occupation, home value, marriage status, etc. to make sure we're reaching the right people at the right time with the right offer.
Content Marketing - a long term strategy
Content marketing is what works online. Providing highly valuable and actionable tips and tricks that help people and provide value is what is going to convert visitors into leads and leads into sales. Sending offer and offer to buy, buy, buy is going to turn off your potential customers and you’ll end up with many people unsubscribing. Content marketing on the other hand takes into consideration the needs of your audience before your own needs. Who is your audience and what do they need? How can you help them get what they need and gain their trust? Once you can answer those questions you can develop your content marketing strategy. Content marketing comes down to understanding your target customer and leading them on the path to conversion.
Providers
There are a number of different providers when it comes to email marketing.
RSS Feed From Your Blog
Once you pick your provider, connect your blog via RSS feed. Once setup you can automatically email your subscribers every time you update your blog. A huge time saver.
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