Today, email marketing is something that everybusiness and marketer usesas the most important part oftheir online marketing strategy. Since all of us check our emails at leastonce a day, email marketing is consideredone of the best ways of promoting a productand making money online. Hi, this is Peter, founder of OnlinebizBooster. Email marketing is an absolutely essentialactivity to develop relationships,build an audience and sell products. In this guide, you will learn how to integrateit into your online businessto build long-term relationships andmonetize them effectively. Are you ready?Awesome!Let’s get started. . . Email marketing is a way of communicatingthrough email with your audienceto grow your business. We can say that it’s the number one waywhen it comes to building an audienceand being able to reach a massivenumber of people. It allows you to build a database or so-calledemail listand reach established andprospective customers. Whether you sell, inform or educate throughemails it is an essential way of communication. You can have direct access to your audienceand complete control over your marketing messageand that’s incredibly powerful. What’s more, this is one of the key elementsof managing a sales funnel. Email marketing is usually handled by an autoresponderthat is able to manage list building,email signups, scheduling, segmenting and lots ofother functions. Let’s see the advantages of using an autoresponderfor your business:It’s cheaper compared to any other advertisingstrategy. Once you built an email list, sending yourprospects emails regularly doesn’t cost you anything. Indeed, using an advanced autoresponder hasmonthly costsbut most of them allow you to use their free plan which is more than enough at the beginning. Once you’ve set everything up properly, yourmailing list will build itself. Additionally, scheduling and sending campaignsrequires relatively little work on your partwhile still yielding incredible results. Let’s say you’ve set up the scheduling ofa 12-week campaignand with the help of the autoresponder you have no additional work with it. Messages go directly to the inbox of youraudience. These days, people carry mobile phones onthem constantlywhich means you can reachthem any time you want. By having a databasewith a list of email addresses,you have direct access to youraudiencewithout relying on a third-party platform. You own your list, which can also be importedor exported. Here is a real-life possibility for you, imaginethe following situation:you have a large Facebook page or group but after some time Facebook decides to delete your pageor bans your account,or simply changes the rules. These things can happen at any time and youhave no control over it. By building an email list, the contacts belongonly to you. It allows you to track and analyze how yourcampaigns perform. You will know who subscribed and unsubscribed,how many people opened your emails,how many clicked on your links and so on. Furthermore, by split testing different campaigns,you’ll be able to decide which one to use. Analyzing the different statistics can helpyou decide what changes to maketo increase conversions. List building means collecting email addressesof targeted subscribers into a database. People who are interested in your businessvisit your websiteand you can acquire their email addresses with a targeted marketing strategy. If you do it right, they’ll willingly giveyou their email addressesand thus you’ll be able to develop a relationship with them, build trust to the pointwhere they are eager to buy from you. That’s why list building is one of the bestmethods available to grow your business. Apart from this, you can also perform emailmarketing through solo ads and cold emailing. In my opinion, these methods are not so effectivebecause that kind of audience is not targeted enoughand hasn’t given you permission toemail them. Consequently, they don’t know who you are,and the conversion rates will be much lower. So using proper list building techniques isby far the preferable scenario. An autoresponder is the most important thingto build and manage an email list. This is usually an advanced tool capable ofmany different functions such as sending e-mailsout to large groups of people, building opt-informs, storing and managing information,analyzing different statistics and many more. You need to protect yourself against spam,make sure that people confirm their subscriptionand you need to give people the opportunityto be able to unsubscribeshould they wish to. An autoresponder will handle all these differentjobs automatically. It allows you to create your opt-in form whereyour visitors will enter their namesand their email addresses to subscribe. Additionally, autoresponders also provideyou with lots of informationregarding your emails including what percentage of them were opened,how many links were clicked on and so on. For all these reasons, using this tool isa crucial step and not somethingyou can do business without. If you want to sign up for an autoresponder,there are many options you can choose from. The most popular ones are Aweber, ActiveCampaign,GetResponse, and MailChimp. These are not free services but most of themdo have a free plan to help you get started. Luckily, if you find out that your currentprovider isn’t working the way you expected it to,it’s possible to export your emaillist and move to another provider by importing it. An opt-in form is a form where people typetheir email addresses and other related information. In other words, this is the place where theycan sign up,so you would want this to look professional and enticing. All advanced autoresponders and drag and dropwebsite builders let you create opt-in forms. The question is where you’re going to putthem and how you’re going toget people to see them. Now let’s look at more options of placingthe opt-in forms on your website:on a separate opt-in page,on your home page,at the bottom of each post,on the sidebar or header of a blog,on a popup,on the footerAn opt-in page or so-called squeeze page isan entirely dedicated spaceto getting people to sign up for your list. Likewise, you can also use your opt-in formson your blog or websitewhere they’re surrounded with content. With regards to a blog, it’s quite an effectivetechnique to use specific opt-in boxesto each blog page. You can even embed them directly into yourcontent. Remember, your readers will judge you basedon the quality of your content. If they’re impressed with the value you offer,they’ll want to know moreby signing up for your mailing list. At the same time, always encourage your readersto sign up by including appropriatecall to actions and further sign-up forms. Remind them about your mailing list wherethey can get much more of the same informationthey were originally looking for. Likewise, the lead magnet your audience getsby signing upshould have at least equally valuable content. Popups are one of the best ways of capturingleads because they appearin front of your visitors and grab their attention immediately. Keep in mind, you don’t want to over-do thisbecause it prevents your visitorsfrom seeing the content they came to enjoy and it mightdamage your conversions. For further information about how to optimizeyour website, I suggest you go throughmy on-page SEO lecture. I’d like to introduce 5 types of popupsyou can use on your site:Click popups work by activating when a visitorclicks on a button or an image. Timed popups work by appearing after avisitor has remained on your sitefor a certain amount of time. Scroll popups appear when a visitor hasscrolled down a certain percentage of your page. Entry popups show up immediately when someoneenters your site. Exit popups work by appearing when a visitoris planning to leave your site. The easiest way to build your email list isto offer an attractive lead magnet. It’s a free gift you offer to prospectsthat will encourage them to sign up. In other words, it’s an incentive in exchangefor their email addresses. Therefore, the gift you give away should besomething free that won’t cost you any money. Giveaways are usually digital products, soyou can create one yourself. You also have to make sure it’s relevant toyour industry and it’s so valuablethat it straightaway motivates your prospectsto sign up. So what kind of incentives can you give away?We’ll take a look at the most popular choices:ebookchecklistreportvideo coursewebinarready-made templatewhite paper collectionmini courseaudio courseskype coachingcheatsheetmembershipemail course, etc. Lead magnets are excellent tools for generatingmore subscribersand they can be createdin a relatively short time. Ebooks tend to be one of the most populartypes of incentives. They are cheaper and easier to create. Free reports are usually much shorter thanebooks and they offer a lot of valuein a short period of time. On the other hand, videos are interactiveand most people are visual learners. In my opinion, templates are even more irresistiblebecause they are usually ready-made things. All you have to do is to copy, paste and customizethem a little bit. Offering a membership can also be an excellentmethod to get your audience keep coming back. By calling it a VIP program, you can makeit sound more appealing and exciting. It makes your subscribers feel important,especially if it’s an exclusive deal. Since people love being part of something,they’ll be more likely to read your emailsand buy your products. By the way, there are more plugins and platformsout there that can manageand control membership functions. The drawback of using gifts is that you mightend up with a lot of subscriberswho are hunting for freebies. Or, they might just grab the freebie thenunsubscribe from your list. You can’t completely prevent this from happeningbut setting up some rulesdeciding what to do with inactive subscribersis a good idea. Driving the right audience to your websitealso increases the chanceof having quality subscribers. What I’m saying is that having a mailinglist of a 100 people who are your biggest fansis better than having 1000 freebie seekers. Apart from asking people to sign up, anotheroption you can choose is to ask your prospectsto perform an action such as sharing your page on Facebook, tweeting it on Twitterand so on. This way, only the people who really needyour offer will act on it. Many plugins and programs are available thesedays that can manage content lockingand share functions. Here’s another tip: If you offer a free consultationor a mini training and you attract lots of freebie seekersthen in some cases, it mightbe a more effective methodto make it at least a $1 offer. This way, your prospects have to make a micro-commitment eliminating thosewho are really not serious. Using the right language also helps a lot. Refer to your prospects as your “exclusivemembers” and make sureto keep offering them extrabonuses and benefits. Make it sound exclusive, exciting and importantto be a subscriber and therefore a member!Once you’ve built a highly targeted list,the next step is to monetize itand convert leads into loyal customers. For this, you’ll need to carefully plan everylittle step, how to best establish a relationshipand a rapport with them. A well-written email sequence is crucial asit gradually builds trustinstead of trying to sell immediately. Remember what your product means to your audienceand try to sell a lifestyle or a futureby using a compelling copy that paints a picture. Let your subscribers feel like “exclusivemembers” by giving them news, special offersand discounts before you announce them publiclythrough other channels. Think about what incentive you could givethem to buy immediately. When it comes to monetizing your mailing list,there are several options:selling your own products,selling other people’s products,reselling products,running a solo ads businessThe number one way to do this is by promotingyour products and services regularly. Again, most people will ignore a promotionthe first and second time but as they come to know youand respect your opinion, they’llbe more likely to become customersafter some time. The good news is that once someone has boughtfrom you, there is a high chancethey’ll do so again in the future. Besides selling products and promoting affiliateproducts, another great way to earn moneyis to sell solo ads. Another option is to sell your mailing list. Of course, there are better ways to make moneyfrom a list but this can also be a viable optionwhen you sell your whole business. Thus, selling your mailing list along withyour businesswill increase its value and is a great“exit strategy. “You’ll be surprised how much money other companiesmight be willing to pay for your list. Incorporating AIDA into your emails is alsoa fundamental technique you shouldn’t miss. It means gradually introducing your subscribersto your productso that they badly want whatever it is. Of course, it’s a slow transition and yourjob is to lead them through the process. When it comes to emailing, you have spaceand flexibilityto handle each step in a different email. In your first emails, don’t forget to provideexceptional valueand make them aware of your new product by mentioning that you have something new and exciting. This will warm them up to the next stage. The next email is about raising interest. Explain what your new product does but don’tgive away everything, yet. At the same time, make sure they get enoughinformation to be interestedand to look forward to the next message. Then comes desire. Focus on your value proposition. Basically, it’s the benefit they get bybuying your product. Get them to imagine how their lives will changeby using it such as having freedom,control over life and so on. At the same time, you should also try to tella story to get your audience to listen to you. People love stories because they automaticallyimagine themselves in the shoes of the personthey’re reading about. This way, you can really sell that emotionalhook and value proposition. The last part is action. This email should include a clear call toaction and provide a quick and easy wayto buy your product. Obviously, your only goal here is to get thereaders to click on the link in your email. The rest will be handled by your sales pageand checkout process. By creating an autoresponder sequence, youcan automatically send out messageswith the right amount of time in between them. For instance:Send out a series of emailsto provide value and build trust and then follow thisup immediately with the AIDA techniquethat will convince your audience to buy. And remember, it’s much easier to sell tosomeone againwho has just bought a product from you. That’s why you should take advantage ofupselling. Putting together a follow-up sequence is abase feature of any email marketing software. It means creating your emails in advance andscheduling them to go out at certain times. As I stated in the last chapter, you don’twant to jump right away into a sales pitch. Instead, you want to build trust and authorityby providing value in the first few e-mailsand thus showing that you’re an expert inyour field. Knowing the right timing between your emailsis also very important. Most of the time your first message will bea welcome email. It will welcome the people who sign up toyour list and thank them for joining. Introduce yourself, talk about how excitedyou’re and your recent experiences. In your next emails, demonstrate the factthat you’re an expertand give some powerful tips, like an interesting blog post or a video. You might also mention your related producthere without diving into the details too deep. Later you can focus more on the product andtalk about how it works, what it does,teach something valuable regarding it. When it comes to your real sales emails, thereis no rule saying how many you can send out. I recommend you to send as many as you needto be able to sell the quantity you anticipated. As you increase the regularity of your messages,don’t forget to remind your prospectsthat they’re running out of time soon and alsoteach something new regarding your product. I think when it comes to marketing methodsyou should favor a soft sale approachrather than a hard sale. There are a number of different ways to createand put together an email sequence. Now, let’s see what type of messages thereare that you can deliver to your audience:valuable blog posts,videos,tips,free offers like an e-book,webinar invitations or replay,product reviews,updates from you or your business,breaking news about your industry,promotional offersCreating quality emails is just the sameas writing any good content but there are alsosome unique things you need to take into account. You want your prospects to keep opening andreading your emails, right?The key is to focus on delivering fascinating,unique and valuable content. The goals of your emails should be the sameas the goals of your blog posts. This means you need to make sure that you’reconsistently delivering real valuethat builds trust. When you do it right, people might even startrecommending their friends to sign up. There is no right answer for timing, either. The information about your target market canhelp you decide when to send out emails. One thing is for sure though, you should avoidsending them while they’re sleeping. Some statistics say:weekends usually have low open ratesTuesday, Wednesday, and Thursday are thebest days. people tend to open their emails in themornings between 8 and 10 am. Depending on your business, choose the righttone for your emails. What I can suggest to you is to use a languageas if you were talking to a friend,especially if you have a personal brand. Emails should be more personal than simpleblog posts. This is how they build that ever wanted trust. Here, you’re speaking directly to your audiencetherefore, you should use plenty of “I”and “you” throughout the message. Emails should generally be much shorter thanblog posts due to the restricted timepeople have. While people usually read blog posts on desktopcomputers, they often read emails on phones. Aim for a few hundred words at most, dependingon the format of your email. Take into account that people can be anywherewhen reading your emails. So get to the point quickly, avoid fluff. If your email is longer, tease the value early. Frequency is also an essential factor andkeeping consistency is key here. In other words, you need to decide how oftenyou’re going to send out your emailsand keep that timeframe constantly. Don’t annoy people by sending messages toooften but at the same timedon’t abandon your list. There is no perfect solution for all thisbut I think sending an email about onceor twice a week might be a good choice. Depending on the email formats and campaignsyou’re running,you might need to increase ordecrease this frequency. For example, increasing the regularity ofyour messages might be beneficial,as you get closer to a product launch date. Remind your subscribers that they’re runningout of time and also teach something newregarding your product. Offer something new thatno one else is offering. If your content is not original, try to addyour own opinion and make it unique. Turn it into other formats, include case studies,provide exclusive informationand in-depth guides to make it different. Or, conveying that information in an entirelynew way might also boost it significantly. One of the most critical parts of an emailis the subject line. Lots of people decide based on the subjectline alone whether or not to read an email. Therefore, you need to make sure your subjectline stands out by using compelling titlesthat describe the value of the content within. This can also include asking a question, askingfor feedback or anythingdeveloping the curiosity of your audience. It should explain what you’re offering andwhy they should listen to you. In other words, always ensure the contentin the email reflects the subject line. Don’t use words that trick people to openyour emails. It will perhaps work for the first time butyou’ll damage any trust you’ve builtand your audience may unsubscribe. Some people advise using the word “Re:” inthe subject line so that people thinkthey’re responses to previous e-mails. This is not a strategy that will work in thelong term. On the contrary, it’s quite disappointingand desperate. Consequently, choosing the right subject linefor an email is similarto choosing a headline for a blog post. If the readers are genuinely interested inthe subject, then they will want to read more. As you might know, people are constantly bombardedwith marketing messages these days,so it’s crucial to set yourself apartfrom that marketing world. With this in mind, I give you a pro tip:Instead of trying to sell directly in your emails,create a great article or case studyproviding value and send that to your subscribers. Obviously, you should promote your productson the website but the top priorityis giving value by teaching something new, informingor entertaining. In addition to the content, remember thatyou only have 50-60 characters for the subject lines. As more and more users read their emails onmobiles, less than 50 characters might be even better. Setting up high-converting email sequencesis not as easy as it sounds first. Your emails should engage your customers andencourage them to take a specific action. EmailDrips website collected the best emailsused by top companies. Those emails are proven to work, so it’s agreat way to model them and get ideas of your own. Visit the site and choose from different emailcampaigns like product launches, webinars,free trials, live events and more. With regards to email marketing, one of themost important things is that your emailsshould be able to get past the spam filters. If they can’t, people will never even getthe chance to open your emails. Successful inbox delivery rates depend ona lot of factors and you also need to understandhow spam filters work. Spam filters scan through the content of allincoming emails and also check other different data. If they find some spammy wordsin the content email,they send it to the spam folder. Additionally, spam filters handle much morethan all these. They look at a wide range of factors to determinewhether each email should be sent to the spamor the inbox folder. Let’s see some of these:the domain and IP address of the sender,the reputation of the sender,engagement,the content of the emailAs you can see now, spam filtering workswith quite sophisticated algorithms. For example, one’s reputation is calculatedbased on many other factorsincluding user complaints, blacklists, the age of IP address, etc. Engagement includes open rates, replies, clickthrough rates and so on. When it comes to content, spam filters lookat the ratio of images to text,the length of the content, spammy wordsand much more. So, what is the best strategy to avoid beingidentified as spam?It’s quite simple. Creating high-quality content is the key. Furthermore, it’s essential to keep thestandard email marketing rules. If you deliver quality information, then peoplewill engage and as a result,you become a trustworthy sourcehitting the inbox all the time. Your audience will be excited to see the nextvaluable email you send. Another thing you can do though is just toask your subscribers to whitelist you. The best if you apply this strategy on thethank you page,right after your subscribers signed up. Whitelisting instructions can be linked for your subscribers on the thank you page. Now let’s see some email marketing bestpractices to develop a good sender reputationand avoid spam filters:include clearly visible unsubscribe buttons in your emails,avoid spammy words,offer incentives to your readers,sound like a friend instead of a marketer,address your readers by their first name,write attention-grabbing subject lines,make your emails mobile friendly,use recognizable “from” names,use double opt-in if needed,send relevant content only,include your physical address in your emails,ask your subscribers to whitelist youMaintaining a good sender reputationis also a factorthat plays a vital role in emailmarketing. Luckily, some autoresponders have email hygienetools and other advanced featuresto help solve these issues, or you might also useexternal online software for this purpose. Double opt-in means that the reader needsto confirm their subscription via an emailwith an embedded link. This way, you can also avoid robots and scriptssign up automatically by filling in forms. This is a feature with which you can preventfake, invalid or spam emails in the first place. At the same time, it also blocks those peoplefrom signing up who never check their inboxesmeaning they aren’t really interested inyour product. On the other hand, the drawback of using thisfeature is that you make it harderfor the real subscribers to join. So, it’s up to you to decide whether singleor double opt-in is more suitable for your business. People make typos sometimesduring the signup. Email hygiene tools can check whether an emailseems to be invalid or not. These tools usually look for common typosand suggest a fix for each of them. You can also use an external tool for thispurpose or just go through the database manually. An example of this tool is Neverbounce. To filter out potential email issues a lotquicker, you can also look for bounces. A bounced email is an email that fails todeliver and there are usually two types of these. Soft bounces are temporary bounces that canbe due to a range of factors,whereas hard bounces are delivery failures that are unlikely to be resolved. These emails have never existed in the firstplace, or the email account was deleted for instance. Take a close look at the analytics tab anddelete emails that are consistently failingto be delivered. What’s more, autoresponders are usuallyable to decide and automatically suppressbounced email addresses. Always keep your list clean by removing inactivesubscribers. A targeted list is always better than a biglist. You only need a precise list of subscriberswho are engaged and interested in your offers. It’s no use sending emails to someone whonever opens them. Check engagement frequently, click throughrates and open rates quite often. There are many more ways to handle inactivesubscribers automatically. Break-up emails are emails including notificationsto people that it is your last emailand their last chance as they haven’t shownany interest beforehand. You usually send break-up emails to peoplewho haven’t opened your emails recentlyor haven’t clicked any links in them. That’s it!You made it to the end of this lecture!You now have all the knowledge and skillsto start using email marketingand getting sales from it. Of course, the first step will be to buildan email list which will take a little timeand effort and it can take even longer tostart making sales as a result. We’ve covered a ton of strategies and tipshere, and I hopeyou’ll be able to implementthem in your business. What effective techniques have you implementedto build your list?Do you struggle with something when it comesto email marketing?If you’ve found this guide useful, pleaseleave a comment and I’ll be happy to help. Like, share and subscribe for more actionableguides. Would you like to join a community where youget additional exclusive content for free?If the answer is yes, visit my website andfollow the steps. I’ll see you next time!