Get The Most Out of Email Marketing – An In-depth Guide 2019 | OnlinebizBooster

Today, email marketing is something that every
business and marketer usesas the most important part of
their online marketing strategy. Since all of us check our emails at least
once a day, email marketing is consideredone of the best ways of promoting a product
and making money online. Hi, this is Peter, founder of OnlinebizBooster. Email marketing is an absolutely essential
activity to develop relationships,build an audience and sell products. In this guide, you will learn how to integrate
it into your online businessto build long-term relationships and
monetize them effectively. Are you ready?Awesome!Let’s get started. . . Email marketing is a way of communicating
through email with your audienceto grow your business. We can say that it’s the number one way
when it comes to building an audienceand being able to reach a massive
number of people. It allows you to build a database or so-called
email listand reach established and
prospective customers. Whether you sell, inform or educate through
emails it is an essential way of communication. You can have direct access to your audience
and complete control over your marketing messageand that’s incredibly powerful. What’s more, this is one of the key elements
of managing a sales funnel. Email marketing is usually handled by an autoresponder
that is able to manage list building,email signups, scheduling, segmenting and lots of
other functions. Let’s see the advantages of using an autoresponder
for your business:It’s cheaper compared to any other advertising
strategy. Once you built an email list, sending your
prospects emails regularly doesn’t cost you anything. Indeed, using an advanced autoresponder has
monthly 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, your
mailing list will build itself. Additionally, scheduling and sending campaigns
requires relatively little work on your partwhile still yielding incredible results. Let’s say you’ve set up the scheduling of
a 12-week campaignand with the help of the autoresponder you have no additional work with it. Messages go directly to the inbox of your
audience. These days, people carry mobile phones on
them constantlywhich means you can reach
them any time you want. By having a database
with a list of email addresses,you have direct access to your
audiencewithout relying on a third-party platform. You own your list, which can also be imported
or exported. Here is a real-life possibility for you, imagine
the 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 you
have no control over it. By building an email list, the contacts belong
only to you. It allows you to track and analyze how your
campaigns 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 help
you decide what changes to maketo increase conversions. List building means collecting email addresses
of targeted subscribers into a database. ​People who are interested in your business
visit your websiteand you can acquire their email addresses with a targeted marketing strategy. If you do it right, they’ll willingly give
you 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 best
methods available to grow your business. Apart from this, you can also perform email
marketing through solo ads and cold emailing. In my opinion, these methods are not so effective
because that kind of audience is not targeted enoughand hasn’t given you permission to
email them. Consequently, they don’t know who you are,
and the conversion rates will be much lower. So using proper list building techniques is
by far the preferable scenario. An autoresponder is the most important thing
to build and manage an email list. This is usually an advanced tool capable of
many different functions such as sending e-mailsout to large groups of people, building opt-in
forms, 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 opportunity
to be able to unsubscribeshould they wish to. An autoresponder will handle all these different
jobs automatically. It allows you to create your opt-in form where
your visitors will enter their namesand their email addresses to subscribe. Additionally, autoresponders also provide
you 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 is
a 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 them
do have a free plan to help you get started. Luckily, if you find out that your current
provider isn’t working the way you expected it to,it’s possible to export your email
list and move to another provider by importing it. An opt-in form is a form where people type
their email addresses and other related information. In other words, this is the place where they
can sign up,so you would want this to look professional and enticing. All advanced autoresponders and drag and drop
website builders let you create opt-in forms. The question is where you’re going to put
them and how you’re going toget people to see them. Now let’s look at more options of placing
the 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 is
an entirely dedicated spaceto getting people to sign up for your list. Likewise, you can also use your opt-in forms
on your blog or websitewhere they’re surrounded with content. With regards to a blog, it’s quite an effective
technique to use specific opt-in boxesto each blog page. You can even embed them directly into your
content. Remember, your readers will judge you based
on 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 readers
to sign up by including appropriatecall to actions and further sign-up forms. ​Remind them about your mailing list where
they can get much more of the same informationthey were originally looking for. Likewise, the lead magnet your audience gets
by signing upshould have at least equally valuable content. Popups are one of the best ways of capturing
leads because they appearin front of your visitors and grab their attention immediately. Keep in mind, you don’t want to over-do this
because it prevents your visitorsfrom seeing the content they came to enjoy and it might
damage your conversions. For further information about how to optimize
your website, I suggest you go throughmy on-page SEO lecture. I’d like to introduce 5 types of popups
you can use on your site:Click popups work by activating when a visitor
clicks on a button or an image. ​Timed popups work by appearing after a
visitor has remained on your sitefor a certain amount of time. ​Scroll popups appear when a visitor has
scrolled down a certain percentage of your page. ​Entry popups show up immediately when someone
enters your site. ​Exit popups work by appearing when a visitor
is planning to leave your site. The easiest way to build your email list is
to offer an attractive lead magnet. It’s a free gift you offer to prospects
that will encourage them to sign up. In other words, it’s an incentive in exchange
for their email addresses. Therefore, the gift you give away should be
something free that won’t cost you any money. Giveaways are usually digital products, so
you can create one yourself. You also have to make sure it’s relevant to
your industry and it’s so valuablethat it straightaway motivates your prospects
to sign up. So what kind of incentives can you give away?We’ll take a look at the most popular choices:
ebookchecklist
reportvideo course
webinarready-made template
white paper collectionmini course
audio courseskype coaching
cheatsheetmembership
email course, etc. Lead magnets are excellent tools for generating
more subscribersand they can be created
in a relatively short time. Ebooks tend to be one of the most popular
types of incentives. They are cheaper and easier to create. Free reports are usually much shorter than
ebooks and they offer a lot of valuein a short period of time. On the other hand, videos are interactive
and most people are visual learners. In my opinion, templates are even more irresistible
because they are usually ready-made things. All you have to do is to copy, paste and customize
them a little bit. Offering a membership can also be an excellent
method to get your audience keep coming back. By calling it a VIP program, you can make
it 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 platforms
out there that can manageand control membership functions. The drawback of using gifts is that you might
end up with a lot of subscriberswho are hunting for freebies. Or, they might just grab the freebie then
unsubscribe from your list. You can’t completely prevent this from happening
but setting up some rulesdeciding what to do with inactive subscribers
is a good idea. Driving the right audience to your website
also increases the chanceof having quality subscribers. What I’m saying is that having a mailing
list of a 100 people who are your biggest fansis better than having 1000 freebie seekers. Apart from asking people to sign up, another
option 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 need
your offer will act on it. Many plugins and programs are available these
days that can manage content lockingand share functions. Here’s another tip: If you offer a free consultation
or a mini training and you attract lots of freebie seekersthen in some cases, it might
be 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 “exclusive
members” and make sureto keep offering them extra
bonuses and benefits. Make it sound exclusive, exciting and important
to 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 every
little step, how to best establish a relationshipand a rapport with them. A well-written email sequence is crucial as
it gradually builds trustinstead of trying to sell immediately. Remember what your product means to your audience
and try to sell a lifestyle or a futureby using a compelling copy that paints a picture. Let your subscribers feel like “exclusive
members” by giving them news, special offersand discounts before you announce them publicly
through other channels. Think about what incentive you could give
them 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 promoting
your products and services regularly. Again, most people will ignore a promotion
the first and second time but as they come to know youand respect your opinion, they’ll
be more likely to become customersafter some time. The good news is that once someone has bought
from you, there is a high chancethey’ll do so again in the future. Besides selling products and promoting affiliate
products, 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 money
from a list but this can also be a viable optionwhen you sell your whole business. Thus, selling your mailing list along with
your businesswill increase its value and is a great
“exit strategy. “You’ll be surprised how much money other companies
might be willing to pay for your list. Incorporating AIDA into your emails is also
a fundamental technique you shouldn’t miss. It means gradually introducing your subscribers
to your productso that they badly want whatever it is. Of course, it’s a slow transition and your
job is to lead them through the process. When it comes to emailing, you have space
and flexibilityto handle each step in a different email. In your first emails, don’t forget to provide
exceptional 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’t
give away everything, yet. At the same time, make sure they get enough
information 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 by
buying your product. Get them to imagine how their lives will change
by using it such as having freedom,control over life and so on. At the same time, you should also try to tell
a story to get your audience to listen to you. People love stories because they automatically
imagine themselves in the shoes of the personthey’re reading about. This way, you can really sell that emotional
hook and value proposition. The last part is action. This email should include a clear call to
action and provide a quick and easy wayto buy your product. Obviously, your only goal here is to get the
readers to click on the link in your email. The rest will be handled by your sales page
and checkout process. By creating an autoresponder sequence, you
can 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 this
up immediately with the AIDA techniquethat will convince your audience to buy. And remember, it’s much easier to sell to
someone againwho has just bought a product from you. That’s why you should take advantage of
upselling. Putting together a follow-up sequence is a
base feature of any email marketing software. It means creating your emails in advance and
scheduling them to go out at certain times. As I stated in the last chapter, you don’t
want to jump right away into a sales pitch. Instead, you want to build trust and authority
by providing value in the first few e-mailsand thus showing that you’re an expert in
your field. Knowing the right timing between your emails
is also very important. Most of the time your first message will be
a welcome email. It will welcome the people who sign up to
your list and thank them for joining. Introduce yourself, talk about how excited
you’re and your recent experiences. In your next emails, demonstrate the fact
that you’re an expertand give some powerful tips, like an interesting blog post or a video. You might also mention your related product
here without diving into the details too deep. Later you can focus more on the product and
talk about how it works, what it does,teach something valuable regarding it. When it comes to your real sales emails, there
is no rule saying how many you can send out. I recommend you to send as many as you need
to 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 also
teach something new regarding your product. I think when it comes to marketing methods
you should favor a soft sale approachrather than a hard sale. There are a number of different ways to create
and put together an email sequence. Now, let’s see what type of messages there
are 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 also
some unique things you need to take into account. You want your prospects to keep opening and
reading your emails, right?The key is to focus on delivering fascinating,
unique and valuable content. The goals of your emails should be the same
as the goals of your blog posts. This means you need to make sure that you’re
consistently delivering real valuethat builds trust. When you do it right, people might even start
recommending their friends to sign up. There is no right answer for timing, either. The information about your target market can
help you decide when to send out emails. One thing is for sure though, you should avoid
sending them while they’re sleeping. Some statistics say:
weekends usually have low open rates​Tuesday, Wednesday, and Thursday are the
best days. ​people tend to open their emails in the
mornings between 8 and 10 am. Depending on your business, choose the right
tone for your emails. What I can suggest to you is to use a language
as if you were talking to a friend,especially if you have a personal brand. Emails should be more personal than simple
blog posts. This is how they build that ever wanted trust. Here, you’re speaking directly to your audience
therefore, you should use plenty of “I”and “you” throughout the message. Emails should generally be much shorter than
blog posts due to the restricted timepeople have. While people usually read blog posts on desktop
computers, they often read emails on phones. Aim for a few hundred words at most, depending
on the format of your email. Take into account that people can be anywhere
when 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 and
keeping consistency is key here. In other words, you need to decide how often
you’re going to send out your emailsand keep that timeframe constantly. Don’t annoy people by sending messages too
often but at the same timedon’t abandon your list. There is no perfect solution for all this
but I think sending an email about onceor twice a week might be a good choice. Depending on the email formats and campaigns
you’re running,you might need to increase or
decrease this frequency. For example, increasing the regularity of
your messages might be beneficial,as you get closer to a product launch date. Remind your subscribers that they’re running
out of time and also teach something newregarding your product. Offer something new that
no one else is offering. If your content is not original, try to add
your 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 entirely
new way might also boost it significantly. One of the most critical parts of an email
is the subject line. Lots of people decide based on the subject
line alone whether or not to read an email. Therefore, you need to make sure your subject
line stands out by using compelling titlesthat describe the value of the content within. This can also include asking a question, asking
for feedback or anythingdeveloping the curiosity of your audience. It should explain what you’re offering and
why they should listen to you. In other words, always ensure the content
in the email reflects the subject line. Don’t use words that trick people to open
your emails. It will perhaps work for the first time but
you’ll damage any trust you’ve builtand your audience may unsubscribe. Some people advise using the word “Re:” in
the subject line so that people thinkthey’re responses to previous e-mails. This is not a strategy that will work in the
long term. On the contrary, it’s quite disappointing
and desperate. Consequently, choosing the right subject line
for an email is similarto choosing a headline for a blog post. If the readers are genuinely interested in
the subject, then they will want to read more. As you might know, people are constantly bombarded
with marketing messages these days,so it’s crucial to set yourself apart
from 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 study
providing value and send that to your subscribers. Obviously, you should promote your products
on the website but the top priorityis giving value by teaching something new, informing
or entertaining. In addition to the content, remember that
you only have 50-60 characters for the subject lines. As more and more users read their emails on
mobiles, less than 50 characters might be even better. Setting up high-converting email sequences
is not as easy as it sounds first. Your emails should engage your customers and
encourage them to take a specific action. EmailDrips website collected the best emails
used by top companies. Those emails are proven to work, so it’s a
great way to model them and get ideas of your own. Visit the site and choose from different email
campaigns like product launches, webinars,free trials, live events and more. With regards to email marketing, one of the
most important things is that your emailsshould be able to get past the spam filters. If they can’t, people will never even get
the chance to open your emails. Successful inbox delivery rates depend on
a lot of factors and you also need to understandhow spam filters work. Spam filters scan through the content of all
incoming emails and also check other different data. ​If they find some spammy words
in the content email,they send it to the spam folder. Additionally, spam filters handle much more
than all these. They look at a wide range of factors to determine
whether 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 email
As you can see now, spam filtering workswith quite sophisticated algorithms. For example, one’s reputation is calculated
based on many other factorsincluding user complaints, blacklists, the age of IP address, etc. Engagement includes open rates, replies, click
through rates and so on. When it comes to content, spam filters look
at the ratio of images to text,the length of the content, spammy words
and much more. So, what is the best strategy to avoid being
identified as spam?It’s quite simple. Creating high-quality content is the key. Furthermore, it’s essential to keep the
standard email marketing rules. If you deliver quality information, then people
will engage and as a result,you become a trustworthy source
hitting the inbox all the time. Your audience will be excited to see the next
valuable email you send. Another thing you can do though is just to
ask your subscribers to whitelist you. The best if you apply this strategy on the
thank 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 best
practices 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 reputation
is also a factorthat plays a vital role in email
marketing. Luckily, some autoresponders have email hygiene
tools and other advanced featuresto help solve these issues, or you might also use
external online software for this purpose. Double opt-in means that the reader needs
to confirm their subscription via an emailwith an embedded link. This way, you can also avoid robots and scripts
sign up automatically by filling in forms. This is a feature with which you can prevent
fake, invalid or spam emails in the first place. At the same time, it also blocks those people
from signing up who never check their inboxesmeaning they aren’t really interested in
your product. On the other hand, the drawback of using this
feature is that you make it harderfor the real subscribers to join. So, it’s up to you to decide whether single
or double opt-in is more suitable for your business. People make typos sometimes
during the signup. Email hygiene tools can check whether an email
seems to be invalid or not. These tools usually look for common typos
and suggest a fix for each of them. You can also use an external tool for this
purpose or just go through the database manually. An example of this tool is Neverbounce. To filter out potential email issues a lot
quicker, you can also look for bounces. A bounced email is an email that fails to
deliver and there are usually two types of these. Soft bounces are temporary bounces that can
be 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 first
place, or the email account was deleted for instance. Take a close look at the analytics tab and
delete emails that are consistently failingto be delivered. What’s more, autoresponders are usually
able to decide and automatically suppressbounced email addresses. Always keep your list clean by removing inactive
subscribers. A targeted list is always better than a big
list. You only need a precise list of subscribers
who are engaged and interested in your offers. It’s no use sending emails to someone who
never opens them. Check engagement frequently, click through
rates and open rates quite often. There are many more ways to handle inactive
subscribers automatically. Break-up emails are emails including notifications
to people that it is your last emailand their last chance as they haven’t shown
any interest beforehand. You usually send break-up emails to people
who 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 skills
to start using email marketingand getting sales from it. Of course, the first step will be to build
an email list which will take a little timeand effort and it can take even longer to
start making sales as a result. We’ve covered a ton of strategies and tips
here, and I hopeyou’ll be able to implement
them in your business. What effective techniques have you implemented
to build your list?Do you struggle with something when it comes
to email marketing?If you’ve found this guide useful, please
leave a comment and I’ll be happy to help. Like, share and subscribe for more actionable
guides. Would you like to join a community where you
get additional exclusive content for free?If the answer is yes, visit my website and
follow the steps. I’ll see you next time!