Day: January 17, 2020

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What are the key elements of email marketing?

You run your own company and have been thinking about running email campaigns? It’s high time! The sooner the better. If you prepare yourself properly, it won’t be neither complicated nor time consuming. And, what’s the most important, it won’t be very expensive. What is more, email marketing is one of the most effective direct marketing strategies. This way you can reach your clients with your offer, and build a stable relationship. But before you start to act, learn what are the key elements of email marketing.

Building a mailing list

Writing good emails is a form of art. The whole success depends on your ability to create a bond between you and the people who are on your list. The first thing you have to do is to build an email list. Don’t procrastinate, the sooner you start to work on it, the better. Building a list and sending emails is not enough. You have to know, what to send and to whom.

How to obtain email addresses?

  • Through your own website

  • Using a pop-up window

  • Through social media

  • By organizing a webinar

  • Using a landing page

Segmentation of your subscriber list

Without a doubt, segmentation of your list will increase your sales tremendously and achieve your goals. Not everybody is the same and expects the same outcome. That’s why it’s important to be familiar with your audience’s behaviors, needs, problems, and manage your database accordingly, dividing the list into smaller segments. That way you can personalize the emails and send exactly what the recipient needs.

The knowledge by itself won’t suffice. You can share it the best way you can, give examples, tell stories, but if you don’t know the client and you’re not familiar with their problems and needs, you can easily fail, as the client wouldn’t get what they want. And what do they want? Knowledge on how to deal with a particular problem they have.

First, establish a target group to whom you will send your mailing, and what problem would the emails solve. Email marketing is one of the most effective forms of communication with the customer. It consists of creating value the way the recipient feels like they get an attractive offer which is directed to them personally.

Try to break down your list and divide it to smaller groups.

The correct email construction

The person accesses their inbox, and the first thing they see is a plethora of emails from everywhere. You need to have a huge charisma, so your email with the subject line, draws their attention. It should be interesting enough to encourage them to click on it and read the content. Email you send needs attention. It has to be written the way that would make the addressee feel that you wrote it directly for them and that you want to help them with their problem. Remember that the email shouldn’t be just another distraction or a pointless content, which annoys the client and wastes their inbox space. It has to be something valuable that cannot go unnoticed.

You can find out more about creating effective subject lines here.

A right tool for email marketing

It has to work according to the scheme. First you build the list, then you segment it. It’s important that there are people potentially interested in your product or service. If that is the case, it will be easy for you to interest them, as you already know what they expect. It will all lead them to opening your emails, as they notice the value, interesting content, and solutions to their problems. Step by step, you will build a relationship, that will draw their attention to your website. And what does it mean? Sales. It all leads to closing. But in order to close, you need a system that would allow you to plan not only system emails but also an email queue, that works automatically and sends emails to the customers in the right moment.

System that works for you 24/7

Imagine the system that could work for you 24/7, and you would have plenty of time for other stuff and to drink coffee without the fear that you have to send emails. Can you imagine? So now listen, as this is not a fairy tale. We introduce a real system that already exists and allows you to automate your business. System and the process, which I’m about to introduce, would do most of the work for you. However, no system will do all the job. This tool would allow you to source customers and business partners. It would sell and develop your subscriber base, build relationships, and gain trust of your customers. It would do a huge part of work for you, but it can’t do one thing…

Attracting the unique customers through sharing valuable knowledge, for example on an expert blog, hobby blog, social media, and mailing lists. If you don’t provide value systematically, you will get nowhere. The tool you need is an autoresponder. This is a tool that would automate your business and help you to increase your sales. You have all the emails under control and you can plan them in advance. Additionally, you can see the statistics, and find out how many people got the message.

Creating advanced sales funnels

Do you know how to guide the customer who got interested in your initial free product, through the paid low value product, until they buy your full, more expensive product? The first step is to create a lead magnet. It is the first page, where your potential clients can buy the first product, you’ve created. It could be a guide, or an e-book. You give the value in exchange for email addresses. Build a contact database, which you can use to contact the people who downloaded the first product. This way you can build sales funnels, but it’s a complex topic, so we will prepare separate articles about it.

Sales funnels

They are automated tracks that allow you to multiply the sales effect.

Funnels built with NetSendo work in fully automated mode and every step of a client is carefully planned. You can decide when and to whom you present a particular offer. Next, based on their reaction or lack thereof, you can send more offers or messages encouraging to make a purchase. It all happens without your constant engagement, following the path and delivery schedule you’ve created earlier – full freedom. What’s important, you can control the path as you go in NetSendo. See, which emails are the most effective or draw the most attention and modify the funnel if needed. Now you can achieve the best sales results.

If you use the potential of email marketing wisely, it will allow you to achieve a good sales effects. However, your actions should be thought through. This is the only way to have a real chance to succeed.

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How to create an effective email subject?

Writing emails is simple, when we talk about regular emails. If you send emails to your clients, they have to be unique, so you have to make effort. It doesn’t mean it’s so complicated that you wouldn’t be able to do it. Think about the emails you receive for a second. You’ve probably came across at least one email that caught your attention. What was it? What was the subject line? Did you get it from the person or a company you know? What made you open the email and read it? What influenced you?

There are tons of factors that make people decide if they open the email or move it to the spam folder immediately. Don’t think about the latter, as we’re now going to focus on the positive reaction. First things first, let’s discuss the email subject line. What to do in order to draw the recipient’s attention and make them read the whole email? Where there is a will, there is a way. First of all, your message has to stand out from the other emails in the recipient’s inbox. They get a lot of messages everyday. Yours has to be unique and appealing. What’s more, you can create such strong connection with a potential customer, that they would be looking forward to read emails from you.

Would you like to see such results? I think so, so let’s get to it!

Draw attention with a good email subject

Everything starts from the subject. No matter how good the content is, if you tell a good story, or make an attractive offer, the recipient won’t open it, unless you interest them with the subject. Is there a foolproof recipe for what the subject should be? You know your clientele, who they are, what are their expectations, and problems. Now your task is to give them the solutions and value.

So… Use A/B tests

If you’re not sure what subject to use, try to experiment with two versions. That’s how you’ll find out which of the elements is more efficient.

You can either address the recipient by their name or use a generic form. Use emoji, or not. It all depends on what you want to achieve or if the email is formal or not.

If you choose informal style, addressing the recipient by their name would be a good idea. It is just more personal. A person, who opens an email like this would feel special and you can slowly develop your relationship with them.

Preheader – diving deeper into the email

The subject shouldn’t be too long. This short line has to draw attention. Use preheader to elaborate on it. Preheader is a text that appears next to the subject. It is very important and you should know how to use it efficiently in email marketing. Don’t try to put all the information in the subject. It will look better if you put some of them in the preheader. Those are first few sentences of your email. Listen, you have only few seconds to interest your potential client and influence them to make a certain action. The subject and the preheader have to encourage them to click on the message.

Ask intriguing questions, and provoke emotional response. Sometimes there’s an emoji in the subject line. You already know, when to use it, and when it’s better not to. Now the question is: HOW to use it, so it matches the topic of the message? Emoji can function in the subject as kind of a signature. If you use the same emoji before every subject, it becomes a symbol that the subscriber immediately recognizes and associates it with you. It will be more visible in the inbox, when the recipient filters the emails. Try to choose an emoji that is consistent with your brand. Emoji can also be a complement of a text. For example a stop sign emoji can be used, when you use the word “stop” in your subject line.

To sum up

Remember to always approach writing emails in a creative way. When the client opens their inbox, and sees your email, they have to think that they would find something valuable inside. They have to feel that they get first hand information. It just has to be good, so influence their emotions, feelings, ask interesting questions, leave some things unsaid, build a relationship with the reader, tell stories. You really can learn how to create good and efficient emails. You just need to know the tricks and apply them. We hope you found this article helpful. If you’ve just started your email marketing adventure, use that knowledge while writing your emails. We will slowly introduce you to the email marketing world, you will learn a lot of practical and effective solutions, which will help you achieve the desired results. Good luck!

Go to the entry to find out more: How to start email marketing >>

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How to start email campaign?

Email marketing is an effective way of promotion and you simply can’t argue with that. Every company puts a lot of effort into maintaining a good relationship with their existing clients, but what’s more important, they want to attract new customers. Building an image of a brand is the key to success, so we can’t imagine running a business without staying in touch with your clients. If you run an e-store, one of the best forms of contact with the clients is email marketing. It is a direct marketing form, where your main communication tool is email. In this article you will find out what are the forms of email marketing and how it looks in practice.

Email marketing – what are the advantages?

First of all, using this method of communication you build consumer loyalty and relationship with your audience. We live in a time, when everybody has at least one email account which they check almost daily. Using email became an inherent part of our lives. If you send a message directly to the client, it is more likely that they are going to read it. If you publish the message on social media, you can’t be sure that the message reaches them.

Second of all, you don’t need to invest a large amount of money, if you approach this thoroughly. Another reason, why you should apply email marketing is that you can send a lot of emails at the same time and reach an unlimited number of people.

It’s worth to mention that you have the option to customize your emails, where you can address the recipient by their name. The client would feel special, and there is a chance that they notice it. Of course, social media are also a vital part of communication with your audience. The article about how to create a perfect combination of social media and email marketing will appear on the blog shortly.

Now let’s focus on the examples so we can show you how it looks in practice.

We have two basic forms in email marketing: newsletter and mailing.

Newsletter

In simple words: it’s just regular communication with your clients. This way you can inform them about your offer, or products. But most importantly, you can inform your viewers about the news and changes. The subscriber gave you their email address, so now it’s your turn to give them something in return. If you focus exclusively on sending ads and sales offers, you can lose your subscribers. Create value that will convince your subscribers to stay on your list. You build a bond between your brand and a client, and work on consumer loyalty.

Remember that this kind of marketing requires consistency. Don’t let your clients forget about your brand and send Newsletters relatively often. Inform them about promotions and discounts!

  • Use one email template, so the subscribers get used to the structure

  • Newsletter helps building and maintaining a relationship with the subscriber

  • Send emails regularly, for example twice a week – on Mondays and Thursdays, or two times a month

  • Your content should provide value which is not available elsewhere. It has to be a value they signed up for.

Commercial email

In commercial mailing, you have more creative possibilities. It is a one time offer and it doesn’t function as a mean of building a relationship with the client. You just want to inform the client about the product and make them do a certain thing. When you create mailing, you have to focus on a form of presentation. It has to be clear and concise. The email should contain a big high quality image with minimal text on it. You should put a button at the end of the email, that contains a call to action. For example: buying a product, attending an event, or signing up to a newsletter.

  • One time offer, for example discount on a product.

  • It has one purpose: you want your customer to make a certain action. For example: taking part in a competition, buying a guide, or use a discount.

  • Less content, more attention grabbing images.

Autoresponder

The potential of email marketing is huge. I didn’t discover anything new, it’s just a fact. However, you need to know how to use this potential in order to benefit from it. You need tools that automate your business. Can you imagine the system that works automatically? The system that could work for you 24/7? We’re talking about autoresponder and if you start using it, you can fully enjoy the benefits of email marketing. But what exactly is autoresponder? It’s a tool, which can automate your business and your sales. All your emails are under your control and you can plan them in advance. Additionally, you have all the statistics in front of you, so you can check, how many people got your message.

  • You can have an infinite number of mailing lists. Yes, exactly. There are no limits. Those can be dozens of potential clients or people interested in promotion.

  • You can handle hundreds of dozens of email addresses

  • You can send messages to a number of address lists at the same time. No message get to be sent twice to the same address.

  • You can set messages to be sent to the readers with a delay, for example one day from signing up, 3 days from signing up, etc.

See? There are many possibilities

But let’s not complicate things and start from the basics. I want to introduce you to this topic as best as I can, as it is very important and you need to know how to use it. You can create a queue of emails using autoresponder, which you can plan the way they are sent to the customer in the right time after making a certain action.

Imagine that someone has just signed up to your newsletter email list. Thanks to autoresponder you can generate the message which will be send automatically. In the content of the email, you can thank the subscriber for signing up and also offer value: a guide written by you, an e-book, or an article on your blog. The person would be added to your email list and you can start sending them emails systematically, informing them about news, promotions, new products, interesting articles, and other things you produce. You save time, as you setup the system once, and you save money, as you send particular content to the particular mailing list and not the whole email database.

Email and relationship with your clients

Sending emails systematically can really help you with that. You can also teach them new things, show how to solve problems in multiple ways, within the same topic. Next, you can introduce and offer them products or tools that could help them to accomplish their goal. This way you can increase your sales and let them meet you.

Now imagine you have over 1000 people on your list. You have to send an email with information to every person. How much time would it take you?

A moment, when you use autoresponder. All it takes is to prepare one message and the system will replace words in the right places. How to do it? You will find out in the upcoming materials we are preparing for you.

To sum up

What is also worth mentioning is the sales. Well, this is what is the most important thing in the whole process. By gradually introducing marketing emails, your brand will become more and more popular and will generate higher income. Content you post on your website or social media are not enough. No matter how much content you put out there, you will eventually have to use email marketing. There is no better way to reach the client. I hope we convinced you that it’s worth to start using email marketing in building relationship with the clients of your brand. Moreover, it’s worth to mention that the companies which use the solutions we mentioned about, reached a higher level of sales, and built a sustainable and stable brand image for themselves.

Wanna know more?

Go to the entry to find out more: How to start email marketing >>