7 Day Course

Become an email marketing Ninja

Lesson 5

How to incorporate email marketing to your business

At first it is hard to get used to it, as you don’t know how to do it, where, what tools you need, or where to look for a company or mechanisms that will help you. Yes, you have plenty of questions, so you procrastinate. You don’t have to anymore. You can start mailing campaign anytime – the sooner the better. 

Remember these words?

That’s what we started with. Now that you’ve expanded your knowledge, you know how to build an email list, create email content, and how to distinguish newsletter from mailing. Email marketing is one of the most effective direct marketing strategies. It is important not to start a campaign without having a certain plan. You want to send valuable content and not trash people’s inboxes. 

Now a question for you – have you specified your goals and have a strategy for how to collect emails?

Incorporating email marketing to your business is not an easy task. You can think of a catchy subject and write a great email, but what if nobody opens or reads it? That’s why it’s worth to choose a correct target group. You can’t send emails to random people, as it may bring the opposite results to what you want to achieve.


Let’s now think about how you can use email marketing in your company.


Below you can find examples of how you can incorporate email marketing to your business.


Use “Call to Action”

Always put “call to action” in your emails. It can be a link to your new blog post, or a button that goes directly to your e-store product. If you use expressions like “only today” or “till tomorrow,” it will show that the offer is limited and if the client wanted this product in the first place, they are more likely to purchase it now. Let’s give them a little nudge. 

Example subject lines:

  • Only today: mega offer for real cinema lovers.
  • [ATTENTION] Our newest solution 90% cheaper. Only till tomorrow.


Don’t let them forget you!

You’ve prepared an online course and time for signing up ends in a couple of days? Plan the emails that will inform your subscribers that it is the last chance to take part. If you run an online store, and the sale is coming to an end, let your clients know that this is a limited time offer for certain products.

Example subject lines: 

  • [LAST MINUTE] Your special offer will end in a moment.
  • This is the last reminder about our promotion. The end in 3… 2… 1
  • [URGENT] You have only one more day to view the offer.

What to do when the customer abandons their shopping cart in your online store?

A client visits your store, views products, and yes! They’ve found what they were looking for, added the product to their cart, now the payment and… Wait, they abandoned the cart and left the site. Unfortunately, it happens often. How to make them change their mind and finalize the payment? Send the email and encourage them to come back to the site.

Example subject lines:

  • Hey, do you need a ride to your shopping cart? The ticket isn’t required.
  • [name], you seem to forget something?
  • Pssst… the prices in your car have just dropped!

Encourage people to download your guide!

You’ve prepared a new entry on your blog? So don’t wait for it to advertise itself, just send your clients an email and encourage them to read the article. You can put a fragment of your entry in the email, or send them a couple of the best ones. This way you can increase reach on your blog. If you have just released a new guide, do exactly the same.

Example subject lines: 

  • 200 ideas on blog posts that work.
  • Download a guide on how to create Facebook ads [STEP BY STEP]
  • Write emails that sell [COMPLETE GUIDE]]


Inform your clients about the new product, or a new solution

A Client found a product in your online store, but it is sold out? Inform them that as soon as the product is available, they will be notified. Send them an email with an information about the restock, so they can purchase the product. Don’t forget to include a button that will take them to that specific product in the store.

Example subject lines: 

  • It’s here! We did it! We’ve finally succeeded.
  • [name of the product] is restocked
  • [product] is available in our store! Buy, before other people do!


Don’t forget about sales, promotions, and unique discounts!

Email marketing will also be a useful tool, when you want to inform your clients about the prices of the products. Mailing is a wonderful way to inform about the ongoing promotion and make people take certain actions. Just lowering the price on the store is not enough for client to find out about it. Sending a direct email gives better results.

Example subject lines:

  • What you’re looking at? Your discounts start running away!
  • 50$ today, 250$ tomorrow. What are you waiting for?
  • New products you can keep only to yourself


Use cross selling and up selling strategies in email marketing!

Introducing a sales strategy to email marketing can give a really interesting results and generate high number of sales. However, you have to do it in a well-thought way and gradually “attack” a customer with your offer. 

Let’s say you have an online boutique and Mrs. Smith has just bought a warm winter coat. In this case you can send her an email, recommending winter accessories that could go with the coat. Or a different scenario: she bought a guide on how to write sales emails, so you can offer her a course, where she can learn how to put this knowledge into practice. This strategy is called cross selling, which means recommending another, complementary product to the customer who has already bought something. 

The other strategy you may use in email marketing is up selling. Let’s go back to the example of abandoned basket. If the client does that, you can send them an email with a reminder, which encouraged them to finish the shopping. If you see that they have a coat in their cart, offer them a more expensive model. Tell them about the product In as much details as possible, especially about the quality. This is what up selling is all about: the client chooses a basic version, and you offer them a more expensive, higher quality version of a product. Offering product after product after product will be a good strategy for building sales funnel, but you will find about that in a moment.


Building advanced sales funnels

Building sales funnels is not as complicated as it may look at first. You can definitely learn that skill. You just need to spend some time to get to know what actions you should take in order to make successful funnels. Show your subscribers what your product is and try to convince them to buy it. It works a little bit like you guide the client through the free product, which you offer in the first step, and next you make them open their wallets. The second step is to offer a small, cheap product, which leads to more and more value and money.

In the first step the client receives the free product that has value in exchange for their email address (so it is not exactly free). The email address provides value to you, because when the client doesn’t buy  the first product, you can sent them the queue of emails in order to convince them to use your offer.

I know, I know. If you’re just starting your adventure with internet marketing, then building sales funnels can sound a little bit foreign to you. However, they bring the most income and are most effective. Maybe in some time you will start implementing them to your business? 

You can find out more about sales funnels in our upcoming lessons.


Building a brand name through email marketing

If you really send your emails systematically, and not just on holidays, when you have discounts, the audience will remember you for sure. Try to come up with a good and catchy subject line. If it’s interesting, the subscriber will be more likely to read it. If you care about building long term relationships, you need to approach this in a personal way. The best way to do it is to address the person by their name. 

Example subject lines:

  • Carl, remember me?
  • Raph, here is your new favorite marketing tool [FREE]
  • Rough day, Alicia?


It’s all for today. Check your email tomorrow. You will get a sixth lesson and find out what are sales funnels and how to use them in email marketing and e-commerce.

Need to go back to the previous lesson? You can do it here.

See you tomorrow!


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