EMAIL MARKETING

What is email marketing?

Email marketing is the digital marketing process of communicating with an audience via electronic mail messages (email). The email messages usually have a commercial intent but they are also used to educate and inform the recipient on topics of interest.

In simple terms, email marketing is the process of using email as a sales channel.

In order to do this, you need to have a BIG email list of people who voluntarily signed up to receive your messages.

This automatically excludes buying email lists, even if they include emails of people who are somehow related to your niche.

Despite the increased use of social media networks, email marketing is still one of the most effective digital marketing channels.

Email marketing is not dead, actually it is still one of the best ways to find new customers, make more sales, or create a tribe of loyal followers.

Small businesses have a lot to gain from email marketing but yet many of them ignore it, losing many opportunities.

Whether you are running an online shop, blog, or small business website, email is a great way to retain your current customers and one of the most efficient ways to convert new visitors into customers.

Many people believe that the growing use of social media altered the role of email as a powerful digital marketing tool but this is far from the truth.

Email Marketing Benefits

The most important benefits of email marketing to any kind of online business are:

• It’s a great way to build a community around your brand

• It can help you get more leads and make more sales

• It’s one of the best ways to get more recurring traffic

• It’s a way to minimize some of the risks associated with SEO algorithmic changes. This is particularly important because once you get to a point that you have a big list of active email subscribers; you can worry less about SEO changes that can have a negative impact on your traffic.

How does email marketing work?

Email marketing is not a complicated process but it’s a process that requires a lot of A/B testing to find out how to best communicate with your subscribers in a way that is beneficial for them and for your business goals.

Here is an overview of how email marketing works:

• Sign up for an email marketing tool

• Create an email marketing strategy

• Build and grow your email list

• Setup automation tasks

• Monitor and improve campaign performance through A/B testing

• Regularly ‘clean up’ your email lists

Why is email marketing important?

I’ve mentioned many times above that email marketing is important for your business. Let’s see below the reasons why.

1. Email is used by 50% of the World’s population

2. You ‘own’ your audience

3. You can communicate directly with your subscribers

4. Users voluntarily register to receive email messages

5. Email Marketing has a high ROI

6. Email is still one of the efficient selling tools

7. Email marketing can be automated

8. Performance can be measured easily and accurately

9. It’s a great survey tool

10. Increases the value of your online business

EMAIL MARKETING TIPS

At the core of every email marketing campaign is the email list and having a quality email list can make the difference when it comes to conversions and ROI from your campaign.

Growing your email list takes time and effort and the following email marketing tips will help you do it correctly.

1. Give them different options – Make it easy to register

This is the first and perhaps one of the most important steps. You need to make it easy for people to register to your list.

No need to ask for too much information (a name and email is enough) or to have long and cluttered registration forms.

Try to make it ‘single click’ i.e. people enter their name and email in the registration box and they click ‘Register’.

Once they confirm their email, they are on your list.

If you want to take it a step further you can also allow people to register to your email list using their social media accounts. It’s easier for them and you also get to connect with them on social media as well.

2. Offer incentives – Why should someone register on your list?

Why should someone give you their email address, what is the benefit for them?

Make sure that the benefit is shown clearly in the registration form/box. Are you going to help them with something, do they get free eBooks, discounts for their next purchase, coupons, etc?

3. Position of the registration box does matter

The position of the email registration box affects the number of people that will register on your list.

Best practices include having the registration box:

• Above the fold (i.e. in the part of the page that is visible without scrolling)

• Top right sidebar – if are using sidebars then the top right is ideal for the email registration box

• At the bottom of your articles – if someone reads your articles till the end, then most probably they like what they are reading and are more likely to register to your email list.

• Footer – Another high converting place for email sign-ups is the footer. This is especially true for online shops and websites that have pages and not posts

• Homepage top – Many popular websites and marketers use this method to get more email subscribers. Having the signup form on the top of your homepage will generate more signups.

4. Set proper expectations

Tell your subscribers what kind of information to expect from you (new posts, infographics, coupons, offers, etc) and when (every day, every week, whenever you have a new post, etc.).

Be honest and try not to promise something you cannot deliver otherwise your email marketing efforts will fail.

5. Make it personal – Customize your messages

Try to make the registration process easy and inform the users of what is happening at each stage.

For example, once they enter their name and email the first time, let them know that they need to confirm their email address in order to finalize the registration.

Spend some time and customize the messages that go out with each email. When you send an email, greet them by their name, and avoid too general terms.

The latest email marketing trends indicate that email targeting is rising with the use of AI technology and this means that personalization is becoming more important than ever.

6. Make the text easy to read and use alt tags for images

Don’t expect that people will read your email every time or that they are willing to spend too much time on it.

The best practice is to assume that you have a couple of seconds to grab their attention (from the time they see the email) so work on your titles and the formatting of your email to make it easy to read but and scan.

Use headings and small paragraphs and if you decide to use images make sure that you also set the ALT tag since most email clients do not show images by default.

7. Use social media as the medium to get more email subscribers

Your website is not the only medium to increase your email subscribers. You can use Facebook, Twitter, Pinterest, and any other social network you are using to get more emails.

Don’t be afraid to ask your followers to register on your email list but don’t forget to also explain the benefits from doing so.

8. Don’t overdo it and don’t break your promises

Sending our more emails than promised will not necessarily generate better results.

If you promised to send one email per week then do not start sending more but create a weekly digest instead. You can give them options to change their subscription preferences and get more emails from you but don’t break your initial promises.

9. Send them the info they need to read in the email

Yes, emails are a great way to get more visitors to your website but when running an email marketing campaign to increase sales, your primary objective is to generate more conversions and not more visits.

For example, let’s assume that you are selling online SEO courses and you run an email marketing campaign using the targeted list from your blog.

In the email, make sure that the recipient can read everything they need about the course within the email content. They should only need to visit your website to make a purchase.

10. Most emails are read on mobile

It’s no surprise that:

• 46% of emails are read over mobile devices and this is expected to rise to more than 50% by the end of 2019!

• 39% of marketers have no strategy for mobile email

The above statistics show two important things. First, is that your emails should be mobile friendly and second that you need to have a mobile strategy.

So, before finalizing your next email marketing campaign, make sure that it is tested against all major mobile devices (you can use mobile emulators to see how the email looks on different devices).

11. Monitor results and take corrective actions

Whether you are running an SEO campaign, social media marketing or email marketing campaign it is important not to ‘set it and forget it’ but to run it, monitor the results (email open rate, click rate, unsubscribe rate, conversion rate, etc.), take corrective actions and run it again.

This is a continuous process until you get the desired results. As you get more experienced, you can also do market segmentation and pre-pilot and pilot phases but in the majority of the cases what is important is to perform some basic monitoring and control.

12. Keep an eye on your competitors

Register on your competitor’s email list and see what techniques they are using, what kind of emails they send out, how often, what kind of products they promote, etc.

Your intention is not to copy or mimic your competitor’s practices but to make sure that you are ahead of them.

13. Make it easy to unsubscribe

Don’t try to hide the unsubscribe button believing that this will keep someone on your list. It’s better to have them unsubscribed rather than have you on their spam list.

14. Create a content marketing strategy for your email marketing campaigns

You should clear out some basic concepts about marketing strategies. Content marketing is not the same as social media marketing and certainly not the same as email marketing.

On the contrary, your email marketing campaign needs to have a content marketing strategy i.e. what type of content to deliver by email and when to deliver it.

In simple words make a plan on what type of content you will send out in the next few months and ensure that it has a purpose and meaning. You can also use some of the content marketing tips to make your content more interesting for your subscribers.

15. Use email to make cross-selling and up-selling

If you haven’t already registered with Amazon.com, make sure that you do so and watch what they are doing with their email marketing strategies.

When you view a product on amazon you will receive an email in a few days with similar suggestions and when you buy a product you will receive an email with more products to buy.

Maybe you don’t have the means to do this kind of analysis but if you get to know your list better, you will also understand your customers and niche.

16. Include your social media profiles in your emails

I already mentioned that you should use social media to grow your email list, but you should also use your newsletters as a way to grow your social media profiles as well.

The simplest and most effective way is to add the social media buttons in your newsletter so that your subscribers can share the content but also connect with you in the various social networks.

Most common email marketing mistakes made by small business owners

Besides that above tips that will help you increase your subscriber count, you can also learn from the mistakes of others and get better results by avoiding these common mistakes made by small business owners.

17. Not having an email list in the first place

This is silly to even say it but the first email marketing mistake is not having a list in the first place! There is absolutely no excuse for not maintaining an email list for your online business or website.

If you are reading this and have no email subscriber list yet, you now know the first thing you should do, after you read this article.

18. Having a list but not sending out newsletters

The second mistake, it to keep a list and gather customer emails but never send them a newsletter or email.

This is perhaps the most common mistake I’ve seen all these years and the excuse is always the same: “We were planning to send out a newsletter but never made it”.

There are no excuses, you have many benefits to gain from communicating with your customers or readers and if you can’t do it, hire someone to do it for you.

19. Not offering incentives for signups

If you have a content driven website the incentive to signup is the content itself but if you are selling goods or services then you may need to give some incentives (i.e. discounts, special deals) for someone to sign-up.

Not taking the time to think about incentives and other ways to increase your email list is a major reason for not getting a good return from your investment.

20. Buying emails from other sources

Shortcuts do not bring results – this is true for almost all online activities. If you think that you can have success by purchasing emails from some site on the Internet then you are wrong.

Try to grow your email list naturally using white hat techniques and don’t get into trouble by buying email lists or false hopes.

Resources to Learn More

Best Email Finder – a list of the best tools to find email addresses to contact and eventually add to your email list.

21. Not asking for email verification

It’s an extra step but what is important for email marketing success is the quality of your email list and not the quantity.

Better ask for email verification and get fewer subscribers rather than not using verification and be loaded with inactive email accounts.

22. Not following best practices for sending out the emails

When you want to send bulk emails you need to follow the best standards and practices otherwise you will be considered a spammer.

For example, you need to have your address in the email together with an unsubscribe button, you need to remind subscribers where you got their email address and you need to send both an HTML and text-only emails. These are just some examples, your email vendor should be able to guide you through the process.

23. Use an email marketing service for sending bulk emails

It’s a mistake to try and send emails without using a vendor. Many people think that they can use outlook or Gmail to send bulk emails but this is far from recommended.

As explained above, there are many risks involved and it’s better to use a pro service that will protect you from making mistakes. Most email marketing companies have free packages for small businesses so cost is not an issue.

24. Not doing A/B testing

An email marketing campaign is far from static. Besides monitoring the performance you should also make several tests and find out which of them produce better results. A few examples of tests you can perform:

• Time to send emails – What time/date converts better

• Position of the signup box – What position of the sign-up box brings in more subscribers

• Type of emails – Do plain emails perform better than emails with more text, headings, images, etc.

• Subject titles – Which titles have the bigger open rates (long titles vs short titles etc)

• Use of images – When you use images in the email does it produce more clicks?

25. Not asking users to add you to their contact list

Last but not least, it is not bad to ask your subscribers to add you to their contact list. This will ensure that your emails will not be considered as spam and you increase the number of people that receive your emails.