Setup Your Email Marketing Master Plan to Grow Business
No boring blog content allowed. I’ve got a killer post about email marketing here.
Your dream customers want your products but how are you going to get it to them? Email is the easiest way.
53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact. – DemandGen
“Focus on growing your list all of the time as newer subscribers are more engaged adding to healthier open rates and ROI.” – Karl Murray
“Make the prospect a more informed buyer with content.” – Robert Simon (Four Seasons Hotels)
1. Email marketing is KEY to automated sales
2. It’s much easier than you think
3. Don’t get confused with all the available tools
IT IS MORE THAN JUST “GROWING YOUR EMAIL LIST”
The Myth in Email Marketing Strategies
Email marketing is not just about growing a huge list of email addresses and leads. You will be sadly disappointed thinking like this. Internet marketers have been saying ” the money is in the list” for years now. A list of thousands wont do you any good unless you nurture and look after your database of leads. The relationship you have with your list is way more important than the number of people on it.
You can have 50,000 leads who never open your emails or 500 to 1000 quality people who open all your emails and look forward to your next email. 1000 true fans are like money in the bank. They will buy all your products, tell other people about you and even tell you what product you can sell them next.
I bet you have your favorite marketers who get your attention when you see a new email from them.
How has email changed over the years
Email marketing is not dead, emails are THE way to talk to your customers and leads. A lot of people look at SEO, social platforms and PPC as the most powerful ways to find new customers. But don’t forget everyone of those platforms is owned by someone else. Facebook could turn off ads or totally change how you are allowed to promote on Facebook tomorrow.
SEO is constantly changing, sites go up and down in the rankings on search engines all the time. Pay per Click advertising is dependent on what they allow you to advertise. Ads get denied or refused and you have no options. You don’t own any of this traffic. Not to mention the price to advertise and reach people goes up and up.
Your database of leads and customers is all yours. You own it. Nobody can take it away from you. Your list is the Value in your business. People buy other companies for the customer list! Nobody else has the same list you have. If you take care of it, you can talk and communicate with them whenever you want. At no cost!
It only takes cheap software like Active Campaign or Aweber, you can set up automatic emails that go out when you want to talk to your customers and convert them into sales. Cherish your list and treat them right. Offer plenty of useful and valuable content. Find out what they need and want.
Lastly, customers READ emails. You might be afraid of being spammy, just think about what spam is. Invasive, not helpful, unwanted and unwarranted emails. Planning on sending those kinds of emails? Don’t do it. Be useful and helpful to your list of leads and customers. And yes you should have both lists separated.
If I got an email every hour and each time I opened it, I made $5, I would want even more emails like it. But if I got an email once a month and it was just trying to sell me something, I’d get tired of that real quick and unsubscribe.
Always be thinking about how much value you are sending to your list and up it. More value and more help is what keeps customers reading your emails.
“A small list that wants exactly what you’re offering is better than a bigger list that isn’t committed. ”
source: Ramsay Leimenstoll @gluedtoapost
“Personalisation – it is not about first/last name. It’s about relevant content.”
source: Dan Jak @dan_design
Emails convert three times better than social media.
“Email marketing works 40 times better at getting customers than Facebook and Twitter, and compared to social media, it offers 17 percent higher conversion. The secret to success is making every email count. Email not only converts better than the most popular social media, but people spend up to 17 percent more when they do buy.”
WHAT USUALLY GOES WRONG?
NOT BUILDING NEW LEADS
It might sound like I’m contradicting myself here, but the key to email marketing is to keep building fresh new leads all the time. Your email marketing approach needs to have an automatic email and lead capture process.
You want to keep finding and capturing more leads and emails because it shows you what people are wanting. Some lead magnets don’t work, no one signs up. Others work like crazy and people keep signing up for them. Now you have proof that people are looking for something specific or your message connects with them.
“Email has an ability many channels don’t: creating valuable, personal touches – at scale.”
source: David Newman @dnewman
FEAR TO START
The most common problem with starting up an email campaign is when you only have a small list(4-5 people) and are afraid to start emailing such a small number. For some reason, you might feel embarassed or like it is a waste of time.
But you HAVE TO start early and send those messages as soon as you can. If you don’t two things are going to happen.
1. Your list is going to forget who you are. By the time you have 100 subscribers, if you haven’t mailed yet the early birds will have already forgotten you. And when you suddenly start emailing them, they wont even open your emails.
2. You will naturally keep coming up with reasons to not start yet and you’ll never even start. Is 100 people enough? 1000? If you can’t decide now, why will it be different when you get 96 more subscribers? Don’t forget each one of those subscribers is valuable. They don’t know how many others are on your list. As far as they know, they are part of something unique and special. Treat them like that, make them feel connected and special.
You just have to bite the bullet and start talking to them now. It is a great thing to start when you are small. You get your mistakes out of the way early and by the time you have a large list, you will be great at writing fantastic emails that actually convert into sales. Use this time at the beginning to get used to the process.
SENDING DULL EMAILS
No doubt about it, the worst offence you might commit in email marketing is BORING emails. That will get you more unsubscribes than you can imagine. People will quickly want to forget or plain hate you for it.
Don’t use average subject lines and email headers like everyone else. Always be interesting and different. You have to be REALLY clear on who you are and who is sending the emails. And why.
Before you send an email, look at it and ask yourself is that email worth at least $1 in value for the reader. If not don’t send it. You’d be better off sending an email telling them what you did this week and what blog posts you enjoyed reading. That’s better than just sending a useless email with no value only a sales pitch because you have to send something to them.
“Email continues to be the main driver of customer retention and acquisition for small and midsize businesses. According to the data, 81% of SMBs still rely on email as their primary customer acquisition channel, and 80% for retention” (Emarsys, 2018)
SO HOW DO WE CRUSH EMAIL MARKETING?
VALUE STACK EMAILS
Givers get. Simple as that. You will be rewarded if you constantly give as much interesting and useful content away as you can. If you want to make more sales, show people how to make sales with loads of free content.
Value stack emails are a way to stack the value that list subscribers get. If they sign up to get a guide on flower arranging, you have to make sure to stay on one track. The following emails need to be based on flower arranging and directly related topics they will appreciate and learn from.
What can you send them to value stack? Send great blogs, videos, articles, curated content etc. etc. The more you vary it the better, people will respond to different types of content so give everyone something they love. You can bet that if somebody signs up to your list on [topic] then sending them more content on [topic] will be greatly appreciated.
Later on you will want to move them to other topics. Ask them what they want to learn about next. Or think of the next logical step yourself. Generally speaking, what else would someone interested in [topic] be interested in. You can always simply ask them what they need help with.
That is being useful.
These have all been free, valuable pieces of content. You haven’t directly made any sales yet (you will notice some of them find your products on their own and buy) We are just trying to show how useful and helpful we are. Building the relationship and our authority as an expert.
Sounds tacky I know. But all we’re really asking is “look, you’ve gotten all this free content. If you are really serious about [topic] then you need to check out [amazingly good product].”
We just look at the next logical step that they could take and offer them the step. If they have downloaded and read tons of posts on taking care of their car, offering some car cleaning products simply makes sense.
People get scared about sales emails because they think it is hard to create one. Sure you could shoot them an email with a giant Buy NOW button and a price and generate a few sales. The problem is you need to have a large list for that to work. People will unsubscribe.
What we want is more sales from smaller lists.
We have to be smarter with our sales emails. Use the message of ” if you’re serious about [Topic] then you need to check out [Product].” After sending a series of value stack emails, then we send out a sales email simply asking if they want to take it to the next level.
NEXT STAGE EMAILS
The people on your email list are going to be on different stages. Some are new leads, others have been on your list for awhile. Some are already customers of yours and some have bought more of your products than others.
How do you move people to your good customer list(buyers)? You can’t just send everyone an email newsletter once a week and expect great results. They are at different levels of interest.
You can use automation to fix this problem. Mailchimp, Active Campaign and Aweber like most email marketing software offer fantastic automation solutions. How does it work?
Here is an example: They just bought [product] and you want to grow that relationship. Now is a great time to start with a cross-sell. Say they bought a Big-screen TV. Once they bought it, they now have new problems because of it. They need wall mounts, HDMI cables and maybe insurance or a new DVD player. You have the perfect opportunity to offer solutions for them to buy, right when they are in the buying mode.
My accountant is the perfect example of a cross-sell done right. After they had taken a look at my tax returns, they asked “if this was a big headache to deal with, why don’t you sign up for our cloud software? It’ll take care of it on autopilot” Of course I bought it. I knew how much it would make my life easier and I already trusted my accountant.
Amazon uses their recommended products method as a perfect automation cross-selling strategy on their website and makes millions of extra dollars with just a few lines of text added to a page. They also email you recommendations based on what you buy or search for on the website. Plus they have the data and tell you what others also bought. Brilliant.
Of course our favorite email is a sales email. It is an amazing feeling to write and craft an email that could generate sales on autopilot. Customers often ask us ” but what if we don’t have a list?” and that isn’t much of a problem. We get that but usually they DO have a list. Just not all in one place But it is never too late to start building a new list.
If email marketing is a serious growth option for you(and I’m betting it is) then you need to check out our email marketing master plan. It’s got everything you need to automate and market with emails to your customers. Sign up below