You may be wondering, is using email lists still a good way to talk to people? Or is this whole thing dead since social media got super popular.
Even though there are many more channels nowadays through which we can reach our audiences, email still stands on top. Email is one of the most effective channels to this day.
Sure, social media give us many options to reach people but in the end, email trumps all. Because when you send an email to someone it’s going to stay in their inbox until they read it or interact with it in any way.
On the other hand, when we post on social media, that post will have a certain lifetime and because of that, not every person who follows you will see it.
There are 91% of email users, who will check their inbox daily. And the total number of people who have an email address continuously rises each day and it has already passed more than a half of entire human population.We’re safe to assume that email marketing is far from dead. Click To Tweet
There’s a number of things that make an email list better than a following on any social media.
For one, email list that you create is yours and nobody can take it from you. And if you get your social media account banned, that following you had there will be lost forever.
Build trust with your email list
I’ve read a few blog posts that say that money is in the list. While that is all true, I’d like to rephrase it and say, money is where the people are.money is where the people are Click To Tweet
And if your only intention of using your email list would be to send offers from which you’d be able to make money, you’ll soon find out that your list will start shrinking.
You should always keep in mind that you’re writing to people and everyone likes to get something first before they consider giving anything in return.
So when you try to shower your audience with offers without giving them any real value, they will perceive you as a common spammer and probably blacklist your email address.
Do people from your email list know of you?
When you’re sending emails to people, do they know from who are they getting them?
It’s important they know why they’re getting those emails so you don’t end up getting a one way ticket to their spam folder.
There are few things that could affect their awareness of you. For one, are you sending your emails out consistently and periodically every once a week or month?
For one, are you sending your emails out consistently and periodically every once a week or month?
Because of larger time periods between each sent out email that exceed one month, people can start questioning why are they getting those emails.
Another thing that could be connected to their acknowledgement of your emails is if they, themselves signed up for them in the first place.
If they didn’t, they’re probably just going to be annoyed by them.
This one goes without saying. You need to keep in mind that you’re the one knocking on their front door and trying to tell them something.It’s common sense to be kind to people when you’re trying to turn them into customers. Click To Tweet
As we mentioned before that showering your email list with offers won’t lead anywhere. So let’s talk about what would actually benefit you and your list.
Number one priority when we’re building an email list is that we focus on giving valuable content to our contacts first.
This is how you will be able to build trust and relationship with your audience.
Trust is vital. Without it, you will have a tough time selling anything. Only when people trust you and know that you want only the best for them, will they become a loyal customer.
So when you’re sending emails keep in mind that you’re building a relationship with every single one of your contacts as you would be talking to them face to face.
Match readers expectations
When people subscribe to your newsletter, they will expect to get an email every once in a while. If you set your newsletter to be weekly, biweekly, monthly… you need to stick to that.
If you said that you will be sending emails once per week and instead you send them everyday, people might get annoyed by them and unsubscribe.
On the other hand if you don’t deliver enough emails over the set time period, people might forget about you and when they do get an email from you they could mistaken you for a spammer as well.
Best practice is to stick to the deadlines and don’t overdo it.
There are no shortcuts to success
There are many cases out there where people just buy email lists and send their offers there. But because those recipients don’t know where all those offers come from, they often ignore it or blacklist the email they got it from.
Most of the time spam filters take care of stuff like that and with ever evolving algorithms to recognize such emails as spam, there’s no chance you could get revenue from them long term.
Segment your email list
You can segment your email lists to groups so you can target your customers better. For instance, you could put people who are the most engaging into one group and send them special offers to reward them for it.
Create a compelling lead magnet
What is a lead magnet?
Lead magnet is a piece of valuable content that’s relevant to an audience to which it’s offered. You can offer content in many different forms as a lead magnet.
One of the most popular ways of creating a lead magnet is to write a short ebook, create valuable infographics, webinars and more. You can offer a series of emails as a lead magnet as well.
It’s important that your lead magnet is easy to consume and that it provides value to your audience that can apply it in practice.
Create a opt in page/form
Opt in pages or onsite snippets/forms are meant for gathering and growing your email list.
People who come and visit your blog and write their information into opt in form, will get an email their way with the promised lead magnet content. And you will get their email in exchange.
Opt in pages aren’t supposed to be complex since they are meant for one sole purpose, collecting information. You should ask for as little information as possible.
It works quite well if you just ask for first name and an email.
There are few main components every opt in page should have
- inviting headline
- helpful description
- visuals – images, videos
- simple form
- subscribe button
Another important thing with opt in forms is their location. You can show these forms in many different places on your website.
For instance, you could put a form in header bar, sidebar, in the end of a post and popups.
One popup I’d like to especially point out is exit intent popup. This popup shows when you move your cursor out of the bounds of a page – when your trying to close the tab.
Since our visitors are already trying to leave, why not offer them the last chance to subscribe.
Create an email campaign
Ok, so now that we know what we need, to grow our list, we’re going to discuss how to actually do it. Let’s talk about how to create an email that will entice your recipients to click on your call to action.
First and foremost, when we set out to create our email, we need to know what is the goal that we’re trying to achieve with it.
For instance, our main purpose could be to spread awareness of our brand and therefore, the call to action we would include would be to follow us on social media.
If you were looking to sell a product, you could include a call to action that will lead them either through affiliate link or to a product you’d be selling yourself.
Whatever your goal may be, you should never forget to add value to each and every single one of the emails you send out.
We mentioned before that if we want to successfully grow our email list, we need to be friendly and respectful. But that’s not all there’s to it. You need to write as you were talking to someone eye to eye.
You need to be personal with your followers if you want to build a relationship with them and gain their trust.
Images, for the love of god, use images
Don’t forget to spice your content up with images. It’s important to keep in mind that a good mix of images and text can make all the difference when we’re trying to get attention.
But don’t go overboard with images, because some email service providers block images. So if you kept all the good stuff on them, people won’t be able to see it.
Design it for everyoneOver two thirds of all email users check their inbox on their smartphone or tablet. Click To Tweet
You need to use responsive design with your emails so they don’t break for those who use devices with lower width than desktop computers.
I’ve shared some of the basic things that could boost your results by applying all this into practice. And I’d also like to share with you a list of examples that might come in handy when you’re just starting out.
What is autoresponder?
It’s an option that email list services provide, which allows you to automate the process of sending out scheduled emails.Autoresponders can be useful for nurturing your leads by constantly staying in touch with them over a certain amount of time. Click To Tweet
You can create many autoresponder series and make it as simple or complex as you like. Create different email series for people who engage more or simply for each of your segments of your email list.
Track and analyze your data
Once you’ve started sending emails you can track data like open rate, click through rate and unsubscribes.
Open rate tells us what percentage of recipients opened your email.
Click through rate is a metric that shows us what percentage clicked on your call to action and went ahead to the page that you linked to.
And lastly, unsubscribes tells us how many people unsubscribed from your newsletter.
Optimize open rate
There are few different factors that could influence your open rate metric.
When you send out emails for a longer period of time, you can recognize who’s inactive and purge them from your list.
Many marketers send out one last email before removing them from list, asking if they still want to stay tuned.
Sometimes they reply back and re-engage with your newsletter. Others that don’t, get purged.
Another thing that could effect your open rate is timing. You need to study your audience constantly. So you will be able to tell when is the right time to send out emails.
Nowadays our inboxes can get cluttered quickly if we don’t check it frequently.
And once we do, a lot of us just mark everything as read or disregard all the emails which aren’t super important and move on.
It’s true that emails live longer than any post on social media, but it doesn’t mean they don’t get ignored.
Inviting subject line
Subject line is the first thing people see when they recieve an email from you. You need to make it stand out.
But don’t be too witty about it, because you still want your recipients to know what your email is all about.
We touched the basics of what you’d need to begin with email marketing.
But even if you managed to create the perfect lead magnet and opt in page, the most important thing is to write as you would speak to a friend.
Building relationship with your audience must come first if you want them to trust you. And don’t forget to use humor, which can also help your post go a long way.
Have I missed anything?
Please let me know in the comment section below what you think and if you’d like to add anything.
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