Effective Email Marketing: Solidify Your Relationship & Increase Your Conversions

There are many opportunities for reaching a potential customer online, but few boast the high conversion possibilities like email do. Despite the fact that there are different methods for communicating online, we always encourage our readers to put plenty of focus into building, nurturing and selling to their email subscriber list. An opt-in list will always be one of your most powerful business assets.

Some of the benefits of email marketing include:

* Permission to contact your prospects and customers over and over again.
* Reach them directly through a very personal medium.
* High conversion rates.

Building Relationships With Subscribers

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Businessman with laptop computer.All marketing is about cultivating and building relationships with potential customers and keeping an open relationship with current customers. You’ve heard it said many times, that people like to buy from those they “know, like and trust” and that goes for your email list subscribers too. The more subscribers feel like they really know you, the more they want to be part of your inner circle, the more they will buy the things that you recommend.

There is a powerful reason for this behavior. It’s called trust. You  might feel at first like you are manipulating people’s feelings, using just the right words to make them feel as if they know you, just so that they buy from you. But the truth is, as long as you’re an honest person, only recommend great products and services, and practice over delivering to your customers you cannot go wrong with this technique.

  • Be Authentically You – No matter who your competition is you have one powerful thing that no one has and that’s yourself. No one else can be you. You are the only person who can be you perfectly. Don’t compromise yourself for your business, it will only bite you in the butt later. 
  • Everyone Won’t Love You — While your goal is to make people love you, the truth is, only the right people need to love you. The right people are your targeted audience, and no one else. It’s likely you will disagree with some people in your industry, or even a few potential customers, but that’s okay. 
  • Speak Directly to Your Audience of One  — Every last piece of email, every last bit of marketing material should be made directly for that audience of one. That perfect, ideal client that you had in mind when you started your business. 
  • Impress Your Audience  — If you always under promise and over deliver your audience will always be impressed. They’ll always get more than they thought they would get, which will leave them feeling super impressed and maybe even moved emotionally. Do that one thing extra that differentiates you from the rest. 
  • Engage With Your Audience – An important element in today’s online marketing is that you need to engage with your audience on a whole new level. Your audience is not a number, or a cog in the machine. They are real people who need your attention. Find ways to engage with them, respond to their questions, thank them for their praise, and provide an abundance of relevant, informative, helpful and moving content. 

You don’t have to go overboard and be a complete open book without any privacy, but by letting your audience into your world a bit, they will feel as if they know who you are by your actions and not just your words. Converting email subscribers to customers takes just a little effort, small reveals into your personality, so that they feel connected to you, feel like they know you, and trust you enough to open their wallets.

You can accomplish all of these things by simply injecting a little of your personality and personal news into your email marketing campaigns. Are you at the beach right now and some marketing messages are going out? Why not let your list subscribers know a bit about what you’re doing at the top of your message? Did you recently suffer a loss, or a change of circumstances, let them peak in a bit into your reality. You may be surprised at how much your audience can relate to you and how that ability to relate will translate into more sales. And hey, if you make more friends in the process, it’s a win-win scenario.

How to Develop Successful Email Marketing Habits

A big part of email marketing success, comes from making it a regular habit. The more you work on growing and nurturing your list, the better your results. To ensure you develop those great habits, be sure to join Alice for the 30-Day Email Marketing Challenge. She’ll whip you into shape in no time.

5 Steps to High Converting Email Promotions

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Get Them to Click That Buy Button

If you’ve ever sent out a promotion and it was a big flop (who hasn’t?), this is probably going to be a very important message for you. If you want to get more people clicking on your links and taking action on your offers, we’ve outlined 5 steps for you.

So let’s go…

1. Write a Captivating Subject Line

Think of your “Subject” line as a headline. The goal is to motivate your subscriber to open and read the email, so it has to be appealing. The most effective subject lines ask a question, state a benefit, or spark curiosity. Shorter subject lines are more effective than longer ones. Keep it around 50 characters or less. (“From” lines are important too. If possible, the “From” line should include both your brand and name. Emails from named people are more likely to be opened than emails from “Info@…”.)

We talked about this in-depth about getting people to open your emails. If you missed that message, we’ve posted everything for you here. Your subject line is the very first step to creating high-converting email promotions for certain.

Now moving along…

2. Identify a Problem and Make a Promise

Your first paragraph has the task of keeping your reader’s attention and motivating them to read more. Assuming you have developed a relationship with your email list, you can begin with a brief and friendly sentence or two. This reminds your readers that you’re a real person and someone that they have grown to like and trust. Transition into discussing a problem that they might be dealing with right now and providing some value in the form of a solution or the promise of a solution. This solution should directly relate to the product or service you’re promoting.

3. The Body – Length Doesn’t Really Matter

The middle section of your email promotion is where you actually provide your reader with the information about your promotion. Focus on what benefits the reader will get by taking the desired action. If you state a feature, also state the benefit. The length of this section doesn’t really matter, it can be a single paragraph, or five paragraphs.

The important takeaway is that you’re providing value to your reader. (Consider testing and tracking various lengths with your audience. You might find that your prospects prefer long copy over short or vice versa.)

For example, a business coach that is promoting a time management system might provide a few time management tips before leading into the promotion. Or, that same time management coach might simply transition from the problem, not enough hours in the day, to the solution, a simple system that helps you automate your most time consuming tasks.

4. Your Offer

Wrap your offer into the end of your message. If the offer is limited in time or quantity, let your readers know that. Urgency motivates action. Explain the offer in detail and remember to highlight how the various features of your offer will benefit your reader. Consider sweetening the deal in some manner. Add a bonus report or a free consultation. If they’re leaning toward a buying decision, this bonus often locks them in and helps them feel more confident about their decision to buy.

5. Your Call to Action

Don’t forget to tell readers exactly what they need to do right now to take advantage of your offer. Include a link that they can click on. It should take them directly to the payment page. This is also a great place to include a PS. Your PS can remind them that the offer is limited or to take action now so they receive the bonus. (Some people have found that an additional “buy” link in the middle of their message works well. It may be something to test with your audience.)

And of course, don’t forget to FOLLOW UP. If you just send one email, you’re missing out on a lot of potential income. People may have missed the first email, didn’t have a chance to check the offer or just need a nudge to take action. So always, always, always follow up.

How to Develop Successful Email Marketing Habits

A big part of email marketing success, comes from making it a regular habit. The more you work on growing and nurturing your list, the better your results. To ensure you develop those great habits, be sure to join Alice for the 30-Day Email Marketing Challenge. She’ll whip you into shape in no time.

Free Outsourcing Content Guide

Thinking of hiring a ghostwriter, but have concerns? Download your free 21-page step-by-step guide that shows you how to save time and maximize your profits through content creation. There’s no charge, just a quick opt-in required and you can unsubscribe any time. It's a real eye-opener and completely simplifies the content creation process for any online business owner.

Click here to get yours.

10 Eye-Opening Email Marketing Statistics

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marketingstatsThe power of email marketing cannot be denied. Email marketing is a very effective way to spread the word about your products and services in a way that few other methods can match. With email marketing you have a direct line to your leads, potential customers and customers. No matter what other people say, email is not dead. It’s still the most powerful form of marketing you have right at your fingertips. The statistics do not lie.

  • 1) 70% of respondents reported to always opening email from their favorite companies. (Exact Target) 

With email you  have a direct line straight to your customer or leads. This is a very powerful position to be in, knowing that many of your list subscribers will open your message.

2) 1/3rd of consumers base the decision to open email or not on just the subject line. (Salesforce.com) 

This tells you that creating compelling email subject lines is an important aspect of creating content that your subscribers want to see. If your subject line doesn’t pique curiosity, they might not read what’s inside.

3) 2/3rds of Gmail recipients open email on mobile devices. (Litmus) 

Understanding that so many people read email on their mobile devices shows you that your email marketing messages, as well as other online real-estate needs to be responsive.

4) Emails are typically opened between 10 am and 4 pm Mon-Fri. (Harland Clarke) 

What time does your audience open emails? Do you know? Try sending test messages using this information to find out when people are opening your email messages.

5) 7 out of 10 people who opened an email with a coupon redeemed it. (Blue Kangaroo) 

While you don’t want to constantly rely on discounts to get new customers, if a small coupon can turn that many people around, why not give it a try?

6) Email marketing’s return on investment is over 4000%. (Direct Marketing Association) 

Okay. This is a huge number. If you’re not using email marketing to its fullest potential to get the word out about your business, why not? What more do you need to know?

7) 91% of consumers check their email daily. (Exact Target) 

Email is the most powerful way to market your business to your audience. Virtually everyone uses email and almost everyone checks their email daily.

8) Increase your deliverability rate by removing inactive subscribers. (WhoIsHostingThis) 

An inactive subscriber can be described as someone who has not opened an email within a period of time from 8 to 12 months. Give them a last opportunity, then delete them to immediately improve your stats.

9) Subject lines of 6 to 10 words are more likely to be opened. (Retention Science) 

Focus on making your subject lines as clear as possible in 6 to 10 words. Most people open emails based on the subject line alone, don’t waste one word.

10) Personalization results in 41% higher unique click through rate. (Experian Marketing Services) 

It’s interesting to note that most people realize that personalization is automated today, but they still like it anyway because it still works. Personalize all your messages as much as possible for the highest return on your investment.

These stats are important to remember when embarking on an email marketing campaign. It helps you realize that with the right optimization, the right subject lines, and the right targeted audience, email marketing is not only a powerful way to increase your sales but it is a superior way, that cannot be matched by any other marketing method.

How to Develop Successful Email Marketing Habits

A big part of email marketing success, comes from making it a regular habit. The more you work on growing and nurturing your list, the better your results. To ensure you develop those great habits, be sure to join Alice for the 30-Day Email Marketing Challenge. She’ll whip you into shape in no time.

Free Outsourcing Content Guide

Thinking of hiring a ghostwriter, but have concerns? Download your free 21-page step-by-step guide that shows you how to save time and maximize your profits through content creation. There’s no charge, just a quick opt-in required and you can unsubscribe any time. It's a real eye-opener and completely simplifies the content creation process for any online business owner.

Click here to get yours.

How to Get People to Open Your Emails

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Get Them to Open Your EmailYour email subject line has a very important job, but at the same time, it’s a very simple job.

That job is to get people to open your email. That’s all it has to do. It needs to pique your subscribers interest, so they open up. It doesn’t necessarily have to tell them what your email is all about or create world peace. It just needs to get them to open up.

Here are 10 ways to work your subject lines for better open rates:

1. Use Numbers In The Subject Line. One of the most effective tips for grabbing attention is to use a number in the subject line or headline. For example, “3 Tips to Live a Better Life”, “5 Mistakes You’re probably Making Right Now”, and so on. You can place the number anywhere in the headline. For example, “How to Increase Your Savings by 10%”, or “How to Win Big. 5 Lottery Secrets”.

2. Add Urgency. Now you probably know that using phrases like “Act Now,” and “Limited Time Offer” are a surefire way to trigger the SPAM filters and they tend to get deleted rather than opened. Instead, try softer approaches to urge your readers to open the email. For example, “I’m shutting this one down,” or “3 Days until the biggest sale of the year.”

3. Make a Promise. Demonstrate the value of opening the email right in the subject line. If the email is about saving time, then tell your readers in the subject line. For example, “How to save an hour, or more, a day.” If you’re offering a coupon or promotional offer, say so in the subject line. “I’ve never offers such a deep discount before.”

4. Ask Questions. Questions get people involved. They are intrigued and want to know the answer. For example, “Are you making these gardening mistakes?” or “Don’t you hate it when…” and fill in the blank.

5. Keep it Short. Your readers are only going to be able to see the first couple of words of your subject line. Try to keep it to fewer than 50 characters. One short sentence should capture your message.

6. Get Personal. People don’t like to see their name in the subject line every time, but it’s a great technique to use sparingly when you really want to get their attention. In the revers, you might try including your name or your information in the subject line. For example, “How I Recovered from the Biggest Mistake of My Life.” or “Julie’s Closets Reveals our Best Organization Tips.”

7. Consider Trends and Keywords. What’s hot in your industry right now? Capitalize on it and include the phrases in your subject line (as long as it’s relevant to the email content.) For example, when the 4-Hour Work Week was published coaches, assistants, time management software and anyone who thought they could, attached themselves to that concept and hot phrase.

8. Use Emotions. You know what your readers are feeling and what they want to experience. Use that information to craft subject lines that they can relate to. For example an organizing expert might use the following subject line, “Want to have the closet of a debutante?” Or, “If you get frustrated by _______, open this email.”

9. The “How To”. The “How to” approach isn’t a new trick, however it still works provided that what you’re telling your audience how to do is relevant and interesting. For example, “How to frost a cake,” isn’t particularly compelling. “How to frost a cake that makes Martha Stewart proud” is more interesting.

10. Track the Data. Whatever technique you use to increase open rates, test and track the results. You won’t know what your audience responds to unless you take this extra step. Pay attention to what they like and craft subject lines you know your audience will open. You can also split test different subject lines to learn what your unique subscriber base responds too and build on those test results.

The key thing is to experiment and try different things, so you know what works. Add to that, your subscribers will probably respond to the variation as well. If they see the exact same thing each time, they may become desensitized, so keep working at it and grow those open rates.

Oh and remember when we mentioned Alice’s 30-Day Email Challenge a little while back? When you join here, you get all kinds of swipe files and handy tools, including a subject line swipe file that will come in handy when crafting your emails.

Go ahead and get started with the 30-Day Challenge. We’ll be back next week with some email conversion tips for you, so you can sell more stuff.

Free Outsourcing Content Guide

Thinking of hiring a ghostwriter, but have concerns? Download your free 21-page step-by-step guide that shows you how to save time and maximize your profits through content creation. There’s no charge, just a quick opt-in required and you can unsubscribe any time. It's a real eye-opener and completely simplifies the content creation process for any online business owner.

Click here to get yours.

Email Marketing Segmentation Using Your Autoresponder

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Email SegmentationMarket segmentation is an important aspect of email marketing that you cannot afford to skip over. Segmentation is simply the process of identifying specific and meaningful groups of customers that you can target with specific messages, products and / or services in a way that resonates with them.

Why You Need to Segment

Segmenting your email list, no matter how small, is an important step toward boosting customer loyalty, increasing purchasing and it will help spark your creativity in terms of creating new products and services for your customers.

  • Boost Customer Loyalty
  • Increase Purchasing
  • Spark Creativity 

You can introduce some very simple segmentation into your email marketing using your autoresponder’s segmentation features. Most autoresponders offer some sort of segmenting features. If it doesn’t, then you need to switch services because segmentation is an important tool to use that will make all your marketing efforts exponentially more effective.

If you’re still not sure about segmenting, read this post by Alice that shows how a mailing to a segmented list of 98 people beat a larger list of over 5200 subscribers.

How to Segment

First, decide how you want to segment your list members. A great way to start with segmenting is to segment based on behavior. Separating those who have purchased a specific item from those who have not is a good first step.

You can even segment subscribers from the beginning of their subscription by putting different sign up forms on each landing page they use to sign up for your email list. Aweber makes it a simple and straight forward process and these are the segmenting features available. Other autoresponders will likely have similar options.

  • Segmenting with Forms – You can include segmentation criteria right on a sign up form. Male from female, income levels, topics of interest and more. You can do this by adding questions that a subscriber clicks, and you can also do it by putting a different sign up form on different landing pages. 
  • Behavioral Segmenting — You can segment based on who clicks various links in your email messages. You can do it via a link inside a normal message, or you can set up a poll specifically designed to assign people to various lists based on their answers. You can incentivize clicks by offering coupons, free downloads, letting subscribers choose their sales and more. 
  • Surveys & Poll Segmentation — You can send buyers, subscribers, and list members surveys and polls that segment them based on their answers or in the case of some, their lack of answers. This is a great way to segment list members after they’ve signed up. 
  • Give Members Self Segmenting Options — With Aweber you can actually include self-segmenting options in specific messages such as a rating scale so that your readers can rate your messages, products and services, thus adding them to a specific segment of your list. 

Each of these ideas works by providing a special link to your subscribers that takes them to a hidden page on your website once they click it. Then by clicking it they also, due to the code involved, automatically get added to the specific list based on the segmentation criteria. Once it’s set up, inside your autoresponder service, it runs itself and is pretty hands off.

Segmenting customers from prospects is a good starting point into email marketing segmentation. When you do that, you’ll be able to better personalize and target your email marketing messages to make a bigger impact on their future behavior and increase sales exponentially.

How to Develop Successful Email Marketing Habits

A big part of email marketing success, comes from making it a regular habit. The more you work on growing and nurturing your list, the better your results. To ensure you develop those great habits, be sure to join Alice for the 30-Day Email Marketing Challenge. She’ll whip you into shape in no time.

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