Effective Email Marketing Tips
Effective email marketing allows businesses like yours to generate new leads, automatically follow up, and drive new sales. It is easy to see why solo entrepreneurs and small business owners get excited. Email marketing is much less expensive then traditional marketing channels and generates an incredibly high ROI (Return On Investment) when conducted properly.
There are just a few key elements to launching and managing an effective email marketing campaign. They are:
1) The list (your database).
2) The offer.
Start With the Right Email Marketing List
The temptation is to rush out and purchase a list from brokers or leads suppliers. The harsh reality is that most of these lists are simply harvested email addresses from search engines. The so-called “savings” of purchasing a list of email addresses can be effectively wiped out when email addresses begin bouncing and recipients begin complaining to your Email Service Provider for sending Unsolicited Commercial Email (or “spam”).
The best (and only truly safe) way to build your database is to market specifically to build your lists. This can be done both online and offline. Traditional methods such as collecting business cards in a drawing and offering free information in exchange for contact information still work very well.
Additionally, Search Engine Optimization strategies can be very effective. The key is to get prospects to visit a “capture page” that is designed to entice them to give their contact information in exchange for something you are offering, such as a free report or free download.
As your list begins to grow, if you have targeted your market effectively, you will find yourself with a considerable database of motivated and targeted prospects.
Effective email marketing is about getting your offer out in front of your database. Yes, they have joined your list voluntarily but keep in mind that you are still competing with hundreds of other email messages they may be receiving that week.
Your job is to make sure your email marketing message is opened and read by your prospects.
Once your message is opened, the copy must create a compelling interest so that the reader will want to learn more.
The key here is to think like your prospects. They all have the same question on their mind when they open their email:
“What’s in it for me?”
Answer that question in your copy and your email marketing campaign could be a huge success. Focus on telling prospects about the benefits of your offer. What will it do for them? What can they expect if they order from you? How will it help them save time, increase revenues, lose weight, feel more attractive, etc.?
The next step is to follow up with your prospects. Studies have proven that prospects need to see your message over and over again before they make a decision to purchase. Using an AutoResponder to follow up with prospects can dramatically increase the response rate of any email marketing campaign.
The ability to follow up with prospects over time is critical to your success.
Your follow-up letters should essentially repeat your original message. Maybe each follow-up message can stress a particular feature and continue to reinforce the benefits to your prospects.
The idea behind an effective email marketing campaign is to …
… Tell them.
… Tell them again.
… Tell them what you just told them.
Attention spans are short. Competition is high.
Keep your messages to the point and focus on benefits, benefits, benefits.
Make your prospects WANT to buy from you by consistently keeping your email marketing message in front of them.
The reward for a job well done will be increased revenues and customer loyalty.
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