Email Marketing is Simple … Really.
I’m ok with either way you see it but my goal with this article is to help you understand that email marketing is simple … really.
We want to start with a big overview of what email marketing involves.
There are really 4 components we want to focus on. These 4 components are:
1) Traffic Generation
2) Lead Capture
If I can lay it out visually, it will look something like this:
Whether you provide your own products and services, or if you are an affiliate for someone else’s products and services, this basic process remains the same. You will be driving traffic to either a capture page or a capture form on your web site. Those people who are interested in learning more about your offer will fill out the form. Your Autoresponder will begin updating them and nurturing the relationship. The automated messages will follow up and continue building rapport. Those who see the need for your product or service will make a decision to purchase from you.
Now, it is possible that you will see sales immediately after the lead capture process. It is possible you will see sales once your autoresponder sends out that first message. It is statistically proven that most sales are going to happen as a result of your followup messages. This is why we say “The fortune is in the followup”.
So, if you are new to this overall concept, you may feel a bit of overwhelm. But remember I said: Email Marketing Is Simple. I’m going to show you exactly what I mean.
When you begin to build out this process, you are actually going to work in reverse. You will have something to sell, of course. Again, this can be something you created or something you are selling for someone else.
You will want to set up your autoresponder campaign with a series of letters. I recommend 7 to 10 letters. These letters should, ideally, start with the benefits of what it is that you are offering. How can it help your prospect? How has it helped others? Include a call to action so they know how to buy if they are ready to buy now.
Your followup messages should reinforce the message from the first email and continue to add value. How you add value will vary depending on what you are selling but it is always a good idea to share stories of how you and/or your other customers have enjoyed the benefits of what you are offering. Offer tips, nuggets of information, etc…
Your big goal with your followup messages is to build rapport. Let your prospects know you can actually help them. When they feel they know, like, and trust you, they are more likely to buy from you.
Once your letters are set up, you will need a way to capture prospect information. This is where you capture form comes in. It can be a simple capture page or it can be capture form code that you add to your web site or blog. Either way works.
So, now that you have a capture form set up to capture prospect information, a series of letters to send to your prospects, and something to sell, the next step is to begin driving traffic to your offer.
This is where I see a lot of people break down. Let’s make this part simple, too. Remember? Email Marketing Is Simple! Traffic generation can be, too.
You’ve basically got two options:
You can run free traffic generation or you can run paid advertising. Either can be effective. If you have an advertising budget, paid ads may be a good option. If you have no advertising budget, you will want to focus on free traffic generation techniques. Let’s look at a list of some of the options that are available to us all:
Facebook Ads (paid)
Google Ads (paid)
Youtube Ads (paid)
SEO for your site (free or paid)
Email Solo Ads (paid)
Content Marketing (free or paid)
Facebook Groups (free)
Email Swaps (free or paid)
Traffic Exchanges (free or paid)
Discussion Forums (free or paid)
and many more (the list of options is literally endless)
If you decide to use Facebook Groups and Discussion Forums, be sure to pay attention to the rules posted by their admins. Some will allow advertising. Some will not allow advertising but will welcome high quality discussion in the group. By adding value in these groups and forums, you can begin to build credibility for yourself that will (over time) translate to sales.
Why these steps are so critical:
Traffic If nobody sees your offer, they can’t buy your offer.
Lead Capture If you are relying solely on a visit to your site to result in sales, you are losing 98% of your opportunity according to the Direct Marketing Association. Even if the visitor thinks they might come back, they won’t.
Nurture This is where you establish your credibility and build the relationship that can lead to sales.
Followup Statistically, this is where most of your sales are going to happen. It’s been proven time and time again across multiple industries that followup is where most sales happen.
Depending on your offer, you will be tweaking and fine tuning parts of these steps along the way. As you begin to dial it in, you will begin to see why so many marketers believe email marketing is simple. More importantly, you will begin to realize just how profitable email marketing can be.
Feel free to post your questions, comments, and feedback!
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