Wondering how to do email marketing so that it builds your business and your reputation? This article is going to get you started on the basics of how to build your email marketing campaign from the ground up. (quick video overview here)
Does it really make sense to learn how to do email marketing in your business? Consider that there are 3x more email accounts than Facebook & Twitter accounts combined. Add to this the fact that you are 6x more likely to get a click-through from email than on Twitter. Don’t forget that email marketing has already been proven to be many times more profitable than any other marketing channel.
Factor in that information and it is easy to see that it absolutely makes sense to learn how to do email marketing for your business.
So, where do you start?
1) Select An Email Marketing Service Provider
If you are serious about succeeding with email marketing, you will want to work with an email marketing service provider. Working with a provider is the best way for your business to leverage email marketing automation so you can effectively deliver messages to large groups of contacts or subscribers. The company you choose will be able to provide training and tech support so that you can keep your focus on lead generation and driving sales.
2) Gather Or Start Building Your Prospect Lists
If you have existing customers and prospects, you can start adding them to your email marketing campaign.
If you are starting at the very beginning and building your list from scratch, you can add capture form code to your web site or blog to start converting web site visitors in to subscribers.
If you don’t have your own web site or blog yet, you can use a Hosted Capture Page to get a quick start to your list building.
This cannot be overstated: Whatever you do… DO NOT BUY AN EMAIL LIST. Effective email marketing is all about building and nurturing those relationships. Creating a quality connection with a smaller list of quality contacts will be more impactful than blasting out messages to contacts that don’t even know your or your business.
3) Set Up Your Campaign Follow Up Letters
This is where you really begin to dig in to making an impression on your subscribers. Your first followup message should give a good introduction so that your subscribers get a solid idea of how you can help them.
We recommend setting up a reusable template so you can quickly create your messages as you move forward. This also helps you consistently reinforce your brand, link to any social media sites, and provide a constant look and feel for your messages.
4) Practice Creating Persuasive Letters
This step can be one of the scariest for business owners. We get it. Writer’s block happens to all of us.
Sometimes, it helps to imagine an actual face to face conversation with someone about what you do and how it can help them. Write down some ideas and notes about what you would say to them.
It may also help to follow a repeatable process. Try this: break your message down into three important sections:
1) What Is Your Offer? — Headline
2) How Will It Help Your Reader? — Message body
3) What Should They Do Next? — Call to action
5) Be Sure To Test For Best Results
No How To Do Email Marketing Guide would be complete without mentioning the important of testing. Testing is incredibly important to your overall success. You want to be sure you are personalizing properly, that you have the correct links, and that your message is being opened and responded to. Subscribe to your own lists to see exactly how your message is formatted and how it looks.
Track your open rates and click-through rates to make sure you are getting your best possible results.
The time you spend testing can pay off with remarkably better results than if you just guess and hope for the best.
As you become increasingly proficient at list building, following up, and sales, you can take your email marketing to the next level by integrating with your CRM, Shopping Cart, etc… via API and/or Zapier.
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