Welcome my friend!
Have you wondered to to build an email list of prospects that actually want to buy from you?
Let’s dive in!
EMAIL MARKETING BASICS
Email marketing does not have to be hard. You just have to know how to do it right.
This guide covers everything from planning an email marketing strategy to growing your email list and optimizing your emails for success.
If you’re brand new to email marketing or just looking to give your campaigns a boost, this guide will help you get started and get the results you really want.
I have pulled together some real-world examples to give you inspiration.
I am all about keeping it real and let me tell ya, you can create real connections with your community through email and grow your business to the next level while also leveraging your time…..
Real world example:
Let’s think about when you sign up to receive email newsletters from your favorite blog or email updates from your favorite store.
Notice what you are doing when you give out your email address. You’re giving them permission to send you emails to gain something. You wanted to hear from them and most of the time you give your email address eagerly.
Of course, there are those email addresses you don’t care about but use if you don’t trust a source but really want their freebie or discount.
Now, it’s the email sender’s responsibility to give you what you signed up for. It could be an email newsletter or a limited-time sale.
As you receive those emails, you might notice that you grow more attached to the brand. Sometimes you might engage with their content and maybe buy a product or two.
When all of that happens…you are experiencing relationship building as a customer and business connection.
That. Is. Email. Marketing.
Building an email list is not about sending spammy messages or buy all my stuff emails.
We are absolutely not sending commercial emails with zero personality.
Email marketing is about making real connections with people who want to hear from YOU.
It’s about communicating with multiple people at one time in a way that feels like a one to one conversation with the reader. As a result of this strategy, you will be actively building relationships with the right people and growing your brand as a result.
EMAIL MARKETING HAS EVOLVED
I know you’ve probably encountered a few (or many) times where it’s felt like there’s never enough time to do it all and that juggling all of those responsibilities often causes certain things to fall to the wayside, because it is so easy to get distracted or feel overwhelmed. I mean, when is there time for sleep??
ou’re already struggling with managing the “essential” tasks, how could you possibly add another thing to your to-do list?
Well, here is the answer to your prayers. I believe you may have manifested this article to come your way…..
Here is the thing: with email marketing, promoting your business and connecting with your audience becomes a whole lot easier…and I will explain why.
Now, you may have heard that email was declared “dead” and irrelevant a few years ago.
People were stating that with the rise of social media, many assumed it had people stopped using emails as a means to get information.
Email marketing was described as an old school or antiquated marketing tactic like phone books and telemarketing. However, we were proved wrong.
As people started seeking out educational content on blogs, writers have been able to engage and build relationships with their readers and turn them into customers through email marketing. Email marketing has evolved with the times as one of the most effective ways to not only communicate with an audience, but to build your brand as well.
Email marketing delivers a return of 1-3% of your subscribers turning into a buying customer as opposed to .01% from social media.
That is amazing!
Plus, it’s more cost-effective than other forms of marketing and it frees up your time so you can spend more time on your lifestyle. I mean, that is why we build an online business…right??
CHECK OUT SOME REAL WORLD STATS
Do you agree that when you give your email address that you are opening up a more intimate space to people or businesses in your life??
I mean, I have found that we guard our email addresses way more than we do our social profiles. Start to think of the mentality of someone allowing you to have their email address. They are saying that they want to hear from you! Are you starting to see why email marketing is so valuable?
Let me help you to see a few more reasons why you want to build an email list that can do some work for you:
• Almost a third of consumers have made a purchase online as a result of an email marketing message.
• 61% of consumers prefer to be contacted by brands through email. prefer to receive communication from brands via email.
• 138 percent more is spent by consumers who receive email offers than those who don’t
Aside from the opportunities to grow your business, email marketing can also help build a community of loyal customers.
Real world example:
Imagine you sell clothing on your social media profile or website and a curious person is exploring your Facebook post or your website.
She looks around a few posts or your web page, but leaves without commenting on the post, without messaging and leaves without purchasing when she doesn’t see a sweater in her favorite color. Maybe she’ll return and consider making a purchase, but the chances are slim because she may or may not see another post or she forgot all about your brand name.
Now imagine if there was a way for her to hear from you again; a chance to sign up to your email list and guarantee future interactions.
She would certainly remember you, right? Now, do you think those future interactions have more of a chance to having a satisfied customer who found a sweater in the exact color she was looking for?
I want you to see that email is so much more than just another way to advertise your brand.
It’s a way to make real connections with those who are truly interested in what you offer. Now that you know most people prefer to communicate with brands through their inbox, email marketing just makes sense right?!
DEFINE YOUR STRATEGY
Now, before you get stuck on how to . Let’s think about the goal. Before you can begin collecting email subscribers or importing them into your list, you should first take some time to think about your email marketing strategy.
Strategy starts with identifying your expectations and goals of your emails.
Start with these questions:
• How do you want your emails to help your business?
• Do you want to increase sales for your product?
• Do you want to build relationships with subscribers?
• Who is the ideal subscriber for your email list?
• How will it fit with your overall marketing strategy?
Your goals will definitely change and evolve over time, but it’s important know what the goal is so that the voice in your email is clear and understood. When you consider the purpose of your emails combined with goal setting that are both measurable and attainable, you will be able to avoid burnout.
My suggestion??? For those just starting out with email marketing, you might want to focus your goal on growing subscribers. Ever heard of Gary V? Ever read Jab, Jab, right hook? In the book he says deliver value and build trust so that when you create an offer, it becomes a relief to the people on your list because you are solving some sort of problem or providing enjoyment with it.
Did you just have an “a-ha” moment?
Real world example:
Your goal to collect 500 email subscribers over the next 12 months by leveraging Social media posts providing awesome info and inviting people to something you have created just for them in order to attract sign ups. (As we go on in this guide…we will talk about more “how to’s” of attraction)
By deciding on an exact number of subscribers, a due date and a general idea of how you plan on meeting that number, you’ll have a clear target to work towards. Having the vision of your goals can even provide guidance for executing tactics that’ll help you achieve your goal. As you plan your action steps, include who the target audience is that you hope to reach. Understanding who your ideal customers are will help you determine the best ways to connect and communicate with them.
GROW YOUR EMAIL LIST
Now, we are getting to the good stuff.
Before we get to the tools to use and the ways to use them effectively, let’s stay in the mind set portion for just a little bit.
Simply having an email list isn’t enough to create the profits you want from the list. An engaged list of subscribers is the key to email marketing success. Notice how I didn’t say it was about how many subscribers you have?
Hear me on this – the key to this strategy is about having the right people who are interested in your brand and what you have to share with them.
To help you grow your list and attract quality email subscribers, there are a few steps you need to follow.
If you’re active on social networking platforms like Facebook and Instagram, you may already have a growing community of people.
These social platforms are an incredible way to meet people who want what you offer, but they just need to find out what you can do for them.
The way we leverage social media is to brand ourselves and learn to express our voice to the one person that needs to hear about what we offer them.
If you are new to social media, developing your brand message is going to help you to get noticed above all the noise out there.
Ways to connect with your social following:
- Create a curiosity post and invite them to your list
- Host a contest
- Post valuable content
- Connect with third party apps
- Offer a freebie
- Lead a challenge teaching them something
- Offer a discount code
Using a sign up form to collect email addresses is easiest way to start building your list.
Your form should tell readers exactly what they’re going to get after signing up to your list.
- Will you be sending them a weekly newsletter?
- Product promotions?
- Teaching them a skill?
Setting clear expectations will be key to attracting quality subscribers who want to hear from you. Your sign up form should clearly explain the benefits to signing up for your list, including information about content (i.e. blog updates, email newsletters) and how frequently you’ll be sending (i.e. daily, weekly, monthly). By defining this up front, your subscribers will know exactly what they signed up for, which increases the chance they’ll view your emails as valuable and want to buy your stuff!!!
THE FIRST STEPS TO WRITING EMAIL
Now that you have added subscribers that are interested in what you are sharing, another part of the equation to achieve email marketing success is creating valuable content for those subscribers.
Your content is the cornerstone of your email marketing strategy. The reason you have subscribers is because you’ve attracted them to you through a topic they’re interested in.
Signing up for your list, they’re hoping to hear more from you on that topic. They are identifying what you share to be considered “valuable” content.
The first step
Whether you have one subscriber, few hundred subscribers or a few thousand, the key
to writing great emails is to imagine you’re only writing to one person.
Your subscribers are busy people, and they won’t always consider your emails to be a top priority – especially if they’re subscribed to dozens of other email lists. If your emails feel more like a personal message from a helpful friend yours will stand out in their inbox and they will feel like they are worth their time.
To help you understand the specific needs of your perfect customer, consider creating a customer/client persona.
Write out the details of the person you are trying to reach so you can speak directly to that person. Going through this process will help you stay focused on the individual to whom you’re sending emails, as well as how or what you can create that is truly aligned with their interests.
Your customer will need to know what you bring to the table. So, clearly identify the value you hope to bring your subscribers.
When your readers know what to expect, this will attract them to want to receive emails from you.
The answer to what to expect should be clear within your email content.
This is crucial to creating effective emails that people not only want to sign up for, but open and engage with. Your goal is to create a relationship with loyal readers and reduce people who un-subscribe.
The more loyal subscribers are to your emails and your brand, the better it will be for your business or blog. Engaged readers become customers and your offers become exciting!!
WHAT TO WRITE IN YOUR EMAILS
The Confirmation email
In the world of email marketing, there are a few different types of emails that you can send to subscribers.
Each one serves a different purpose, but all are essential to every email marketing strategy.
Of course, the first email your subscriber would receive is their confirmation email.
The purpose of your confirmation message is to give your new subscribers a chance to confirm that they actually want to receive your emails. It is possible that someone signed up accidentally, or they changed their mind. By using confirmed opt-in messages as your confirmation email, this will help you screen for quality subscribers who are more likely to engage with you in the future, and filter out those who aren’t really interested in hearing from you.
The Welcome Email
Your very first email that you will send to your subscribers, will be to welcome and thank them for joining your list. This gives you a chance to give them an idea of what information they’ll receive from you.
If you offered an incentive or a freebie in your sign up form, the welcome email is the place to deliver it.
Checklist for what to include in your welcome email:
• Thank your subscribers
• Tell them more about your business
• Provide more information about the future email content they’ll receive
• Your Freebie or Incentive delivered
• Contact information
Personalize your emails
To have an engaged list, the people on your list should not feel like they’re being marketed to.
The reason why people guard their email address is because if they subscribe to you, they want to know that you have their best interests at heart.
The only way for them to know that is in the content you send them.
A few ways to personalize your emails so your subscribers feel like you’re talking directly to them:
- Address your subscribers by their name in the subject line or the beginning of your email content
- Send content that’s based on their specific needs and interests
- Speak in your email as you would in person to set a “tone” and have them feel like letters
- Create a personalized signature for your emails (instead of a message from the whole company)
HOW TO DESIGN ATTRACTIVE EMAILS
Visuals have the ability to influence
Of course content is an essential part of a successful email, but it takes a good design for the eye to be attracted to reading what the content is all about.
Remember, people are overstimulated and overscheduled. The fact is that visuals are processed 60,000 times faster than text, and visuals have the ability to influence a person’s emotions. Emotions impact human behavior.
Good Design + Emotional Influence = Desired Behavior
If you’re like me and are not a pro designer, the task of designing an email may seem a bit intimidating.
However, if you follow the basics of design or use a pre-made email template provided by your email marketing platform, sending beautiful emails can be as easy as clicking send.
Email design best practices:
- Use a color scheme that’s consistent with your branding & easy to read
- Avoid a cluttered layout and only write in one column
- Break up chunks of text with visual images
- Readers prefer short blurbs of information, so feature your most important content at the top of your email to grab your reader’s attention
- Consider including a brief overview of the your email content in the header of your email
- Use white space & avoid overcrowding your emails with content and images to increase readability
- Have clear calls-to-action using colors to highlight your call to action while making sure the button you use is large enough to be easily tapped on a mobile device
- Be sure to test your emails so you can preview how your emails will look before sending it to your subscribers
- Consider using HTML vs Plain text because HTML emails allow you to do things like change the color or treatment of your fonts so they appear bold, italicized, or underlined. It also makes it possible to include images. Plain text emails only allow text; no images or special font treatments allowed.
Think of how you read an email
Most people want to easily scan and pick out information that’s relevant to them, right?
This is why providing the juiciest content in the beginning of your email helps your readers make the decision to take the time to read your email. Using the idea of “attracting” your reader, be sure to keep it simple and limit your email to the main ideas and keep your message to the point.
To help you get started and inspire your own creativity, you may want to sign up to other email lists of leaders you respect and see how they design their own emails.
I usually suggest signing up for the freebies of 5 different leaders in your niche to see what makes them attractive to you and others.
SCHEDULING YOUR EMAILS
What could you do if you had your content working for you??
Doesn’t that just sound dreamy? To be able to write your content when you have time and schedule what you created to be sent out on automation.
Let those words just roll off of your tongue.
Automation….has a nice ring to it doesn’t it?
Well, you absolutely can create automation with an autoresponder. Sounds fancy doesn’t it? An autoresponder provides you with ability to broadcast your emails immediately, scheduled, or set up as series to be sent out based on your desired time frame.
You can find many companies out there that offer this service. Some are free and all have competitive payment plans.
A big reason why I like scheduling emails is because I love hiking, fishing and riding horses…and while you can immediately send a broadcast email as soon as you’re ready, you might want to schedule your emails ahead of time.
A big benefit to scheduling your emails is that you can do the work once and give your readers an experience as they enter into your list, you can send emails at a time when your subscribers are more likely to open them, and you can work on your other tasks knowing that you have created the work to do the work for you.
Another thing to consider for your email strategy is the to build trust through consistency. If you maintain a consistent email send schedule (such as every Monday or every other Thursday), your subscribers have an idea of when they should expect to receive content from you.
In doing so, that makes it easier for you to create emails in a more organized way, and helps you appear more trustworthy. I know we all get busy, so less guilt more confidence I say!!
AUTOMATE YOUR EMAILS
With email, you can take people through an experience and set up a sequence that they will see in order that you send them.
Unlike social media, people may or may not see certain posts (including Facebook groups).
Earlier you read that you can create content and schedule the posts automatically at your preselected times or based on the day the person subscribed, but you can do more than that.
You can also use email automation to create a multiple autoresponder series, as well as more robust campaigns that are triggered on certain actions or tags.
Here’s what that might look like:
Let’s say you’re a yoga instructor. You might offer two different video series (one for beginners and one for advanced students) as the incentive for people to subscribe to your email list.
In a case like this one, it can be difficult to send the same content to everyone; what might be relevant to someone just getting started with yoga might be too simple for someone else who’s been practicing for a while.
With email automation, you can create two different welcome series with content that’s targeted for each audience.
This way, both your beginners and more advanced students will get emails that are most relevant to them and their needs.
This is so so great for subscriber engagement!! An engaged list will increase your profits, right??
When you create different email campaigns, there may be times when you want to link them together so subscribers who complete one campaign can move onto another.
Having the ability to link campaigns, you can automate even more of your communication with subscribers. Doing this, will keep them engaged over a longer period of time.
It may sound complicated now, but as you learn more you will discover this actually leverages your time and increases your revenue.
Eventually you can do things like set up a welcome series that is followed up by an educational course, or connect two educational courses together.
HOW TO MONETIZE YOUR EMAILS
If you have been learning how to connect with people using social media and the messenger services they provide…you know that some of your posts are seen and some are not.
Using social media to make real connections and invite your followers to your email list is going to not only save you a lot of time, but make you more money. Isn’t that why you started a business in the first place?
Social media is a simple way to meet people from all over the world but email list building is an even better way to build relationships and trust with your audience.
If the goal of your business is to make money, email is the way to do this.
Email is hands down the most effective channel for converting customers.
Monetizing your emails might seem intimidating at first, especially if you have a hard time asking for the sale.
However, if you’re providing valuable content and you have a passion for what you’re doing, you’re already halfway there.
Here are some more ways to generate revenue from your list:
- Create a relationship nurturing email series
- Share links to featured product pages on your website
- Regularly offer exclusive sales and discounts
- Give a review on products you use and offer affiliate links
- Create a paid email course
ANALYZE YOUR RESULTS
Much of the focus for any specific strategy begins in the planning and execution phases.
Many people quit when they don’t see immediate results, and what often gets pushed to the back burner, is the part where you review and analyze the performance to make improvements.
Without a vision, it is often hard to see where you are going. I can’t stress enough, that creating a vision is key to knowing where you are taking your business.
I highly recommend creating road map and mapping out exactly where you want to take your business and how you plan to get there.
If you see what you want to achieve, you can fill in the details of how you may get there in a step by step fashion.
Following your steps, you can take the action necessary to become skilled at your specific niche and ways to serve your clients better.
By reviewing the performance of your business and your emails instead of giving up, you can identify opportunities to improve the impact of your email messages and increase the value you bring to your audience.
Fortunately, reviewing your email marketing reports and making improvements isn’t difficult. Depending on which email provider you choose, you can use the providers analytics to see where you can improve.
Here are the key reports you should review to determine whether or not your emails are getting results:
While you can use any of the reports above to improve your email content, don’t hesitate to ask your subscribers for their opinions, too.
If your goal is to create content your subscribers love, it’s often easiest to go right to the source.
Simply send your subscribers a survey or ask for them to respond to your email with ideas and feedback.
There are many providers to choose from, so I would recommend doing a little research or asking for advice from people you respect that use email as a way to build their business.
Whatever you decide to do, just remember that if you use Social Media you do not own anything you post on your platform of choice. I highly recommend leveraging the use of the tools provided on any of the social platforms you choose to build on and quickly move the people you meet into your email list so you can build a more solid relationship with them.
Ask yourself how you can help your customers and create something exclusively for them.
If you want guidance on how to get your list started, consider joining my free 5 day course to get started today!! Check out the community here.
Wishing you great success,