Email marketing has been around forever and for good reason. It’s the most direct and effective way of connecting with your leads, nurturing them, and turning them into customers, consistently winning out over all other marketing channels. One of the big advantages of email marketing is that people still use email widely. You might think that email marketing is dead, which is a common misconception. But, according to an article by Optin Monster, 90% of adults and 74% of teenagers still use email regularly. This makes email marketing the perfect tool for building customer relationships to help you generate leads and sales.
Based on 2018 data from Smart Insights, email marketing is still ranked as the most effective marketing channel, beating out social media marketing, search engine optimisation (SEO), and content marketing. This means that it’s crucial for businesses and marketers to be up-to-date with the latest trends in the industry.
When to Use Email Marketing
There are many ways to use email marketing. Some of the most common reasons are to:
- Build relationships: Build connections through personalised engagement
- Boost brand awareness: Keep your company and your services top-of-mind for the moment when your prospects are ready to engage
- Promote your content: Use email to share relevant blog content or useful assets with your prospects
- Generate leads: Entice subscribers to provide their personal information in exchange for an asset that they’d find valuable
- Market your products: Promote your products and services
- Nurture leads: Delight your customers with content that can help them succeed in their goals
The Importance of Email Marketing
Despite the rise of social media and unsolicited spam email (which is never a good marketing strategy, by the way), email marketing remains the most effective way to nurture leads and turn them into customers.
There are many reasons you should make email marketing one of your top priorities, but here are the top 3:
- Email is the #1 communication channel
- You own your list
On any social media platform, your account (along with all your fans and posts) could be suspended or deleted at any time, for any reason, without notice. However, you own your email list. No one can take those leads away from you.
- Email just converts better
According to OptinMonster, people who buy products marketed through email spend 138% more than those who do not receive email offers. In fact, email marketing has an ROI of 4400%. That’s huge! And if you are wondering if social media converts even better, think again. The average order value of an email is at least three times higher than that of social media.
1-Hour Webinar: Email Marketing For Beginners
Key Takeaways include:
- Why email marketing is important for businesses
- 5 reasons why you should use email marketing for your business
- 3 ways you can generate email leads for your business with MailChimp
- The types of contents we should create in
- A walkthrough within the MailChimp dashboard
- Amazing features for targeted emails and offers
Getting Started with Email Marketing
A successful email marketing campaign will get the recipients to take action, engage with your business, and help you to get more leads and sales. But before you run a successful email marketing campaign, you’ve got to do some prep work, so you’re primed for success when you finally send that first email.
Before you get overwhelmed with the vast possibilities of email marketing, let’s break down a few key steps to get you started building a strong email campaign that will delight your customers. You can think of these steps as a way to create a successful email marketing strategy.
Building Your Email Marketing List
Now to the fun part – filling your email list with eager prospects that are excited to hear from you. Whether you started from scratch or inherited a list of email addresses, it’s essential to verify that every name on that list was added organically and by the individual’s own choice and consent.
There are many creative ways to build your email list (and, no, purchasing emails isn’t one). Tactically speaking, list building comes down to two key elements that work cohesively to grow your subscriber numbers: lead magnets and opt-in forms.
What Is A Lead Magnet
A lead magnet a.k.a. an optin bribe is exactly as it sounds – something that attracts prospects to your email list, usually in the form of a free offer. The offer can take a number of formats, should be valuable to your prospects, and is given away for free in exchange for an email address.
It can be absolutely anything you want, so long as it provides value to your visitors for free.
Some popular lead magnet examples are:
- A cheat sheet of tips or resources
- White papers or case studies
- A webinar
- Free trials or samples
- A free quote or consultation
- Quizzes or a self-assessment
- A coupon
The possibilities are endless!
What Makes A Good Lead Magnet
You already know that a lead magnet needs to provide value for free. But if you want your lead magnet to be highly effective, here are 5 criteria for you to consider:
- Easy to consume: Lead magnets are only effective when the audience uses them, so if you deliver a 300-page manifesto, you won’t gain traction
- Actionable: Lead magnets need to provide an actionable tool, skillset, or useful information that your audience can apply
- Creates noticeable improvement: People continue to buy products and services if they work well. Your lead magnet will become successful if it’s as valuable as your products and services.
- Relevant: If you’ve done your homework about your prospects, you’ll have no trouble coming up with a lead magnet subject that solves problems
- Immediately available: People love instant gratification, so give it to them right then and there
Components of An Optin For
The purpose of your optin form is to convey the big benefit of your lead magnet, so your website visitors subscribe to your email newsletters in exchange for getting the lead magnet
To create an optin form that converts, it needs to have the following components:
- Enticing headline: Make sure your headline clearly describes the big benefit of your lead magnet
- Helpful description: Is your description brief, clear and to the point? Use bullet points to help the reader’s eye quickly scan what they will get.
- Attractive visuals: Include an image of the lead magnet if you can (like a mockup of your eBook). A photo of a person looking towards the optin form is also a great way to boost conversions.
- Simple form: Don’t try to ask for more than a first name and email address. Asking for too much information too soon will kill your conversions.
- Compelling subscribe button: Make sure to use a contrasting color for your subscribe button, so that it really pops out on the page. Also, use non-generic email copy that compels people to click right away.
Once you’ve created your optin form, you’ll need to install it on your site. There are some high-converting places to put your optin form:
- Splash page
- Welcome gate
- Floating bar
- Your site’s header
- Blog archive page
- Within your blog posts
- Your sidebar
- In a timed lightbox popup
- In a scroll box
- Your footer
- Your About page
- Resource pages
- On a designated sign-up page
- In an exit-intent® popup
Difference Between Single Opt-in and Double Opt-in
Single opt-in means that once a visitor clicks “subscribe” they’re on your list.
Double opt-in means that they click “subscribe” then have to confirm that they subscribed by clicking a link in a confirmation email or other transactional email sent to the email address they provided.
If you’ve been ignoring email marketing, it might be time to reevaluate your strategy.
Today, email marketing is delivering huge returns for marketers willing to get started with it. It doesn’t have to be too complicated. Like most marketing efforts, becoming successful with email marketing is a process. It’s a combination of good planning, testing and analysing data to make improvements to your campaigns, but the only way to learn and improve is to get out there and start emailing!
To get started on your email marketing strategy, join our hands-on course – Email Marketing For Beginners