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.
In this guide, we’ll walk you through the entire process of setting up your email marketing funnel so that you can acquire leads and generate sales, 24/7.
What Is Email Marketing?
Email marketing is the highly effective digital marketing strategy of sending emails to prospects and customers. Effective marketing emails convert prospects into customers, and turn one-time buyers into loyal, raving fans.
This guide is for those who’re ready to commit to email marketing. If you’re unsure, you may want to read our guide on Why you Need to build an email list right now.
This is a long and detailed guide, so we’ve broken it down into different sections you can get to using the links in the Table of Contents below.
By using this definitive guide, you’ll know:
- How to build an email list full of targeted customers.
- How to optimize your emails for the highest open rates and click-through rates (CTR).
- How to automate the process of nurturing your leads and turning prospects into customers.
Then let’s dive into the most comprehensive guide to email marketing on the entire internet.
The Importance of Email Marketing
We’ve covered the biggest question, what is email marketing, but haven’t gotten into why email marketing is so very important for your business. Let’s talk about that now.
Despite the rise of social media and unsolicited spam email (which is never good marketing strategy by the way), email remains the most effective way to nurture leads and boost customer loyalty.
There are many reasons you should make email marketing one of your top priorities, but here are the top 3:
1. Email is the #1 communication channel. Did you know that at least 99% off Consumers check their email on a daily basis? That can’t be said of any other communication channel.
2. 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.
3. Email just converts better. 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 (returns on investment) of 4400%. That’s huge! And if you are wondering if social media converts even better, think again: the average order value of an emails at least three times higher than that of social media
Email is simply the best way to make sales online.
How-To: Email Marketing
Wondering how to get started with email marketing? Email marketing is made up of several moving pieces, but that doesn’t mean it has to be complicated. Here’s how it breaks down…
1. Start With Your List:
The bottom line is that you can’t send out email marketing campaigns if you have no one to send them to. And the other thing to remember is that email marketing won’t work if you don’t have the right people on your list.
That means you need to capture leads to grow your email list with your target audience.
2. Add an Email Service Provider:
An email service provider (ESP) lets you segment your audience, organize your list, and distribute email campaigns to your audience. You can also track the results to improve future campaigns.
A good ESP should integrate with your other marketing tools so you can turn everything on autopilot as you grow your leads.
There are a ton of email service providers out there, but we take the guesswork out and make it really easy to choose the right one for you and your goals. A big later in this guide, we’ll list out our favorite ESPs that you can choose from.
After those two steps, it’s just a matter of refining your lists and your messaging so you’re reaching your audience and really connecting with them
3. Perfect Your Timing
Timing can have a huge effect on whether or not your subscribers open your emails and on your conversion rate, so think carefully about what time and day you send your emails out.
You won’t be able to figure out the perfect time immediately but perform some A/B Tastes
to identify which timeframes seem to do best and explore those in future campaigns.
But you may be wondering, has anyone else already done some tests that you can benefit from? Yes!
4. Make Your Subject Line Stand Out
When it comes to email open and click rates, your subject lines are everything. Your job is to make your subject lines stand out.
Here are some tips for crafting creative subject lines:
- Entice curiosity but don’t be too clever. You want to make them curious enough to open and click, but without being so cryptic that the subscriber hasn’t a clue as to what you’re talking about.
- Include numbers. There is something about numbers that draw the eye.
- Use a friendly and conversational tone.
- Speak in the language and style that your subscribers use themselves, especially when talking with their friends.
5. Write to Just One Person
When you draft your subject line and message content, it’s natural to think of the thousands of people who are about to receive it.
However, it’s far more effective to write as if speaking to an individual person, with a personal subject line and a personalized message.
To write this way, you’ll have to really known your buyer persona You need to understand their problems, their desires, their values, their likes, and their dislikes.
f you are having trouble with this, send out an email asking for a quick five-minute chat. On the call, you can ask questions that will help you understand what your subscribers’ needs
6. Write Like a Friend
When writing your emails, put your corporate hat to the side and write like a friend. This is the only way to really appeal to your subscribers and get them to open and click your emails.
For example, a corporate phrase like, “We’re offering savings to our customers!” comes off as distant and stuffy.
A more friendly alternative could be something like, “you’ve gotta check out this deal…”
That makes the email seem a whole lot more personal and makes it less likely that your recipients will simply delete your message and move on.
Remember: in this age of information, everyone is looking for a reason to ignore your emails. They aren’t looking for a reason to read them. But if you appeal to them on a personal level, you’ll stand a better chance of getting that email opened.
7. Write Amazing Content, Every Time
You may be thinking that when a subscriber opens your email, you’ve essentially won the battle. However, the actual content of your email also plays an important role in your open rate.
Here’s why: if your subscribers are happy with your content, they are more likely to open your emails in the future. They may even begin to eagerly anticipate your emails. Conversely, if a subscriber is displeased with what they got in your email, they probably aren’t going to open your emails again, and they may even unsubscribe.
So how do you make sure your subscribers are happy with your email content? Simple: make it awesome.
8. Inject Some Humor
Humor has a way of making a strong, instant connection with people. It’s personal, entertaining, and sticks out in peoples’ minds.
But what if you aren’t a very funny person? It’s not always easy to be clever or humorous, and trying to fit your attempt into the narrow constraints of an email subject line? That can be super tricky.
Thankfully, you don’t have to be a comedian in order to pull off a humorous email. It’s more important to really know your recipients and what they’ll respond to. If you know their likes and dislikes, it will be so much easier to pull off a joke or make a tongue-in-cheek comment.