So you have your website up with a bit of content, it is time now to start actively marketing
it – to start getting people to go there by harnessing the full power of email marketing
How do you do that?
One of the most powerful options is email marketing, and this is where we’re going to start.
What is Email Marketing?
While some social networks have come and gone, and SEO (that is Search Engine Optimization), has been through many changes that have led many people to question its reliability and effectiveness, e-mail marketing is something that has been around for the longest time and it has shown no signs of going anywhere. The best part is that it enables us to send out multiple messages at set times regardless of whether we are awake or sleeping.
While you might think that this is something you can do without a mailing list, It is absolutely not true.
To successfully collect and manage emails, you will need to handle spam and ensure that people really want to be on your list – both of which will involve the use of a confirmation email. You will need to keep your list healthy by handling people who unsubscribes by doing regular “list hygiene”. You can do so by removing defunct emails, and you will also want to be able to track who opens your emails and which ones are most successful. None of this would be possible to do manually.
An autoresponder is a computer program that automatically answers e-mail sent to it. They can be very simple or quite complex. The first autoresponders were created within mail transfer agents that found they could not deliver an e-mail to a given address.
Some of the more popular autoresponders in the market today are:
Other good options would include ConvertKit, Drip, and ActiveCampaign.
With this tool, you will be able to create a form to collect user details, such as name and email addresses which you can place on your website either in the sidebar, or at the bottom of each post. WordPress will let you do this easily with the use of plugins.
Using Email Marketing
Collecting emails when someone lands on your website is a powerful and useful strategy for turning visitors into leads. Now you can market new products to them, and encourage them to come back to your site whenever you want to run some promotion without having to pay for them.
One way to use your email marketing is to send out emails that provide additional content – just like your blog posts or to get your subscribers to visit your website whenever you publish a new post.
Another option is to email people talking about all the offers which are having in order to encourage them to visit again, and hopefully buy your offers thus driving more sales for you. We will cover this in another post later.
The point is that by using email marketing, you are not relying on your visitors checking your website every single day. You will now have a way to reach out to them – and you are not dependent on any third party site like Google or Facebook which you have absolutely no control over (we have heard of massive accounts being closed without any warning from these third party sites).
How to Get Your Emails to Stand Out
But while email marketing has remained effective, it has somewhat changed in the past years or so – even though it might not be obvious on the surface of it. The biggest change of course is the way that we check our emails. For most of us, this is now done on the move and constantly via our smartphones and tablets. Rather than getting home and checking 20 e-mails at once, we are instead ‘drip fed’ emails throughout the day as we go about our business.
This in turn then means that each email will be more likely to ‘stand out’ from the others and get noticed on its own merits, but it also means that we have become more accustomed to just brushing them off and viewing them as a nuisance. If you want
your email marketing campaign to be a success, then you need to take that into consideration and factor it into the way you design your subject headings and the way you send your messages.
When you create your mailing list you will of course need to select the names on it based on who you think will be receptive to your message. This should be a targeted mailing list so that the people you are contacting will find your product or service relevant – it’s no good sending a Priest a catalogue of baby clothes.
At the same time though you also need to think about the time at which your mailing list will be most receptive to your message.
This means both in terms of the point they’re at in their life (baby clothes catalogues will be more effective sent to those in their 30s), as well as the time of day. What time are they getting home from work? When are they likely to be sitting around answering emails, and when is their inbox more likely to be empty? Sending materials on a Sunday morning will be much more effective than sending them at 3pm on a Monday – so get as much information as you can about your recipients and consider the temporal factor in your marketing.
Oh, and if you can get your mailing list to agree to your marketing Information you will find that they are always much more receptive to what you have to say.
Images and Clickability
If you want to get your recipients to then buy something or visit your website, then you need to think about the images you use in your message. Using a clickable button instead of a small hyperlink will always improve your click through rate because it will be more appealing to press. Likewise, using images can help to make a quick visual impression on your visitors.
But then you have to consider the fact that many e-mail accounts will block images from unknown senders, and that people can become annoyed by downloading large images. Keep your messages relatively plain then and use images sparingly to give them more impact. Considering the wide range of devices your message will be viewed on will help you to avoid limiting your impact.
Having covered the basics of email marketing, you can next think about which autoresponder to use as your tool to reach out to your subscribers and how you should be reaching out to them through your email.
We will be covering Paid Advertising and how you can get instant traffic through it.