Use Email Marketing As Part Of Your Overall Digital Marketing Strategy
If you intend doing any type of marketing for your business online, then you should seriously consider creating email lists for each of your marketing campaigns.
Email shouldn’t be the only form or channel of communication, but form a part of the whole campaign.
A lot of people stick to ads and leave email marketing alone because they believe email marketing campaigns come across as desperate and spammy.
This couldn’t be further from the truth.
Email is still a great way of doing business. I say this because people opting into your list, have expressed an interest in something you have said or offered in return for their email address.
That means that you already have a decent prospect who will listen to what you have to say, actually read your email and may even buy from you.
Provide Value – The trinity sequence
The trick is to offer more value than asking for sales. If every email you send after you have their email address is a sales pitch, you’re going to lose that customer real quick.
Create email sequences like this (after every 3 emails, add 1 product/service recommendation):
First email – tips and tricks
Second email – a personal story
Third email – problems you’ve overcome and how you did it
Fourth email – recommend the solution (product/service)
NB: Did you notice, I didn’t use the word “sell/promote”, I said recommend. Recommending is something a friend does, without expectation of a sale or any end result.
Mix and match the types of emails you create. Keep them personable and relatable. Throw in funny giphs, jokes, but make sure you keep it clean.
The thing is, we’re all just people, trying to make a “buck!” The one who owns the “buck” needs to feel in control and see the value in the item he/she is willing to trade the “buck” for.
We also want to build a trusting relationship, where we make friends, become more personable and recommend solutions to problems your readers may have. We never try push the customer, we may let them know that there’s a time limit, but never try force their hand.
Not everyone is on Social Media
Although the younger generation have grown up and live on Social Media, many are letting go of the vanity associated with these platforms. They’re moving onto less controlled and less crowded platforms while using messaging apps to stay in touch and share their lives.
Email is still a strong contender for attention on the web. Among the many channels on the web, email, messaging apps and short video messaging dominate communication online.
If you’re not tapping onto all of these channels of communication you’re at risk of alienating sections of your potential customer base and you’ll lose potential income.
You need to be using all of the communication channels that your potential customers are using, so that you are able to appeal to a broad spectrum of customers and be where they are and speak their language, in their preferred medium.
Getting started with email marketing
To do email marketing, you need to have a list of interested prospects to email. Without a list, you don’t have an audience and no-one to market to.
Some people think it’s as easy as buying a list of prospects, emailing them and making loads of money.
Ha, Ha, HA!! We’ve all seen those list selling sites, right?
“Lists with millions of emails added from local and international databases for sale, for really cheap.”
Really? There’s a reason it’s cheap. No-one knows who’s on the list. No one knows where the emails are really from. No-one knows what the email owners are interested in. No-one has a relationship with the audience in the list.
Buying a list and sending an email broadcast to such a purchased list is a shot in the dark. The most obvious thing that’s going to happen, is your email server is going to be flagged for sending spam.
Don’t do it!
How to grow your email list
You may be thinking, well, how do I create an email list? I don’t have any email addresses in my outlook folder I can upload to my email provider, how does this whole email marketing thing work?
You can, but shouldn’t import contacts from your personal or work email contact list. There’s a law, called the CANNSPAM act.
Subscribers must opt in to your email list and consent to all policies, security and personal information stored on servers. They must also have the ability to retrieve and delete their personal information and have the option to unsubscribe at any time.
To grow your email list, legally, sign up to an email service provider and create lead magnets. Here are some options:
- Create checklists
- Create eBooks
- Create Spreadsheets
- Create reports
- Create Charts
- Provide a Service
- Offer prizes
- Give stuff away, etc, etc
Do any of the above things, but request that people provide their email address before being able to retrieve or download these things from you.
If you’ve created any of the items above and someone gave you their email address, then you know what they’re interested in, based on the topic of the item.
Place contact forms on your website, in your blog, spread the word on social media and do all you can to get the word out about the items you have on your site that people can access.
You can also run ads to landing pages where people can opt into your email list in exchange for a lead magnet.
I’ve got email subscribers, now what?
Have you figured out what stage they are in the buying cycle?
You see, what emails and lead magnets you should create, depends on where a prospect is within their buying cycle.
The buying cycle can be broken down into two sections with each section containing two other sections.
TOFU – top of funnel – people researching or considering things
We see the buying cycle as a funnel. A funnel is just a series of emails that follow a sequence. You create emails, giving information in the format that your reader can understand and give them the education about the product/service, so that they can take the next step, when they are ready.
At the top of the funnel, we have people looking for lots of information. Think of all the things that go through your mind when you want to make a purchase, add them to the list below, what questions come to your mind?
What do you want to know when you’re in any of the stages below? Use the information below and what’s in your own mind to expand upon the list below and create your own unique list!
RESEARCH – I’m browsing to see what’s available (I may buy someday, but not right now)
In the research phase, we’re looking to see what’s out there, for people in this stage, you can create emails and lead magnets like:
- How to articles
- How to videos
- Instruction Manuals
- Live or online demonstrations
- Usage guides
- List of benefits
- Explainer – how does it work articles or videos
- Ease of use emails or articles
- What else can you add?
CONSIDERATION – I’ve seen something I’m interested in (What do others say about how it helped them?)
At this stage, people have seen a product or service they’re interested in. They need more convincing at this stage.
They need some reassurance that the product or service they’re looking at will solve their problem. The type of content they’ll appreciate is:
- Star ratings
- Case studies
- Technical aspects
- What else can you add?
The consideration stage is where people feel the most vulnerable and are often spooked the easiest, so, make sure you have lots and lots of content in this section.
The customer is on the border of the decision stage, but could just as quickly bolt in the other direction.
BOFU – bottom of funnel – We’re making a decision and we’re going to buy
DECISION – I need to make a decision (Where can I get it and how easy will it be to use)
At the decision stage, the customer has learnt enough, been convinced that it’s the solution he/she is after, now we need to present the price and inform them of the logistics, ease of use and quality, while assuring them of support and warranties after the sale.
Useful information for the customer will include:
- Delivery details
- Technical specs
- Eco stats
- Data analysis
- Technical support
- Ease of use
- After sales support
- What can you add?
PURCHASE – How do I get it? (How soon will I get it, will I get Help?)
As soon as someone whips out their wallet, they’re apprehensive about the transaction. You need to put their mind at ease.
The following types of content should help:
- Web security
- Transaction security
- Protection of personal information
- Security on delivery
- Delivery services
- Local delivery
- What else can you add?
If you’ve taken the time to let the above sink in, you should have lots of ideas for content you could create for your email list.
Don’t let our list stop you. Think about your own experiences, talk to friends and family. How do they go about buying stuff, then create a list that’s more your style.
Remember, email lists must be personal. You’re creating a relationship with people on your list.
Get them to know, like and trust you, and you will see your sales soar.
How do I move people along the funnel?
I asked myself this question many times, before it hit me in the face.
No-one is going to buy today! Give them time to do so, at their own time and pace. All you have to do is to give them to option to jump from the top of the funnel to the bottom of the funnel in each email.
All you do, is create an email footer, something like this:
PS: If you’ve done enough reading and are ready to get more hands on and delve into the technical aspects of the product, dive in and have a look under the hood.
OR: if you’re tired of playing around and have made your decision, check some of the Guarantees and possible savings you can make if you act today!
You see, you’ve given them a jumping off point. Always give your readers options to jump ahead. They may not be ready to buy today, but they may be ready tomorrow, and if your email doesn’t give them the option, they’re going somewhere else.
Need help to come up with more specific email sequences? Do you want to know how we can make all of this work? Are you scared of sales funnels? You aren’t tech enabled, would you like us to set it up for you?
Talk to us!
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