Email marketing is one of the most effective forms of marketing available online. There is nothing like reaching someone in their inbox. If someone is willing to share their email address with you, hold it in the highest regard, don’t abuse it.
Value, Value, Value, Ask
When using email marketing don’t just send one promotion after the next. Add value to your readers. Help them get what they want, and they will help you get what you want. Knowing your readers is the first step in providing value. Who is your audience and what do they need and want? Once you understand you audience you want to then answer the question how can I help them get what they need and want.
What solution are you providing?
What problem are you solving?
Present your message clearly, you only have on average a 20 second window of opportunity. 80% of emails never even get opened. Why? Your readers, prospects and customers are asking the question, “What’s in it for me?” In exchange for their time, what are they going to get out of reading your email? Make sure there is value.
Since most emails don’t even get opened, you need to take grab your reader’s attention with a compelling headline. In this article by Hubspot there are 18 different types of headlines that you can utilize to optimize your marketing campaigns. The long and short of it is this, people are paying you with their attention, don’t waste it. Providing valuable content establishes you as an authority in your market and builds trust.
Content marketing is what works online. Providing highly valuable and actionable tips and tricks that help people and provide value is what is going to convert visitors into leads and leads into sales. Sending offer and offer to buy, buy, buy is going to turn off your potential customers and you’ll end up with many people unsubscribing. Content marketing on the other hand takes into consideration the needs of your audience before your own needs. Who is your audience and what do they need? How can you help them get what they need and gain their trust? Once you can answer those questions you can develop your content marketing strategy. Content marketing comes down to understanding your target customer and leading them on the path to conversion. For example, at UNITE, a non-profit I started we reach out to Christian leaders to join our chamber of commerce to grow their organization and impact for Christ. So I blog on Christian leadership to attract our target audience to our site without asking for anything. As we provide value and help them on their leadership journey they eventually consider joining and see the benefits of what we provide. So the approach here is not a direct ask in every email, but free valuable content that helps people. Give and it will be given unto you. Give first, sow first, then reap.
There are a number of different providers when it comes to email marketing. The two I am going to recommend are Aweber and Mailchimp. Both offer low prices, email automation and training to get started.
RSS Feed From Your Blog
Once you pick your provider, connect your blog via RSS feed. Once setup you can automatically email your subscribers every time you update your blog. A huge time saver.