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What is Email Marketing?

Email Marketing is one of the most important components of Digital Marketing.

Email Marketing is also the most misunderstood part of Digital Marketing, many people, train people on Email Marketing.

But they have not done Email Marketing properly themselves and different experts have different perception on How does Email Marketing Work.

Email Marketing, as a part of Integrated Digital Marketing and I have always believe in the integrated model where every component of the Digital Marketing module is going to complement to each other. 

We are going to make it in such a way that everything works in synchronization. 

Email Marketing is a relationship building mechanism than an advertising mechanism. 

Many people use it as an advertising mechanism where they just collect email IDs and broadcast their stuffs, but lastly ended up believing that Email Marketing is best for relationship building. 

Once you build a relationship and you will be able to make sales automatically and Email Marketing is probably the best medium to build a relationship with your subscribers. 

There is no such thing as buying an Email list and sending a marketing message to the center email list because if you do that that will become spam.

If someone is not opting in to your email list, then you are not necessarily doing a good job at Email Marketing. 

So first step is to build an email list yourself and send out mail to them but that is not legal and ethical because people don’t want to receive emails from someone whom they don’t know.

If you want to build an email list from scratch, then someone needs to give you their name and email ID. 

How are they going to do, there needs to be a good reason for them to give you their name and email ID and for that you need a “Lead Magnet”.

So we call it a “Lead Magnet” because it attracts leads.  So First “Lead Magnet” and then you get a drip marketing sequence. So right now we will not cover Drip Marketing and Dynamic Drip Marketing.

But how exactly do you get started? What are the steps you need to take to get up and running with email and ensure your campaigns are a success?

# Set Your Goal

You would have already wanted to sign up for an email marketing tool and send your first email. 

Before diving in head first, you should take a moment to think about your goals and what you want to achieve with email marketing.

Most people start with signing up to an email marketing tool and then don’t do anything else. Without a destination to reach, you wouldn’t be able to pick a route to travel. 

Email marketing, being the single most powerful channel to reach your audience, can be used to achieve a number of different goals. So, it’s worth spending your time thinking clearly about the results you want to achieve with it before jumping in.

It could be anything.

  • Driving new signups for your product or service
  • Generating and nurturing leads for your sales team
  • Driving more attendees for your event or webinar or generating more sales.
  • Get 1,000 new email subscribers per day into my funnel
  • Nurture these email subscribers with valuable content for at least 30 days
  • Promote my digital marketing courses to my email list and make revenue to fund further lead generation.

# Lead Magnet

People are skeptic by nature. They don’t want to share personal details like email address and mobile number. There is an intrinsic resistance to share such details.

The lead magnet is the incentive (or an ethical bribe) you need to give to your prospects to break the resistance and share their email address with you (thus giving you permission to send them emails).

The lead magnet can be anything:

  • An E-Book
  • A Webinar
  • An Email Course
  • A Free Course
  • A Case Study
  • An Infographic
  • Discounts (or coupons)

You need to remember one rule. The lead magnet you choose should be relevant to the goal you want to achieve.

# Build Your Email List

Now you’ve decided your goals. It’s time to build your list. All you need to build a list is a simple formula and the right email marketing tool.

An incentive (also known as the lead magnet) + easy signup option = big email list.

Let me explain it.

To build a list, there are only two components you need to get right.

The lead magnet and a simple signup process.

# Simple Signup Process

People are lazy by nature. Unless you make the signup process as simple as possible, they won’t be signing up even if your lead magnet is worth a lot.

You can check out my sign-up process at www.digitallajit.com. It is a simple one-page website with an option to enter  email ID. (There is a high chance that you are receiving this email from me right now because you entered your email ID on that page, right?)

# Email Tools

After people optin to your email list, you also need a right email marketing tool to capture and build your email list. I recommend MailChimp as the free options to start with. But, choosing the right email marketing tool is a big decision.

Let’s take my case. Once I wanted to build a list, I wanted to offer an incentive that is irresistible and valuable. So, I created the Digital Marketing E-Book Bundle.

And then I created the simple signup process. You enter your email address. Nothing else.

The Digital Marketing Modules helped me to build a list of subscribers and growing it.

# Pick A Right Campaign Type

You are halfway through it. You’ve completed selecting the goal and building the list. Now is the time to pick the right campaign type that’ll help you achieve your goals.

# Newsletters

This is the most common type of email campaign used by both B2B and B2C businesses. A newsletter is a great way to keep in touch with the list of people who already know you. It’ll help to place your product or services top of mind and drive people back to your website.

# Announcement Mails

Whenever You publish a new blog post, You should send an email to the entire list announcing the new content that just published. 

This is a great way to announce your list about the new content or product or service you’ve launched. It instantly drives a massive traffic to your business (depending on the size of your list).

Both these email campaigns can be used to drive visitors to the website, get signups to new products, create awareness, and nurture your leads.

# Set Up & Measure Your Campaign

So we’ve reached the final step of the email marketing setup process. Now it’s time to put email marketing in action and measure the performance.

# Setting Up The Campaign

Login to your favorite email tool and set up your first email campaign (following their specific instructions).

Start the campaign.

# Measuring Your Campaign Performance

Once your first email is out of the door, getting opened and clicked, you’ll be able to track and measure the performance.

You can track the performance in two places – your email marketing tool and your website analytics tool.

You can track a variety of metrics like open rates, click-through rates, unsubscribe rates, and bounce rates, etc. from your email marketing tool.

That’s it. You are all set to start your email marketing campaigns.

# Is Email Marketing Important As Digital Marketing?

Why am I not building a list?

But, then I decided to build a list.

Now, I have 200,000+ people in my list, and it’s the channel that drives my sales and revenue. 

I’m planning to grow my list to 1 million people by the end of this year.

So, what changed?

Well, I realized the power of email marketing.

If you don’t have a list or not thinking about building a list, stop everything you do and start building your list.

Because “The Money Is In The List”.

If there is one popular saying in digital marketing that’s true, it got to be this.

And, it’s not just because of money.

Email is the:

  • #1 Preferred Communication Channel. At least 91% of the consumers check their email on a daily basis and 72% of the consumers prefer email as their source of business communication.
  • Email drives more conversions than any other marketing channel, including search and social combined. If you are more focused on conversions, you should focus more on email.
  • Emails also have higher click-through rates and higher ROI than any other channels. You are 6x more likely to get a click-through from an email campaign than you are from a tweet.
  • When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more.
  • A message is 5x more likely to be seen in email than via Facebook. The organic reach days are over on Facebook. If you want to reach more of your fans, you need to pay.
  • About 53% of emails are opened on mobile devices, and 23% of readers who open an email on a mobile device open it again later. If you add the fact, 88% of the smartphone users actively check email on their phones, email becomes the best channel to reach the mobile audience.
  • You own your list. This is the most important reason to build a list. On Facebook or any social network, your account could be suspended or deleted at any time, for any reason, without notice.

It should be clear by now that email marketing is probably the most powerful channel when it comes to customer acquisition, retention, and conversions.

I can’t imagine how my business will run without email marketing. It is the prime channel of communication with my followers. Though I have a following on Facebook Groups, Facebook Pages, Twitter and LinkedIn, Email Marketing remains the foundation of my online communication.

So, are you ready to dive into email marketing and boost your conversions, sales, and revenue?

Good Luck For Next Module.

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