How To Create An Email Marketing Campaign That Works
How To Create An Email Marketing Campaign That Works
You’ve added a ‘free marketing signup’ giveaway product to your site…in return for the visitors email address.
You are keen to build a large email marketing list.
So you’re ready to implement your email marketing campaign…you can’t wait to sell, sell, sell.
You can’t wait to get started…but you should just hold on a few minutes…… you should take time to analyze what factors make a quality email marketing campaign.
In reality:
Fact number one.
A high percentage of your email list will not buy from you. Period. They just want free goodies. That’s not a problem.
Fact number two.
Another high percentage of your email list will not buy from you until they get to know you and your reputation.
Fact number three.
That leaves a small percentage…that may buy from you straight away…if they like what you are selling.
No research but gut feel:
Fact one covers 60% of your list.
Fact two covers 35% of your list.
Fact three covers 5% of your list.
You email campaign is aimed at the complete email list but you are mainly trying to sell to the customers who fall into the fact two and three categories.
So what is the overall email marketing campaign strategy?
At a high level:
After your visitor signs-up to your email marketing opt in, you want to send your email list some extra free products, information and advice, interspersed with the odd email to try and sell them something…spread over several weeks.
I would recommend 6 emails a fortnight, one of which is recommending a product or something to buy (make sure you have actually used and benefitted what you are trying to sell).
What if you have several different types of sign-ups?
For instance, one for self-development and one for Camera advice.
You need to target your emails to the right recipients…
Many email marketing campaigns fail because the sender treats every email recipient the same. The person who signed-up for the self-development list also receives the email with the recommendation to buy the latest Nikon camera!
While the people who like self-development were happy, the rest of the email recipients were not happy and many unsubscribe or even hit that ‘SPAM’ button.
Don’t make the same mistake.
If you are using an autoresponder facility make sure you have different autoresponders for different sign-up lists.
Ensure Your Emails Are Personalized
When your visitors sign-up, you will ask for their name (and if you don’t I recommend you change it so you do). Nine times out of ten the visitor will put in their correct name rather than a made up name. Use this name in the subject line of the email and to actually start the email.
For instance:
Subject: Name, here’s your complimentary report on public speaking
Hi Name,
Welcome…..
You can also use their name, one or two (no more) times throughout the email.
I do have to share this little story with you…
Someone signed up to my email list and when they signed up they added their name as ‘karen’.
So all my emails, started with the subject: karen,….
…and started with:
Hi karen,
The name is taken from how they signed up. She signed up with ‘karen’ (i.e. the k was not a capital letter).
A few weeks later, Karen wrote to me and asked me to stop sending her emails addressed to ‘karen’ and ‘as I was someone in business, I should know names always start with a capital letter’.
The cheek!
I thought it was funny.
So, ensure you do personalize the emails you send out. The more personal you can get, the easier it is to build trust. You’ll also have a better chance of your emails being opened and read. And even better…the more chance your customers will buy from you.
Keep your emails simple
I do send HTML type emails but not because I add banners, flashy graphics, huge fonts, colors…I don’t.
I use them so I can add links to certain articles or other information.
I also make each line of text up to a maximum of 50 characters. That way there is no formatting problems when received by the receiver.
So, keep your emails clean and simple, otherwise your emails will go straight into the email waste bin.
Don’t make your emails too long
Is this a personal preference?
I hate long emails…paragraph after paragraph after paragraph.
We are all busy people and we all get hundreds of email every single day. The last thing I want is an email that just goes on for ever and I believe my email list customers are the same.
Use a few small paragraphs and if you have something you want to expand upon, link (using HTML type emails) to the rest of the story via a landing page on your site.
The purpose of you sending an email is to build rapport, to share something you think your customers would like, to sell something. For every email you send out there must be a purpose.
If you are building rapport, you may ask them a question or two about themselves.
If you are sharing some extra advice, you may like to get their views on the subject.
If you are trying to sell them something, you want them to link to the sales page and buy!
How Do You Get The Email Opened?
One of the biggest problems email marketers have:
“How do I get more people to open my email?”
Your subject line.
Your subject line will make or break whether customers open your email or delete it.
You need to come up with a compelling, curious subject line that grabs the attention of your customers.
Avoid rubbish like “make lots of money!” and “earn cash NOW!”.
Use subject lines that the receiver finds curious, but tells the truth at the same time.
In Summary…
I cannot say you will have a successful email marketing campaign but by using the above tactics, they will dramatically improve your chances of success and generate more sales.
How To Create An Email Marketing Campaign That Works - To learn more about this author, visit Andrew Rondeau's Website.
Like this article? Share it with your friends
You’ve built your website / blog – great!
You’ve added a ‘free marketing signup’ giveaway product to your site…in return for the visitors email address.
You are keen to build a large email marketing list.
So you’re ready to implement your email marketing campaign…you can’t wait to sell, sell, sell.
You can’t wait to get started…but you should just hold on a few minutes…… you should take time to analyze what factors make a quality email marketing campaign.
In reality:
Fact number one.
A high percentage of your email list will not buy from you. Period. They just want free goodies. That’s not a problem.
Fact number two.
Another high percentage of your email list will not buy from you until they get to know you and your reputation.
Fact number three.
That leaves a small percentage…that may buy from you straight away…if they like what you are selling.
No research but gut feel:
Fact one covers 60% of your list.
Fact two covers 35% of your list.
Fact three covers 5% of your list.
You email campaign is aimed at the complete email list but you are mainly trying to sell to the customers who fall into the fact two and three categories.
So what is the overall email marketing campaign strategy?
At a high level:
After your visitor signs-up to your email marketing opt in, you want to send your email list some extra free products, information and advice, interspersed with the odd email to try and sell them something…spread over several weeks.
I would recommend 6 emails a fortnight, one of which is recommending a product or something to buy (make sure you have actually used and benefitted what you are trying to sell).
What if you have several different types of sign-ups?
For instance, one for self-development and one for Camera advice.
You need to target your emails to the right recipients…
Many email marketing campaigns fail because the sender treats every email recipient the same. The person who signed-up for the self-development list also receives the email with the recommendation to buy the latest Nikon camera!
While the people who like self-development were happy, the rest of the email recipients were not happy and many unsubscribe or even hit that ‘SPAM’ button.
Don’t make the same mistake.
If you are using an autoresponder facility make sure you have different autoresponders for different sign-up lists.
Ensure Your Emails Are Personalized
When your visitors sign-up, you will ask for their name (and if you don’t I recommend you change it so you do). Nine times out of ten the visitor will put in their correct name rather than a made up name. Use this name in the subject line of the email and to actually start the email.
For instance:
Subject: Name, here’s your complimentary report on public speaking
Hi Name,
Welcome…..
You can also use their name, one or two (no more) times throughout the email.
I do have to share this little story with you…
Someone signed up to my email list and when they signed up they added their name as ‘karen’.
So all my emails, started with the subject: karen,….
…and started with:
Hi karen,
The name is taken from how they signed up. She signed up with ‘karen’ (i.e. the k was not a capital letter).
A few weeks later, Karen wrote to me and asked me to stop sending her emails addressed to ‘karen’ and ‘as I was someone in business, I should know names always start with a capital letter’.
The cheek!
I thought it was funny.
So, ensure you do personalize the emails you send out. The more personal you can get, the easier it is to build trust. You’ll also have a better chance of your emails being opened and read. And even better…the more chance your customers will buy from you.
Keep your emails simple
I do send HTML type emails but not because I add banners, flashy graphics, huge fonts, colors…I don’t.
I use them so I can add links to certain articles or other information.
I also make each line of text up to a maximum of 50 characters. That way there is no formatting problems when received by the receiver.
So, keep your emails clean and simple, otherwise your emails will go straight into the email waste bin.
Don’t make your emails too long
Is this a personal preference?
I hate long emails…paragraph after paragraph after paragraph.
We are all busy people and we all get hundreds of email every single day. The last thing I want is an email that just goes on for ever and I believe my email list customers are the same.
Use a few small paragraphs and if you have something you want to expand upon, link (using HTML type emails) to the rest of the story via a landing page on your site.
The purpose of you sending an email is to build rapport, to share something you think your customers would like, to sell something. For every email you send out there must be a purpose.
If you are building rapport, you may ask them a question or two about themselves.
If you are sharing some extra advice, you may like to get their views on the subject.
If you are trying to sell them something, you want them to link to the sales page and buy!
How Do You Get The Email Opened?
One of the biggest problems email marketers have:
“How do I get more people to open my email?”
Your subject line.
Your subject line will make or break whether customers open your email or delete it.
You need to come up with a compelling, curious subject line that grabs the attention of your customers.
Avoid rubbish like “make lots of money!” and “earn cash NOW!”.
Use subject lines that the receiver finds curious, but tells the truth at the same time.
In Summary…
I cannot say you will have a successful email marketing campaign but by using the above tactics, they will dramatically improve your chances of success and generate more sales.
How To Create An Email Marketing Campaign That Works - To learn more about this author, visit Andrew Rondeau's Website.
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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