Email marketing is the most effective form of mass communication available today.
Despite the growth of social media sites, instant messenger services, and web forums, email continues to be the dominant force in digital communication with over 269 billion emails sent each day. This number is on the rise too, with 28% more emails sent in 2016 versus 2015.
Despite the apparent growth in popularity, many business owners are struggling to make email marketing work for them, with only 60% of marketers reporting a positive ROI from their email campaigns.
With so many brands vying for a reader’s attention, it is not uncommon for marketers to feel like their message is falling on deaf ears (or blind eyes!).
These concerns are especially valid for business owners who have been slow to evolve to tackle today’s more savvy email users; those who are quick to dismiss your email marketing without a second thought.
Thankfully, the tried, tested, and actionable steps in this guide will show you how to grow your email list more quickly, and cut through the noise in your readers’ inboxes to deliver your message more effectively.
So regardless if you’re just starting to build your email list, looking to grow it further, or trying to improve an underperforming email campaign, this guide will show you the specific steps required.
Benefits of Email Marketing
You get it.
Email isn’t going anywhere.
That’s all well and good, but it doesn’t necessarily explain why it’s the right decision for your business.
What are the specific benefits that make it so useful for business owners and digital marketers, and why should you invest the time and energy into developing your email marketing campaign?
Email marketing is a no-brainer for the following reasons:
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Growing Your Email List
Improving Your Email Opt-In Forms
As mentioned, one of the best ways to add subscribers to your email marketing list is by adding opt-in forms at various locations on your website.
While services such as Thrive Leads offer templates which you can easily edit, how can you be sure that you opt-in forms are as effective as possible? To save any headaches, this chapter provides simple tips to help you get the most from your opt-in forms.
1) Know Where to Place Your Opt-In Forms
2) Provide a Compelling Reason to Join
3) Keep the Opt-In Process as Simple as Possible
4) Improve Your Call-To-Action
5) Ensure Your Opt-In Form is Mobile-Optimized
6) Leverage Your Social Proof
7) Understand the Importance of Testing
Do’s and Don’ts of Email List Building
I mentioned previously that email marketing provides considerable bang for your buck, with $44 returned for every $1 spent on email marketing in 2016.
I also mentioned that email marketing provides considerable long-term benefits given that you are creating a digital asset which will continue to provide revenue for your brand in the long-run.
To realize these benefits, however, it is essential to focus on building an email list that is full of quality subscribers. This relies on a slow-but-steady, organic approach using the various types of opt-in form discussed above.
As a result of this, and having achieved excellent results previously through building an email list organically, there are a number of email list-building options that I both recommend and avoid:
You shouldn’t think of building your email list as something that you can focus on now and again. From a business perspective, your email list is your livelihood. It is that critical.
Over time, people will naturally unsubscribe from your email list, so it is essential to replace these subscribers and then some using the specific steps and tips outlined above.
If you remember only one thing from this section, let it be this:
You should never stop growing your email list. Ever.
Contacting Your Email List
While Section One covered the specific steps to help you add subscribers to your email list, this section provides useful information on how to keep your subscribers engaged by covering how you should send emails, the types of email you should send (including tips to make your emails as effective and engaging as possible), and how often.
Section Two also covers the various metrics that you should be aware of to help you improve your emails, and finishes by covering the various legal requirements of email marketing that you need to adhere to.
Selecting an Email Service Provider
An email service provider (ESP) is a company which provides the infrastructure that allows you send large quantities of emails simultaneously.
Typically, ESPs will charge a subscription fee based upon the number of subscribers on your email marketing list.
You may be thinking that you can probably just send emails via your standard email application, for example, Gmail or Outlook. This is a bad idea as these services aren’t designed for sending large quantities of email at the same time, meaning you will experience deliverability issues. Also, you cannot create autoresponder campaigns in standard email applications, and you won’t have access to reporting or tracking information meaning you cannot see how your emails have performed.
I use AWeber for sending emails from OnePercentIntent.com (and have experience using it for the email marketing requirements of other websites).
I recommend AWeber for the following reasons: