Email marketing should be one of the top components in your Inbound marketing program. To become powerful at email marketing for your business, it is important to understand the fundamentals. While not as hip anymore, email marketing still proves to be very powerful. Today, over 70% of businesses do some form of email marketing. To be great at something, it’s all about fundamentals. Michael Jordan, NBA’s greatest player of all time, attributes his success to relentlessly pursuing fundamentals.
So let’s roll our sleeves up and get to Email Marketing 101
There are 5 types of Emails
- Newsletters
- Digest / Blog
- Stand Alone
- Lead Nurturing
- Transactional
After the type of email is selected, here is a 14-point checklist to follow for email creation.
1. Identify specific goals
What are you trying to accomplish?
2. Segment your list
Do you have a current list?
Anyway to segment those list into narrower buyer personas?
3. Personalize whenever possible
Does your business send emails that are individualized to name and content?
4. Create consistency between name and email address
Keep it Uniform!
5. Use actionable language
Tell the customer the next steps through action verbs!
6. Create clear, compelling subject lines
Keep it simple but effective
7. Write mostly in 2nd person (you)
Does your business need help with email marketing or lead nurturing (workflows?)
8. Focus on Benefits NOT Features
Sales 101 - don’t lose track of this one!
9. Be Brief (under 200 words!)
Attention spans are shorter than ever. Be brief!
10. Have a concise signature / footer
Keep it simple.
11. Test your email
How do you know if it’s working?
12. Analyze
Find out what you are doing well, and do more of that. Figure out what your not good at and stop doing it.
13. Use high conversion rate template designs
Use tested template designs so you can more powerfully. No need in testing when the work as already been done. Take the work of others and expand on it!
14. Build to Convert!
At the end of day, its about converting these leads into buying customers. Build your emails and email campaigns to covert into buying customers.
After identifying the type of email, 14-point check list, it’s time to understand vital measurements for email marketing.
However, the following measurements are important to know as well.
*Conversion Rate (most important) *Unsubscribe Rate
*Bounce Rate *Open Rate
*Delivery Rate *Revenue per Email Sent
*List Growth *Email Sharing
*Click - through - rate (CTR)
So with all that information, you see that email marketing has taken its place in digital marketing. And, its here to stay for a long time coming. Allowing access to current and potential customers, email marketing opens the door to spread the word.
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