Email Marketing – My Guide On How To Get Started!
The most stable and long-term revenue generating technique on the Internet today, is known as e-mail marketing or opt-in marketing. E-mail marketing is done through a collection of e-mail addresses and or other attributes such as name, country, phone number, etc. in exchange for something of value. For example someone might be willing to give up their e-mail address in exchange for free information they’re searching for, or they might sign up for a newsletter with weekly tips on the topic they want. It could really be anything!
E-mail marketing, unlike traditional forms of advertising, you have the ability to invest once to get the clients contact information, then you could reach out to that person again and again….. potentially for life time. This method is much better than paying for an ad over and over again to publish, whereas with e-mail marketing all you need is that initial subscription and then you can contact that person for free!
E-mail marketing is quite simple when you break it down
- You ask permission from people to join your mailing list in exchange for something of value
- They share their e-mail address and name with you
- You now have permission to offer them information and ultimately marketing promotions
Website Visitor —-> gives permission in exchange for something ——> Joins YOUR LIST——> YOU offer info and promotions ——> YOU MAKE $$$$$
Email marketing is probably the single most effective and valuable way of marketing online. This is because of the following three attributes.
Pay Once and Contact the List Forever
Unlike a pay per click campaign using e-mail marketing gives you the opportunity to contact people over and over again. You essentially work to get your lead once (your initial cost can be either time or money)
Say you spend money with the pay per click campaign. You paid $.50 to get the person on your landing page. If that person doesn’t buy anything and leaves, you don’t get anything out of it and you never see this person again.
You can spend that same amount of money with a PPC campaign, but this time instead of just leaving they left you with their e-mail address to get the course you were offering for free. You now have that ability to contact the person to offer further information for them.
You can also spend the time instead of money by writing articles to direct people to your landing page that has an opt in form.
This Can Be Applied to Any Niche
the thing I like with e-mail marketing is that it can be done with any niche. E-mail marketing not only allows you to promote the direct product the subscriber was interested in, it allows you to cross-promote relevant products as long as you have an ongoing communication with your audience.
For examples somebody could have signed up to your list because they were interested in weight loss products, now that same person might also be interested in a George Foreman grill. If someone is interested in a bird feeder, they are most likely interested in bird feed. Get my drift!
It’s All about Automation
Once you have traffic converting within your e-mail marketing sequence, it will always convert for you. It’s just about getting the system in place to convert visitors into leads, and leads into customers. All that’s left to do is scaling your campaign up.
They are plenty of tools (that I will discuss later) that will allow you to automate the whole process. E-mail marketing is hands-free once you have the formula in place that yields a positive return on investment. Essentially giving you an automated “money making” system in place!
The Stages of Trust
E-mail marketing is all about creating relationships. Much like the relationship you have with someone, there are stages of a relationship. Just like you won’t get married to someone without having a connection with them, the same goes with marketing. You cannot sell to someone without having a connection with them.
There Are Four Stages to Relationship Building
The Stranger Stage
This is the first stage. You need to meet the person first. Just like if you’re meeting someone in a coffee shop or from a friend, you first have to get that person’s information, in this case it will be the name, e-mail, and or phone number so you can continue contacting them. In the beginning stages the person will not be all that comfortable with you or fully trust what you say, but this is OK. Every relationship you create in life takes work to develop. You first have to prove your worth. People don’t just give up their e-mails and number for any old reason, you have to give them some value in exchange.
The Acquaintance Stage
The first step after being a stranger is an acquaintance. This is an important stage, and in order to get here you need to show the person some of your character on an ongoing basis. People don’t want to be friends with others that leech off of them, nor do they want to be friends with somebody that’s untruthful. This stage makes or breaks your relationship.
Just show people you’re real, genuine and keep them interested in what you have to say. If you are boring, lack character, unwilling to share, or seem untrustworthy you’re going to lose them.
The Friend (Customer) Stage
Alright, so you guys are acquaintances now. You will now want to turn this person from a person that starting to trust you, to someone that trust you enough to buy from a recommendation.
You do this by enriching and offer…
Let’s say John Doe got you to sign up to his list to learn how to golf better. He told you about a few tricks and techniques that he uses on his game. Told you how he taught the same techniques to his wife. And he even told you a little about his family. He now has your trust, and what will it take for John to turn you into a buyer… Someone who purchased something from him based on his recommendation?
- What if John offer you some personal support through messaging if you bought the guide from him?
- What if John told you that he will guarantee you a refund if you don’t like the product because he is so confident in it?
- What if John said he would tell you some never before published secrets that his wife used to shave off eight strokes in a matter of two rounds of golf?
- What if John said you can send an e-mail with any questions prior to your purchase?
These are all enriched, comfort building offers. Because John is so involved with the product, and he is so willing to support it with a complementary offer, he will likely have swayed many people from the acquaintance stage to the friend stage.
The Best Buddy Stage (Lifetime Customer)
The stage where all marketers strive to achieve is the “Best Buddy” stage. Not only has someone become a customer but they are now your most responsive customer. If you recommend something, they buy it, if you send them a guide, they downloaded, and if you asked them for feedback, they give it.
Think about it, if you’re having lunch with your best friend and you just got this awesome new iPhone application. You spend about an hour explaining it to them, and then you tell them they need to have it. Chances are your friend is going to buy the application right away. This is because they trust you and believe if you think it’s good, then it IS GOOD!
In order to reach this stage you really need to continue providing them with value, help them learn more about yourself, and connect with them on an emotional level by going above and beyond the call of duty. Give them a present on the holidays, teach them the secrets that you learned, showing products that better your life etc.
How to Setup Your Auto Responder
Basically, an auto-responder is a computer program that allows you to automate every aspect of your e-mail marketing campaign. Everything from collection to storage and management of contacts, thank you webpage redirects, to automated e-mails, subscriptions, and e-mail reporting.
They are Miracle tools and the foundation of my marketing!
I personally use Aweber.com (along with many of the top marketers online). I recommend Aweber over any other autoresponder out there. They are the number one trusted autoresponder system and all white listed by the most e-mail servers around such as Google, Hotmail, Yahoo etc. Aweber provides top-notch support and if you’re really serious about starting an e-mail marketing campaign, signing up to their services is an absolute MUST!
**note: free auto responders are not a solution. Most hosting companies or even third party companies offer free packages, DO NOT USE THEM! They only offer limited functionality, e-mail sent rates are low because most are blacklisted, but worst of all they include ads and links in all the e-mails. Not a good relationship developer.
By now you should have your Aweber account set up. Aweber will be one of the best investments you can make
Aweber produces some quality resources to become accustomed with their services. Here are some of the top videos
How to Get Started With Aweber
Learn everything you need to know for a quick and easy setup of your first email marketing campaign. How to set up your list, add messages, and publish a sign up for to your website.
Build an Effective Follow-up Campaign
Start an effective campaign with an autoresponder and a follow up message. Not sure what to say in your autoresponder? Watch this video for ideas on how to build trust and credibility via opt-in email.
Add a Web Form Opt-in to Your Website
Don’t let your website visitors leave and never return! Learn how to easily build your subscriber list with effective opt-in forms.
Setting up Your Landing Page or “Squeeze “Page
A landing page is simply page that the person lands on. This page could be within your website, an article, or even a page in somebody else’s website… Anywhere really.
Though in e-mail marketing we usually refer to this as a squeeze page, they are essentially the same thing, with a different purpose. Getting someone to sign up to a form on your site, and getting them into your mailing list, is the entire purpose of a squeeze page.
If you want to become any good at e-mail marketing, you would ideally want to send the traffic that clicks on your ad to a targeted landing page on YOUR OWN website. The reason I suggest your own website, is because you can create highly targeted landing pages that focus on your exact audience and exact keywords you are promoting to.
Below Is an Example of the Components on a Squeeze Page:
A headline is typically the first thing people see when they visit your squeeze page. This is very important as you don’t have much time to attract someones attention. If you are relevant, that is, include the exact keywords from the original search within your headline, you are going to get people reading more…and thus converting at a higher rate.
Your offer is the next component. This could be anything, from a guide, to a newsletter, to a set of videos. The key is to make your offer enticing. If people are not excited about signing up to your list to get something, they won’t.
(3) Opt-in Form
This is where you collect the name and email addresses (and possible other details) of your page. This is the sole purpose of this page. To GET PEOPLE ON YOUR LIST! The location of the form is not critical, it just needs to be obvious what the intention of the page is: an exchange of an email address for something that has perceived value to the visitor.
How to Master Your Follow-Up Sequence
Alright, now that you have your list growing, you’ll want to automate this list. Basically, to automate your mailing list and create an “auto-pilot” stream of income, you need to set up your follow-up sequence.
What a follow-up sequence allows you to do is send out e-mails on specific day increments after someone signs up to your list. The first step is to get the sign-up, after they sign up you typically want to send them an instant e-mail. This will usually include an introduction along with the offer you are giving away for signing up to your list.
Email #1: Introduction, Bonus
Then it is time to get into relationship building. This is what it could look like:
Email #2: Valuable Information That is Relevant (send 1 day later)
Email #3: Hey, here is a real story about me. (send 3 days later)
Email #4: I just created a bonus for you. (send 3 days later)
Email #5: Promotional offer (send 3 days later)
Email #6: Industry insight, follow by a promotion (send 1 day later)
Email #7: Value based information, connect on a personal level (send 7 days later)
You can very this based however you like, but I recommend to contact the list regularly at the start and then start moving your e-mails a bit further apart, keeping it at a maximum of seven days apart. With this sequence you already have 19 days of automation. Continue building your follow-up sequence, start incorporating your cross promotions continue offering valuable information and relationship building stuff.
If you have trouble coming up with content you can do the following things:
- Sign-up to similar lists within your niche and see what others are offering. Borrow ideas from those lists. (DON’T COPY!)
- Check out ezine sites like www.ezinearticles.com. Do a search for your niche, and get some ideas from the articles people have written about there.
More Value Equals More Money
you have to understand how to effectively offer value. If you offer an accurate and unbiased review of something, your conversation will be better than a sales pitch… OFFERING VALUE to ultimately SELL MORE!. Remember, the key is to leave people wanting more after every e-mail.
Here Are Some Techniques to Keep in Mind When Creating Content for Your List
(1) Creating a Friend Relationship
The biggest thing is building the relationship with your list. You want them to feel like you are best friends. The reason for this is that people buy things that their friends recommend.
Offer personal information about yourself, keep them interested with relevant content, and take an unbiased approach to any promotion that you send them.
(2) Use Conversational Speak
By using conversational speak, your audience will feel like you are personally connecting with them. Speak in first person and talk as though you are really talking to the person. This leads into much more interesting and readable emails.
(3) Incetivizing your list
If you are promoting something to your list, why not offer a complimentary and relevant bonus that ties into the product. People love to sign-up for unique bonuses and effective bonuses will not only increase the relationship with your list (so they will buy from you again), it increases conversion rates dramatically.
(4) Offer Quality & Current Content
Keep yourself in the loop and keep your list in the same loop. If you are marketing within a certain niche, you should take a proactive role in keeping up-to-date within that niche. There are resources that are good for this and that you can leverage to find “valuable” content to deliver to your list:
- Articles Sites (ezinearticles.com, squidoo.com)-news
- News Sites (news.google.com, niche related news sites)
- Affiliate programs (keep in the loop with notifications from top affiliate networks)
- Relevant forums
- Hot blogs, trend sites
(5) People will see value in YOUR story
Give people insight into “you”…what you are about, and why you want to help them out. People love to hear a story and would prefer to buy in a consumer-to-consumer situation than a big business trying to sell to a consumer. You can be very effective by telling stories, either about you, about friends, or about people that have given you feedback
Keep Your E-Mail Marketing Simple
over complicating things is one of the biggest problems people have with e-mail marketing. Start small and build your campaign up. Start with the follow-up sequence of about 7-10 e-mails, grow your list, gather the results, refine your e-mails, and THEN start building longer-term.
Just Remember Your Five Critical Must Haves
- Good Content
- A Responsive Audience
- Relevant Products
- Relationship Building Process
- A good initial offer (to get them on your list)
If you master these components, you will have a quality e-mail campaign.