How to Capitalize on Email’s Best Features to Grow Your Audience
Treat your subject line like the movie trailer – give a preview so they know what to expect.
Email marketing has always been one of the core digital marketing techniques in the marketing-mix.
What is an Email Marketing?
Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.
Most probably you are aware that the Email Marketing has one of the highest ROIs across online marketing channels, especially when used in tandem with social and search.
The question is how to expand your email audience and generate more leads?
Here are 5 steps to do exactly that:
#1 Make the “What’s in it for me?” crystal clear
Keep in mind that the value proposition of your crafted email should hit visitors over the head immediately. Show them the answers, the value and the reason and they’re much likely to sign up.
There are several ways to do this, but making sure you have an awesome content is the key factor. Because if your posts are average, then why should they come back, much less give up their email?
If you have more than 20.000 subscribers to your email, chances are you are doing your job right. Many of the visitors would love to subscribe and receive your blog posts because they are sure you are giving them a value.
#2 Create and offer a high-value white paper
Your email list is an exchange. You are providing value expecting email address in return. While the value can take too much number of forms the favorite one among marketers is the white paper.
Wikipedia defines white paper “White paper is an authoritative report or guide helping readers to understand an issue, solve a problem, or make a decision.”
#3 Run a contest that engages your readers
Contests are always delivering good results. As they create fun and engaging experience for your readers. There are so many forms a contest can take – trivia, content submission, user voting. The key factor is to ask the entrants to register for the participation.
With white papers you are offering value to your readers whereas with contests this value often takes one or two forms. But more value comes in the form of prize. While prize means appreciation, encouragement, and prizes can take infinite forms. Try to choose the prize relevant to your industry. If you are a technology community, for example, an iPad or Smart Phone is usually a safe prize.
#4 Publish a newsletter with niche-specific information
Newsletters are the workhorses of email marketing as they allow you to deliver value to your readers on an ongoing basis.
Begin your newsletter creation having in mind your readers interests and needs. Offer useful information, not just veiled sales material. Also include interesting stories across relevant topics. If you are running a tax blog, for example, you might include pieces on tax write-offs, choosing an accountant, business expenses, and tax software.
#5 Monitor the right metrics – and put them to the test
The most important part of your email marketing is your analytics panel. There are so many numbers to monitor but draw your attention to your delivery, open, click-to-open, share/forward, spam complaint, and unsubscribe rates.
When you already have these rates, start to TEST, TEST, TEST! Use different subject lines, content ideas, images etc. Even use HTML vs. text emails. Remember! Your goal is to create a system of consistent and persistent improvement in order to build 1-to-1 relationship with your customers.
So, at the end, we want to add that Email marketing is all about expectations, and it’s up to you to set them.