Email Marketing is one of the major sub-categories of Online Marketing. AdNation also includes it as a sub-component of their Marketing Systems.
AdNation has written this email marketing guide & course to give you a better grasp on this subject. The first portion covered will be a guide to email marketing and then followed by an email marketing course with quick read articles.
Email marketing can be used for both outbound and inbound campaigns. With outbound email marketing, you’re reaching out to your audience unsolicited in the hopes of gaining awareness for those that may or may not want your information. Outbound email marketing may be the most familiar of the two types. It is sometimes frowned upon by the audience and might be considered spam.
Inbound email marketing is used to nurture your already opted-in audience members. These audience members are expecting you to give them knowledge or promotions concerning your business.
Salesforce states that the average return for email marketing is $38 for every dollar invested or an ROI of 3800%.
Email marketing is probably the most effective sub-category of Online Marketing because we use it all the time. We use it for all of our activities both at work and at home. They issue you an email address when you start to work at a company.
That’s why it is extremely important to use an email marketing platform and create campaigns to reach out and nurture your audience.
One thing that you don’t want to do is appear spammy when you send out a campaign. You certainly don’t want to receive an unsubscribe from an audience member if you can avoid it. It’s ok to get unsubscribes but a goal should be to keep unsubscribes to a limit.
You want them to believe that you have their best interest at heart at all times. This doesn’t mean that you can’t send your audience a promotional email. You can send them promotional emails. You should balance the emails that you send by a rate of possibly 80%-20%. Educational emails helping your audience acquire knowledge and insight into what your trying to convey. This should be around 80% or more. Then you can send out promotional emails but at 20% or less.
Here is a strategy to always use when working with emails…
- Get their permission to email them by having them subscribe
- Write great content that appeals to your audience
- Use segmentation and analytics to get that great content to a specific audience
Growing your audience can be achieved by using various tactics including forms on your website, filling out a form at the cash register or using other content on your social media sites to draw an audience to a landing page where you collect their email addresses.
Writing content for your emails should be a top priority. You will always want to send them the first welcome email. This welcome email will set the tone for your future campaigns and what the audience could expect from you. You always want to capture their attention and keep their attention. You might consider using open loops to keep their attention on toward future articles.
Also, you’ll want to create email content that can be included in a series to your audience. You can do this by starting with your welcome email, followed by articles explaining your business, answering frequently asked questions, showcasing what your products or services do to help your audience and to possibly reach out with a promotion.
Once you’ve got an audience to email and you’ve got great content to send them, you will next want to use segmentation to better target the right audience with the right content. This is so crucial and can increase the open rate of your email and decrease the unsubscribes.
Next, after creating your series of emails, you will want to set up an autoresponder campaign that will send out your article series in a graduated pattern over several days, weeks or months. Let’s say you send out your welcome email. Next you will send your email that talks about your company after say three days from the welcome email. Next you will send out FAQ article after three days of sending out the company email and so on and so on.
So, email marketing can be very lucrative and help build your business. Don’t neglect it by not implementing this amazing sub-category of Online Marketing.
These are the articles that cover each course topic…
- Email Marketing Course: #1 An Introduction to Email Marketing
- Email Marketing Course: #2 Email vs Social Media
- Email Marketing Course: #3 Gather Email Addresses for List
- Email Marketing Course: #4 Contacts, Lists & List Management
- Email Marketing Course: #5 Email Marketing Segmentation
- Email Marketing Course: #6 Email Marketing Automation
These articles will give you a start toward learning more about Email Marketing.
Here are some other links that will help you learn more…