Introduction to Email Marketing

Introduction to Email Marketing
Author: The Money Source  Last Update: 03 November 2013


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Email marketing is a highly effective form of marketing, because you are promoting to a warm market - people who have subscribed to your newsletter.

The first step to starting your email marketing campaign is to get email marketing software. Many different companies offer email marketing software, including:

  • MailChimp
  • GetResponse
  • Aweber
  • ConstantContact
  • and many more.

The software has features that help you manage your subscriber list and allows you to create beautiful email marketing newsletters in HTML or plain text. Features vary from one company to the next, but the methods are very similar and they allow anyone, No matter how little design experience you have, you can create an email newsletter with links, images, and custom colours to send out to your readers.

You will be able to select the send date, and most of the companies allow you to personalise the newsletters, a feature that was found to increase responses.

There are two types of email marketing software, namely hosted, and self-hosted. The above systems are hosted, which means that it is on an externally, by another company. Self-hosting means that you have installed software on your own hosting account to manage the newsletter software. This is only suggested for people with the technical and experience to do so.
 

1.  Building a Subscriber Base

Your email marketing software should have a facility for you to create a webform for your website. This webform needs to be designed to inspire visitors to subscribe to your newsletter, and will be pasted into your website.

Here are some steps to building your subscriber base:

  • Display your webform in the sidebar of your blog, and underneath individual blog post pages for the best visibility.
  • Offer an incentive for subscribers. A freebie, such as an ebook or a video with "secret tips" will inspire curiosity to inspire sign-ups.
  • Tell people how often to expect an email from you, and stick to that promise.
  • Nobody likes spam, so put their minds at ease by assuring them that you won't send spam or sell their contact details to third parties.
     

Important Notes:

  • Never send unsolicited mail because it is spam and email marketing platforms will delete your account.
  • There is no hard-and-fast rule about how often you should send out email newsletters, but the standard is weekly.
     

2.  Building Subscriber Relationships

Email marketing works, because it offers a personal touch that helps build relationships and close sales. Use this platform to create awesome, valuable content that will entice your subscribers to visit your site and to buy your goods.
 

3.  Newsletters &. Autoresponders

A combination of newsletters and autoresponders works best. What's the difference?

Newsletters are sent out at regular intervals, each with its own  unique content and different goals. It is ideal for standard monthly emails to subscribers.

Autoresponders are a range of newsletters with pre-determined dates. For instance, when a person subscribes, the first newsletter will be sent out and the next one 3 days later and another 7 days later. This is for stronger, time-critical outcomes. For instance, if someone signs up for a free trial, they should be added to an autoresponder that reminds them about the different benefits every few days.

Autoresponders are also great for following up with people who have bought something from you, with the first email thanking them for buying, the second offering valuable tips on how to use the product and the third asking for referrals.
 

4.  Promoting Sales With Email  Marketing

After a few emails, there should be a good enough report between you and your subscribers for you to promote your products, blog posts and affiliate offers. However, you need to promote with moderation. Balance promotional emails carefully to ensure that the offer is complementary to the valuable content in your email. If your promotional content overpowers the value of your email, people will unsubscribe.



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