One of my 2017 Business Goals is to grow by email list.
I’ve been doing a lot of work setting up a pop-up’s, developing opt in’s and scripting and establishing a welcome email series, basically spending every spare moment I have on developing and implementing my email marketing strategy. My darling hubby (dh) asked me why I’m on my laptop again tonight, here’s what I told him (I’ll fast forward past the part where I spent 10 minutes explaining what growing my list meant, and pick it up here) – Facebook, Instagram, Snapchat are free to use now but who knows when that will change or what they have planned. Those Algorithms, or behind-the-scene mathematical plans, which alter who sees what of your posts, can change overnight. It’s already happening on Facebook’s business pages, you have to pay to boost a post if you want more than 3% of followers to see updates. It is only a matter of time before we see similar changes on Instagram and Snapchat, so they can make more money off of their platform, of which business owners are at their mercy because so many of our customers use these platforms. So dh, I’m on the laptop again tonight setting up a strategy to communicate effectively with my audience away from these social media platforms. His reply “smart”!
Here’s my how to on developing your email marketing strategy.
If you’re running an online business you already have an email list, email is how the majority your customers contact you. Import these email addresses into an email marketing system. Send your first email communication to these customers, telling them they are on your VIP list and will start receiving regular updates from you. Ask them to share this email message with others they think might also be interested. Invite them to unsubscribe if they don’t want any further emails from you. And voila, you have an email list.
The primary goal of any email marketing strategy is to do three things: attract, nurture and convert subscribers.
You do this by sending something of value with every email message. A valuable email doesn’t need to include a free download, but it should inspire, connect, educate or entertain your subscribers.
These emails are an opportunity for your brand to build trust and show your expertise. This allows subscribers to get to know, like and trust you more. People buy from people that they like. Your strategy should help your brand stay at the top of your subscriber’s mind, so when they’re in need of your product or service, they’ll remember and buy from you.
Each stage of the email marketing strategy relates to the mentioned above – Attract, Nurture and Convert.
In the Attract stage you want to create content that attracts your target subscribers and then capture their email addresses. Content is everything that you are putting out on the internet. Blog posts, social media updates, and opt-in incentives are all pieces of content that can attract potential subscribers. Your goal is to use your content to get the right people on your list.
The Nuture stage is all about delivering value to your subscribers. You should be focusing on sending high-quality content to your list on a consistent basis. You want them to expect it. This is also a good time to start training your subscribers to not only open your emails but also to click the links inside to your website, blog, event etc.
Convert -the final stage of this process is the money maker. Get your offers ready and ask for the sale. If you’ve taken the time to build enough rapport, interest and likability, you should expect a few sales.
Proceed with caution though as once you start the process of attracting, nurturing and converting your subscribers, all three phases are going to be happening simultaneously. Your subscribers will all be at different points in the cycle. It’s important to make sure your business is ready for marketing, especially in the attracting phase. Potential customers will be visiting the platforms you’re creating content for and will form opinions based on what they see. Make sure that you stay on brand, have a content plan in place and your offers ready.
I’m nearly there with my email marketing strategy, just a few more tweaks and I’ll be ready to implement it.
If you’d like to be one of the first on my VIP list fill in your details in the form here and I’ll add you.
I hope you have found this article useful. If you have any questions or comments, don’t forget to leave them in the discussion section at the bottom of this page.
If you’d like to work with Social Elucidation on developing your Email Marketing Strategy check out my Email Marketing Package here or email me at firstname.lastname@example.org or call me on 0409 884 959. I’d love to work with you!