Email marketing strategy for your business
Strategies to grow your business through email marketing
Email marketing is essential for your marketing program.
If I were to rank marketing plan priorities for an effective digital marketing plan it would include first your website, then email, then social and search. Email is essential because your email addresses are yours, for as long as your list will allow you to send to them. Of course, they can opt-out at any time but as long as you send value added advertising and information, you can potentially keep an email contact for life which is a big deal and a big ROI and essential reason for building your email list.
Stop renting other platform's audiences and start owning your audience!
Unlike all other forms of advertising where you are technically borrowing someone else's audience, with email marketing you are marketing to your audience. That's why it's so important to build your audience and invest in the email marketing process because once you do, you have a list that you can bring new offerings and products to and build a long term win-win relationship with your subscribers.
Email marketing tactics to get started.
1) You need an email opt-in form on your website.
2) Consider adding a pop-up to your website with an offer to encourage your website visitors to opt-in.
3) Set up an account with Constant Contact to begin building your email list and creating email campaigns.
4) Design your first email offer & send.
5) Track your key metrics
a. Open rate
b. click through rate
c. sales
6) A/B testing
a. test different subject lines to affect open rate
b. test different offers
c. try different design options
7) Automation. Consider creating an automated email series that welcomes new subscribers to your list and warms leads towards sales.
8) Consistency is key. Create a schedule and monthly plan for your communications.
Samples of our email marketing work & results
Below are email marketing results from one of our clients for their one monthly email blast. This list is built 100% organically without the use of any paid ads. We implemented an opt-in offer for a $5 off coupon for every site visitor which is converting at 3.79% of site visitors opting in for the email list. In addition, we are running an SEO campaign to direct qualified traffic to the site. Our client is on our email essentials plan which includes:
1) One email blast per month to client's organic subscribers (approximately 3,400 emails) only and an automatic resend to non-openers). I would recommend at least 2-3 emails per month for better engagement.
2) An automation series of 5 emails sent to new subscribers.
3) Abandoned cart recovery email automation.
4) Key results stats.
a. 48% open rate vs. industry average of 20%
b. 3% conversion rate vs. industry average of 1-2%
c. 53 orders
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