Once you are done with your Welcome emails, you start sending your main campaign.
There is not much point in asking your visitors for their email address if you don’t have a strategy to do something useful with it.
Email drip campaigns and email marketing give your website the best shot at turning cold visitors into hot clients.
Your email is part of your business strategy just like your blog is. It’s a far more intimate medium than your blog.
What type of content do you share in your emails?
Are they the same or different from your blog posts?
What I noticed is that a lot of supposedly smart people were using their newsletters just to notify of their latest blog post and about their “I don’t know who you are but you have 12 hours until this offer expires, pay now” emails.
I subscribed to one newsletter from a guy that has tens of thousands of newsletter subscribers and he makes $150,000 a year from his blog…
And the first email I got from him was little more than ‘Buy this now or you’ll miss out’ and ‘Hey check out this post I wrote on…I think you’ll like it! (Link Here).’
I will attempt to summarize the differences between the two platforms.
Anyone can stumble into your blog posts and get to know your blog, whether from search engines, social media, etc. To receive your emails, however, they must have elected themselves to do so.
This is an important difference. Many times it is easier for your readers to look up a blog post than to search for and find an old email.
Each week, you can write a message that will show up in the inboxes about what’s going on with you.
It may have a personal, short intro—then excerpts from recent blog posts and links to the full posts on your website and other websites.
Your newsletter could become a one-stop-shop for your readers to know everything that’s going on with your business and your niche.
You can remind your tribe of expiring offers, Black Friday deals, special items you put up for sale…
Before you lead them up to a sale, you need to be asking for micro-commitments.
Get them to reply. Get them to click on a link. Fill out a survey.
Get them to take action. Give them a small task to perform that will improve their website.
Your audience needs to get used to giving back to you too and this starts with tiny steps.
It’s easier to ask for the sale once they get used to giving and responding back to you.
In general, people process information better in smaller chunks.
Blog posts tend to be deep and long, emails are short and sweet.
Some people do write 1,000-word emails… but your subscribers need to be set up for it.
Conclusion: You need to work out the roles of email, blog post and each content medium within your marketing strategy.
Have your open rates suddenly plunged to single digits without warning or explanation? Don’t panic! Your subscribers still love you. They simply didn’t get a chance to open your newsletter. Why?
In 99% of these cases, your plummeting open rate is a result of your newsletter accidentally ending up in that nasty place we call the junk folder.
Your subscribers want to open your newsletter, but they need to receive it first.
Believe it or not, spam filters are your friend. Unsolicited emails, commonly known as spam, are a huge problem. There are over 200 billion emails sent on a daily basis and 59% of those are spam!
You don’t want all those bad emails competing with your valuable newsletter in your subscriber’s inbox. That said, spam filters are not perfect and often flag good emails.
A spam filter is basically a program that uses various criteria to determine if an email is spam. Some of these protocols focus on different aspects of the email such as:
It’s perfectly fine to send emails to your friend or colleague from domains like @gmail.com, @yahoo.com, @hotmail.com, etc. However, when it comes to bulk email delivery, it is not a good idea.
You should always send newsletters from your own domain.
You should also avoid making frequent changes to your “From” field names, and don’t use strange names like “email@example.com”. Use clear and reliable names like “newsletter@”, “support@”, contact@”, or “feedback@”.
The best approach is to personalize your address using a real name, e.g. firstname.lastname@example.org.
Domain authentication is a method to legitimize your bulk sending domain with your provider so they can send emails on your behalf. This helps spam filters tolerate your bulk mailing and validates your domain.
Never use purchased lists!
Purchased lists are like ticking time bombs. Sooner or later they will destroy your reputation. Filled with non-existing email addresses and spam traps, they quickly inform mailbox providers that you like to break the rules by sending unsolicited emails.
Your messages will end up in junk folders. Even worse, you may be marked as a spammer.
This is the list of spam words that may trigger spam filters.
Context also matters. Spam filters have become more sophisticated over time and can now analyze the context in which you use your words.
Of course, if you need to write to prospects about internet marketing, it’s quite a challenge not to use words or expressions like “traffic”, “marketing solutions” or “ sales”, just use them carefully, and find ways not to use them in a possibly suspicious way.
Generally speaking, the goal of a so-called email ‘drip campaign’ is to turn a subscriber into a customer.
The money is “in the list”, but how do you do it? The people telling you to build a list rarely give you the actual strategies you need to ensure that list is successful.
Sure, you need a list. And sure, you need to provide valuable content. But how? What kind of messages, what kind of hard and soft sells should you be using to convert readers into real sales?
The basis of sales to your email list is value and relationship. You won’t make a single cent if you can’t create and present value. Your readers are REAL PEOPLE who need REAL MEANINGFUL INFORMATION and they need to find something in every single one of your messages that they can remember as being useful to their
Did you know that 95% of your audience or subscribers are not ready to buy, but 70% of them will eventually buy from you?
Your purpose is that those 70% will come to you when they’re ready to buy.
But a lot of marketers completely neglect the people who don’t buy the first time, assuming they don’t want this product.
And then they shift to focus on new subscribers.
But what you need to do is continue be top of mind when it comes to the topic of your product…
You need to position yourself as someone with authority and experience in the topic of your product… as someone who cares about teaching that topic.
This is how you nurture your audience with content.
Now, what about the people who’ve already bought from you?
What do you do with them?
The probability of selling to a new reader is 5 to 20 percent, while the probability of selling to an existing customer is 60 to 70%.
It’s also six to seven times more expensive to acquire a new customer than it is to keep a current one.
A customer buys from you because it’s from YOU. They trust you and they remember the experience they get by buying from you.
Therefore, you have to create a product range where they can come back and buy from you again and again.
Why should you clean your list regularly?
1. You’re paying for every subscriber on your list and the cost can add up quickly. Why pay for those who don’t enjoy being on your list?
2. Every time you send an email, you have a sender score with the email providers such as Gmail. If more and more of your emails don’t get opened (because of your inactive subscribers), your sender score decreases and give a signal that your emails aren’t valuable (spam). When this happens, they stop delivering your emails to the inbox of even those subscribers who are opening your emails.
In e-mail marketing, their attention is directed to your offers with a frequency.
Is your free information content related to the topic of your product? If not, you are going into the wrong direction…
Have a goal, and focus on moving recipients towards that goal.
Would you like to have all your emails opened by your subscribers?
The secret of an email series is the following: The whole sequence is like a big story. The individual emails are the episodes.
This is how you engage your customers.
A good email sequence needs to be longer – why not just create a year-log series of emails?
The call to action, or CTA, is what you want the recipient to do as a result of reading your email.
Every email you send in your campaign should have these two things.
Every information-type email should contain one short paragraph to soft sell a product related to that day’s message.
If it is not in the email, it should be in the blog post that is linked to.
This is very important to your bottom line.
This is the basic type of email to include in your sales funnel sequence.
The content of these depend on the lead magnet around which you’re building your funnel.
If it’s an email course or challenge delivered over the course of X number of days, those emails will make up your value emails.
If delivering your lead magnet in a single email, find other related blog posts or videos to add into your sequence.
Some points to make sure you’re creating engaging value emails:
You want at least three value emails in your sales funnel sequence.
To prepare your subscriber for the offer you’re going to make in your sales funnel, use pre-sell emails.
These talk about your product and show your offered product in use (and the results it gets) without making an explicit offer to them to sign up or purchase it.
However you will add two or three links to your offer within the email as you mention your product or service.
The key to making these emails successful? Great value. You’re still teaching something.
You’ll want a couple of these emails before you make the offer.
There will likely be people who will purchase your offer right away from these emails, so include a rule that removes them from your email sequence once they’ve bought your offer, or do it manually if your email service provider doesn’t have this ability.
Too much free value can be harmful. Continuous free content doesn’t inspire action or commitment from your audience.
Your sequences have to give your readers a taste… give them enough so that they come back for more.
What should you put into your free stuff and what goes into your paid stuff?
The reason and the outline solution could become your free stuff and the how to do is your paid course or ebook.
Most people don’t open every single email.
These are the most important ingredients to get your emails opened:
So the not so secret funnel formula is
When you are new to email marketing, this could be a big task.
There is an email marketing template pack with: