You have potential customers. They want your products. How are you going to get it to them? Email.
…you are 6x more likely to get a click-through from email than you are from Twitter.
The Key Points Of This Post
- Email marketing is KEY to automated sales
- It’s 100x easier than you think
- Don’t get confused by all the tools
Simply Growing Your List Isn’t Good Enough Anymore
Sure, it’s important to have growing lists. But that isn’t enough.
Email marketing is not just about growing a large database of email addresses and leads. Thinking like that is only going to lead to disappointment. “There’s money in the list” is a common statement among internet marketers. But the truth is that you need to nurture and look after your database. It’s not about the size of the list, but about your relationship with the people in that list.
Times Have Changed
Email marketing isn’t dead, emails are still THE way to talk to your leads and customers. People look at SEO, social and PPC as the three most powerful ways to find customers. But every one of those platforms is owned by somebody else. Facebook could turn around tomorrow and totally change how businesses promote on Facebook.
You own a database. You own your list of leads and customers. You can talk and communicate with them however you want. With cheap software like MailChimp and Active Campaign, you can automate your conversation with customers and convert them into sales.
Customers READ Your Emails.
If you’re worried about spam, just think about what spam is. Unwarranted and unwanted, non-helpful and invasive emails. Are you planning on sending those types of emails? I hope not.
If I got an email every hour and each time I opened it, I made $1, I would BEG for those emails to come through. If I got an email every month and it was just trying to sell me something, I’d get bored and probably unsubscribe.
Think about how much value you want to send to your list. Deliver that value.
72% people prefer to receive promotional content through email, compared to 17% who prefer social media
There Are Easy Ways To Get Things Wrong
Mistake One: Not building new leads
Your approach to building email marketing needs to have an email and lead capture process. Although success requires more than just building your list, actually building it in the first place is foundational.
Its so important to find and capture more leads and emails because it gives you a better idea of what people want. For example, some of our lead magnets just don’t convert traffic into leads. Whereas others capture emails like crazy. We then have proof that people are looking for certain solutions or messaging that connects with them.
Mistake Two: Not Using The List You Already Have
No list is too small. If you have people interested in hearing about how you can add value to their lives then you should be in conversation with them.
Do you have five people on your list? Those five people gave you their email addresses because they want to hear about what you can offer them. There’s nothing embarrassing about that.
You need to start early and get your message out there as soon as you can. If you don’t, two things are going to happen:
- Your list is going to forget who you are. If you decide to email them when you’ve got 100 people, the original subscribers will have long forgotten about you. When you do email them, you’re never going to get a return from them.
- The reasons to start are never going to be compelling enough and you’ll never start. Is 100 people enough? 1000? If you’re unsure of what to do now, why would you be any better in 96 subscribers time?
Bite the bullet and start talking to your list now. Learn from your mistakes early and grow your database before emailing larger lists. Your list doesn’t know they’re only 4 people. Start talking to them now and get used to the process.
Mistake Three: Sending Dull Emails
The worst sin you can commit in email marketing is BORING emails. Truly, nothing gets people to unsubscribe, forget or plain hate you than a dull email.
Stay away from standard subject lines and email headers. Say interesting things, be different and make it REALLY clear who you are and who is sending the emails.
If you honestly don’t think your emails are worth a $1 in value – don’t send them. You’d be better off writing an open letter to your list, telling them what you’ve done this week and the blog articles you’ve read, than just sending blog posts via email for the sake of it.
How To Win At Email Marketing
Now we know the biggest mistakes. So how do we get it right? How do we end up knocking it out of the park?
Value stack emails
What is true for the people in our lives is equally true for our partners in email conversations: People like us and want to hear more from us because we add value to their lives. We don’t give BS to our friends. We give generously.
And, as in life: when you give to people then they give back.
Value stack emails are a method of layering up or ‘stacking’ the value that your community gets. If they sign up to a guide on investing in fine art, then make sure the following emails that they get are based around making great buying decisions.
Create blog articles. Make videos. Present curated content from third party sources. The deeper the variety of your sources, the better. It’s a safe bet that if someone wants information on a topic they are deeply interested in then sending them more content on that topic will affect their perception of you.
Eventually, you’ll want to move them into other silos. Ask them what they want to look at next or think about the next logical step. For example, people interested in fine art investment are also interested in long-term care of fine-art products. So reach out to them and see what they want help with next.
When you take this approach you are giving valuable content. You aren’t pushing to make a sale. You are letting your community know that you (and your business) are likeable, trustworthy and generous.
Lets assume that the people getting your emails are normal human beings and they haven’t opted out after getting a stream of fantastic value. At this point they like you. They know you are trustworthy. They know that you understand who they are are and what they want.
So it’s natural to offer them an investment in your product.
Let them know that there is a natural next step. If they’ve been avidly following your steady drip of emails on, say, taking great photographs then let them know about your pricing on lenses.
Just to be clear: you want to offer the natural next step.
Smarter Sales Emails
People get wound up with sales emails, they think that they’re hard to create. If you sent an email with a massive button saying BUY NOW and a price, you’ll still generate some sales. The problem is that you’d need to have a larger list to make it worthwhile. What we want is more sales from a smaller list.
That’s when smarter sales emails come into play. We use the messaging of “if you’re serious about photography then you need to check out our lenses.” After a period of time when we’ve been sending value stack emails, we then send a sales email asking they want to take it to the next level.
Next stage emails
The people on your lists are going to be at different stages in their relationship with you. Some of them will be new leads. Some will have been reading your list for a while. Some are customers, others have just bought one product.
How do you move people to a more profitable customer status? If they’re all at different stages, surely an email newsletter once a week isn’t going to cover it all?
This is a challenge best address with Marketing Automation.
MailChimp has great automation options. If you’re looking at more complex products, that are all about offering epic automation you can check out InfusionSoft, Active Campaign, Marketo and (our favourites) Mautic.
But before looking at the tools we have to know how marketing automation basically works.
Let’s take a core product customer for example. They’ve just bought something from you. And you want to grow that relationship. A great way to start is with the cross-sell. For example, if we take someone buying a flat-screen HD TV. Once they’ve bought it, you’ve got a range of options to help them “get the same results”. Items like insurance coverage, wall mounts, HDMI cables and so on.
My favourite example of a cross-sell done right was our accountant. After I got them to take a look at our tax returns for the year, they asked us “if this was a real headache for you, why don’t you sign up to our cloud accounting software? It’ll take care of everything on automation”. We signed up immediately because I understood what the benefit was and had a good relationship with my accountant.
Amazon shows this automation off best with their recommended products. They have an automation trigger set up that sends customers an email with products in the same categories. Or, with similar purchasing habits.
Without a doubt our favourite email is a sales email. There’s something really exciting about writing and crafting an email that could generate sales on automation. We have had customers ask us “but what if we don’t have a list?” and that’s fine. We totally get that, but we’ve found that usually they DO have a list, just not all in one place AND it’s never too late to start.