What’s Your Email Marketing Plan?
Email Marketing Best Practices is one of the most important elements to consider in your email marketing arsenal. A value filled eBook or White Paper that motivates people to willingly give you their email address as soon as they land on your website, or blog is what action you want your visitors to take.
Drop everything you’re doing right now and come up with a plan to create or repurpose valuable, educational content that people will want to click the “Share Button,” into the form of an eBook, with an accompanying can’t live without, valuable title. Make an eBook the foundation of your lead capture program using an auto-responder platform, to capture email addresses.
It’s a Numbers Game.
You need to promote and highlight your eBook through blogging, guest posting and any participation you have on Facebook, and Twitter for the primary purpose of building links, gaining traffic and getting subscribers attracted to the topic of your eBook and blog content.
These subscribers won’t all be hot prospects, I wish it were that easy, but realistically they will generate the momentum you need through their social sharing, linking to your page, or post to their site, and otherwise supporting your continued marketing efforts.
In addition to your free eBook, you’ll want to plan on consistent communication through the use of a weekly newsletter that offers additional and ongoing value to your prospects, or already existing customer’s.
You need to build a following first and then you can start to narrow your focus to conversion.
Basic Email Capture Plan:
• Use your ESPs form building tools and place a lead capture form on every page of your website. (Don’t ask for more than name and email at this point). Place the opt-in form on the top left of your website or blog. Make sure it displays above the fold so people can see it as soon as they land on your site.
• Create an email subscription landing page – a page that describes and promotes your eBook and lists all the benefits of why a prospect should give you their name and email address.
• Create a series of emails, delivered through your ESPs auto-responder function that provides additional information on downloading the eBook as well as related topics that they may find on your blog and in your newsletter.
• Consider using a pop-up form such as Pippity for WordPress that can be programmed to bring focus to your offer in a smart ways.
• Many ESPs have “tell a friend” function that allows readers to easily email your offer to friends – use it!
• Some ESPs – Aweber specifically – have a feature that makes it easy for people to leave comments on your blog, to add their name to your email list. Finding ways to integrate your email capture campaign into other actions is essential.
• Promote your marketing campaign online and offline and start telling people about your free eBook and newsletter.
• Promote your free eBook in social networks on a regular basis.
Create a value – packed newsletter.
An e-mail newsletter or snail mail version for current and prospective customers can add value to your business and keep customers connected.
What to put in your newsletter? Include:
- Solutions to your customer’s needs
- Your message or story
- Testimonials from happy, satisfied customers
- Product or service users
- Announcements about new products and services
- Relevant article
Never add anyone to your newsletter without permission? Always ask. This medium does not give you permission to send e-mail marketing spamming. Do not spam! The potential damage to your business reputation or having your company’s domain blocked by Internet service providers is not worth it.
Your follow – through plan.
It takes at least twenty one positive connection points before a customer feels loyal to you. In today’s database world, the consumer is driven by convenience and technology. More than twenty one connections may be needed for the loyalty to be felt.
There are too many things to do and not enough time to do them. Don’t divert your focus with your Email Marketing Best Practices, get your email marketing list built. Make sure you have a follow-up message in place ready to be emailed out within one – two days after the first initial opt-in.
By: Fay B. Castro