E-mail marketing is not about attraction, it’s more about conversions and it’s important to understand this. Your list building activities are about attraction, your email marketing is about engaging your audience, making connections and building trust so they convert to clients. All marketing campaigns start with pretty much the same requirements; understanding your goals and knowing your target audience.
Attraction is made up of various events such a regular blogging, participating in social media, and offering something of value normally an eBook in exchange for a potential client’s email address. Once the prospect signs up, attraction continues with your willingness and your ability to deliver something engaging and of value to their inbox.
A converting email marketing campaign incorporates the following components.
Email Marketing List Audience Segmentation
The subscribers on your various email lists are there from a particular place or due to a particular event. They either signed up for your free item, low cost item, via social media, they are already a client or perhaps you have met them at a networking event. Segmenting your email lists allows you to personalize your messages going to your list members, which will help you convert more prospects into clients. At the very least, separate your email list members between buyers and those who have not purchased yet, and the better your segmentation the better your target marketing can be.
Compelling, Well-Crafted Content
Create content that speaks directly to your list members. Targeted, relevant, and valuable content tailored directly to the specific audience will be effective in converting the curious into a customer. Once they’ve converted, it’s important to move them to the buyer’s list and off the lead list. Content can’t be that compelling if it’s not targeted at your segmented list correctly.
Deliver Regular Content
Your audience needs to receive regular email updates from you, this is the number one failing of most businesses. Believe it or not, no matter how excited your audience was to sign up for your list, if you don’t contact them with valuable information on a regular basis, you’ll lose them and they will go elsewhere. Contact them at least weekly, if not daily, but only if you have good information to share that adds value to their life.
Frequent Tests Lead to More Successful Conversions
At every stage of your marketing campaign, it’s important to conduct tests. Test at least two versions of your headlines; test open rates; test reaction to your call to action; test your open rates. When you test something, note what can be improved upon, and then seek to improve upon it immediately. If you continuously measure and improve upon things as you move forward, you’ll make your email marketing campaign that much more successful and you’ll reap the rewards.
Continuous List Building Activities
You should always be conducting activities to build your email list with targeted audience. The more people who want what you have to offer that sign up for your list, the more likely you are to convert, them to actual clients. It’s a mathematical fact that the more people you attract to your email list, the more people you’ll attract as a client. It’s in the numbers and it’s the truth.
When you work to improve your marketing based on facts learned, when you check your metrics and test your assumptions, you will create a customer attraction email marketing magnet. You’ll convert more prospects to paying customers over time and your list will grow as if of its own, as you truly engage your target audience.