Are you using email as part of your online marketing strategy?

By Jason Hulott | Email Marketing

Emails are still a great way to market, and they will remain effective as long as people use email. Social media may be growing in popularity as a way to communicate, but checking emails is still an essential activity for most people on a daily basis.

The first question to ask yourself with email marketing is whether you should be using it. Some of the reasons why it can be a great idea to market with emails include:

  • build a list of targeted subscribers who you can reach to at any time;
  • use emails to engage your subscribers;
  • have full control over when and how you reach out to your audience;
  • emails are measurable and you know exactly how many opens and clicks you are getting;
  • you can split your list into groups to target them even more exactly.

Okay, so now you know why you may want to use emails, how should you go about it?

Create a compelling landing page

The first thing you will need to do is grow your email list, and that means setting up a landing page to get subscribers.

Your landing page should have the one sole purpose of encouraging people to sign up to your list. That means the only action you want is for readers to fill in their email address. For that reason, do not include links to anywhere else, get rid of the navigation menu, and focus everything on encouraging sign ups.

The copy should also clearly express the benefits of signing up. What is in it for them? Will they get the latest offers first? Will they get access to your free course? Will you send them a free sample?

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Experiment with pop-ups

As well as having a dedicated landing page, you can also encourage opt-ins elsewhere on your site. This can include at the top of the home page, at the end of blog posts, and anywhere else you want.

One of the options to try out is pop-ups.

These have to be used carefully because they can be very annoying if used incorrectly. But they can also give your sign-ups a huge boost, so it makes sense to try them at least.

Some pop-ups can be set to appear after the visitor has spent a certain amount of time on the page or scrolled down a certain distance. These can often be more effective because the visitor is more engaged with your site before you ask them to sign up.

Test and test again

No matter how you encourage people to sign up to your list, make sure you test your different methods. Create different versions of your landing page with different headlines, sign-up forms, calls to action, and more. Change the copy on your pop-up form and test the results.

Keep trying new things, and always attempt to increase your conversions to ensure you are maximising the amount of people who join your list.

Write enticing subject lines

Once you start sending emails, make sure you spend a lot of time working on your subject lines. After all, if the subject lines are not compelling, the emails will not get opened.

As a general rule, you should try to keep your subject lines short. This is more important than ever these days now that many people open and read their emails on their mobile phones.

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Try to also put the most important words at the start of the subject line, as these are the ones that most people will see first.

Make sure each email has one aim only

One of the most important things to remember with your emails is that each one should only have one purpose. This may be to follow a link, to visit your store, to download a report or to share your content via social media.

If you try to accomplish too much in each newsletter, you may end up making them less effective.

Use emails to market your business today

Using emails for marketing is quick to set up, affordable to carry out and the results can be excellent. Just keep the above information in mind when you set up your campaign to ensure you are getting the most out of your emails.


About the Author

Jason Hulott is Business Development Director at Digital Marketing Specialists, Speedie Consultants. He is Google Partner certified. His role is to identify and implement traffic generating and revenue increasing ideas for our client base.