8 Essential Tips to Tap Into the Proven Power of Email Marketing
The power of email marketing is proven. If you can get into someone’s inbox, you’re quite likely to get them to purchase.
According to Hubspot, brands using email to nurture leads generate 50% more sales-ready leads and at 33% lower cost. And nurtured leads, on average, produce a 20% increase in sales opportunities compared to non-nurtured leads.
When someone sees you as a value-giver and has granted you permission to talk to them, they’re far more likely to listen.
As with anything, though, effectiveness comes through strategy. You can’t just haphazardly gather some email addresses and send them “Please buy my book” messages. (Well, you can, but it sure won’t work very well.) There must be a thoughtful, methodical framework in place for generating, warming, and converting leads.
The essence of that email marketing framework lies in these tips. Here, I’m listing 8 tips to tap into the proven power of email marketing.
1- Use a lead magnet to generate leads.
You have to create and grow your email list before you can engage and convert subscribers, right? A lead magnet is your magic ticket to email list growth. A lead magnet is a value-laden piece of content (a PDF, video, eBook, etc.) that you give away in exchange for an email address. You give value to your people; you get permission to show up in their inboxes. Create a lead magnet that offers irresistible value to your target audience (those who will be most interested in buying your book), and then promote it via all platforms–blog, social media, Facebook ads, and so on.
2- Invite engagement and respond individually.
The language of the internet is instant, two-way dialogue. An online brand is built on this type of conversation, so when you email your list, invite them to talk back to you. It’s important to request engagement (not every time, but often) through a question or an “I’d love to hear from you” sentence. Be accessible to your list. And then, if they engage with you, respond back! Be personalized. If your list gets massive, this will be a bit harder to do–but it’s worth it. Find a way to get an assistant or a team to help as needed. Your most likely buyers will be those with whom you’ve uniquely engaged.Your most likely buyers will be those with whom you’ve uniquely engaged. Click To Tweet
3- Use segmentation tools.
The best email software programs will allow you to tag subscribers based on various behaviors, such as how they came to your list, how they’ve engaged with you so far, what products they’ve bought, what emails they’ve opened, etc. Within an email program like InfusionSoft or ConvertKit, especially, the capabilities for segmenting a list based on behavior tags is amazing. You can then communicate with each segmented group based on their behavior. I highly suggest you invest in strong email software and use the segmentation tools. Doing so means your people receive highly relevant emails and feel known–which builds brand trust, big time.
4- Pay attention to the “when.”
When you email your list matters. Days of the week are significant, as are times of the day. There are a ton of resources out there that suggest which days and which times are associated with the highest open rates, such as this article from MailChimp or this blog from Get Response. I encourage you to do a little research–but remember that it always comes down to the behaviors of your unique target audience. Stay-at-home moms are going to check email at different times of day and different days of the week than are full-time professionals or entrepreneurs. Know the habits of your people through surveying and studying the backend stats of your email system. When you email matters; use the data at your fingertips to see what’s best for your specific tribe.
5- Offer value and personality before anything else.
People will open your email because of two things: the information you bring to their lives and the relationship you offer as an author and thought-leader. With that in mind, prioritize value and prioritize personality. Email consistently, and–regardless of the bottom line of a particular email–showcase value. Give, give, give. (The human need for reciprocity means they’re more likely to buy from you later if you’re super generous to them now). Additionally, be you! Develop a brand voice that’s highly relational, and stick to it. Tell stories, be funny, show your humanity. Value + relationship –> lifetime buyer.
6- Become a subject line genius.
Your subject line is perhaps the most important part of your message. That single string of words will influence whether someone opens the email, or not. Be highly strategic and creative with the subject line. Spend time crafting it and considering what your audience will want to see, what will make them click, and what other clutter lands in their inbox that you have to speak louder than. (Be different than the clutter!) Subject line strategy is an art that requires lots of data analysis. Dig into your analytics to see which subject lines have elicited the most opens–and then use that info!
7- Include a clear, one-click Call To Action.
Every email has a Call To Action: an action that you want the reader to take after consuming your content. Maybe it’s “Check out my blog” or “Hop over to my new website” or “Download this awesome freebie.” Even if you’re leading with value and giving big to your audience, you’re always asking them to do something–even if it’s something that simply gives them access to your offering. With that in mind, make the Call To Action warm, explicit, and super easy. So easy, in fact, that they can do it in one click. Use hyperlinks to direct traffic. You’ll see great results if you don’t make people jump through hoops to get there.
8- Make your email list feel special and exclusive.
Use language within your emails that communicates exclusivity and community, for example: “Welcome to the Chadwick Cannon Agency family!” or “Our crew is pretty awesome, and we’re so glad you’re here.” Let the know they’re part of a group–and a group that is special and privy to value and secrets that outsiders miss out on. Be vulnerable, share sneak peeks, offer “behind the scenes” access to new products or initiatives. We all want to feel that we’re a part of something and getting special attention. Strategic lingo around this idea makes all the difference in brand loyalty and engagement.
A final tip (I’ll give you a #9, just for the fun of it!)…
Be consistent. I see too many authors fire up the email campaigns around the launch of a book, only to grow silent during the months (or years!) in between book launches. Your email list is like a relationship; it withers without proper conversation and time spent together. Keep up with your list and offer great value all the time, not just during product releases. It doesn’t have to be daily, or even weekly. But at least biweekly, send ‘em a little something. Your blog, a special goodie, a tidbit of wisdom. Building the relationship will pay off big-time.Your email list is like a relationship; it withers without conversation & time spent together. Click To Tweet