You’ve probably been told to add an email signup form to your website and you recognize the importance of capturing incoming visitors. That is a critical first step – recognizing the need for the form. So now that you have this amazing box of wonder, what do you do with it? How do you get from this simple signup form to increasing your clients by 1000%? That’s a bit of an exaggeration, but here are some real stats that will make you focus on that little email signup form:
- 91% of consumers check their email daily (ExactTarget)
- 60% of marketers believe email marketing produces positive ROI (Marketing Sherpa)
- 66% of consumers have made a purchase online as a result of an email marketing message (Direct Marketing Association)
A good email marketing strategy converts leads to clients, solidifies relationships and creates authority through killer content, special offers and reminders.
How Do You Use Email Marketing to Create Customers?
Build The List & Capture Emails. Before you can do anything, you have to entice visitors to sign up. Here are a few ideas to get you started:
- Place your signup on different pages of your website, including the sidebar and the footer if applicable. You could even try a pop-up signup.
- Add a link to in your email signature.
- Add a checkbox to your “contact us” form for “signup for our weekly newsletter”. You can do the same with a checkout page if you have one.
- Offer an incentive for signing up, such as a coupon/deal, rewards points or raffle entry.
- If you have current customers, ask them to opt-in to your newsletter. Don’t just automatically add their email address.
- Offer a guide, educational material or white paper on a topic targeted towards your niche. Make sure it has a catchy title!
Define Your Goals & Segment The List. Every great plan starts with specific goals. When a subscriber reads your email, what is it that you want them to do? Once you choose your goal or goals, segment your list appropriately. You will want to send different email campaigns to potential customers, one-time customers, returning customers and so on. Potential email marketing goals:
- Drive in-store traffic
- Increase web store sales
- Attend an event
- Strengthen brand awareness
- Leave reviews or feedback
- Visit social media pages
- Participate in a contest
- Read blog articles or website content
- Schedule a meeting or call
- Setup an appointment
- Obtain donations
Design Email Messages & Campaigns. There is a careful science to crafting emails that get opened, read and shared. Unfortunately, it’s a science each individual businesses has to determine themselves with lots of testing and analyzing. However, without a doubt, follow these guidelines:
- Keep it short and simple – people like to scan emails.
- Design a simple, but beautiful template – no one wants to download 20 images just to read your email.
- Create a catchy headline – boring subject lines are deleted.
- Make it useful and targeted – give the people what they want!
- Be yourself – emails should reflect your brands personality
- Determine frequency – weekly, daily, monthly?
- Include a call to action – tell the reader what you want them to do.
Test & Analyze. Make sure your messages are performing – you don’t want to waste your time or money on an ineffective marketing channel. Here are a few metrics to be aware of…
- List Growth – how is your list growing month over month?
- Open Rate – do emails sent at a certain time or with a certain headline have a higher open rate?
- Click Through Rate – how many people are clicking on your call to action?
- Conversion Rate – how many people did the action you intended them to?