Email marketing has been a part of business since the early days of the internet. Many businesses fail to implement its effectiveness in making sales.
Creating an effective and impactful copy for your emails is one of the most important parts of your marketing plan.
If you’re trying to decide if you should spend time creating all those emails, consider this:
- The number of people using email is set to grow to 319.6 billion by the end of 2021, according to The Eradicate Group.
- HubSpot reports that people with active email accounts had grown to 5.6 billion by the end of 2019.
- 9 out of 10 marketing professions say email is important or very important to their own business, according to a study by the Direct Marketing Association.
- Forbes reports that emails produce 50% more sales as compared to other marketing practices.
As these figures clearly show, email is essential and to be expected in your marketing plan. But with the abundance of businesses sending emails, your content needs to be of the best quality and impactful to get conversions.
Of course, the first step is to create a compelling and irresistible free offer to get people on your list. Then you need to create emails that will be effective in bringing in the money from your offers.
There are different types of emails for different situations. There are welcome emails, promotional emails, new customer emails, client or lead engagement, cold list re-engagement, emotional trigger emails, special offer emails, new product or launch emails and many other types.
How do you know where to begin or what type of email to send?
In this post, we’ll show you where to begin with the basics of creating high converting emails.
Let’s get started.
Setting The Email Goal
Now that you know the importance of marketing with email, you might be at a loss as to where to begin. Like almost everything in business, it begins with a goal of what you want to achieve.
First, we’re going to assume you’ve created your lead generation materials and have started gaining a targeted list of subscribers. If not that’s the first step. Here’s a quick list of the steps you need to take.
Create a freebie for people to receive when they sign up. Have a way for subscribers to sign up. This can be an exit popup on your website, a static landing page or any number of ways to for subscribers to sign up. You also need some sort of email service such as Active Campaign or Aweber.
Now let’s begin creating our goal for the emails.
Before you send out just any old email, first determine what the end result is you want the email to achieve. Is it to get someone to purchase something or to open the email and connect with you? Is the goal of your email to create better click-through rates?
Typical goals for an email might include:
- Getting freebie seekers to become first-time buyers your service or products.
- Increase conversions by a certain amount in a specific amount of time.
- Getting cross-sells and upsells from current purchases.
- Increase click-through rates.
- Building more engagement from current clients or customers.
- Build more relationships for your community.
- Getting feedback about your business to make improvements.
For each email, understand who’s going to receive your emails and what they want to get out of it from you.
Ask yourself these questions to define your email goals:
- Where are you right now? Check your open rates, click rates, unsubscribe rates, conversion rates or your spam rates.
- What action do you want the reader to take? This helps you tailor your content to get them to take the action you want. If it’s to read an article, for example, then let them know why the article will help them.
- Who will be receiving the email? Know which segment of your list will be receiving the email, so that your copy, images and everything in the email speaks directly to that potential group.
- How will you get them to say “yes”? Decide what you are going to promise the readers so that your email helps them be the best version of themselves with your service, product, or information.
Think about why your reader initially signed up. Ask yourself these questions:
- How can you over deliver on that?
- What do they want from you? From your business?
- What questions do they have about your niche?
- When do they need to hear from you?
- What emotions can you evoke in them?
- What are the next steps for them as your subscriber?
Now create a plan around the answers. Include the topics you’ll regularly write emails about, schedule email blasts in your calendar, and what areas people need support, guidance or encouragement.
When you know what you want to achieve with the email you can determine what type of email you want to send out and when it needs to go out. Spend the time setting your marketing and conversion goals before you begin the writing process.
When And Why Use Email
It’s a good idea to know when and why you are sending out an email. Most people who sign up for your list do so for a specific reason. And those who have been on your list for a while fall into different stages of interaction with you.
Some subscribers are loyal and open all your emails. Others have gone cold and need persuasion to begin engaging with your emails again. Some have joined you for a specific product or service you offer and only want to know about those.
You can tell what type of emails your subscriber wants by who they are and what they do when they come to your site. This can also help you understand when to send specific emails.
- Browse around, add some things to their cart, then leave: The Abandoned Cart email is triggered.
- Enthusiastically subscribed to your list: Perfect time for the Welcome email.
- Are a long-time loyal customer: Reward them with an anniversary email. These can be Milestone emails or Special offer emails.
- Post Purchase emails to new buyers who have purchased something form you. These Confirmation emails are the first ones your new subscriber gets from you. It tells them about your business and your values, helping you begin building a relationship with them. It’s also a great time to give them options to see your other products.
- Emails to boost engagement with your business and content. These can be Promotional emails that try to make an initial sale or promotes your new webinar.
- Re-engaging cold subscribers. This email tries to get subscribers who haven’t been active to take some sort of action. These can be Review Request emails or Persuasion emails.
- Nurturing your existing subscribers. These emails are the relationship builders. They provide value to the subscriber. Use Nurture emails to keep in contact and build communication with your loyal subscribers. These can be Newsletters or Curated content emails.
- They are interested in a specific subject or product you offer. Here you would be segmenting your subscribers with targeted emails. Segmenting allows you to send emails that specifically target a group of subscribers. These can be New Product Announcement emails, Nurturing or Promotional emails.
Sending emails at the right time and for the right reason keeps your list engaged and converting.
For example, if you’re promoting a sale or affiliate product that ends soon, send out an initial email a day or two before the sale starts, then one every day or two and finally send one in the morning and one in the evening the day the sale ends.
This keeps you in front of them and helps remind them to take action.
If you want to know more about building and nurturing your email list, check out the featured resource below where you can get a free report about simple list building to expand your knowledge further. If you do download it, please read it and take action and good luck 😊