Email is one of the most powerful and most underutilized marketing channels available on earth. It has been the primary means of electronic communication since the 1970s. Since then, numerous bulletin board services, instant messaging services, chat services, social networks, and other “email killers” have come and gone. Yet email continues to serve as the core communication platform of the Internet — and it’s only growing. Between 2018 and 2021, the number of email accounts in existence worldwide is expected to grow from 6.32 billion to 7.71 billion. Currently, more than 3.7 billion people, or nearly half of the world’s population, have access to email, and more than 3 billion non-spam emails are sent and received every hour of every day of the year.
Despite the widespread use of the digital juggernaut that is email, many entrepreneurs have yet to implement an effective email marketing strategy in their business because they don’t know how to do it or haven’t recognized how powerful of a marketing channel email can be. Email Marketing Demystified hopes to change that by providing a step-by-step guide for any business (or nonprofit) to leverage the power of email marketing.
Why Email Marketing?
Email provides you the opportunity to send a message to your audience for any purpose on any day of the year at effectively no cost to you. This is an incredibly powerful communication channel. When you do email marketing well and send the right messages to the right people at the right time, you are certain to build an audience of highly-engaged fans that can’t wait for your next message to hit their inboxes. Additionally, they are ready to buy whenever you have a product or service to promote.
There are several compelling reasons that your business should adopt email as a marketing channel:
1. Email Marketing Generates Massive ROI.
A study from the Direct Marketing Association found that a business will earn an average of $43.00 for every $1.00 invested in email marketing. In a study from GigaOm, marketers have consistently ranked email marketing as the single most effective strategy for generating awareness, acquiring leads, generating sales, and customer retention.
2. Email Marketing Generates Long-Term Results.
MarketBeat first started collecting opt-ins in late 2010. Nearly a decade later, a good number of our subscribers that signed up during the first year continue to read our content, engage with our advertisers, and buy products and services from our business. Your email list is a long-term asset that will generate revenue and social capital for your business for many years to come.
3. Most Customers Want Email from Businesses.
A study from MarketingSherpa found that 72% of U.S. consumers say email is their favorite way to communicate with the companies that they do business with. 61% of consumers reported they like to receive weekly promotional emails from their favorite brands, and 28% of consumers want to receive promotional emails more frequently. Additionally, 70% of consumers say they will always open the emails from their favorite companies, and 95% of people who opted in to receive email from brands say that the marketing email they receive is either somewhat useful or very useful.
4. Email Marketing Dramatically Outperforms Social Media Marketing.
A study from McKinsey & Company found that businesses are 40 times more likely to create a new customer from email marketing than they are through social media. Another study found that 66% of marketers believe email marketing delivers a “good” or “excellent” ROI, while only 41% of them said they feel the same way about social media marketing.
5. Email is Ubiquitous.
Nearly 87% of the population in the United States has Internet access in their home, and 95% of consumers use email. You just don’t have to worry whether or not any of your potential customers have an email address or not.
6. Email is a Resilient Technology.
An email has effectively existed in its current format since the early 1980s. That was 15 years before most homes had a personal computer and Internet access, and 25 years before the first iPhone was released. Despite the world’s massive amount of technological progress and the proliferation of personal computers, smartphones, and tablets, the technical specifications for email have only been updated a handful of times in the last 30 years. While other communication technologies have come and gone, email continues to withstand the test of time. When you invest in email marketing, you know that the medium won’t be replaced by a bigger and better thing a few years from now.
7. Email Marketing is Federated.
When you build an audience on Facebook, YouTube, or Instagram, you are totally at the mercy of the whims of a company whose best interests are not aligned with yours. You could put a lot of time, energy, and money into building an audience on a particular platform only for that platform to change the rules in such a way that kills the profitability of your campaign. That will never be the case with email because no one company has control of the technical specification for email or control over the technology infrastructure that allows email to be delivered to the world’s six billion inboxes.
Email marketing continues to be one of the most effective and most resilient marketing strategies for both digital businesses and brick-and-mortar companies. It’s hard to match the potential ROI offered by email marketing, and you can rest assured that your email marketing efforts will continue to generate revenue into the future.
Is Email Marketing Dead?
Every now and then, a technology expert or a journalist will come out and declare the demise of email. In 2009, technology columnist John C. Dvorak argued that email is dead because of spam, competing for social media platforms, security problems, and a number of other issues. In January 2014, Facebook co-founder Dustin Moskovitz declared that the world had reached “peak email” and said that the business world would quickly move to other platforms. Inc.com Contributing Editor John Brandon wrote in April 2015 that email would be obsolete by 2020.
While claiming that email is dead or dying makes for good clickbait, such claims aren’t in line with reality. Email serves as the core communications platform of the Internet, and email usage is only growing. The number of worldwide users is expected to grow from 6.32 billion in 2018 to 7.71 billion by 2018. Radicati expects the number of worldwide email accounts to grow by 22% between 2018 and 2021. Every major online service in the world, ranging from social media services like Facebook and Twitter to e-commerce stores like Amazon and Walmart, requires you to provide an email address to do business with them. Email is deeply ingrained into the fabric of the Internet and won’t be brushed aside by a competing service anytime soon.
Why Do You Need the Email of Your Potential Buyers?
Simply to make email marketing, that is an essential piece for your online marketing ecosystem. You have to make email marketing with specific software with which you can send automatic daily or weekly or whenever you want emails to your list of potential customers in order to increase the probability of convert part of them in clients.
First of all, the most profitable software in the world with which to make email marketing is AWeber. Why? For a lot of reasons, but one is the most important in particular: the deliverability rate. You have to know that it exists a lot of software on the market, but they all have a little problem with the deliverability rate. This important parameter defines in what percentage your emails end up in the inbox of your recipients. And AWeber has the highest deliverability rate on the market.
Why is it so important? Because if your emails don’t end up in the inbox, then they finish in spam and it is a very big problem because people NEVER read your emails if they finish in the spam and you can say hello to your email marketing and your possibility to increase customers and sales. Having said this, I want to give you also some advice on how to do email marketing in practice.
We’ve already talked about the fact that the most important phase of marketing is the second one, that is the educational one, and we’ve also said that you have to create a lot of contents (video and written contents) but you don’t need to produce different contents for different social networks. So, you can create a series of, for example, 15 emails already ready that you prepare in your AWeber account like 15 autoresponders that your subscribers receive one per day in the first 15 days immediately after they subscribed to your list; and then you can continue sending your fresh contents every time you have a new one to show and publish to your audience, like broadcasts.
These are the 2 secret to a long-term profitable email marketing:
- Send broadcasts with new content every time you have a new one.
The Main Targets of Email Marketing
- Sending the emails to the inbox
- Making the leads-customers and customers-customers repeated
- Keeping you in direct contact with your list of potential buyers
- Don’t make the emails seem usual advertisements, but something very personal.
How Often to Send Emails?
If you can produce content per day, be it a video or a live video or an article or any resource you want, then it is better to avoid sending an email a day because anyway, in any case, your educational marketing will be equally very powerful and profitable.
An excellent strategy, when you make a live video a day on Facebook or YouTube or on Instagram or on all 3, is to send the notice by email a few hours before you go live.
However, until you have a good level of engagement on the different channels of your ecosystem, it is good and fair to send an email a day. How long? I’d say one email a day for 3 weeks and then start sending one every 3 days.
Do You Have to Sell in Every Email?
Another very common question is if it is necessary to sell in every single email or if it is necessary to insert a link to a sales page or something similar.
The secret is to continue to educate your contacts to the selling, so to purchase your products or services through your daily or weekly contents, but this does not mean that in every email you are obliged to insert a sales pitch. People don’t really like being always sent back to make a purchase, they like valuable and free information, so you have to find the perfect mix of these two things in order to be successful with your email marketing.
Try to Avoid while creating Email
- Being boring and uninteresting
- Bringing down the attention of your readers in the short-term
- Seeming economically desperate; Font too small and too ugly
- Doing clickbait things with the object of your emails, do not create too much hype if then the content of your emails is not even worth the time of reading them
- Emails seem too promotional and make you feel like a seller, emails should be as sober as possible
- The subject of your emails doesn’t have to be a title with the initials of each word all in capital letters, You Don’t Have To Do Something Like This Even If They All Do It Because In Reality, It Doesn’t Work
- Inserting emoticons in the subject of your emails, sobriety is and will always be what attracts the most
- Making your emails seem general and intended for everyone, they must be PERSONAL (like you are writing a message on WhatsApp to your friend) if you want to make more customers also through email marketing.
Email Marketing Techniques
Email Marketing has been one of the best ways to profit online and for good reasons. Even search marketing with all the hype in the world can’t even compare to email marketing and that speaks a lot. And one reason email marketing has been very successful in that it has so many techniques that does so much profit.
With this, I am going to list out 5 of the most profitable email marketing techniques of all time for you to learn. The 5 Techniques are:
- Biscuit Techniques
- 3-Days Technique
- Story Telling Technique
- Bridge Technique
- Sales Page Technique
1. Biscuit Techniques
- In the first email give value (give the biscuit). In the first email you don’t have to add any link to any sales page about any product, you have only to focus on giving them value. In the second email SELL (take the biscuit).
- In the second email you have to build up, so you have to close the circle: value + selling. Advice for this technique: say at the beginning of the first email that you are going to give only value without selling nothing.
2. 3-Days Technique
- In the first email you try to sell one of your products.
- In the second email you try to sell the same product but with a different angle.
- In the third email you try the last time to sell the same product with another different angle. Basically, it can be more than 3 days because you can have a full-bodied catalog of products to sell, so you can continue with other products, but always respecting the basic logic.
Step 4) in the fourth email you try to sell a second product of your catalog.
Step 5) in the fifth email you try to sell the same product of step 4, but with a different angle.
Step 6) in the sixth email you try to sell always your second product, but with another different angle.
Step 7) in the seventh email you try to sell a third product or service of your catalog.
Step 8) in the eighth email you try to sell again your third product, but with a different angle.
Step 9) in the ninth email you always try to sell your third product, but with another different angle; and so, and so on, and so on.
As you can easily understand, you have to continue until you finish your entire catalog of products or services. In fact, this technique is very powerful with brands, companies, or businesses that have a lot of products to sell, and generally, these are emails both with value and selling where testimonials are used a lot.
This is the best method through which to make up-sells and down-sells because the fulcrum is based on the possibility to sell a product in 3 different ways.
3. Story Telling Technique
- In the first email you tell your subscribers the first part of a story that it can be your story or the story behind the creation of a specific product or whatever you want, but it must be an interesting story that keeps readers on thorns.
- In the second email you tell your subscribers the second part of the story.
- In the third email you tell your subscribers the third part of the story.
- In the fourth email you tell your subscribers the last part of the story that it must finish with the purpose to sell a specific product or service and this selling final it must be strictly related to the story.
Bits of Advice for this technique: first of all, storytelling doesn’t mean to tell lies in order to sell because readers know, and you will immediately lose credibility from your audience. Second: you can write a long and incredible story on a word file and then you can divide it into 4 parts.
4. Bridge Technique
This technique is based on the concept of creating a self-referential system in order to let know your readers that you have a lot of channels in which you publish your content. In this way, you can make them decide their favorite channel where to be educated to the selling with your follow-up.
In this technique, every email doesn’t sell, but it puts off on a video or an article or a post or any resource that does it.
5. Sales Page Technique
It is an email; a sales letter that is very long that sells following these 6 guidelines for its ideal and strategic construction:
- The first step is to talk about the big idea.
- The other choices must be invalidated.
- You have to instill fear and to agitate the problem in the mind of the reader.
- You have to invalidate all that remains to be invalidated.
- You have to destroy the price saying for example that the price of your product should be 10 times higher for the very high value that returns to its consumers.
- In the end, it has to come to a direct sale, then a button that refers to payment methods.