When creating an electronic mailing list, it’s not all about size. It is not simply a matter of throwing every technique you can at it in the hope of getting the maximum number of e-mails. While you might be able to get more subscribers in the short-run this way, in the long-haul this will actually create more problems. Read on and we’ll look at three common mistakes that many marketers will make in a bid to quickly swell their numbers.
Giving Away the Wrong Freebie
Giving away freebies as incentives is a great way to encourage more people to sign up but it can also create problems. In particular, if you give away something that is ‘too good’ then you can attract subscribers who are only interested in getting free things; good luck getting them to pay for products later on!
On the other hand though, if you give away an ebook or report that is sub-par, then you’ll risk demonstrating to your subscribers that you don’t deal with quality. Again, good luck getting them to buy from you later down the line.
Not Getting Targeted Subscribers
Similarly problematic is not trying to target your subscribers. In other words, if you are giving away a product that isn’t in your niche, or if you are attracting subscribers from a random source, then they won’t be your target demographic. A list of random e-mails is no more useful than a solo ad, so do try to find people who will actually be interested in what you have to say. Better yet, try to develop a relationship with them first via some content marketing.
Doing Everything Yourself
Many marketers want to do everything themselves as a way to save money. That and your typical entrepreneur is naturally a control freak. But by doing everything yourself you will not only waste valuable time but you will also risk doing a worse job than a professional would have done. Need a landing page written but can’t write? Then consider hiring a writer. Need a web design made but don’t have the eye for detail? Hire a designer.
Just as important is to use the right tools. Things like OptimizePress and UnBounce can drastically simplify the process, so don’t stubbornly try to do it all in notepad.
Avoid these three mistakes and your list will grow faster and be much more relevant as a result!
Companies spend a whole heap of time and money trying to consolidate data on their customers. For me, one of my personal objectives is to grow my own blogs subscriber list, which is made up of email addresses. My subscribers consistently give me a great ROI in the long term. They engage with me and my content and share my articles. They download my additional reports and occasionally even convert to customers.
An Econsultancy study found that on average, companies are attributing 23% of their total sales to the email marketing channel. That’s a pretty decent slice of revenue and I have also seen similar figures from some of my friends business’s. Sometimes this figure is even higher.
Approximately what proportion of your total sales can you attribute to the email marketing channel?
Specifically for bloggers, they can produce a massive amount of their core revenue just from their email list subscribers. Even higher than the figure earlier. Using sales funnels that upsell a range of information products and downloadable assets such as online courses, video training and eBooks and guides.
This type of strategy works for most of the top bloggers who have
This is a strategy that most of the top global bloggers have used effectively. A couple of the big players, Jon Morrow, Valerie Maltoni, Laura Ries and Yaro Starak to name a few.On average, companies are attributing 23% of their total sales to the email marketing channel Click To Tweet
Here I want to mention that at this point you won’t be making revenue every time a new subscriber joins your email list, you have to nurture the relationship and ease them through your sales funnel.
I have seen plenty of businesses and individuals invest huge amounts of money and time into developing their email list and the bare minimum of time into nurturing the engagement with their actual subscribers. Churning out crappy content and expecting their readers to lap it up with no real call to action, expectation or direction.
I even used to make this mistake in my early days of marketing, but after some basic tweaks I was able to drastically boost and increase my traffic to my blog from my email list, whilst also growing my social engagement.
Rather than obsessing on list building, I am going to give you some tips with a process that I use successfully to help me automate my email marketing campaigns, this system enables me to serve the right content to the right person at the right time!
The eventual objective we are going to focus on and our end goal is getting them to convert. Just to add that conversion does not necessarily mean revenue it can in fact be any of these:
- Sharing your content on social media networks
- Downloading a electronic information or content (PDF, Document etc)
- Commenting on your blog or article
- Linking back to your website
- Posting a review of your business
There are many more but I think you get the picture.
The Content Marketing Funnel
Most bloggers and certainly business, hope to grow an audience from their own content. But first it’s important to have a clear understanding of their content marketing funnel. Your funnel will show different stages of the conversion process for your content consumers.
The typical split is across three parts: the top of the funnel known as TOFU. The Middle of your funnel, known as MOFU, and the bottom of the funnel or BOFU.
Often the most frequent mistake that I see people make is sending the wrong messages to people at different stages of the funnel.
This could be providing too conversation focused content to people at the top of the funnel or very generalist and non tailored content to those at the bottom, the results can be very negative.
To give you a quick example of this, if you go into a sports shop because you’re going to play tennis that day and you need to pick up some new tennis balls or a racket then it’s likely you will only be swayed by price.
Now if the shop assistant didn’t show you the tennis gear and instead started babbling on about opening hours or general store equipment or maybe the football stuff, then you’re going to get frustrated and confused very quickly.
On the other side of the equation, if you dropped in to find out the opening hours and instead were shown straight to the tennis gear instead you will also be left annoyed and bemused.
There is a high propensity in both of these scenarios that a potential customer will drop out of the funnel altogether.
This principle also applies directly to the content you are offering to your prospects, especially in your email campaigns.
Simply emailing your subscribers to tell them that you have posted a new blog post or article isn’t really good enough.
You have to think about how you can offer them real value above and beyond that, the focus has to be on moving them down the funnel to the next step.
Companies like Amazon have become the masters of perfecting this process.
This is where you need to design your email marketing workflow.
Designing Your Email Marketing Workflow
Email workflows can be extremely powerful and time-efficient ways of nurturing leads through your business.
In short, you need to have a sequence or series of automated emails that are sent out to people at different stages of your marketing funnel. The content must be tailored to their specific needs but essentially be developed and created in advance.
I’m going to show you a simple process that I’ve used within a number of campaigns to get results.:
The above diagram shows a basic 4-email workflow that guides users through the various stages of the marketing funnel.
The first email would be quite general content that’s relevant to the industry but takes a purely conversational/informative tone. A good example of this would be an email talking about a recent blog post – this could be something that someone has posted within the industry that your subscribers may find interesting.
Once the individual has opened/clicked this email they will move through to the second stage of the workflow (email 2). This email would still be fairly informative and industry-focused, but there will be an element of your brand to it. The ideal situation is to get the user to engage with this content in one way or another so that you can take their relationship with your brand to the next level of interaction. The perfect example would be with a branded app/tool.
However, you don’t need to have something at the level of an app or tool to create some engagement in this way. Another example could be running a webinar or a Q&A session within Twitter. The goal here is to get across your brand but also create some inbound conversation that will leave a lasting impression.
Moving to the next step in the workflow, this content will be very brand focused and quite personal to the user. The goal here is to showcase the capabilities of your brand and nurture people towards the bottom of the funnel. In the example above is a case study, which can be both valuable content to your subscribers and a perfect way of showcasing your capabilities.
The key with the email workflow is that the individual will only receive the next email in the flow once they’ve opened or engaged with the previous one. This means that you’re not going to be spamming your subscribers with tons of emails all at once.
The final email in the workflow above is completely conversion focused. This could be a product offer/discount or some product/service literature.
There are much more complex workflow which I will be explaining in my next article. For those of you who want to get started now here is my latest 100% FREE REPORT!
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