Category: email marketing

Effective targeting email subscribers

succesful targeting email subscribersResearch, plan, test, tweak

As with any marketing strategy you want to make sure that your email campaigns are targeting the right people.  email marketing is not a simple as getting an autoresponder, generating some leads and making sales. It takes research and effort to ensure the campaign is effective.   If you go into an email campaign with a clear plan of targeting email subscribers in as narrow a niche as possible you will find that you can build a very responsive audience.  To be clear it doesn’t happen overnight- you will need to  plan, research, track and tweak your campaigns constantly.

The Importance of narrowly targeting email subscribers

One of the most important aspects of marketing with email is to brand yourself as an expert in a particular niche. You want to ensure that your marketing is focussed on a highly targeted audience.  Make sure that your squeeze  and landing pages are narrowly focussed on a particular aspect of your niche. Then focus on that area – don’t stray into unrelated topics.  I’m sure you’ve experienced the frustration of  subscribing to a newsletter about a specific topic (let’s use SEO as an example) and then been bombarded with emails about everything else but. Keep your focus narrow.   It brands you and builds  trust. If people subscribed because you offered help with Facebook give them that and nothing else.  People will love you for it.

Deliver targeted  well written content

Another aspect of your campaigns is your content. Emails written from the heart  will give you a significant advantage over the competition. Of course the emails should be written so that they’re readable.  However, your tone and your voice will give your emails that personal flavour that speaks to people. Emails brand you and your business.  Make them talk for you.

Write for your audience. Put yourself in their shoes.  Write to connect and you will impress.  If you write to impress you’ve lost before you begin.  Be natural and be warm. You may find that a particular format in your emails works well.  Stick to it.  And if you are unfamiliar with your niche, take the time to learn about it. Invest in market research if you think it’s necessary, but you should be able to get enough intel by investing some hours researching your topic.

What you include in your campaign is entirely up to you.  It is worth bearing in mind that some methods have consistently been found to be more effective than others.  A variety of content works best.  Endeavour to mix up your emails with a  short useful tips, links to relevant websites, reviews for complementary products and of course, recommendations for products that you endorse.

Mix Your Content

A short email containing a link to an article you’ve written or Video you’ve made,is a great way to engage the reader.   This technique has two great advantages.

  • It avoids sending an email containing an affiliate link (often attracting a spam flag) .
  • It subtly invites the reader to share your content with your network (assuming you have share buttons on the article)

I also find short product reviews, usually in PDF form that work very well.

When you mix these up with some genuine tips, you are well on teh way to building a real relationship with your subscribers

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Targeted Email & The Best Niches,

Finding your target audience and engaging with them effectively is the essential component of email marketing.  Of course some niches work best for email marketing and they are covered in the video below.

Whatever niche you are working with you really need to create an offer of value.  Creating a high quality offer is not that difficult.

The best niches for email marketing

Creating  A High Quality Offer

 

 

Reaching your Target Audience (Engaging)

In theory email marketing is not any different than other types of marketing. The basic principles of marketing apply to your email marketing  as well as anywhere else. One of these most important principles is the importance of reaching your target audience.

The simplest way to reach your target market is to encourage existing  and potential customers to register for  a newsletter on your website.  When the users register they will enter an email address for you to forward information to.

Sending email to your list of interested  subscribers is much more effective than using alternate email channels. Purchasing an email list to mail  or using a safelist to get your message out are the electronic equivalents of cold calling . Whereas  your subscribers all have an interest in the products or services you offer. Others channels  may have your target demographics but they don’t know you and may not have the slightest interest in what you have to offer. You can build rapport with a targeted subscriber list.

Research your target audience

Another tip for reaching your target audience is to understand how to communicate with your target market. Depending on your audience effective communication  strategies may include-:

  • changing the language of your emails to suit the preferences of your target audience members.
  • designing the layout and colors of the email to appeal to the target audience.
  • including content which interests  the target audience. (Sounds obvious but you would be surprised).

Taking the time to do this research can help you to effectively engage with your readers.

Keep It Simple

An important thing to remember when trying to connect with your target audience is to keep your message simple. You don’t want to write aggressive sales pitches and your readers don’t want to read them. By the same token you don’t want to write war and peace either.  Keep your message clear and concise  and your readers will get the message.

If you are worried that your readers are unable to understand your messages make it easy for them to leave feedback.  Leave instructions for the email recipients to contact you with their questions. This approach can prove to be valuable. Through these interactions you can better understand the needs of your target audience.  You can then work on tailoring  your email marketing strategy to meet these needs.

Finally, it is important to solicit feedback from your target audience to ensure you are meeting their needs with your email marketing campaign. This should be done constantly,  as the needs of your subscribers are certain to change over time. When you ask for feedback from your subscribers ask specific questions that will help you to better serve their needs.

 

Connect with your target audience with headlines that sell

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Advantages of Email Marketing.

While the  advantages of email marketing are many, you really need to understand how it all fits together to build your marketing campaigns successfully.

The Tools You Need

 

Recommended Autoresponders

The video recommends Get Response and AWeber.  Both are good.  I prefer Traffic Wave for a multitude of reasons.  Links are provided to Traffic Wave and Get Response.  I think AWeber is a third choice.

Email Marketing

Recommended Hosting

HostGator

Domain Name

To be honest I prefer

NameCheap

Squeeze Pages

Optimise Press

WP Lead Guerilla is currently not available

If you don’t use WordPress you can’t go past this

 

Structure

 

Advantages of Email

In this first lesson let’s talk a little about some of the advantages email marketing has over other types of marketing.

Email marketing is one of the most popular forms of online advertising. It has many distinct advantages over other forms of advertising. However, it does have some disadvantages as well. We’ll cover both advantages and disadvantages of email marketing in this article so that you gain an understanding of how to make it work for you.

Instant Reach

Perhaps one of the most significant advantages to email marketing is the ability to reach a large audience with minimal effort. It is possible to reach an audience with other forms of advertising such as television, radio and the print media.  However, these channels no longer work as they did-especially when compared to email.

Affordability

Which leads us to the next advantage, affordability. This cannot be understated. Many other types of marketing, including Pay Per Click and other Internet Marketing channels  are more expensive. The costs associated with email marketing is quite small. Especially if you already have a list of email recipients who are interested in your products and services.  If you have a list there are no upfront costs associated with building a list. And if you don’t you can build a funnel (as described above) to substantially reduce the cost of building it.  Additionally, the cost to send out email is small and can be easily incorporated into your regular operating costs. All of these factors make email marketing extremely cost effective.

Costs

However, there is some cost involved in email marketing. Primarily these costs are generated by writing  advertisements and creating any graphics which you may need. This will require hiring a writer to write the copy for the advertisement and a designer to create and implements the graphics. The cost of these services will vary pretty widely but in general you will pay more for writers and designers with more experience. This is because these writers and designers are expected to be able to produce a higher quality of work than those with less experience could produce.

Disadvantages

The most obvious disadvantage to email marketing is the possibility of having your email marketing viewed as spam. This is a very important problem because it could prove to be quite costly in terms of the profit margin for your business. Each day Internet users are bombarded with unsolicited emails serving as advertisements. This problem has reached epic proportions. Innocent Internet users are right  to be cautious and suspicious about any email they receive which appear to be unsolicited.  Particularly when the email promotes a particular product or service.

The Spam Trap

Emails which contain subject lines or content which appear to be similar to spam may be automatically transferred to a spam email folder by the email system. Emails which are not automatically deleted may be deleted without being opened simply because the recipient does not recognize the sender of the email. Both of these problems can result in essentially wasted time for the business owner. The recipients are not even seeing the emails advertising the products and services offered by the business. Additionally when you become irrelevant to the email recipient you run the risk of incurring spam complaints.

Now you should have an understanding of  the advantages and disadvantages of email marketing.  And you might wonder how you can maximize the advantages to use email marketing to your advantage. The most important factor to consider is your email distribution list. This should consist of former customers who have expressed a desire to receive emails with information and advertisements as well as potential customers who have also expressed interest in more information.

Content

Plan the content of your emails carefully. Make sure that you highlight the products and services you offer.  The trick is not to make the recommendation sound like a hard sales pitch. A writer with experience in writing this type of copy should be able to assist you in getting the balance right.

Finally, your emails should provide the readers with a call to action. This should be a statement urging the reader to take a specific action such as making a purchase or researching a product.

We have a lot to go over in the next few days . if you want to learn effective email strategies that you can use for your business make sure you look for your next lesson soon. We will be talking about how to reach your target audience with email marketing.

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how to send a newsletter by email

How to send a newsletter by email.

Email is still one of the key communication tools that businesses use to reach their customers. Consistent clear informative communication via email creates trust –  key component in building any business relationship.  Many business owners recognise the importance of email communication.  However, many have no idea on how to send a newsletter by email. Here’s a brief run down on how to create and send a newsletter by email.

Who can you send an email newsletter to?

Strictly speaking you are allowed to send an email newsletter to those people who agree for you to do so.  Many businesses already have some sort of database where the customers have agreed to receive email updates from them.  Provided you can demonstrate that they have agreed for you to send an email, you should be able to legally send them.

But there are a couple of traps.

Common Email Newsletter Traps

The first consideration is confidentiality.  I am still astounded to receive emails from business people that have simply listed everybody in the address portion of their email.  This  allows all recipients access to email addresses and names.  It shouldn’t happen.  At the very least is shows lack of consideration to all recipients and brands the sender as unprofessional and uncaring. At worst the sharing of confidential details (i.e an email address) could lead to some nasty legal action.

This problem is easily overcome by using an autoresponder.  An autoresponder is a piece of software that can be used to send personalised emails to multiple recipients at once. Once you have one of these you will wonder how you ran a business without one.

Of course if you use an autoresponder you have to overcome the opt-in rules that surround newsletters and this can be a little confusing if you already have a database full of emails that your clients have freely given you.  The problem arises because all reputable email marketing companies insist that all your subscribers “opt in” to receive your newsletter.

Many of the larger ones are reluctant to accept a list of your existing subscribers. Most of those that will consider accepting your list will make you jump through more hoops than a performing seal at sea world.

The one exception to this is Brian Rooney, the owner at Traffic Wave.  A quick skype conversation and a genuine explanation of my circumstances saw Brian arrange for me to transfer my subscriber base to Traffic Wave without any fuss at all.  I know he would do the same for you.

But What if you have no subscribers?

You start attracting them today.  If you are a business owner you can simply ask people to subscribe to your newsletter.  Or you can create a landing age and direct visitors to it and grow your subscriber base that way.  The list growing exercise deserves an article of its own, but suffice to say you have to start someday and today is as good a day as any.

So once you’ve overcome these issues, you can arrange to broadcast a newsletter to your subscribers.

How to broadcast your newsletter by email.

OK so once, you’ve set your auto responder up and imported or attracted new subscribers, you’re ready to send a newsletter by email.

Autoresponders have two essential functions – the ability to send a message series at predetermined intervals and the ability to broadcast a message at a set time to your audience.  To send a newsletter you will need to use the broadcast function.

It’s a pretty simple process.

  • Firstly draft your newsletter,|so you can simply copy and paste it into the autoresponder WYSIWYG  editor.
  • Open up your autoresonder and go to the campaign managerSend newsletter by email Traffic Wave campaign manager
  • Select the autoresponder campaign  you require
    Traffic Wave choose campaign to broeadcast newsletter
  • Choose create new lettercreate new letter to send to subscribers
  • Choose between using a template and starting with a blank letter – I prefer blank letters – personally I find that templates bounce much more than blankly formatted letters – that’s been my experience – yet others will use templates.
    use blank letter template to send broadcast email
  • You will then arrive at the letter editor and you have a range of choices here.  Most Autoresponder companies now use point and click functionality that allows you to style your letter as you see fit. It may take a couple of minutes experimentation to find out how everything works  But once you get it figured – simply paste your re written newsletter into the body of the email
    tw5
    content formatting to send newsletter by email
  • Insert all tokens or codes that you need to personalise the message.  These tokens will coincide with the information that you have captured and stored in your autoresponder database common tokens include Name, Firstname, Address, Date Subscribed (Timestamp), Company, City and Signatures.insert tokens to personalise email newsletter
  • Save your newsletterSve your newsletter to be broadcast
  • The letter will be stored (held in your stored letters and is ready for broadcast.stored letters ready for newsletter broadcast
  • To schedule your newsletter broadcast you need to go to manage subscribersmanage subscribers for newsletter broadcast
  • Once there you need to choose manage subscribers and then schedule broadcastbroadcast letter to subscribers

    You then choose the letter you want to send out.choose letter to sene newsletter by emailThen you simply schedule the time you want an email sent out click done and then scheduled broadcast and you’re donechoose time to send email newsletter broadcast

 Final notes re newsletters by email

Email is sold by many marketing gurus as the magic button that guarantees online success. Email doesn’t sell anything.  It is a tool to build relationships.  A regular email newsletter in any niche that builds rapport, gains trust and offers value will help to build business relationships.

Email newsletters are a tool to build business relationships.  Used wisely they can do just that.

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Does it matter which autoresponder service you use

The under the radar autoresponder service that works

autoresponder-examples

About 12 months ago, I effectively turned my back on affiliate marketing. It just wasn’t any fun anymore. ..and I’d found more rewarding ways to spend my time.

A huge part of my business had been email marketing using a tool called an autoresponder and at the height of my affiliate marketing business, I was running 4 autoresponders.  That’s right….four.

Part of it was necessity, part of it stupidity, part lack of focus.

I could have gotten away with two…but no I had four.

Just so that we’re all on the same page here – an autoresponder is a program that delivers follow up emails and broadcast messages to opt in subscribers.

Autoresponder Benefits

The benefits of using an autoresponder are many when properly managed

    • An autoresponder can keep an audience engaged with useful tips and advice.
    • An autoresponder can save time and money.  A well written broadcast message to opt in subscribers always  arrives on time, and costs nothing to send
    • An autoresponder builds rapport – follow up emails can help build your brand and image in the subscriber’s eye.  They can get to know you and are more likely to trust your recommendations and advice.
    • An autoresponder allows a connection with customers and gives you the opportunity to follow up on sales
    • An autoresponder provides value to customers.  Regular emails that offer more than an invitation buy something create credibility and value in the subscribers mind

Any way back to my four email services…..

Most Autoresponders are the same

They weren’t tin pot fly by night spam services either – they had all the bells and whistles and a couple were costing me over $5o a month to run. And email marketing is profitable, providing you stay engaged and you enjoy what you’re doing.  The trouble for me was that I simply lost all will to stay involved.  I sold a couple of lists off and wound down everything else.

One day I just stopped paying for my autoresponder and the service went kaput.

My opt in subscriber lists disappeared into cyberspace and for all intents and purposes my affiliate marketing career was over.

But it wasn’t really.  Even though I’d shut and locked the door, I never could get to throw away the key. So I’ve been working diligently away building my business in the freelance writing/seo/email marketing/copywriting space and I love what I do.  But it is very labour intensive and there are opportunities within it to leverage my work with an autoresponder, so a couple of weeks back I thought that it was time to think about putting a newsletter together.

In the past I’ve worked with Get Response, AWeber, Contact Manager, GVO, Mail Chimp, ARP and a couple of others, so I know what I like and what works and what doesn’t.

Some of the autoresponder services I’ve listed above are in the elite category and I could easily have chosen any of them.

Why I chose Traffic Wave

I decided to use Traffic Wave.

Yep that’s right the Traffic Wave autoresponder.

It does most things that the big boys do, has excellent deliver-ability rates and and a fixed cost regardless of the size of the list.  I know CEO  Brian Rooney pretty well and trust him to over deliver on service…but Traffic Wave has some bug bears.

The one that used to annoy me the most was their insistence on only allowing double opt-in leads.  When I was big into affiliate marketing, double opt in could be a pain because so many subscribers elected never to opt in, which made buying and converting traffic a real logistical nightmare.  The sales funnel had to be outstanding to turn a profit and it was a constant battle to get subscribers to that double opt in point.

I’ve grown to realize that the stress over double opt in is a total waste of energy.  People either want to opt in and get the information that I’m providing or they don’t.  If they can’t be bothered double optin in, then in all likelihood they really don’t care about what I’m offering. So Traffic Wave in my mind is as good as but no better than anything else out there that is running a legitimate autoresponder service.

A marketing lesson.

So why did I opt to use them?

In the end it came down to loyalty.

Remember that concept?

The truth is that somebody I know, like and trust introduced me to Traffic Wave eons ago.

I felt bad about shutting down the account for his sake, never mind the subscriber list I’d built..so when push came to shove I decided to go with him.

Which is  a real valuable marketing lesson in itself.

It doesn’t matter how glittery, new or fancy a product is.  People still buy from people that they know trust and like.

It’s just a fact.

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