I talked with a Chirley B yesterday, who talked about her coach Dan Patterson in a pleasing way! She stated that he really covered some helpful information!
E- Commerce Coach Dan Patterson has posted a snap shot in the Prosper a blog post of some of the things she loved!
What are the benefits of email marketing or having a newsletter?
Here are a couple of them:
- It’s cheap!
- You can build long term relationships with your customers
- It’s fast and you can automate it
- Easy to track
- And email can spread like a virus!
Review those benefits again. Think about this for a minute. If you are able to build a list of customers or subscribers to a newsletter, you really can build a good long term relationship with your clients. In my mind this is one of the biggest benefits to email marketing. As we all know, it is much easier to sell to an existing client than it is to gain a new one.
Segmenting Your List
As you are having people sign up for a newsletter you’ll want to make sure that you segment your list. By segmenting your list you can find out what the members of your list are the most interested in. This also gives you the ability to target messages to the right people. A great way to segment a list is to have a list of categories or interests on the signup page for your newsletter. If you’re creating a list out of a customer database, you can do it based on the type of products that the customer purchased from you. Sure, you will probably have general messages that you send out on a frequent basis, but you can also do some specific targeted messages to certain segments from time to time as well.
Rent or Build?
Some people wonder if it is better to rent or buy a list from someone else, or take the time to develop your own list. In the end it is much better to develop your own list. I say this for a couple of reasons. First of all, if you are marketing to your own organic list you can expect to get a better response and delivery rate because these subscribers already know who you are. It is also much cheaper to do it this way because you own the list! So when it comes to building your list, take the time to do it right.
Another tip for setting up your list is to use a double opt-in system. This helps you weed out the problems with spam. When you’re looking at conversion numbers from your email campaigns, you want to make sure that you are seeing accurate numbers. But if you have a lot of spammy addresses in your list your numbers will be skewed.
The Purpose of Your Emails
When I talk to people about email marketing, one of the first questions I ask them is, “Why do you need a list?” Guess what the common response I hear is … “So I can market to people!” While this is essentially what we’re doing, it’s the wrong overall attitude to have for email marketing. Have you ever signed up for an email list where all they did was market to you? Did you stay signed up for that list very long? I know I don’t!
So instead, focus on the information that you’re going to be giving people. Decide what your message is going to be, and also decide how frequently you’re going to send out those messages. This way you are building a long term, trustworthy relationship with your subscribers. Then, every now and then you can work in an actual ‘marketing message.’ This is ok because you are already gaining your subscribers’ trust.
When you’re designing your emails you really have two options: HTML or plain text. If you’re doing an HTML email, you will be able to do better tracking and branding of your company. But, you may also have problems with the message displaying properly in different email programs. Text emails are 100% consistent and focused on the content, but can also seem plain and boring. Chances are that if you go with a good newsletter management system, they will have it set up so that your newsletters go out as both. Because of the HTML problems, its good to have a link at the top of the email that will allow readers to open the message in a separate browser window.
Here are a few other things to consider for the design of your emails. Just like with a web page, your most important information needs to be ‘above the fold,’ or in other words above the point where someone would have to scroll down to see more information. Make sure that your first paragraph contains the most important information.
Mistakes to Avoid
Below is a list of common mistakes that people make when doing email marketing. Make sure you aren’t doing these things!
- Poor formatting
- Too much copy
- Inconsistent frequency
- No personalization
- Poor segmentation
Take the time to do your emails the right way and you’ll get much more benefit out of them.
In summary, email marketing is something that everyone can incorporate into their business. If you’re looking for a good newletter management program, Aweber.com is probably one of the best out there. The price is right around $20 a month. If you need a cheaper alternative to get started, try MailChimp.com where you can pay as you go and still get a lot of really good features
When I hung-up the phone , I must admit it was a good feeling to know this information helped her everyday;0)