Email Marketing: Knowing What to Send and When
If you already have a list of subscribers who are passionate about your niche, it’s time to set up a series of emails in your autoresponder to be sent out according to a pre-set schedule to further your email marketing efforts.
There is no limit to the number of emails you can send; subject of course to your autoresponder provider’s limitations. Your subscribers will receive them until they unsubscribe from your list. As long as your emails provide something your customers want, they will continue to keep opening them.
And, as long as they are opening your emails, rather than deleting them without reading them, you have the opportunity to sell the products you are promoting to the people on your email list which of course is the whole purpose of email marketing.
What Emails Should Do
The emails you send out should serve one of two purposes:
- Reinforce your subscriber’s loyalty by giving them something of high value for free
- Promote a particular product or service
An effective email marketing sequence will contain both types of email. If you send emails which just promote products and services, your subscribers will not get much value and they will be more likely to unsubscribe.
Instead, alternate your promotional emails with those which provide free high-value content they can actually use in their everyday lives. Your subscribers then will be more likely to open your emails and purchase the products or services you are promoting when you send promotional emails.
To switch successfully between these two types of email will require much skill, most of which comes with experience and will often determine the success of your email marketing efforts.
Remember that once the person on your email list chooses to delete your email without reading it the first time, it will be harder and harder for you to get them to open any subsequent emails you send.
This is why it is critically important that you keep your emails interesting enough and provide enough value so the people on your list will have no choice but to open your emails every time you send them.
What Kind of Content to Include
Free high-value emails should contain either original content you have created yourself or content you have purchased or commissioned from freelancers, PLR or some other source. Your emails can even contain links to informative content your subscribers will find useful.
This strategy also works well when marketing using other platforms as well, not just email. You can provide high-value content and keep people looking forward to your next submissio
n on places such as Facebook, Twitter, Instagram, Tumblr and many other formats. The principle is the same.
Consider your emails as newsletters you send to your subscribers. A newsletter contains interesting and helpful articles. If your content is high quality and your subscribers enjoy it, they are going to be more open to buying the products and services you promote in your newsletter and your email marketing will start to pay dividends.
How Often Should You Send Emails?
There is no agreed-upon schedule for free content and promotional emails but a 3:1 proportion seems to work well. For every promotional email you send, send three which provide free high-value content designed to build loyalty with your subscribers.
Promotional emails should have a structure similar to a sales letter. Have a clear Call to Action (CTA) which says exactly what you want your reader to do. This could be to buy a product, subscribe to a newsletter, invest in your company, etc.
Promotional emails must have a link where your subscribers can click to buy the products or services you are promoting.
Content of Promotional Emails
The content of promotional emails can either be original or something commissioned from someone else. You can also promote affiliate products, products sold by somebody else but promoted by you. When a subscriber clicks through and buys one of these affiliate products, you are paid a commission.
Affiliate products are popular among email marketers because they do not require you to purchase anything up front or to worry about delivering the product to the buyer. All you do is promote the product and when a sale is made, you get paid.
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