There are a number of key ways to help keep your customers and prospects coming back for more via your email marketing program.
Your first step is to create a list. But that’s not enough. Once you have them on your list, it’s important to treat them like the valuable commodity they are. This means investing some time and effort in your email marketing. It can bring a significant return on investment in the form of profits and customer loyalty if you use these five keys to success.
1. Create Great Content
This should go without saying, but it’s amazing how many marketers focus so much on building a list that they forget all about maintaining a list. If you don’t email regularly, your audience will soon start to forget who you are. Plus, their inbox is crowded with lots of offers from your competitors. You have to be "in it to win it". Great content will help you stand out from the crowd.
2. Create Exciting Subject Lines
Think of your subject line as the headline of your email. When people read a newspaper, 100% of them will read the headlines. Based on each headline, they will make up their mind as to whether or not they want to read more. If you don't have a great subject line, your email is never going to get opened. This means that no matter how great the content is inside of your email, it will never see the light of day unless you try to maximize your open rate.
3. Train Them to Become Eager to Hear from You
You want them to not only remember who you are, but also look forward to your emails and open them almost automatically. You want them to be happy, not say, "Huh?" when they spot your latest message.
There are several ways to do this. We’ve already mentioned great subject lines, but let’s also look at the introduction and conclusion of each email. The introduction should support the subject line and give them a "teaser" of what to expect if they read on.
The summary of the email at the end rounds it out and can also set it up so they look forward to your next email.
E-courses are particularly useful for this. You can give a hint as to what will be in the next lesson and remind them to look out for it. Don’t forget to encourage them to share as well. Give them a link to your email archive so they can catch up in case they have missed any emails in the series.
Remember that every email is a sample the quality of your work and what they would be getting if they were to buy from you.
4. Craft Amazing Offers
When you're first starting out in business, you might not have that many products and services to promote to your target audience. Affiliate marketing - that is, selling products for Amazon and other top brands in exchange for a commission, is a good way to make money until you are ready to launch your first product.
Showing a range of solutions can also help show you are "in the know" in your niche and therefore an expert worth paying attention to. A good balance of informational and promotional emails should keep a steady stream revenue coming into the business.
5. Keep an Editorial Calendar
Don’t just email when you feel like it or want to make more sales. Set up an editorial calendar for the year and plot out all your content and your promotions. Plan your product launches and position them strategically, such as once a month.
Keep a steady stream of interesting content in front of your prospects and see what a difference it can make to your profits.
Anna D. Banks, MAS, is a business coach, trainer, speaker and host of the Better Biz Better You Show (http//www.BetterBizBetterYouShow.net) podcast. Anna works mainly with women professionals and business owners who desire a bigger business and self-development. She facilitates workshops, seminars, training, and coaching to entrepreneurs, and owners of small and mid-sized business. In addition to her extensive training, business development and media experience, Anna is a John Maxwell Certified Coach and a Certified D.I.S.C. Behavioral Studies Trainer.
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