Before thinking of actually marketing through emails, build an infrastructure round that marketing. You need a continuous process from getting leads to selling products. Your marketing emails are at the center of this.
You need a process which generates targeted leads, gets sign ups to your list, and sells products to your subscribers, and so converting them into customers.
Now you might ask: Why bother with all this? Because it’s obvious, having a business, you want to sell products, that is, you want people to give you money for those products. Just like in the offline world, people buy when they trust those they’re buying from and they have, or feel they have, a relationship with that business or a person in it. If they feel they might be taken advantage of, they won’t buy.
That’s why it’s unlikely visitors to your website will buy something from you on their first visit. They’re likely to do so when they’ve visited it a few times, and more so if they’ve read several emails from you addressing them and their concerns.
The more this happens and they get used to your name, your business, and your products, they will increasingly trust you. This is a crucial point in the relationship, and your business. When they’re ready to buy from you, you must be able to keep communicating with them. You need a list to do that. You’re able to constantly email them so you keep your business in front of them.
Here’s what to do.
First, you need a squeeze page on your website so they’re able to give you their email address. Give them a useful freebie in return such as a relevant email course or an ebook.
Second, buy into an autoresponder service. This lets you keep in communication with your subscribers automatically. If you build only a small list, it would take you considerable time to keep setting up your emails each time.
Third, you need to get traffic to your squeeze page. Place unique articles around the web on relevant websites, and have a link back to your squeeze page or another page on your site.
Fourth, create and send emails that are relevant to your subscribers. That is, they’re about topics they want to know about. Also, make them usable by them, immediately usable if possible. The aim is to be both directly helpful, and to keep them looking forward to your next email.
Fifth, everything prospects and visitors receive or see from you should be an opportunity for them to opt in to your list. Have a link to your squeeze page in emails to non-subscribers, on your website, and in any free or paid products to non-subscribers.
Sixth, email your list regularly and keep to the same name and email address you use so they recognize it and open the email. Never send them inferior material or recommendations. If you feel it’s not right for your subscribers, then don’t send it.
Seventh, never forget it’s a business you’re building and you’re collecting subscribers with a business purpose. You’re not building a list and sending emails for the sake of it. You want to develop a professional relationship with them, so they might buy from you later on. Even a small list will work fine as long as you have that relationship.