Marketing with emails is a more powerful way of growing the sales in your business, and therefore your profits, than using ads of various kinds. To begin with you have to pay for each of those ads, whether they be in ezines, banners or pay per click. Some people do make a success of them but it costs time and money to get to that point. Big companies use ads because they have big budgets to do so, but even these ways of working seem to be losing their effectiveness as people get so used to them. Plus many such ads are for raising the general level of awareness of a product rather than selling directly: that is they’re selling some sort of dream rather than the product as such. Ads for cars are an example of this.
Having said that, people are also looking for more personal, even individual, responses. This is where email marketing wins out, together with the ideas and actions around that perspective.
Being successful at email marketing involves the following elements.
First, you’re not trying to reach everybody on the internet. You want to attract those people interested in your product. But more than that. You want people to join your list who choose to do so because they’re attracted to your ideas, attitude in business, and way of working. Why? Because these people are more likely to then go on to buy from you. That is, they follow through from what they already know.
This is your target audience and you need to qualify the people who join your list so they fit this picture. The best way of attracting those who are interested in what you have to offer is by providing free and useful, though limited, content from you. In effect, they take it as a promise that this is the type of information and usefulness they will get more of from you, if they opt in to your list. You want people who want your information, and not those casually looking.
Second, once you have your method of getting a continuous stream of qualified traffic, you get them to sign up to your list because of the content they’ve come from, and because of the related freebie offered on your opt in page. This qualifies them further. If the freebie bears no relation to the content they’ve come from, they’re less likely to sign up. They’re probably at your squeeze page because of their interest in the specific content subject matter.
Third, once signed up you have an email sequence, which you’ve tested, that gives more valuable content, free gifts, asks them what their problems are in the niche, and moves them along to your first offer. If they turn down that offer at first, roll them back into another sequence that leads on to offering it again. Create products that solve their niche problems. They’re on your list because they’re not able to find those products elsewhere or not one’s good enough for them.
Fourth, by providing products they need and want, and, at the same time, by giving help in solving their niche problems, you’re developing and building on a trusting relationship.
Of course, you’re also in business. The way it helps you in business is to have as many subscribers and customers as possible to buy all of your products. For example, if you’re in the vegetable growing sub-niche of gardening, you might create a product explaining and showing how to have healthy potatoes that can be freshly cooked and taste better than any shop bought ones. But then your customers might want you to focus on a particular variety of potato or another vegetable and do the same for them. You could then start to have different levels of products, some with videos, some without, at different prices. The point is that having bought one of your products, they go on to buy one after the other, through your funnel. Then, move them to another funnel of products on another vegetable or vegetable topic.
Fifth, as part of these products, you can introduce, and have running alongside them, one or more membership sites providing regular updates, and/or you start offering coaching in some way which gives more personal advice.
Unless these customers are also subscribers, it’s much more likely they’ll be at your site for the occasional product one day, and gone the next. Without an ongoing connection, your business has to be continuously attracting one-off customers.