Sending e-mail with quality content is still one of the most powerful ways to market any product online. Forget about Twitter and Facebook for a second. I believe that email marketing is still number one.
This is how I’m doing it.
Email still works
Let me tell you this; it doesn’t matter if you’re going to send just one email, or do an entire email campaign, if it’s business related and you are looking to increase your sales, you should always go through the three phases of email marketing – and email marketing works, well, only if you do it right.
Most people read email, maybe not if you’re a kid, then you might be all about social media. But usually, the people you’re targeting with your business are not kids.
The 3 phases of email marketing
It’s all about creating valuable content, it always is, and it always will be. But it’s also about setting a goal, figure out what you want to accomplish with the email. And you should always evaluate the email based upon the statistics you get after you’ve sent it. Then repeat the procedure with what you’ve learned.
Phase 1 : Planning and setting your goal
Think about your emails as a method for you to build trust with your customers and your prospects. You shouldn’t think of it as a way of selling. It should be all about increasing expectations. You should plan your emails in a way that the people you send them to can’t wait to get them and open them. Think of your readers as as if they’re a pack of wolves waiting for food, the food is your email.
Ask yourself the following three questions;
- Why are you sending the email?
- What’s your goal with the email?
- Why would people want to read it?
No matter what the answers are, you should add building trust and increasing expectations as the real reason. The email is just a means to an end.
Phase 2 : The message
When you write the email, you should consider four things. The content should be motivational, it should create an emotional reaction, you should connect with the reader and what you have written should be memorable, it should stick to the reader.
Now, how are you going to do that?
I’m not saying it’s easy. What I’m saying is that you should do your best to write an email according to your goal and with awesome content. If you can’t, don’t send the email.
Phase 3 : Evaluate and repeat
You should always track both the open rates (how many people have opened your emails) and the clickthrough rates on the links in your email. This way you can evaluate how successful your email was.
If you don’t know how many people opened your email, how will you know if your subject (the title of the email) was any good?
If you don’t know the clickthrough rate, how will you know if you’ve written a quality message?
You need a way to evaluate the results, and you should be able to measure success.
Then, once you’ve evaluated the results, you should repeat the process. Start with the goal and planning the email, then write an email that sticks to the reader, then evalute the results and start over again. It’s the cycle of success.