When it comes to the effectiveness of marketing channels, email marketing trumps them all!.
It beats all other communication and marketing channels at engaging and converting prospects into customers and getting customers to buy again.
In a recently published study, Salesforce showed that email marketing is at the heart of most marketers’ marketing strategy (74%).
53% of marketers will increase their email marketing spend over the next year.
Still not convinced you should begin your email marketing? Consider the following from Statistica:
Email marketing spend in the U.S is projected to reach $3.07 billion in 2019, up from $2.07 in 2014.
This spend grows at an average of $0.2 billion per year.
In the United States alone, 91% of consumers check their emails a minimum of once a day.
Email marketing influences the decisions behind about 70% of mobile purchases.
These numbers should make you ensure that email marketing stays at the heart and core of your marketing strategy.
If you’ve decided to have email marketing as a part of your marketing strategy, here’s a four-step strategy on how to do it effectively:
Step 1: Create a Lead Magnet
This is an important step and cannot be done half-heartedly.
You must properly research the lead magnet and ensure it is well targeted to your audience. It has to be very focused.
The best lead magnets do not fall under a ‘general’ category and yours should not.
Gone are the days when those free email updates you see on websites pulled in many subscribers.
People are no longer interested in “updates,” they are looking for real immediate value.
That’s where the lead magnet comes in. it provides the value they are searching for and helps you get something from them as they are willing to give you something (usually names, emails and a few other details) to get the magnet.
In this arrangement, everybody wins.
Different lead magnet types will work for different business types but in general,
those that work best for service-based companies include strategy blueprints, checklists, templates, case studies, email courses, e-books, and other digital information products.
For SaaS and e-commerce businesses some effective ways to attract customers or subscribers include limited access versions, service trials, and discount coupons.
MarketingProfs offers a free writing kit that is a great example of a tempting and inviting lead magnet.
So What Are The Characteristics Of An Effective Lead Magnet?
An Effective Lead Magnet Aligns With Your Company Or Business Goals: You’re not just offering a lead magnet to get subscribers.
You want to attract potential customers, people with whom you will build a rewarding relationship and who will become buyers.
For this reason, your lead magnet should offer a taste of what your premium products or services are like.
If you run a Web Design Company, for example, a downloadable website design checklist would be a great lead magnet.
This will help your prospects evaluate their current designs and also make them see you as an authority and specialist.
An Effective Lead Magnet Solves A Specific Problem:
For your magnet to effectively attract and get subscriptions, it has to focus on solving just one main problem your target audience faces.
It is crucial and will eliminate the possibility of getting “irrelevant” subscribers – people not interested and who will never buy from you.
When you focus and narrow your lead magnet, it attracts just the right people – potential customers.
How Do You Research Your Lead Magnet?
There are several places to get ideas for your lead magnets, some of which include:
Competitor Analysis: Competitor analysis is one of the best and simplest ways of getting proven ideas to use in your email list magnet.
This includes researching and analyzing your competitor and their lead magnets.
Look through what they offer, taking note of (or better still searching for) all the loopholes, then create your own.
This ensures two things: you will have a better offer and you will cover what they miss – eliminating the possibilities of you being just another copy.
Your Audience: Directly asking your audience for what they are looking for is another great way to get a good lead magnet.
But this is only effective if you already have one. It will surprise you what you will get when you ask.
Ahrefs Content Explorer: A search, using relevant keywords, through this content explorer will reveal the content most frequently shared on the searched topic.
If this does nothing at all, it will give you an idea of what content types your audience is interested in. Once you have this, you can easily leapfrog and brainstorm ideas for your magnet.
Amazon Kindle and Udemy: Look through these popular sites and take note of the thousands of books and courses you will find in your niche.
These should give you a really good idea of what you need to come up with and how you can also differentiate yours.
Quora, LinkedIn, Reddit, and Industry Forums: Go through these sites, paying attention to the questions people are asking in your niche.
Step 2: Use a landing page and product widget
Featuring your freebie (lead magnet) as a part of your website is always a bad idea. It distracts from the lead magnet.
There are too many things on the website that call for your audience’s attention.
To create an effective campaign, you need a dedicated landing page, designed to offer your lead magnet and collect the details you need from your subscribers.
Your landing page should include headings and bullet points that make it hard to miss the value your audience will get from your magnet.
Using a product-widget landing page is an equally great approach. It is even more effective because it is versatile and more product-focused.
There are other ways to achieve the same results you will get using a product-widget landing page.
You can make use of Sellfy or Easy Digital Downloads to do this. Easy Digital Downloads is a WordPress e-commerce plugin.
Selz is my pThird Email: The Customer Education Email 2:referred option.
It is a digital platform for selling products and features the ability to create landing page product-widgets.
With Selz, it is very easy to promote the value of your magnet by making it look attractive while also achieving your goal of list building.
You can create a landing page that includes images or HD video previews of your magnet.
You can also link it up with your email marketing tool to help you collect the addresses you need.
Step 3: Keep your audience engaged with an auto-responder series
The most common and, also, gravest mistake that many marketers make with regards to email marketing is that they leave their subscribers floating,
not attending to them in the first few days after they subscribe.
Research by GetResponse shows you will be losing if you do that too.
The research shows that about 74% of your customers and those who get on your list or that of a brand except to be contacted immediately after signing up.
Right from the start, while or even before creating your lead magnet,
you should create an autoresponder series (a series of email messages) that are aimed at educating your subscribers about the paid service or products you intend to sell them.
Look to this sample email sequence to see what yours should look like.
First Email: The Welcome Email:
In this email, you congratulate and appreciate your subscribers on opting into your list after which you assure them you’re here to help.
Second Email: The Customer Education Email:
In this email you bring up some of the common problems in the industry, which your customer is also most likely experiencing, and share some advice on them, talking about how your products or services solve them.
This email continues where the last one left off. Just add some advice, tips, and actionable points.
The Customer Education Email 3: This email is the same as the previous one only that at the end of it you do a soft pitch of the product or service you intend to sell.
The Offer: This is the logical follow up to your last email. Boldly and directly offer and pitch your product. Be sure to add any special bonus, discount, etc you have only for your subscribers.
The Warning Email: More appropriately called the urgency email, you create urgency here and emphasize everything your subscribers will be losing if they do not take advantage of your offer.
The Seventh Email:
The Final Call: This email is the one that closes the sequence so all you do is, for one last time, offer the discount again before closing.
There may be more emails in your sequence than these depending on what business you’re in and the message you have to put out there to show you have the value they need.
Step 4: Promote your lead magnet with Facebook ads
Having gone through steps 1 through 3, you only have one more assignment: driving traffic to your offer and landing page.
There are several ways to go about this. You may choose to use free and organic traffic sources but it is a time-consuming process, especially when you are just starting out and without an audience.
Better to use options that will give you immediate results. And in that realm, Google AdWords and Facebook ads are your best options.
But you may want to focus on Facebook ads instead of Google AdWords even though it is still the ads network most digital marketers use.
Why? According to a recent study by Selz, Facebook ads are fast bridging the gap.
Besides that, there is a good chance your ads will be interacted with by your prospective customers as 72% of all online adults, according to a study, visit Facebook a minimum of once per month.
An email list remains the best way to engage your prospects and develop a community of loyal paying customers who will take action when you put out a message or offer.
But to build such a list you need a good, well-researched lead magnet – something of immediate value that your audience will be willing to exchange their contacts for.