If you’re looking for ways to capture leads and grow your business, you’re in the right place. We’re going to teach you the basics of optin email marketing so you can get started right away.
The Basics Of Optin Email Marketing
When someone hears the words ‘optin’ and ‘email marketing’, their minds immediately go to’. Why? Well, because you’re delivering an offer to their inbox, which they’ve explicitly asked for. Thus, it goes without saying that you’re going to want to take a keen interest in how to set up optin email marketing.
To make sure you do this properly, you’re going to need to consider a couple of things.
The Email List
One of the first things you’re going to want to do is build an email list. You can use a tool like AWeber to get started, which allows you to effortlessly collect emails from interested customers. Alternatively, you can use a method similar to what HubSpot calls’ ‘persona development’ to create a targeted email list of prospective customers.
The key to an effective optin email marketing campaign is to ensure that your emails are relevant and that you have quality subscribers on your email list. You can follow the simple guide below to get started.
The Landing Page
Once you have your email list, you can proceed to the next step: creating a landing page. A landing page is simply a web page that you’re promoting in an effort to get people to subscribe to your list. Typically, you’ll want to use a tool like Unbounce to create a fully fledged HTML email that will look identical to an email that’s been crafted by a professional designer.
For example, if you’re promoting a product that offers 10% off, you can use the Unbounce templates to create a landing page that looks like this:
As you can see, a simple landing page can do the trick. However, if you want to go the extra mile, you can always dive into the code and see how it’s done. In this case, you might want to use a tool like Instapage, which offers more functionality and a drag-and-drop editor that makes creating a landing page a breeze.
Once you have your landing page, you can begin to piece together a concise, yet snappy email message. You’re going to want to consider what the benefits are of joining your email list. You might also want to include some testimonials from previous customers, or write a short blog post about the product you’re promoting. Finally, you might want to mention pricing, because what good is an email list if nobody knows how expensive it is?
In sum, your email message should be no longer than five sentences, and should briefly describe the benefits of subscribing to your list.
With a landing page and an email message in hand, you can begin your optin email marketing campaign. The next step is to create compelling content to promote your product or service.
Content Is Key
You’re essentially trying to sell a product that you’re advertising on a web page. In order to do this effectively, you’re going to want to make sure that the content on your page is both compelling and relevant to your target audience. In other words, you want to make sure that they’re not simply checking out your page because it’s related to the email marketing platform they’re also using.
Consider the example above. The landing page is geared toward web designers, and the copy is written with a design-minded audience in mind. As a result, the content has all the relevant and compelling information that the audience needs in order to make a purchase. In other words, the content is designed to lead the visitor to make a decision quickly.
Similarly, if you’re trying to grow your real estate business, you can use content marketing to attract potential buyers, or brokerages, to your website. The more compelling and relevant the content is, the more likely someone is to convert.
When it comes to content marketing, there are countless articles and blog posts that you can use as examples. From famous websites to social media posts, there is a ton of content that you can study and learn from. The best part? You don’t need to reinvent the wheel. Instead, you can get inspired by what others have done and use that as a foundation for your own work. Thus, finding relevant and compelling content to study and build upon can be easier said than done.
Inbound Marketing Versus Outbound Marketing
Marketing agencies typically divide marketing activities into two camps: outbound and inbound. Outbound marketing, as the name suggests, is all about getting people to come to your website or sales funnel. This could mean reaching out to potential customers via ads in the form of a jingle, banner, or even a full-blown campaign. Outbound marketing is all about driving leads to the point of making a purchase.
Conversely, inbound marketing is about establishing a relationship with someone at the very beginning of the buyer’s journey, before they’ve even entered your funnel. The goal of inbound marketing is to have existing relationships with potential customers, and to keep cultivating and growing these relationships throughout the customer lifecycle. As a result, inbound marketing is all about building trust, credibility, and authority. Inbound marketing is all about getting people to want to do business with you.
When it comes to attracting leads to your business, knowing which direction to take is often a challenge. If you’re looking for inspiration, consider the work of HubSpot, which is a leading provider of customer experience management software. If you look at their website, you’ll see that they’ve divided their content into two distinct areas:
On the one hand, you have content that’s related to attracting people to their business, and on the other, you have content that’s relevant to growing your business.
As you might expect, the first area of content is about getting leads to join their email list and follow them on social media. However, if you flip through their blog post on Inbound Marketing, you’ll see that they’ve broken down the other aspect of inbound marketing into a step-by-step guide. Thus, if you’re looking for ideas on how to attract leads to your business, you can find the information you need in either place.