Over the past two years, I have helped hundreds of businesses grow their email lists, improve their engagement with their subscribers, and increase their revenue. One of the things that I hear most frequently from my clients is that they feel somewhat lost when it comes to email marketing and don’t know where to start. Believe it or not, I used to be in their shoes not long ago, too.
If you’re looking to improve your email marketing strategy and you’re wondering where to start, then I recommend you read the following advice from Tim Ferriss, who is one of the world’s leading experts in the field. In the article, he provides 25 tips for effective email marketing, from beginner to advanced level. The good news is that you don’t have to be a skilled email marketer to implement any of his tips. All you need is a little bit of hustle and determination.
Focus On User Experience
Focusing on the user experience and avoiding distractions are essential. When designing your email template, ensure that it is simple, clean, and intuitive. Users should be able to easily find the information they need without having to browse through a ton of irrelevant content. A/B testing is also a great way to constantly improve the UX of your email campaigns and templates.
Avoid Being Overly General
While it’s important to provide your subscribers with as much information as possible, you don’t need to go overboard and overwhelm them with lots of text. Instead, keep it simple and to the point. After all, everyone’s time is valuable, and you don’t want to waste theirs by sending them a lot of content that they might not be interested in.
Focus On Conversion
Once you’ve captured the email of a potential customer, you must have their attention. One way to do this is through the use of an offer. What is an offer anyway? An offer is something that you’re providing or promoting in order to get someone to do or buy something. For example, if you’re selling hair extensions, you could offer free shipping or a discount if they buy three boxes of the same product. Offers work because people usually have a money problem, and retailers and brands know this. Thus, offers give marketers the opportunity to solve a problem and get someone to become a customer.
Focus On Buildup Of Trust
Let’s say you’re building up a list of email subscribers and you’ve gotten as far as collecting their email addresses. Now what? Your next step is to build up trust with your subscribers so that they feel comfortable enough to provide their contact details to you. You can do this by offering regular newsletters, freebies, and discounts. The more you do, the more your subscribers will trust you.
Don’t Forget The Subject Line
The subject line of your email is the single most important area. It’s what gets opened first, and it sets the tone for the rest of the email. Be sure to put the right focus on this area through proper testing and A/B email marketing. Ensure that it’s short and to the point, interesting, and that your email fits within the standards of your industry. Tim has some excellent tips on what to include in your subject line, which you can read here. Additionally, be sure to always put your contact details in the subject line so that your subscribers can easily find your email.
Use Multiple Channels
People love to receive updates via email, text message, and social media. Thus, using all three of these media to keep your subscribers engaged and interested is key to effective marketing. A poll conducted by HubSpot on their blog found that email was the most effective channel for user engagement, and that social media and text messaging pulled even more weight as influence channels. Additionally, users respond better to marketing messages that have been tailored to their specific needs. This is why customer segmentation and buyer personas are essential to effective marketing.
If you want to be viewed as a thought leader in your industry, then you must be producing content that is both relevant and valuable. One way to do this is to cross-promote with other channels. For example, you can email your subscribers about a blog article that you’ve published, or you can put out a status update on your social media channels about a product that you’re promoting. Cross-promoting works because customers usually follow the footsteps of others in their industry, and seeing other thought leaders in your industry is often an indication that you’re an expert as well.
Use Personal Stereotypes
When you write a blog post, you have a unique opportunity to use personal stereotypes. For example, you can write about how your Mom always nags you about doing your homework, how your best friend is always late to social gatherings, or how your spouse is never really satisfied with your cooking. As an online marketer, you have a large audience that you can tap into for these types of anecdotes, and the more you write, the more you can become known for your stream of consciousness.
Just like a real-life sport, competition drives innovation in the tech world. Having a direct competitor nearby brings out the best in everyone, and that’s what you want from your business. When your competitors are driving innovation in your space, their failures and success become valuable learning experiences for you as well. Additionally, when you utilize this type of learning experience, you can be certain that you’re staying ahead of the game.
Scarcity is the fear of loss. When you have a limited supply of something people want, you can be certain that they’ll do anything to get it. Scarcity gives you a leg up on the competition, as well as the ability to set your own prices without losing business. Additionally, when you use scarcity strategically, it can be a highly effective marketing tool.
Optimize Your Brand’s Online Presence
Your brand’s online presence is just as important as your physical presence, especially as you evolve your marketing efforts from being purely digital to also including a strong offline element.
What is a brand? A brand is a symbol or representation of a business that customers recognize and associate with. When someone hears or sees your brand, they automatically think of your business. For example, Southwest Airlines’ is the most recognized brand in the industry, and everyone knows what Southwest Airlines is and what they represent. When you’ve got a brand, you’ve got a brand.
To ensure that your brand is represented accurately online, you must establish or control your online identity. This identity should match your brand’s personality, and it should speak to customers clearly and precisely. Additionally, you should be able to respond to customers with the correct information, in real-time, without having to check your corporate email first.
To start, I recommend that you read the following blog post from Pat Flynn, founder of Smart Passive Income, on how to build your personal brand:
Create A Brand
It’s important to understand that a brand is a lot more than just a logo or a website. Your brand is how you interact with your customers. Your brand is also how your customers will interact with you. If you want to establish a strong brand, you must put the time and effort into establishing good practices, proper language, and consistent themes. Additionally, make sure that every part of your brand reflects your company’s values. Once all of this is in place, customers will see your brand and understand what it stands for.
An active and engaged social media presence is a great indicator that you’re aware of the importance of marketing through digital space and that you’re willing to take the steps needed to ensure that your business is represented well online. Your social media presence is also a great way to demonstrate that you’re willing to be accessible and accountable to your customers. When someone stumbles upon your social media page, it should be evident that you’re dedicated to providing the best possible experience for them. Your social media page’s content should also serve as a good reflection of your brand.
The metrics and data that you collect should all be pointing in the right direction. When you have a clear idea of where you are and where you want to go, you can easily determine if your efforts are bearing fruit or if you need to make some changes.
Measuring the right things and keeping track of the important data is the key to successful marketing. Your customers’ behaviors, opinions, and sentiments can all be tracked and measured, providing you with a clear picture of your current situation and how you can improve it. Don’t expect to win the marketing game without first measuring and tracking your progress.