Let’s develop a strategy to grow your email list, convert new customers, and retain existing ones using optimized sign-up forms and automated sequences to create loyal followers.
Email is the only means of reaching customers that you actually control.
We spend a lot of time optimizing for Google search to increase organic traffic, but think about this: That isn’t actually your traffic. That’s Google’s traffic; they’re just siphoning it to you. Google updates its algorithm all the time, and machine learning, RankBrain, and natural language processing mean the search engine results pages (SERPs) are constantly moving. If Google wrongly (or rightly) decides to drop your pages in the SERPs–poof–that traffic is gone overnight. The same goes for social media. While you can increase your likes and followers, social media channels still control who sees your content. Email is different. If you have someone’s email address, you can speak to them directly and no one can limit you. (Well, except spam filters.)
The Google SERPs have been volatile as we enter Q4 2019. These updates have the power to boost your traffic or decimate it overnight. (Source: Algoroo)
Email marketing has a 3800% ROI (yes, you read that correctly) and 72% of customers prefer email to other means of communication.
Where else in your business can you turn $1 into $38? That’s like going to Vegas, betting 17 on the roulette wheel, and winning every single time (except it’s better). If you’re curious, those stats came from here.
According to VentureBeat’s analysis, email marketing offers the highest ROI of any marketing channel.
Email marketing influences purchasing decisions.
A Sale Cycle study found that 59% of customers reported email marketing influences their purchasing decisions. Over 50% reported they make a purchase because of an email at least once per month. Upwards of 96% of your new visitors won’t return to your site, so it’s vital that you get them to sign up for your email list.
Recently, I got this email from Marc and Trish at Keep Your Daydream. They’re full-time RVers like me and my wife. This email reviews an important piece of RV equipment with affiliate links back to their store on eTrailer. People like me are very likely to trust Marc and Trish because they’re experts with authority and their opinion matters in my decision to buy.
The trick is to get the right email in front of the right subscriber at the right time.
If you’re doing lead generation correctly, your email list is probably made up of people at various stages in the buying process who subscribed through various forms on various pages on your site. That’s a lot of variety and a lot of potential purchasers in different frames of mind with different needs. Put the right email in front of the right subscriber at the right time by using segmented email campaigns. A Campaign Monitor study found that segmented email campaigns resulted in a 760% increase in revenue. It takes more work and planning, but the ROI is insane.
I emailed my list on Amazon Prime Day 2018, resulting in an additional 299 highly-qualified visitors that purchased through my affiliate links instead of my competitors’.
Automated sequences and personalized fields will make your life easier.
Email marketing software is pretty incredible these days. With a little work up front, you can create an automated email marketing sequence targeted to specific subscribers depending on how they’ve been tagged, which form they signed up through, etc. Learning how to use these powerful tools can be daunting, but it’s worth your time and effort.
ConvertKit lets me create an automated email sequence targeted to subscribers who meet certain criteria, such as signing up through a specific form.
Curley Creative’s email marketing approach
“The money is in the list.” It’s an oft-parroted marketing phrase, but it’s popular for a reason: It’s true. I’ve grown multiple email lists in several industries using my lead generation and conversion optimization process. Once they’re on the list, it’s time to engage them regularly. Here’s how I do that.
“A goal without a plan is just a wish.” A coworker at a company I worked for said that once, so I Googled it. Turns out it’s credited to some French poet. Well, he’s right. If you don’t have a plan, you’ll have to get lucky in order to succeed. This step involves identifying your goals, coming up with a plan to achieve them, and setting KPI to measure whether you’re succeeding.
Your email marketing plan should inform the tool you use, not the other way around. Between ConvertKit, Constant Contact, GetResponse, and myriad others, there are a lot of options out there. Once you have a plan, it’s time to evaluate the available tools to decide which is best. Email marketing has a 38x ROI, so don’t pass on the right tool to save a few bucks.
Segmentation increases email-driven revenue by 760%. Each email marketing tool offers a way of categorizing your list using tags, filters, custom fields, etc. Segmentation can be effective when sending one-off broadcasts or as part of an automated strategy.
Lead Generation & CRO
This is a whole other service Curley Creative offers, but it’s an essential part of email marketing. How do you get readers to opt into your newsletters and automated sequences? After all, without leads and subscribers, who are you going to send emails to? Your mom?
Automation allows your email marketing strategy to scale as your list begins to grow. Finding a way to personalize automated emails is essential. Each email marketing tool does it a little differently, and I can help you set up automated campaigns in whichever you choose.
With your list segmented and automations mapped out, it’s time to craft your copy. Nailing your subject lines is crucial, and there are proven tactics you can use to increase your open rates. I can also show you which email formats (HTML vs plain text, long vs short) are working to convert subscribers.
Is your strategic email marketing plan working as expected? We can track open rates, clickthrough rates, click-to-open rates, conversion rates, and ultimately ROI to determine whether your campaign is succeeding. A/B testing headlines, formats, etc. allows further optimization.