Step 1. Carry value
Write the right people the right e commerce ad message at the right moment. In no case buy, download from the Internet and exchange subscriber e commerce ads databases. For other subscribers and for those who do not know you at all, you do not carry any value. If you irregularly and rarely communicate with people, people begin to forget you. Part of your subscribers becomes inactive; your content is no longer in the interests of the person. So the right moment is lost.
Step 2. Build trust with welcome letters
At this stage, we are not yet collecting the subscriber base. Instead, we create a trust relationship between you and subscribers. The same goes for email marketing. If a person has left you his contacts, do not rush to pack him with messages ‘Buy it! Buy it!’ The person does not yet know you and does not trust you. He will unsubscribe immediately, or complain about spam, or simply will neither open nor read your email. But how to build trust? Email marketing has a magic tool for this: welcome series of letters (they are also called ‘welcome chains’).
Step 3. Collecting subscriber base
Once you have set up the welcome chain, you can build a base. Where do subscribers come from?
10 resources to collect base:
- Your website.
- Your landing pages.
- Social networks.
- Your blog and content publishing in digital media.
- Video content.
- Offline events.
- Public performances and educational courses.
- Co-marketing: joint mailings, educational content, webinars, other landing pages, posts in someone other’s social networks.
- Recommendations of your opinion leaders, experts, and bloggers on your topics.
- Online Events: Your Webinars and Online Conferences.
Remember: the subscriber will not leave their contacts to you for nothing. Therefore, use the call-to-action and offer him something valuable in exchange for contacts. It can be a gift, free educational content or a discount. The call named ‘Try for free’ works great.
Step 4. Effective email distribution
Successful newsletter is opened by a visitor, is read and contains a link to your resources. There are 4 key elements that determine the success of an e-mail:
- Subject of the letter (title).
- Content of the letter.
- Letter design.
- Dispatch time.
From 60% to 90% of the subscribers do not open the newsletter if they are not interested in the subject of the letter. The following headers work well:
- Intriguing (Want to know…? Are you ready or not? Look into the future…).
- List (10 secrets, 30 most beautiful…).
- Status/exclusive (Choice of successful people).
- For marketing newsletters: clear and specific (xx% discount on brand…).
- For educational: slogans (‘It’s never too late to learn!’).
Email distribution is a tool by which you motivate people to take some action. For example, go to your website. So do not forget the call-to-action buttons and hyperlinks. The action buttons (‘Buy’, ‘Go’, ‘Jump To Site’, etc.) work better if they are noticeable. By the way, they are often highlighted in orange or red. These colors, according to experts, stimulate the act.
If you use photos and images, they must be of high quality but not weight too much. An extremely important thing is responsive design: your email list should look great on various devices, including mobile ones.
The golden rule: send mailings when they are read. Use the service that analyzes e-mailing, determines the time when subscribers open their letters and automatically sends messages at this very moment. This increases the open-ability of your letters.
Step 5. Base Reactivation
Do you know that the subscriber base becomes obsolete by 50% in six months? Half of your subscribers becomes inactive, does not open and does not read your letters. Therefore, if you won’t communicate to your subscribers, will do it rarely irregularly means losing people (prospects or clients) that are expensive to acquire.
To return the subscribers, email marketing created a special series of letters called reactivation. In such newsletters, it is very important to work with headlines, calls-to-action and promotions for inactive subscribers and buyers.