Once your business set up is all ready, the next step requires you to reach out to the audience who might be interested in your services. One of the best and most effective ways to do so is through email marketing. Email marketing is nothing but curating a list of interested prospects and regularly emailing things about your business that are also of interest to them. This article is your guide to build an email marketing list.
This can be a daunting task especially if you are starting out with scratch with zero subscribers on your list. But there is no reason to worry as we are listing below a step by step guide to building email marketing lists.
Many might say that the trend of email is towards the end but only professionals know that it is still the most vital and preferred mode of marketing that generates the most ROI in comparison to other marketing channels. In comparison to many other platforms like Social Media, SEO, Online Ads which are costly, inconsistent, complex or highly competitive, mail is straightforward, predictable, affordable, and easy to use.
Step 1) Invest in an Email Marketing Tool
Get an Email Marketing tool. There are plenty of good ones available in the market like Mailchimp, ActiveCampaign or Campaign Monitor. The initial costs are pretty low. These applications not only send emails but also collect and organize the lists. Each application is different from the other but the following are some basic steps to follow while setting your marketing tool
i. Create List(s)
Emails collected need to be organized into groups called “lists”. To begin with, it is recommended to create a “master” list where all the email addresses are put, a list of “Customers” who have already bought from you and also a list of “Prospects” for the interested people that haven’t yet made a purchase.
ii. Importing Existing Contacts
Add the emails that you want to add to the new database. You could also set your existing email addresses in a spreadsheet to import all the emails in one go.
iii. Organize your Audience Segments
Start with segmenting email addresses to more particular groups of prospects. An example of tagging would be ‘customers who just browsed items’, ‘customers who searched for items’, ‘customers who added to card’, ‘customers who hit the Checkout button’ etc. In the beginning, you may have to bring in tags for segments Like “Landing Page Leads” and many other entry-points so that you could know what customer signed up where.
With emails coming in, leads would get automatically get tagged by the tool on the basis of the entries made in your database.
iv. Creating Email Template
These email marketing tools mentioned should not just be used for organizing your list but also for sending emails. Getting familiar with different templates and trying to design and send out a test email from your business is recommended.
Step 2) Bring in an Offer That Would Make the exchange Easier for Email Addresses
In this step, you’ll have to figure out a way to convince respective customers to provide you with their emails. Since emails are someone’s personal information, most people wouldn’t just agree to type it out and give it away to any website. You’ll need to come up with an offer that would make it easier to get their emails, which could include:
A Coupon or a Discount
This is one of the easiest ways to get a potential customer to trust and give you their email. But, you would have to plan and compensate those extra expenses into your cost-per-email-acquisition.
Propose a Free Resource or Tool
Another common way to get shopper’s email is to arrange a free resource and get it with a form, keeping in mind for it to be something that a shopper would understand and find useful that also aligns with your business structure.
Setting up Email Newsletter
Newsletters could be offered as a way for customers to hear about the latest products or any informative content structured on what would be beneficial for them during any emergency.
Step 3) Create a Popup or Landing Page
Next, you’ll be required to build a landing page, popup or sticky bars (or all!) to start the collection of emails for your list. These spots would be where you present your proposal and ask for your visitor’s contact information.
- Popups are short and on point offers (promo codes or discounts)
- Landing pages are great in making the offers juicy with some explanation.
- Sticky Bars are great for inserting onto the bottom and top parts of your website for short offers.
Building a popup and landing page is quite simple using Unbounce. After creating the page, you’ll have to link the form on your popup and then to your email marketing tool, then test it to be sure about everything done properly. Click publish when you are satisfied with your testing and it’ll be ready to go live and you’ll be ready to start creating your list.
Step 4) Advertising the Email-Gated Offer
Now, the only thing required would be directing the shoppers towards your offer. It can be done by a few different ways
- By popups and sticky bars to get visitors’ attention. Using Unbounce, setting these up would be easy and the app’s advanced targeting feature lets you time them in such a way so that the popups only appear whenever you want them to.
- Posting to your Social Media handles: If you’re active on any social media platforms, you’ll have an online audience of yours, this could be very useful for organically getting the word out and about your proposal. This is considered to be a great way to understand your existing audience and turn the following into email subscribers to reach to them directly.
- Setting paid adds to Build Traffic: If you fail to have an active social media audience and starting from scratch, investing in online ads would be a great recommendation.
Step 5) Start Sending Regular Emails to the List
Once all the pieces are placed accordingly, you will start seeing the coming in of email addresses from your offer. Thereafter, build personal relationships with your initial subscribers and get their feedback on the type of emails they would want to see from your brand. This would not only help you understand and create an email strategy but also would build your audience. Setting up an automatic email that would begin scheduling promotional emails on a regular basis, to new subscribers would also be a good idea.