You have heard marketers talk about email marketing and how it should be part of your business, right?
Check out these statistics about Email marketing and I think you will agree they cannot be ignored!
66% of consumers have made a purchase as a result of an email marketing message.
91% of users check their emails daily, although under 25 year olds do prefer texts.
The ROI of emails is higher than SEO, Keyword ads, direct mail and social media.
Email marketing is the most effective channel for client retention, leading social network marketing by almost 20%.
48% of emails are opened on a mobile device?
33% of those emails are opened based on the subject line alone!
When videos are included in an email the CTR increased by 200% to 300%!
We have all heard the notorious Paul Mort say how important email marketing is and how you can use it to leverage your business.
Paul is the fitness industry's ultimate email marketer, If you haven't seen my interview with Paul you can catch it HERE
He has used email to create businesses worth hundreds of thousands of pounds a year.
This guide shows you how to be effective with your email marketing strategy.
> Quality and Quantity
Be consistent with your emails.
It takes time to nurture your list and get your audience to like, know and trust you.
Create yourself a content planner and stick to it.
If you haven’t got anything worth saying, then I would suggest you don’t email. With that said you should email at least once a week to grow your business. Statistics also suggest that the more often you email the more sales you make......... Just be sure to have something useful and/ or entertaining to say.
Storytelling is a big part of email marketing; some find this easier than others. Check out Paul's emails to get an idea of how to do this.
You will get better with practice so don’t be disheartened at first.
> Email With Purpose
Knowing why you are emailing is important.
Put yourself in the reader place.
You can have the best email subject, the best software and have all the tricks to get the email in front of your audience, however if the email offers no value to the reader they won't open future emails.
Emailing your list while being light hearted and helpful is a great way to build a relationship with your audience.
> Capture Their Attention
Your subject line needs to capture their attention within 31 characters.
That’s the first part, there is still more work to be done.
Your first 2 lines will make or break you. You have 64 characters, which can be seen on a mobile device, and what you write there will determine whether the email gets opened or deleted.
The subject and your introductory lines are the most important real estate you’ve got so use them very wisely.
> Which Email Marketing Tool Should You Use?
There are several email marketing tools that you can use.
Important things to focus on are deliver-ability (getting in the inbox), ease of use, analytics and subscriber on boarding options.
Ultimately it is only you that can decide what works best for you and your business.
Here are a few suggestions:
- PT Distinction
- Active Campaign
While using the email system inside your PT Distinction account is definitely the most stress free option, and it syncs up very easily to your programs, groups, assessments etc... you can also integrate any of the above softwares with PTD if you wish to.
> What Should I Email About?
There are several ways you can put this together and it really depends on you and how you run your business.
Having systems in place for your business makes creating content much easier and means you know exactly when you are writing and what about.
Having a content planner is crucial.
Even if it’s not in depth and just has the 4-6 pillars of your business as headings to focus your thoughts.
Here are some tips of how you can collate your content:
- Have a FAQ spreadsheet on your computer or a notebook, each time a client or perspective client asks you a question you keep a note of it for when you need inspiration.
- Create a Trello board to collate your chosen content subjects so you can reference to it easily.
- Have a content box /jar, every time you think of a decent subject but you don’t have time to do anything with it. Write it down and put in your content box.
- Mindmap/Brainstorm – you can use paper or a white board. Have your business in the middle and then the main cornerstones of your business so for instance nutrition, mindset, exercise, sleep, and fun – these will be different depending on your business. Now below each of these cornerstones, write 4 topics that will interest your ideal customer. Put them in your diary changing between the cornerstones each week. You can easily put together a 6-month plan in a matter of minutes!
> Creating a Schedule
As we have discussed what to write it only seems logical to talk about how often to write.
This is completely dependent on you and your business.
Many of the very best email marketers suggests emailing daily, however if this feels too much for you and you struggle to find something worth while to email about, then its not for you right now.
Aim to email as often as you can but be sure to have good content, you should definitely look to email at least once a week. Otherwise you will be missing out on many potential new clients.
Once you have ascertained how often you are going to email your list, now you need to schedule in time to write, proof read and schedule them.
I would always suggest batching and working in advance.
You never know what is going to happen.
Batching makes your work more time efficient, spending a few hours writing emails you will get more done than if you write them on the day you send them.
It’s the same with batch cooking right?
Once a week you can close off a few hours to write up some emails.
Then proof read them all the next day.
Once proof read you can schedule them according to your timetable.
Making this a habit in your business is a great way to ensure that you are systemised in your approach.
You will achieve more and you will reduce your stress levels.
> Take Away Points
Email should be a part of your marketing strategy.
Put together a system that works for you to ensure you get the best out of your time.
Put together content ideas so that you have a plan or at least some inspiration when you need it.
Block off time regularly to email your clients, don’t just email them when you want to sell to them. Yes they will notice!
If you learned something from this blog or you found it interesting please share it with others too.
Email Marketing Guide
Jun 16, 2016
By Tim Saye