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Email Marketing 101 For Internet Marketers

Published February 10, 2019 in Guides - 0 Comments
definitive guide to email marketing

This is a long and thorough guide on email marketing from A to Z, catered specifically to internet marketers interested in affiliate marketing, network marketing, and even enterprise-level digital marketing.

Because this is quite a long guide (over 23,000 words), I have created jump links for you below for easier navigation if you would prefer to skip farther down the page to the topic of your choice.

Once you click on a jump link, simply click on the back button in your browser to return to the top of the page.

Finally, if you have not signed up for the members portion of Earning Ability yet, please do so here if making actual money online is something that interests you.

Here are the contents of this guide:

Chapter 1: An Introduction to Email Marketing

email marketing

If​ ​you​ ​run​ ​a​ ​business,​ ​a​ ​website​ ​or​ ​a​ ​blog​ ​and​ ​you​ ​want​ ​to increase​ ​your​ ​audience​ ​as​ ​well​ ​as​ ​to​ ​increase​ ​engagement,​ ​then the​ ​single​ ​most​ ​effective​ ​way​ ​to​ ​do​ ​that​ ​is​ ​with​ ​email​ ​marketing.

If​ ​you​ ​listen​ ​to​ ​pretty​ ​much​ ​​any​ ​​of​ ​the​ ​top​ ​marketers,​ ​then​ ​they​ ​will almost​ ​always​ ​tell​ ​you​ ​this.​ ​

They​ ​will​ ​almost​ ​always​ ​say​ ​that​ ​the most​ ​important​ ​aspect​ ​of​ ​their​ ​marketing​ ​–​ ​the​ ​thing​ ​that​ ​led​ ​to their​ ​success​ ​–​ ​was​ ​email.

And​ ​there’s​ ​a​ ​very​ ​good​ ​reason​ ​for​ ​this.​ ​Or​ ​ten…

Email​ ​marketing​ ​allows​ ​you​ ​to​ ​reach​ ​your​ ​audience​ ​in​ ​an incredibly​ ​direct​ ​manner.​ ​

Unlike​ ​other​ ​forms​ ​of​ ​marketing,​ ​you’ll actually​ ​be​ ​able​ ​to​ ​reach​ ​your​ ​audience​ ​directly​ ​in​ ​their​ ​inboxes without​ ​having​ ​to​ ​go​ ​through​ ​any​ ​third​ ​party.​

​That​ ​means​ ​that you’re​ ​not​ ​reliant​ ​on​ ​a​ ​platform​ ​like​ ​Facebook​ ​or​ ​Twitter,​ ​or​ ​at​ ​the mercy​ ​of​ ​potential​ ​changes​ ​to​ ​policies​ ​that​ ​could​ ​render​ ​your messages​ ​unheard.​ ​

It​ ​wasn’t​ ​that​ ​long​ ​ago​ ​that​ ​Facebook​ ​made the​ ​decision​ ​to​ ​change​ ​its​ ​system​ ​so​ ​that​ ​only​ ​a​ ​small​ ​percentage of​ ​posts​ ​from​ ​pages​ ​got​ ​through​ ​to​ ​followers.

With​ ​email,​ ​your​ ​messages​ ​are​ ​going​ ​​directly​ ​​to​ ​the​ ​users.​ ​That means​ ​that​ ​nothing​ ​can​ ​prevent​ ​you​ ​from​ ​reaching​ ​them​ ​and​ ​you know​ ​that​ ​100%​ ​of​ ​everything​ ​you​ ​send​ ​is​ ​going​ ​to​ ​reach​ ​the recipient.

It​ ​means​ ​that​ ​you​ ​don’t​ ​lose​ ​your​ ​long​ ​list​ ​of​ ​subscribers​ ​if Facebook​ ​decides​ ​to​ ​inexplicably​ ​delete​ ​your​ ​account​ ​(this happens​ ​–​ ​in​ ​fact​ ​it​ ​has​ ​happened​ ​to​ ​me)​ ​or​ ​if​ ​they​ ​decide​ ​to delete​ ​​their​ ​​accounts.

This​ ​is​ ​a​ ​relationship​ ​that​ ​is​ ​directly​ ​between​ ​you​ ​and​ ​the subscribers.​ ​But​ ​that’s​ ​only​ ​touching​ ​the​ ​very​ ​surface​ ​of​ ​what makes​ ​email​ ​marketing​ ​so​ ​useful.

As​ ​you’ll​ ​see​ ​in​ ​the​ ​rest​ ​of​ ​this​ ​guide,​ ​there​ ​are​ ​many,​ ​many​ ​more advantages​ ​to​ ​email​ ​marketing​ ​and​ ​tons​ ​more​ ​reasons​ ​why​ ​you should​ ​invest​ ​more​ ​time​ ​and​ ​more​ ​energy​ ​into​ ​email​ ​marketing.

By​ ​the​ ​end​ ​of​ ​this​ ​guide,​ ​you’ll​ ​understand​ ​precisely​ ​what​ ​makes email​ ​marketing​ ​important,​ ​and​ ​you’ll​ ​hopefully​ ​be​ ​hyped​ ​to​ ​dive into​ ​applying​ ​the​ ​course,​ ​finding​ ​out​ ​how​ ​you​ ​can​ ​make​ ​it​ ​work​ ​​for you​.

First, a Few Stats

First,​ ​let’s​ ​take​ ​a​ ​look​ ​at​ ​a​ ​few​ ​stats​ ​which​ ​perfectly​ ​illustrate​ ​just how​ ​impressive​ ​email​ ​marketing​ ​really​ ​is​ ​and​ ​how​ ​it​ ​is transforming​ ​business…

For​ ​example,​ ​did​ ​you​ ​know​ ​the​ ​following​ ​figures?

  • Email​ ​marketing​ ​has​ ​a​ ​ROI​ ​of​ ​4,300%
  • 91%​ ​of​ ​consumers​ ​check​ ​email​ ​daily​ ​(most​ ​people​ ​check​ ​it much​ ​more​ ​often​ ​than​ ​once​ ​a​ ​day!)
  • When​ ​surveyed,​ ​companies​ ​say​ ​that​ ​email​ ​marketing​ ​is more​ ​profitable​ ​than:​ ​PPC,​ ​content​ ​marketing,​ ​display advertising,​ ​mobile​ ​ads,​ ​social​ ​media​ ​marketing,​ ​direct marketing,​ ​affiliate​ ​marketing…
  • 66%​ ​of​ ​US​ ​consumers​ ​aged​ ​over​ ​15​ ​have​ ​made​ ​a​ ​purchase as​ ​a​ ​direct​ ​result​ ​of​ ​an​ ​email​ ​campaign
  • 1/3​​ ​of​ ​consumers​ ​say​ ​that​ ​they​ ​open​ ​their​ ​emails​ ​on​ ​the basis​ ​of​ ​the​ ​subject​ ​line​ ​alone

So,​ ​what​ ​does​ ​all​ ​this​ ​tell​ ​us?​ ​Why​ ​are​ ​these​ ​stats​ ​the​ ​way​ ​they are?

Firstly,​ ​let’s​ ​consider​ ​the​ ​ROI.​ ​The​ ​reason​ ​that​ ​ROI​ ​is​ ​so​ ​high​ ​for email​ ​marketing​ ​is​ ​actually​ ​because​ ​the​ ​cost​ ​of​ ​entry​ ​is​ ​so​ ​​low​.

ROI​ ​is​ ​”return​ ​on​ ​investment” ​-​ ​the​ ​amount​ ​of​ ​money​ ​you​ ​make versus​ ​​the​ ​amount​ ​of​ ​money​ ​you​ ​spent​ ​in​ ​order​ ​to​ ​make​ ​it!

In​ ​the​ ​case​ ​of​ ​email​ ​marketing,​ ​you​ ​only​ ​need​ ​to​ ​pay​ ​for​ ​an autoresponder.​ ​Once​ ​you’ve​ ​done​ ​that,​ ​you​ ​have​ ​the​ ​means​ ​to collect​ ​and​ ​send​ ​emails,​ ​which​ ​means​ ​the​ ​only​ ​thing​ ​left​ ​for​ ​you​ ​to do​ ​is​ ​to​ ​​write​ ​​said​ ​emails.​ ​

Guess​ ​how​ ​much​ ​writing​ ​an​ ​email costs?​ ​And​ ​it​ ​barely​ ​takes​ ​any​ ​time​ ​either.​ ​​

Remember:​ ​time​ ​is money!​ ​In​ ​short,​ ​this​ ​is​ ​an​ ​incredibly​ ​quick​ ​and​ ​cost-effective​ ​way to​ ​start​ ​marketing.

Another​ ​stat​ ​that’s​ ​interesting​ ​is​ ​the​ ​fact​ ​that​ ​91%​ ​of​ ​consumers check​ ​their​ ​email​ ​every​ ​single​ ​day.​ ​That’s​ ​a​ ​huge​ ​statistic,​ ​but​ ​in reality​ ​it’s​ ​probably​ ​rather​ ​conservative.​ ​

The​ ​reality​ ​is​ ​that​ ​most​ ​of us​ ​check​ ​our​ ​phones​ ​not​ ​only​ ​every​ ​single​ ​day​ ​but​ ​​countless times​ ​​throughout​ ​the​ ​day.

The​ ​reason​ ​for​ ​this​ ​is​ ​that​ ​we​ ​get​ ​a​ ​notification​ ​each​ ​time​ ​we​ ​get​ ​a new​ ​email.​ ​

There​ ​is​ ​no​ ​way​ ​for​ ​us​ ​to​ ​miss​ ​an​ ​email,​ ​which​ ​stands in​ ​stark​ ​contrast​ ​to​ ​a​ ​Facebook​ ​post​ ​or​ ​a​ ​Twitter​ ​Tweet​ ​which​ ​is very​ ​easy​ ​to​ ​miss.

In​ ​fact,​ ​the​ ​main​ ​way​ ​that​ ​you​ ​tend​ ​to​ ​hear​ ​about​ ​new​ ​Facebook posts​ ​is​ ​​via​ ​​email.

Think​ ​about​ ​the​ ​Facebook​ ​pages​ ​that​ ​you​ ​have​ ​Liked.​ ​Can​ ​you honestly​ ​say​ ​that​ ​you​ ​get​ ​100%​ ​of​ ​the​ ​messages​ ​that​ ​​any​ ​​of​ ​them put​ ​out?​ ​The​ ​answer​ ​for​ ​most​ ​of​ ​us​ ​is​ ​”no.”​ ​​ ​

The​ ​obvious​ ​reason for​ ​that​ ​is​ ​that​ ​we’ll​ ​only​ ​check​ ​Facebook​ ​every​ ​now​ ​and​ ​then,​ ​and even​ ​then,​ ​we’ll​ ​likely​ ​only​ ​see​ ​a​ ​small​ ​percentage​ ​of​ ​what’s​ ​being offered​ ​because​ ​that’s​ ​what​ ​will​ ​make​ ​it​ ​to​ ​our​ ​home​ ​feed.​

​The only​ ​way​ ​we​ ​would​ ​stand​ ​a​ ​chance​ ​of​ ​seeing​ ​100%​ ​of​ ​the​ ​content from​ ​a​ ​given​ ​page​ ​is​ ​if​ ​we​ ​were​ ​to​ ​navigate​ ​manually​ ​to​ ​that Facebook​ ​page​ ​every​ ​single​ ​day​ ​and​ ​scroll​ ​down​ ​through​ ​the posts.

And​ ​who​ ​cares​ ​enough​ ​about​ ​a​ ​brand​ ​in​ ​order​ ​to​ ​do​ ​that?

With​ ​email​ ​on​ ​the​ ​other​ ​hand,​ ​you​ ​not​ ​only​ ​check​ ​your​ ​inbox multiple​ ​times​ ​a​ ​day​ ​anyway,​ ​but​ ​you​ ​also​ ​get​ ​alerted​ ​each​ ​time​ ​a new​ ​message​ ​comes​ ​through.

Of​ ​course,​ ​this​ ​is​ ​only​ ​true​ ​of​ ​your​ ​inbox​ ​and​ ​not​ ​of​ ​your​ ​”social” mailbox​ ​or​ ​spam​ ​–​ ​but​ ​using​ ​the​ ​tips​ ​you’ll​ ​learn​ ​over​ ​the​ ​course of​ ​this…​ ​course…​ ​you’ll​ ​learn​ ​how​ ​to​ ​make​ ​sure​ ​your​ ​messages end​ ​up​ ​in​ ​the​ ​inbox​ ​and​ ​not​ ​in​ ​one​ ​of​ ​the​ ​other​ ​two.

So,​ ​that’s​ ​what​ ​the​ ​stats​ ​have​ ​to​ ​say,​ ​but​ ​what​ ​about​ ​the​ ​things that​ ​a​ ​survey​ ​​can’t​ ​​quite​ ​capture?

Chapter 1.1: Top Reasons You NEED to Invest in Email Marketing

which digital marketing channel generates the most roi for your organization?

Here​ ​are​ ​some​ ​of​ ​the​ ​top​ ​reasons​ ​that​ ​you​ ​can’t​ ​afford​ ​not​ ​to invest​ ​in​ ​email​ ​marketing…

1. Email Marketing is More Personal

The​ ​first​ ​and​ ​most​ ​important​ ​consideration​ ​is​ ​simply​ ​that​ ​email marketing​ ​is​ ​​much​ ​​more​ ​personal​ ​when​ ​compared​ ​with​ ​other forms​ ​of​ ​marketing.​ ​

When​ ​you​ ​send​ ​others​ ​a​ ​message​ ​via​ ​email, you​ ​are​ ​messaging​ ​them​ ​in​ ​their​ ​inbox​ ​and​ ​that​ ​means​ ​your messages​ ​are​ ​going​ ​to​ ​be​ ​placed​ ​right​ ​alongside​ ​messages​ ​from their​ ​friends​ ​and​ ​family,​ ​as​ ​well​ ​as​ ​all​ ​the​ ​other​ ​things​ ​that​ ​they signed​ ​up​ ​for.

All​ ​of​ ​a​ ​sudden,​ ​the​ ​way​ ​that​ ​your​ ​messages​ ​are​ ​parsed​ ​and interpreted​ ​changes.​ ​

Suddenly,​ ​this​ ​is​ ​in​ ​a​ ​folder​ ​filled​ ​with correspondence​ ​that​ ​demands​ ​attention,​ ​and​ ​your​ ​email​ ​message will​ ​take​ ​on​ ​that​ ​same​ ​importance​ ​as​ ​a​ ​result.

As​ ​a​ ​marketer,​ ​it’s​ ​your​ ​job​ ​to​ ​take​ ​advantage​ ​of​ ​this,​ ​too​ ​–​ ​by making​ ​sure​ ​that​ ​your​ ​content​ ​is​ ​written​ ​in​ ​a​ ​way​ ​that​ ​feels personal​ ​and​ ​direct.​ ​​ ​

This​ ​will​ ​have​ ​a​ ​much​ ​better​ ​impact​ ​on readers​ ​and​ ​make​ ​them​ ​much​ ​more​ ​likely​ ​to​ ​sit​ ​up​ ​and​ ​take​ ​notice of​ ​what​ ​you’re​ ​saying.​ ​People​ ​like​ ​getting​ ​messages​ ​from​ ​​people –​ ​not​ ​from​ ​​companies​.

2.​ ​Email​ ​Marketing​ ​is​ ​Immediate

With​ ​email​ ​marketing,​ ​you​ ​have​ ​complete​ ​control​ ​over​ ​your message,​ ​and​ ​that​ ​even​ ​includes​ ​the​ ​​timing​ ​​of​ ​when​ ​your message​ ​is​ ​sent.

On​ ​Facebook​ ​or​ ​Twitter,​ ​you​ ​will​ ​write​ ​a​ ​message​ ​and​ ​then​ ​hope that​ ​your​ ​followers​ ​see​ ​it​ ​at​ ​some​ ​point​ ​in​ ​the​ ​near​ ​future.

However,​ ​with​ ​email​ ​marketing​ ​we’ve​ ​already​ ​discussed​ ​that​ ​your recipients​ ​will​ ​get​ ​a​ ​buzz​ ​in​ ​their​ ​pocket​ ​as​ ​​soon​ ​​as​ ​the​ ​new message​ ​comes​ ​through.​ ​

Even​ ​if​ ​they​ ​have​ ​several​ ​messages that​ ​they​ ​haven’t​ ​read​ ​(meaning​ ​that​ ​they​ ​won’t​ ​get​ ​notified​ ​for each​ ​new​ ​message),​ ​they’ll​ ​still​ ​tend​ ​to​ ​check​ ​their​ ​messages several​ ​times​ ​throughout​ ​a​ ​day​ ​to​ ​dismiss​ ​those​ ​unread​ ​contacts.

That​ ​now​ ​means​ ​that​ ​you​ ​can​ ​time​ ​when​ ​your​ ​message​ ​gets seen,​ ​and​ ​therefore​ ​you​ ​have​ ​​some​ ​​control​ ​over​ ​what​ ​mood​ ​the recipients​ ​are​ ​in​ ​when​ ​they​ ​get​ ​your​ ​message​ ​and​ ​how​ ​they​ ​are likely​ ​to​ ​respond.

This​ ​is​ ​crucial​ ​because​ ​–​ ​as​ ​with​ ​comedy​ ​–​ ​timing​ ​is​ ​​everything when​ ​it​ ​comes​ ​to​ ​marketing.​

​If​ ​you​ ​can​ ​send​ ​a​ ​message​ ​at​ ​the right​ ​time,​ ​then​ ​you​ ​can​ ​take​ ​advantage​ ​of​ ​current​ ​events,​ ​or​ ​of the​ ​fact​ ​that​ ​your​ ​subscribers​ ​are​ ​likely​ ​to​ ​be​ ​tired​ ​and​ ​thus​ ​more impulsive.​ ​

You​ ​just​ ​don’t​ ​get​ ​this​ ​kind​ ​of​ ​control​ ​with​ ​​any​ ​​other form​ ​of​ ​marketing.

We’ll​ ​learn​ ​more​ ​about​ ​how​ ​you​ ​can​ ​utilize​ ​timing​ ​in​ ​your​ ​email marketing​ ​over​ ​the​ ​next​ ​several​ ​chapters.

3.​ ​Email​ ​Marketing​ ​Requires​ ​Permission

This​ ​is​ ​actually​ ​a​ ​very​ ​important​ ​aspect​ ​of​ ​email​ ​marketing,​ ​and it’s​ ​one​ ​that​ ​makes​ ​every​ ​message​ ​much​ ​more​ ​effective​ ​and impactful.

The​ ​simple​ ​fact​ ​is​ ​that​ ​in​ ​order​ ​to​ ​send​ ​a​ ​marketing​ ​email​ ​to potential​ ​clients,​ ​you​ ​first​ ​need​ ​their​ ​express​ ​permission.​ ​And​ ​that permission​ ​requires​ ​them​ ​to​ ​actually​ ​give​ ​you​ ​their​ ​email​ ​address and​ ​contact​ ​details.​

This​ ​isn’t​ ​as​ ​easy​ ​as​ ​clicking​ ​”like”​ ​-​ ​and​ ​it’s not​ ​something​ ​they​ ​can​ ​​possibly​ ​​do​ ​by​ ​accident.

At​ ​first,​ ​you​ ​might​ ​think​ ​that​ ​this​ ​would​ ​be​ ​a​ ​negative​ ​thing.​ ​After all,​ ​it​ ​means​ ​that​ ​you’re​ ​going​ ​to​ ​have​ ​a​ ​much​ ​shorter​ ​mailing​ ​list, and​ ​your​ ​subscribers​ ​might​ ​be​ ​less​ ​inclined​ ​to​ ​sign​ ​up.

But​ ​that​ ​is​ ​actually​ ​a​ ​positive​ ​thing.​ ​A​ ​​big​ ​​positive.​ ​Why?​ ​Because it​ ​means​ ​that​ ​the​ ​​quality​ ​​of​ ​your​ ​contacts​ ​is​ ​much​ ​higher.​ ​

In marketing,​ ​quality​ ​trumps​ ​quantity​ ​​every​ ​​time​​ ​​and​ ​by​ ​a​ ​large margin​ ​at​ ​that.

If​ ​your​ ​recipients​ ​actually​ ​want​ ​to​ ​be​ ​there​ ​and​ ​if​ ​they’re​ ​interested in​ ​signing​ ​up,​ ​then​ ​that​ ​means​ ​they’ll​ ​actually​ ​​read​ ​​your messages,​ ​and​ ​it​ ​means​ ​they’ll​ ​be​ ​much​ ​more​ ​likely​ ​to​ ​click​ ​”buy” or​ ​to​ ​pass​ ​the​ ​message​ ​on​ ​to​ ​friends.

And​ ​the​ ​very​ ​act​ ​of​ ​giving​ ​you​ ​their​ ​email​ ​address​ ​also​ ​​increases that​ ​trust.​ ​

When​ ​someone​ ​gives​ ​you​ ​their​ ​email​ ​and​ ​invites​ ​you​ ​to message​ ​them,​ ​they​ ​are​ ​showing​ ​that​ ​they​ ​trust​ ​you​ ​not​ ​to​ ​abuse that​ ​power​ ​and​ ​that​ ​they​ ​value​ ​your​ ​ideas​ ​enough​ ​to​ ​give​ ​up​ ​some of​ ​their​ ​privacy.​

​This​ ​way,​ ​they​ ​become​ ​”members”​ ​of​ ​your movement.

Again,​ ​we’ll​ ​look​ ​at​ ​how​ ​you​ ​can​ ​ensure​ ​your​ ​contacts​ ​are​ ​100% valuable​ ​and​ ​the​ ​right​ ​fit​ ​for​ ​your​ ​list​ ​in​ ​future​ ​installments.

4.​ ​​Email​ ​Marketing​ ​Allows​ ​Smart​ ​Use​ ​of​ ​Data

Something​ ​that​ ​a​ ​lot​ ​of​ ​ebooks​ ​and​ ​blogs​ ​don’t​ ​touch​ ​on​ ​is​ ​just how​ ​much​ ​data​ ​you​ ​get​ ​when​ ​you​ ​use​ ​email​ ​marketing,​ ​or​ ​how flexibly​ ​you​ ​can​ ​use​ ​that​ ​data.​

​With​ ​email​ ​marketing,​ ​you’ll​ ​be​ ​able to​ ​sort​ ​your​ ​contacts​ ​into​ ​categories,​ ​so​ ​that​ ​you​ ​can​ ​choose​ ​to target​ ​only​ ​the​ ​right​ ​kind​ ​of​ ​recipient​ ​with​ ​your​ ​messages.​ ​

That might​ ​mean​ ​that​ ​you​ ​send​ ​messages​ ​only​ ​to​ ​people​ ​of​ ​a​ ​certain age,​ ​a​ ​certain​ ​gender,​ ​or​ ​in​ ​a​ ​certain​ ​location​ ​–​ ​and​ ​this​ ​can drastically​ ​increase​ ​your​ ​conversion​ ​rates.

What’s​ ​more,​ ​though,​ ​is​ ​that​ ​email​ ​marketing​ ​allows​ ​you​ ​to monitor​ ​engagement.​ ​You​ ​can​ ​use​ ​cookies​ ​in​ ​order​ ​to​ ​see​ ​which of​ ​your​ ​subscribers​ ​are​ ​actually​ ​​reading​ ​​the​ ​messages​ ​you’re sending​ ​and​ ​which​ ​aren’t.​ ​

You​ ​can​ ​also​ ​see​ ​which​ ​of​ ​your subscribers​ ​are​ ​visiting​ ​your​ ​site​ ​and​ ​even​ ​whether​ ​or​ ​not​ ​some​ ​of them​ ​might​ ​have​ ​looked​ ​at​ ​your​ ​products.

All​ ​this​ ​means​ ​is​ ​that​ ​you​ ​can​ ​see​ ​which​ ​leads​ ​are​ ​cool,​ ​which​ ​are warm,​ ​and​ ​which​ ​are​ ​”hot.”​​​

​In​ ​turn,​ ​that​ ​means​ ​you’ll​ ​be​ ​able​ ​to try​ ​and​ ​convert​ ​only​ ​the​ ​right​ ​recipients​ ​who​ ​are​ ​likely​ ​to​ ​be tempted​ ​and​ ​​not​ ​​likely​ ​to​ ​be​ ​frustrated​ ​by​ ​your​ ​contact.

On​ ​top​ ​of​ ​that,​ ​seeing​ ​this​ ​kind​ ​of​ ​information​ ​can​ ​help​ ​you​ ​to design​ ​better​ ​campaigns​ ​–​ ​by​ ​seeing​ ​which​ ​types​ ​of​ ​messages get​ ​opened​ ​the​ ​most​ ​and​ ​which​ ​types​ ​of​ ​recipients​ ​are​ ​more receptive​ ​to​ ​those​ ​messages​ ​(so​ ​that​ ​you​ ​can​ ​try​ ​and​ ​get​ ​more like​ ​them).

In​ ​short,​ ​email​ ​marketing​ ​gives​ ​you​ ​control​ ​over​ ​numerous​ ​very important​ ​metrics​ ​which​ ​allow​ ​you​ ​to​ ​target​ ​precisely​ ​the​ ​right people​ ​at​ ​precisely​ ​the​ ​right​ ​times.

When​ ​you​ ​combine​ ​all​ ​these​ ​different​ ​factors,​ ​you​ ​have​ ​a​ ​method of​ ​marketing​ ​that​ ​is​ ​simply​ ​unparalleled.​ ​
Many​ ​marketers​ ​and business​ ​owners​ ​will​ ​put​ ​it​ ​off​ ​as​ ​it​ ​seems​ ​like​ ​a​ ​lot​ ​of​ ​work,​ ​but​ ​in reality,​ ​once​ ​it​ ​is​ ​set​ ​up​ ​and​ ​you​ ​understand​ ​how​ ​it​ ​works,​ ​it couldn’t​ ​be​ ​simpler.​ ​And​ ​the​ ​payoff​ ​is​ ​​enormous​.​

​Email​ ​marketing absolutely​ ​MUST​ ​be​ ​a​ ​part​ ​of​ ​your​ ​marketing​ ​strategy​ ​-​ ​and​ ​over the​ ​rest​ ​of​ ​this​ ​course​ ​you’re​ ​going​ ​to​ ​learn​ ​how​ ​to​ ​take​ ​advantage of​ ​it​ ​in​ ​a​ ​MASSIVE​ ​way.

Buckle​ ​in!

become an earning ability member

Chapter 2: Autoresponder Campaigns

autoresponder campaign types

If​ ​you’re​ ​going​ ​to​ ​build​ ​an​ ​effective​ ​mailing​ ​list,​ ​then​ ​you​ ​will absolutely​ ​need​ ​an​ ​autoresponder.​

​There​ ​is​ ​simply​ ​no​ ​way​ ​that you​ ​can​ ​run​ ​an​ ​effective​ ​mailing​ ​list​ ​without​ ​this​ ​crucial​ ​tool, making​ ​it​ ​one​ ​of​ ​the​ ​most​ ​important​ ​investments​ ​you​ ​can​ ​make​ ​for your​ ​business.

This​ ​is​ ​also​ ​actually​ ​the​ ​​only​ ​​investment​ ​you’ll​ ​really​ ​need​ ​to​ ​make as​ ​an​ ​email​ ​marketer.​ ​

Unless​ ​you​ ​pay​ ​for​ ​advertising​ ​to​ ​bring people​ ​to​ ​your​ ​squeeze​ ​page,​ ​the​ ​only​ ​money​ ​you’ll​ ​pay​ ​is​ ​the monthly​ ​fee​ ​that​ ​it​ ​costs​ ​to​ ​sign​ ​up​ ​for​ ​a​ ​mailing​ ​list.

That​ ​makes​ ​it​ ​rather​ ​important​ ​that​ ​you​ ​choose​ ​the​ ​right​ ​one.​ ​In this​ ​detailed​ guide,​ ​we’ll​ ​be​ ​comparing​ ​the​ ​top​ ​autoresponders​ ​to see​ ​how​ ​they’re​ ​different​ ​and​ ​which​ ​one​ ​might​ ​be​ ​right​ ​for​ ​you!

What is an Autoresponder?

In​ ​case​ ​you’re​ ​completely​ ​new​ ​to​ ​email​ ​marketing,​ ​an autoresponder​ ​is​ ​the​ ​tool​ ​that​ ​you​ ​will​ ​use​ ​not​ ​only​ ​to​ ​build​ ​your opt-in​ ​form,​ ​but​ ​also​ ​to​ ​receive​ ​incoming​ ​new​ ​subscribers,​ ​to manage​ ​their​ ​addresses​ ​and​ ​to​ ​generally​ ​keep​ ​your​ ​mailing​ ​list ticking​ ​over.​ ​

When​ ​you​ ​send​ ​a​ ​message​ ​out​ ​to​ ​your​ ​entire​ ​list,​ ​you will​ ​do​ ​so​ ​​through​ ​​your​ ​autoresponder.​ ​

Likewise,​ ​if​ ​someone clicks “unsubscribe,”​ ​then​ ​your​ ​autoresponder​ ​will​ ​handle​ ​that​ ​so​ ​that you​ ​don’t​ ​manually​ ​have​ ​to​ ​remove​ ​them​ ​from​ ​your​ ​mailing​ ​list.

In​ ​short,​ ​managing​ ​all​ ​the​ ​contacts​ ​that​ ​make​ ​up​ ​a​ ​mailing​ ​list would​ ​be​ ​an​ ​impossible​ ​task​ ​once​ ​you​ ​reached​ ​a​ ​certain​ ​size.​

​An autoresponder​ ​is​ ​thus​ ​able​ ​to​ ​do​ ​this​ ​for​ ​you,​ ​so​ ​that​ ​you​ ​can spend​ ​less​ ​time​ ​juggling​ ​emails​ ​and​ ​more​ ​time​ ​building​ ​a​ ​massive and​ ​highly​ ​successful​ ​list​ ​and​ ​sending​ ​out​ ​compelling​ ​messages.

Autoresponders​ ​go​ ​above​ ​and​ ​beyond​ ​these​ ​basic​ ​features, though,​ ​and​ ​also​ ​provide​ ​you​ ​with​ ​powerful​ ​functionality​ ​to​ ​expand your​ ​marketing​ ​and​ ​to​ ​make​ ​even​ ​more​ ​of​ ​a​ ​splash.​ ​

For​ ​instance, an​ ​autoresponder​ ​can​ ​help​ ​you​ ​to​ ​see​ ​metrics​ ​for​ ​your​ ​users​ ​and for​ ​your​ ​individual​ ​messages.​ ​

This​ ​means​ ​that​ ​you​ ​can​ ​see​ ​things such​ ​as​ ​how​ ​many​ ​people​ ​have​ ​viewed​ ​your​ ​emails​ ​and​ ​what​ ​the “open​ ​rate”​ ​is.​ ​

Likewise,​ ​you’ll​ ​be​ ​able​ ​to​ ​see​ ​which​ ​of​ ​your subscribers​ ​aren’t​ ​opening​ ​​any​ ​​of​ ​your​ ​messages​ ​(and​ ​thus​ ​delete them​ ​from​ ​your​ ​list)​ ​and​ ​which​ ​subscribers​ ​are​ ​the​ ​most​ ​highly engaged​ ​(so​ ​that​ ​you​ ​can​ ​try​ ​selling​ ​to​ ​them).

Then​ ​there’s​ ​the​ ​function​ ​that​ ​gives​ ​the​ ​autoresponder​ ​its​ ​name: the​ ​ability​ ​to​ ​send​ ​out​ ​autoresponder​ ​sequences.​

​These​ ​are sequences​ ​of​ ​emails​ ​that​ ​are​ ​designed​ ​to​ ​be​ ​read​ ​in​ ​order​ ​and that​ ​will​ ​help​ ​to​ ​engage​ ​your​ ​subscribers​ ​increasingly​ ​and/or​ ​to sell​ ​to​ ​them.​ ​

A​ ​good​ ​example​ ​of​ ​an​ ​autoresponder​ ​sequence might​ ​be​ ​an​ ​online​ ​course​ ​that​ ​ends​ ​with​ ​you​ ​trying​ ​to​ ​sell something.​ ​

With​ ​an​ ​autoresponder​ ​sequence,​ ​you​ ​can​ ​sit​ ​back and​ ​relax​ ​while​ ​your​ ​new​ ​leads​ ​are​ ​gradually​ ​converted​ ​into​ ​hot leads​ ​that​ ​are​ ​ready​ ​to​ ​buy​ ​from​ ​you!

Chapter 2.1: How​ ​to​ ​Choose​ ​an​ ​Autoresponder

how to choose the best email autoresponder

With​ ​that​ ​all​ ​in​ ​mind,​ ​one​ ​of​ ​the​ ​most​ ​important​ ​considerations when​ ​picking​ ​an​ ​autoresponder​ ​is​ ​what​ ​kind​ ​of​ ​marketing​ ​you intend​ ​on​ ​doing​ ​and​ ​what​ ​features​ ​you’ll​ ​need​ ​as​ ​a​ ​result.

There​ ​are​ ​generally​ ​three​ ​big​ ​email​ ​autoresponders​ ​that​ ​many people​ ​will​ ​consider.​ ​These​ ​are:​ ​​AWeber​ ​​(www.aweber.com​), GetResponse​ ​​(​www.getresponse.com​)​ ​and​ ​​MailChimp (​https://mailchimp.com/).

The​ ​good​ ​news​ ​is​ ​that​ ​all​ ​of​ ​these​ ​big​ ​names​ ​should​ ​provide​ ​all​ ​of the​ ​features​ ​that​ ​were​ ​just​ ​described.​ ​

No​ ​matter​ ​which​ ​of​ ​these you​ ​choose​ ​then,​ ​you​ ​should​ ​be​ ​able​ ​to​ ​accept​ ​new​ ​subscribers, remove​ ​people​ ​who​ ​want​ ​to​ ​leave,​ ​and​ ​send​ ​out​ ​mass​ ​messages that​ ​everyone​ ​will​ ​receive.

Where​ ​they​ ​differ​ ​is​ ​in​ ​the​ ​price​ ​and​ ​in​ ​their​ ​specialism​ ​and​ ​their additional​ ​features.

AWeber,​ ​GetResponse​ ​and​ ​MailChimp​ ​are​ ​more​ ​”conventional” autoresponders.​ ​Their​ ​differences​ ​often​ ​revolve​ ​around​ ​the advanced​ ​features​ ​they​ ​might​ ​offer​ ​and​ ​the​ ​support​ ​that​ ​you​ ​get from​ ​third​ ​parties.

In​ ​particular,​ ​if​ ​you​ ​are​ ​working​ ​with​ ​WordPress,​ ​you​ ​will​ ​find​ ​that there​ ​are​ ​some​ ​widgets​ ​and​ ​plugins​ ​that​ ​will​ ​only​ ​support​ ​specific autoresponders.​

​If​ ​you​ ​want​ ​to​ ​combine​ ​these​ ​in​ ​order​ ​to​ ​work together,​ ​then​ ​you’ll​ ​need​ ​to​ ​choose​ ​the​ ​right​ ​autoresponder​ ​to ensure​ ​compatibility.

As​ ​mentioned,​ ​the​ ​price​ ​is​ ​also​ ​different​ ​depending​ ​on​ ​which​ ​of these​ ​products​ ​you​ ​eventually​ ​choose.

Unfortunately,​ ​it’s​ ​not​ ​a​ ​simple​ ​matter​ ​to​ ​compare​ ​the​ ​prices​ ​of different​ ​autoresponders,​ ​seeing​ ​as​ ​they​ ​each​ ​use​ ​a​ ​much​ ​more complex​ ​pricing​ ​structure​ ​that​ ​is​ ​based​ ​on​ ​the​ ​number​ ​of subscribers​ ​you​ ​have​ ​at​ ​any​ ​given​ ​time.

Looking​ ​at​ ​the​ ​three​ ​main​ ​​pure​ ​​autoresponders,​ ​this​ ​is​ ​a​ ​rough breakdown​ ​of​ ​how​ ​the​ ​prices​ ​compare:


Subscribers Monthly Fee
< 500 $10
1,000 $15
2,500 $30
5,000 $50
10,000 $75
25,000 $150
100,000 $475



Subscribers Monthly Fee
< 500 $19
2,500 $29
5,000 $49
10,000 $69
25,000 $149
25,000+ Not Listed



Subscribers Monthly Fee
1,000 $15
2,500 $25
5,000 $45
10,000 $65
25,000 $145
100,000 $450

As​ ​you​ ​can​ ​see,​ ​the​ ​prices​ ​are​ ​a​ ​little​ ​more​ ​complex​ ​to​ ​work​ ​out, but​ ​really​ ​they​ ​aren’t​ ​all​ ​that​ ​different.​

​For​ ​those​ ​reasons,​ ​you might​ ​be​ ​best​ ​advised​ ​to​ ​choose​ ​the​ ​autoresponder​ ​you​ ​want​ ​to use​ ​on​ ​the​ ​basis​ ​of​ ​its​ ​features​ ​rather​ ​than​ ​the​ ​price.

With​ ​that​ ​said,​ ​let’s​ ​take​ ​a​ ​look​ ​at​ ​each​ ​of​ ​these​ ​products​ ​in​ ​more detail​ ​to​ ​see​ ​how​ ​they’re​ ​different.

Chapter 2.2: AWeber vs. GetResponse vs. Mailchimp

aweber vs. getresponse vs. mailchimp


MailChimp​ ​is​ ​probably​ ​the​ ​most​ ​affordable​ ​for​ ​completely​ ​new users,​ ​which​ ​will​ ​attract​ ​a​ ​lot​ ​of​ ​people​ ​to​ ​begin​ ​with.​ ​

For​ ​a​ ​long time,​ ​it​ ​was​ ​offering​ ​a​ ​deal​ ​where​ ​you​ ​could​ ​sign​ ​up​ ​for​ ​free​ ​up​ ​to the​ ​first​ ​2,000​ ​subscribers.

This​ ​makes​ ​it​ ​a​ ​popular​ ​choice​ ​among​ ​the​ ​smaller,​ ​more​ ​niche businesses​ ​which​ ​actually​ ​helps​ ​to​ ​create​ ​something​ ​of​ ​a community​ ​around​ ​it.

MailChimp​ ​has​ ​a​ ​very​ ​cute​ ​interface​ ​with​ ​its​ ​little​ ​monkey​ ​mascot and​ ​light​ ​blue​ ​coloring.​ ​

It’s​ ​a​ ​nice​ ​environment​ ​to​ ​work​ ​in,​ ​and​ ​one that​ ​feels​ ​very​ ​much​ ​right​ ​for​ ​a​ ​smaller​ ​business,​ ​rather​ ​than​ ​a large​ ​multinational​ ​corporation.

However,​ ​MailChimp​ ​is​ ​also​ ​a​ ​little​ ​slower​ ​to​ ​use​ ​than​ ​some​ ​of​ ​the others.​

​The​ ​interface​ ​isn’t​ ​all​ ​that​ ​fast,​ ​and​ ​unless​ ​you’re​ ​paying more,​ ​you’ll​ ​have​ ​to​ ​put​ ​up​ ​with​ ​that​ ​”cute”​ ​logo​ ​on​ ​all​ ​of​ ​your messages.​ ​This​ ​can​ ​detract​ ​from​ ​your​ ​own​ ​brand​ ​slightly.

It’s​ ​also​ ​a​ ​shame​ ​that​ ​there’s​ ​no​ ​way​ ​to​ ​import​ ​your​ ​own​ ​template. But​ ​other​ ​than​ ​that,​ ​you​ ​will​ ​get​ ​access​ ​to​ ​all​ ​of​ ​the​ ​essential features​ ​that​ ​you​ ​are​ ​probably​ ​looking​ ​for​ ​with​ ​your​ ​mailing​ ​list.

That​ ​means​ ​you’ll​ ​be​ ​able​ ​to​ ​create​ ​opt-in​ ​forms,​ ​check​ ​in​ ​with your​ ​subscribers,​ ​see​ ​how​ ​your​ ​messages​ ​are​ ​performing,​ ​send your​ ​bulk​ ​emails,​ ​and​ ​set-up​ ​autoresponder​ ​sequences.​ ​

It​ ​also has​ ​good​ ​support​ ​thanks​ ​to​ ​that​ ​small​ ​community​ ​that​ ​I mentioned.​ ​This​ ​means​ ​that​ ​a​ ​lot​ ​of​ ​WordPress​ ​plugins​ ​​will​ ​​work with​ ​MailChimp.


GetResponse​ ​is​ ​an​ ​autoresponder​ ​that​ ​is​ ​a​ ​little​ ​better​ ​suited​ ​to the​ ​larger​ ​or​ ​more​ ​serious​ ​business.​ ​It​ ​has​ ​a​ ​ton​ ​of​ ​high-end features,​ ​offers​ ​great​ ​customer​ ​service,​ ​and​ ​has​ ​an​ ​excellent interface.​ ​

Arranging​ ​the​ ​order​ ​of​ ​autoresponders​ ​is​ ​as​ ​simple​ ​as dragging​ ​and​ ​dropping​ ​within​ ​the​ ​autoresponder​ ​section​ ​of​ ​the platform.

One​ ​of​ ​the​ ​best​ ​features​ ​of​ ​GetResponse​ ​is​ ​the​ ​amount​ ​of​ ​control it​ ​gives​ ​you​ ​over​ ​your​ ​automated​ ​messages.​ ​

You’ll​ ​be​ ​able​ ​to​ ​set up​ ​messages​ ​that​ ​will​ ​send​ ​automatically​ ​on​ ​the​ ​basis​ ​of​ ​specific actions​ ​taken​ ​by​ ​your​ ​visitors,​ ​or​ ​based​ ​on​ ​the​ ​time,​ ​etc.​

​This means​ ​you​ ​can​ ​write​ ​lots​ ​of​ ​emails​ ​in​ ​advance​ ​and​ ​then​ ​schedule them,​ ​and​ ​it​ ​means​ ​you​ ​can​ ​also​ ​set​ ​up​ ​very​ ​smart​ ​automated systems​ ​to​ ​help​ ​convert​ ​more​ ​subscribers​ ​and​ ​to​ ​build​ ​trust​ ​and engagement​ ​over​ ​time​ ​without​ ​having​ ​to​ ​lift​ ​a​ ​finger.

GetResponse​ ​also​ ​features​ ​another​ ​great​ ​”advanced”​ ​feature, which​ ​is​ ​split​ ​testing.​ ​

This​ ​means​ ​you’ll​ ​be​ ​able​ ​to​ ​send​ ​two slightly​ ​different​ ​versions​ ​of​ ​the​ ​same​ ​message​ ​to​ ​see​ ​which bounces​ ​the​ ​most​ ​and​ ​which​ ​gets​ ​the​ ​best​ ​open​ ​rates.​

​You​ ​can use​ ​that​ ​information​ ​then​ ​in​ ​order​ ​to​ ​copy​ ​the​ ​good​ ​behaviors​ ​that get​ ​you​ ​more​ ​engagement​ ​and​ ​more​ ​conversion​ ​and​ ​to​ ​cut​ ​out the​ ​strategies​ ​that​ ​aren’t​ ​working.​

​The​ ​bottom​ ​line?​ ​More​ ​efficient marketing​ ​and​ ​better​ ​profits!


AWeber​ ​is​ ​in​ ​many​ ​ways​ ​the​ ​most​ ​popular​ ​and​ ​well-known autoresponder.​ ​

It’s​ ​arguably​ ​among​ ​the​ ​more​ ​expensive​ ​out​ ​there but​ ​it​ ​also​ ​gives​ ​you​ ​a​ ​huge​ ​amount​ ​of​ ​control​ ​over​ ​the​ ​look​ ​and feel​ ​of​ ​your​ ​messages,​ ​the​ ​way​ ​you​ ​handle​ ​your​ ​contacts,​ ​and more.

You’ll​ ​get​ ​access​ ​to​ ​over​ ​600​ ​email​ ​templates​ ​which​ ​you​ ​can​ ​use to​ ​build​ ​professional-looking​ ​newsletters​ ​and​ ​info​ ​bursts.​ ​

You’ll also​ ​get​ ​a​ ​lot​ ​of​ ​support​ ​from​ ​third​ ​parties​ ​seeing​ ​as​ ​this​ ​is probably​ ​the​ ​largest​ ​autoresponder​ ​out​ ​there.

Best​ ​of​ ​all,​ ​AWeber​ ​has​ ​been​ ​subjected​ ​to​ ​extensive​ ​testing​ ​to ensure​ ​that​ ​it​ ​will​ ​be​ ​effective​ ​at​ ​getting​ ​into​ ​the​ ​inboxes​ ​of​ ​your subscribers​ ​whether​ ​they’re​ ​using​ ​Outlook,​ ​Gmail,​ ​or​ ​something else​ ​entirely.

AWeber​ ​has​ ​powerful​ ​reporting​ ​tools​ ​and​ ​gives​ ​you​ ​some​ ​control over​ ​when​ ​you​ ​want​ ​to​ ​send​ ​emails,​ ​etc.,​ ​though​ ​perhaps​ ​not​ ​as much​ ​as​ ​GetResponse.


In​ ​conclusion,​ ​then,​ ​any​ ​of​ ​these​ ​autoresponders​ ​will​ ​serve​ ​you well​ ​and​ ​should​ ​include​ ​all​ ​the​ ​features​ ​you​ ​need​ ​and​ ​plenty​ ​of support​ ​from​ ​the​ ​wider​ ​community.​ ​

However,​ ​the​ ​precise​ ​choice that​ ​best​ ​suits​ ​you​ ​will​ ​always​ ​depend​ ​on​ ​the​ ​nature​ ​of​ ​your​ ​brand and​ ​your​ ​audience.​ ​

For​ ​smaller​ ​startups,​ ​MailChimp​ ​might​ ​be​ ​a good​ ​choice.​

​For​ ​those​ ​who​ ​want​ ​to​ ​use​ ​advanced​ ​autoresponder sequences,​ ​then​ ​GetResponse​ ​might​ ​be​ ​the​ ​best​ ​choice.​

​AWeber is​ ​the​ ​best​ ​all-round​ ​professional​ ​package,​ ​while​ ​InfusionSoft​ ​is really​ ​only​ ​for​ ​those​ ​users​ ​who​ ​are​ ​planning​ ​on​ ​selling​ ​digital products​ ​and​ ​want​ ​to​ ​make​ ​this​ ​a​ ​big​ ​part​ ​of​ ​their​ ​strategy.

Chapter 3: Creating Landing Pages

creating professional landing pages

Are​ ​you​ ​planning​ ​on​ ​building​ ​a​ ​mailing​ ​list​ ​and​ ​then​ ​using​ ​it​ ​to increase​ ​the​ ​engagement​ ​of​ ​your​ ​audience​ ​and​ ​maybe​ ​drive some​ ​sales?

Then​ ​you’re​ ​going​ ​to​ ​need​ ​a​ ​landing​ ​page! A​ ​landing​ ​page​ ​is​ ​a​ ​single​ ​page​ ​on​ ​a​ ​website​ ​that​ ​has​ ​one purpose.​ ​

This​ ​might​ ​be​ ​to​ ​help​ ​you​ ​sell​ ​a​ ​product​ ​(in​ ​which​ ​case​ ​it might​ ​also​ ​be​ ​referred​ ​to​ ​as​ ​a​ ​sales​ ​page)​ ​or​ ​it​ ​might​ ​be​ ​to​ ​help you​ ​get​ ​new​ ​subscribers​ ​for​ ​your​ ​mailing​ ​list​ ​(in​ ​which​ ​case​ ​we can​ ​also​ ​sometimes​ ​call​ ​it​ ​a​ ​squeeze​ ​page).​

​In​ ​this​ ​case,​ ​we’re talking​ ​about​ ​the​ ​latter​ ​type​ ​of​ ​landing​ ​page​ ​–​ ​a​ ​single​ ​page​ ​that​ ​is dedicated​ ​to​ ​getting​ ​new​ ​emails.

This​ ​is​ ​a​ ​powerful​ ​tool​ ​when​ ​it​ ​comes​ ​to​ ​growing​ ​a​ ​list​ ​because​ ​it allows​ ​you​ ​to​ ​focus​ ​all​ ​of​ ​your​ ​attention​ ​–​ ​and​ ​all​ ​of​ ​your​ ​visitors’ attention​ ​–​ ​that​ ​opt-in​ ​form.​

​That​ ​means​ ​that​ ​all​ ​the​ ​copy​ ​can​ ​be there​ ​to​ ​revolve​ ​around​ ​how​ ​amazing​ ​your​ ​mailing​ ​list​ ​is​ ​and​ ​that all​ ​the​ ​design​ ​features​ ​can​ ​point​ ​your​ ​audience​ ​toward​ ​the​ ​”Sign Up​ ​Now” ​button​ ​that​ ​you​ ​need​ ​them​ ​to​ ​click.

The​ ​good​ ​news​ ​is​ ​that​ ​a​ ​landing​ ​page​ ​is​ ​not​ ​that​ ​difficult​ ​to​ ​build and​ ​this​ ​is​ ​especially​ ​true​ ​for​ ​squeeze​ ​pages.​

​These​ ​are​ ​often short​ ​passages​ ​of​ ​text​ ​with​ ​an​ ​opt-in​ ​form​ ​down​ ​the​ ​bottom designed​ ​to​ ​collect​ ​your​ ​messages.

But​ ​while​ ​you​ ​can​ ​probably​ ​whip​ ​together​ ​a​ ​landing​ ​page​ ​using nothing​ ​but​ ​a​ ​bit​ ​of​ ​HTML,​ ​you​ ​will​ ​likely​ ​find​ ​that​ ​you​ ​get​ ​a​ ​lot better​ ​results​ ​if​ ​you​ ​try​ ​using​ ​a​ ​tool​ ​designed​ ​to​ ​help​ ​you​ ​build better​ ​lists.

Let’s​ ​take​ ​a​ ​look​ ​at​ ​some​ ​of​ ​the​ ​best​ ​tools​ ​out​ ​there​ ​and​ ​how​ ​they can​ ​help​ ​you​ ​to​ ​make​ ​a​ ​more​ ​effective​ ​and​ ​highly​ ​converting​ ​page for​ ​your​ ​email​ ​list.

Online​ ​Sales​ ​Pro

Online​ ​Sales​ ​Pro​ ​(​www.onlinesalespro.com​)​ ​is​ ​a​ ​simple​ ​tool​ ​that makes​ ​very​ ​professional​ ​looking​ ​pages​ ​in​ ​no​ ​time​ ​at​ ​all.​

​These pages​ ​have​ ​been​ ​”optimized,”​ ​meaning​ ​that​ ​the​ ​creators​ ​behind the​ ​tool​ ​have​ ​tested​ ​them​ ​over​ ​and​ ​over​ ​and​ ​refined​ ​them​ ​in​ ​order to​ ​ensure​ ​that​ ​they​ ​are​ ​highly​ ​effective​ ​at​ ​converting.​

​In​ ​theory​ ​at least,​ ​simply​ ​using​ ​it​ ​to​ ​handle​ ​your​ ​opt-in​ ​page​ ​could​ ​help​ ​you​ ​to drastically​ ​increase​ ​your​ ​conversion​ ​rate​ ​and​ ​thereby​ ​drive​ ​up your​ ​sales​ ​and​ ​get​ ​more​ ​returns​ ​for​ ​any​ ​advertising​ ​or​ ​other marketing​ ​that​ ​you’re​ ​doing.

The​ ​great​ ​thing​ ​about​ ​Online​ ​Sales​ ​Pro​ ​is​ ​how​ ​clean,​ ​simple​ ​and professional​ ​everything​ ​looks.​ ​

This​ ​is​ ​very​ ​important​ ​when creating​ ​a​ ​landing​ ​page​ ​because​ ​ultimately​ ​what​ ​you’re​ ​doing here​ ​is​ ​asking​ ​the​ ​new​ ​visitor​ ​to​ ​your​ ​page​ ​to​ ​​trust​ ​​you.​

​You​ ​are asking​ ​them​ ​to​ ​share​ ​their​ ​personal​ ​details​ ​with​ ​you​ ​so​ ​that​ ​you can​ ​email​ ​them​ ​whenever​ ​you​ ​see​ ​fit​ ​–​ ​and​ ​that​ ​is​ ​a​ ​big​ ​ask​ ​for most​ ​people.

Now,​ ​if​ ​your​ ​website​ ​looks​ ​like​ ​it​ ​was​ ​designed​ ​by​ ​a​ ​ten​ ​year​ ​old,​ ​if the​ ​images​ ​are​ ​all​ ​low​ ​resolution​ ​or​ ​if​ ​the​ ​site​ ​appears​ ​to​ ​be somewhat​ ​broken,​ ​then​ ​you’re​ ​going​ ​to​ ​have​ ​a​ ​hard​ ​time​ ​getting that​ ​trust.​ ​

And​ ​unless​ ​you’re​ ​a​ ​professional​ ​web​ ​designer​ ​yourself, you​ ​might​ ​find​ ​that​ ​your​ ​pages​ ​occasionally​ ​​do​ ​​look​ ​like​ ​this. That’s​ ​why​ ​using​ ​something​ ​like​ ​Online​ ​Sales​ ​Pro​ ​can​ ​be​ ​such​ ​a good​ ​idea.

Online​ ​Sales​ ​Pro​ ​is​ ​also​ ​a​ ​good​ ​choice​ ​because​ ​it​ ​is​ ​very versatile.​ ​You​ ​can​ ​use​ ​this​ ​to​ ​text​ ​and​ ​video​ ​landing​ ​pages,​ ​as well​ ​as​ ​thank​ ​you​ ​pages.

In​ ​addition,​ ​it’s​ ​affordable​ ​for​ ​most​ ​people.​ ​It​ ​costs​ ​$47/month​ ​for 100%​ ​of​ ​the​ ​software​ ​features.


LeadPages​ ​(LeadPages.net)​ ​is​ ​a​ ​tool​ ​that​ ​is​ ​designed​ ​specifically for​ ​mailing​ ​lists​ ​unlike​ ​Online​ ​Sales​ ​Pro​ ​that​ ​is​ ​more​ ​aimed​ ​at sales​ ​pages​ ​with​ ​additional​ ​capabilities.

This​ ​means​ ​that​ ​LeadPages​ ​is​ ​going​ ​to​ ​give​ ​you​ ​an​ ​even​ ​more comprehensive​ ​set​ ​of​ ​tools​ ​for​ ​that​ ​specific​ ​purpose.​ ​

You’ll​ ​get​ ​the option​ ​to​ ​create​ ​welcome​ ​gates​ ​for​ ​instance,​ ​to​ ​integrate​ ​with Facebook,​ ​to​ ​sort​ ​landing​ ​pages​ ​based​ ​on​ ​their​ ​conversion​ ​rate and​ ​more.​ ​

You​ ​can​ ​build​ ​multiple​ ​landing​ ​pages​ ​and​ ​serve​ ​them up​ ​at​ ​different​ ​times​ ​too​ ​and​ ​generally,​ ​you​ ​get​ ​a​ ​lot​ ​of​ ​capability here.

This​ ​means​ ​that​ ​LeadPages​ ​is​ ​going​ ​to​ ​give​ ​you​ ​an​ ​even​ ​more comprehensive​ ​set​ ​of​ ​tools​ ​for​ ​that​ ​specific​ ​purpose.​ ​

You’ll​ ​get​ ​the option​ ​to​ ​create​ ​welcome​ ​gates​ ​for​ ​instance,​ ​to​ ​integrate​ ​with Facebook,​ ​to​ ​sort​ ​landing​ ​pages​ ​based​ ​on​ ​their​ ​conversion​ ​rate and​ ​more.​ ​

You​ ​can​ ​build​ ​multiple​ ​landing​ ​pages​ ​and​ ​serve​ ​them up​ ​at​ ​different​ ​times​ ​too​ ​and​ ​generally,​ ​you​ ​get​ ​a​ ​lot​ ​of​ ​capability here.

The​ ​pricing​ ​structure​ ​starts​ ​at​ ​$37/month,​ ​and​ ​many​ ​of​ ​the features​ ​are​ ​not​ ​available​ ​until​ ​you​ ​upgrade​ ​to​ ​the​ ​Pro​ ​package ($79/month).

Thrive Themes

Thrive​ ​(www.thrivethemes.com)​ ​is​ ​a​ ​product​ ​that​ ​provides​ ​a​ ​large range​ ​of​ ​different​ ​tools​ ​all​ ​in​ ​one​ ​package.​

​You​ ​receive​ ​an​ ​entire “Thrive​ ​Tool​ ​Suite” ​which​ ​will​ ​include​ ​things​ ​like​ ​landing​ ​pages,​ ​the ability​ ​to​ ​manage​ ​leads,​ ​tools​ ​for​ ​creating​ ​more​ ​engaging​ ​email content,​ ​a​ ​headline​ ​optimizer​ ​and​ ​more.

In​ ​other​ ​words,​ ​Thrive​ ​will​ ​combine​ ​the​ ​ability​ ​to​ ​create​ ​attractive landing​ ​pages​ ​along​ ​with​ ​better​ ​tools​ ​for​ ​building​ ​great​ ​emails.

This​ ​is​ ​a​ ​powerful​ ​combination​ ​and​ ​more​ ​importantly,​ ​the​ ​landing pages​ ​themselves​ ​look​ ​great.​ ​

You​ ​get​ ​162​ ​templates​ ​in​ ​total, which​ ​again​ ​revolve​ ​around​ ​a​ ​range​ ​of​ ​different​ ​features​ ​from promoting​ ​free​ ​ebooks​ ​to​ ​showing​ ​countdown​ ​timers​ ​and​ ​other time-based​ ​incentives.​ ​

All​ ​of​ ​Thrive’s​ ​themes​ ​are​ ​mobile responsive​ ​and​ ​built​ ​to​ ​load​ ​quickly.​ ​They​ ​look​ ​very​ ​professional with​ ​high​ ​quality,​ ​crisp​ ​images​ ​and​ ​are​ ​generally​ ​a​ ​great​ ​choice.

Unlike​ ​Online​ ​Sales​ ​Pro​ ​and​ ​LeadPages,​ ​Thrive​ ​Themes​ ​is​ ​a WordPress​ ​plugin,​ ​so​ ​you​ ​must​ ​have​ ​a​ ​hosting​ ​account​ ​that supports​ ​Wordpress.

Thrive​ ​Themes​ ​starts​ ​at​ ​$228/year​ ​for​ ​the​ ​complete​ ​suite​ ​of products.

Chapter 3.1: Do​ ​You​ ​Really​ ​Need​ ​a​ ​Landing​ ​Page​ ​Tool?

landing page builders: high-conversion tools chosen for you

Perhaps​ ​the​ ​question​ ​that​ ​you’re​ ​now​ ​asking​ ​is​ ​whether​ ​you​ ​really need​ ​a​ ​landing​ ​page​ ​tool…

And​ ​the​ ​answer​ ​to​ ​that​ ​is​ ​​no​…​ ​but​ ​with​ ​caveats.

If​ ​you​ ​head​ ​over​ ​to​ ​the​ ​Four​ ​Hour​ ​Blog​ ​–​ ​Tim​ ​Ferriss’ ​blog​ ​–​ ​you’ll see​ ​that​ ​his​ ​landing​ ​page​ ​is​ ​​incredibly​ ​​simple (​https://tim.blog/7-reasons-to-subscribe/​).​

​The​ ​page​ ​is​ ​simply​ ​called “7​ ​Reasons​ ​to​ ​Subscribe” ​and​ ​it​ ​is​ ​designed​ ​like​ ​any​ ​other​ ​page​ ​on a​ ​WordPress​ ​site​ ​with​ ​7​ ​points,​ ​each​ ​giving​ ​you​ ​a​ ​reason​ ​that​ ​you should​ ​subscribe.

This​ ​was​ ​not​ ​built​ ​with​ ​any​ ​kind​ ​of​ ​tool,​ ​in​ ​fact​ ​it​ ​is​ ​nothing​ ​other than​ ​a​ ​simple​ ​WordPress​ ​page.​ ​

And​ ​you​ ​could​ ​do​ ​the​ ​exact​ ​same thing​ ​and​ ​rely​ ​on​ ​the​ ​strength​ ​of​ ​your​ ​copy​ ​and​ ​the​ ​weight​ ​behind your​ ​name​ ​to​ ​drive​ ​those​ ​conversions.

But​​ let’s ​​face ​​it, ​​most ​​of ​​us​​ are ​​​not​​​ Tim​​ Ferriss​​ and ​​most ​​of​​ us don’t​ ​have​ ​the​ ​ability​ ​to​ ​persuade​ ​people​ ​to​ ​sign​ ​up​ ​for​ ​our​ ​mailing list​ ​on​ ​the​ ​basis​ ​of​ ​a​ ​little​ ​text.

If​ ​you​ ​use​ ​Online​ ​Sales​ ​Pro,​ ​then​ ​you’ll​ ​benefit​ ​from​ ​large​ ​crisp images,​ ​background​ ​animations​ ​and​ ​smart​ ​layouts​ ​that​ ​feel​ ​like they​ ​belong​ ​on​ ​a​ ​top​ ​website.​ ​

This​ ​instantly​ ​impresses​ ​your audience​ ​and​ ​makes​ ​them​ ​much​ ​more​ ​inclined​ ​to​ ​want​ ​to​ ​sign​ ​up.

This​ ​can​ ​really​ ​help​ ​you​ ​to​ ​convert​ ​if​ ​you​ ​didn’t​ ​before​ ​and​ ​as such,​ ​all​ ​you​ ​have​ ​to​ ​do​ ​is​ ​to​ ​replace​ ​your​ ​current​ ​landing​ ​page with​ ​one​ ​of​ ​these​ ​and​ ​you​ ​might​ ​conceivably​ ​expect​ ​to​ ​see​ ​your conversion​ ​rate​ ​go​ ​up​ ​by​ ​several​ ​percent.

It’s​ ​an​ ​investment,​ ​yes,​ ​but​ ​for​ ​most​ ​people​ ​it​ ​will​ ​be​ ​one​ ​that offers​ ​good​ ​ROI.​ ​

Just​ ​know​ ​that​ ​you​ ​​can​ ​​get​ ​by​ ​without​ ​this feature​ ​and​ ​that​ ​you​ ​can​ ​always​ ​wait​ ​until​ ​you’re​ ​making​ ​some profit​ ​before​ ​you​ ​decide​ ​to​ ​​reinvest​ ​​in​ ​a​ ​landing​ ​page​ ​tool.

It’s​ ​also​ ​worth​ ​considering​ ​the​ ​time​ ​aspect.​ ​

Using​ ​a​ ​tool​ ​like​ ​this can​ ​save​ ​you​ ​a​ ​lot​ ​of​ ​time​ ​and​ ​that​ ​way​ ​help​ ​you​ ​to​ ​start​ ​making profit​ ​immediately​ ​–​ ​rather​ ​than​ ​wasting​ ​weeks​ ​or​ ​even​ ​months tweaking​ ​everything​ ​to​ ​get​ ​it​ ​just​ ​right.

Of​ ​course,​ ​this​ ​is​ ​also​ ​a​ ​feature​ ​that​ ​becomes​ ​more​ ​useful​ ​as​ ​you start​ ​managing​ ​multiple​ ​businesses,​ ​multiple​ ​websites​ ​and multiple​ ​mailing​ ​lists.

More Useful Tools

There​ ​are​ ​a​ ​number​ ​of​ ​other​ ​useful​ ​tools​ ​that​ ​will​ ​also​ ​help​ ​you​ ​to grow​ ​your​ ​mailing​ ​list​ ​more​ ​quickly.

One​ ​excellent​ ​one​ ​to​ ​consider​ ​is​ ​Optimizely (​www.optimizely.com​).​ ​This​ ​is​ ​a​ ​split​ ​tester,​ ​meaning​ ​that​ ​it​ ​can help​ ​you​ ​to​ ​take​ ​your​ ​landing​ ​page​ ​and​ ​split​ ​it​ ​into​ ​two​ ​slightly different​ ​versions.​ ​

Imagine​ ​one​ ​landing​ ​page​ ​with​ ​a​ ​red​ ​opt-in form​ ​and​ ​one​ ​with​ ​a​ ​green​ ​opt-in​ ​form.​ ​You​ ​can​ ​then​ ​monitor these​ ​two​ ​versions​ ​of​ ​your​ ​landing​ ​page​ ​with​ ​half​ ​of​ ​your​ ​traffic going​ ​to​ ​each.​ ​

Over​ ​time,​ ​you​ ​might​ ​notice​ ​that​ ​one​ ​of​ ​them​ ​is getting​ ​better​ ​results​ ​than​ ​the​ ​other​ ​and​ ​at​ ​that​ ​point,​ ​you​ ​can choose​ ​to​ ​accept​ ​the​ ​change​ ​to​ ​green.​ ​Then​ ​you​ ​can​ ​test​ ​another change!

The​ ​great​ ​thing​ ​about​ ​this​ ​is​ ​that​ ​it​ ​allows​ ​you​ ​to​ ​gradually improve​ ​your​ ​site​ ​over​ ​time​ ​until​ ​it​ ​eventually​ ​evolves​ ​into​ ​the perfectly​ ​optimized​ ​funnel​ ​to​ ​grab​ ​as​ ​many​ ​new​ ​subscribers​ ​as possible.

Another​ ​thing​ ​to​ ​consider​ ​is​ ​a​ ​lightbox.​ ​This​ ​is​ ​a​ ​”pop-over”​ ​that appears​ ​over​ ​the​ ​top​ ​of​ ​your​ ​page​ ​and​ ​makes​ ​everything​ ​else​ ​go dark.​ ​

You​ ​can​ ​use​ ​this​ ​in​ ​conjunction​ ​with​ ​a​ ​landing​ ​page​ ​or​ ​you can​ ​use​ ​it​ ​elsewhere​ ​on​ ​your​ ​site.

Either​ ​way,​ ​these​ ​tools​ ​are​ ​fantastically​ ​effective​ ​at​ ​driving conversions​ ​and​ ​numbers​ ​often​ ​get​ ​thrown​ ​around​ ​like​ ​”400% improvement.”

​It​ ​can​ ​be​ ​a​ ​little​ ​annoying​ ​for​ ​visitors​ ​though,​ ​which is​ ​why​ ​you​ ​need​ ​to​ ​be​ ​careful​ ​with​ ​how​ ​you​ ​go​ ​about​ ​it.​ ​

Make​ ​sure that​ ​your​ ​lightbox​ ​is​ ​easy​ ​to​ ​dismiss​ ​and​ ​that​ ​it​ ​only​ ​appears​ ​once someone​ ​has​ ​been​ ​on​ ​your​ ​page​ ​a​ ​certain​ ​amount​ ​of​ ​time.

Get​ ​this​ ​right​ ​though​ ​and​ ​it​ ​will​ ​simply​ ​ensure​ ​that​ ​nobody​ ​can miss​ ​​your​ ​mailing​ ​list​ ​or​ ​all​ ​the​ ​good​ ​reasons​ ​they​ ​should​ ​consider signing​ ​up​ ​to​ ​it.​ ​

One​ ​good​ ​hope​ ​is​ ​”Huge-It” ​for​ ​WordPress​ ​but there​ ​are​ ​many​ ​other​ ​similar​ ​plugins​ ​that​ ​will​ ​do​ ​the​ ​same​ ​job.

A​ ​bad​ ​workman​ ​may​ ​blame​ ​his​ ​tools,​ ​but​ ​the​ ​right​ ​tools​ ​will​ ​make you​ ​a​ ​​better​ ​​workman!

Chapter 4: Opt-In Landing Page Tactics

landing page optimization

In​ ​the​ ​first​ ​lesson​ ​in​ ​this​ ​course,​ ​you​ ​discovered​ ​the​ ​massive importance​ ​of​ ​using​ ​email​ ​marketing​ ​as​ ​part​ ​of​ ​your​ ​campaign and​ ​you​ ​saw​ ​why​ ​it​ ​was​ ​so​ ​critical​ ​for​ ​the​ ​success​ ​of​ ​your business​ ​–​ ​even​ ​compared​ ​with​ ​other​ ​tactics​ ​like​ ​PPC​ ​and content​ ​marketing.

But​ ​while​ ​email​ ​marketing​ ​is​ ​crucial,​ ​it​ ​is​ ​also​ ​dependent​ ​on​ ​other factors.​ ​That​ ​is​ ​to​ ​say​ ​that​ ​you​ ​​can’t​ ​have​ ​​email​ ​marketing​ ​without having​ ​a​ ​great​ ​opt-in​ ​landing​ ​page.​

​This​ ​is​ ​your​ ​”squeeze​ ​page” ​– it​ ​is​ ​the​ ​page​ ​that​ ​you​ ​use​ ​in​ ​order​ ​to​ ​encourage​ ​first​ ​time​ ​visitors to​ ​your​ ​site​ ​to​ ​sign​ ​up​ ​for​ ​your​ ​mailing​ ​list​ ​so​ ​that​ ​they​ ​can​ ​receive your​ ​emails.

This​ ​is​ ​the​ ​gatekeeper​ ​to​ ​your​ ​email​ ​marketing​ ​campaign​ ​and​ ​it​ ​is fundamentally​ ​important​ ​if​ ​you​ ​have​ ​any​ ​interest​ ​whatsoever​ ​in this​ ​form​ ​of​ ​marketing.​ ​

After​ ​all,​ ​the​ ​best​ ​email​ ​marketing campaign​ ​in​ ​the​ ​world​ ​isn’t​ ​of​ ​much​ ​use​ ​if​ ​you​ ​can’t​ ​get​ ​anyone​ ​to read​ ​it!

So,​ ​the​ ​question​ ​is:​ ​how​ ​do​ ​you​ ​make​ ​sure​ ​that​ ​your​ ​landing​ ​page gets​ ​the​ ​attention​ ​it​ ​deserves​ ​and​ ​how​ ​do​ ​you​ ​ensure​ ​that​ ​the people​ ​who​ ​land​ ​there,​ ​convert?

Some​ ​Things​ ​to​ ​Consider

There​ ​are​ ​two​ ​types​ ​of​ ​landing​ ​pages,​ ​which​ ​are​ ​”squeeze​ ​pages” and​ ​”sales​ ​pages.”​ ​

A​ ​squeeze​ ​page​ ​is​ ​an​ ​opt-in​ ​landing​ ​page​ ​as we’ve​ ​been​ ​describing​ ​here,​ ​while​ ​a​ ​sales​ ​page​ ​is​ ​a​ ​page​ ​that attempts​ ​to​ ​convince​ ​someone​ ​to​ ​buy​ ​from​ ​you.

The​ ​reason​ ​that​ ​I​ ​mention​ ​both​ ​types​ ​of​ ​page​ ​here​ ​is​ ​that​ ​they​ ​are actually​ ​more​ ​similar​ ​than​ ​they​ ​are​ ​different.​ ​

In​ ​essence,​ ​you​ ​are trying​ ​to​ ​​sell​ ​​your​ ​landing​ ​page​ ​and​ ​that​ ​means​ ​you’re​ ​going​ ​to face​ ​all​ ​the​ ​same​ ​challenges​ ​you​ ​would​ ​when​ ​selling​ ​a​ ​product.

Your​ ​objective​ ​here​ ​is​ ​to​ ​demonstrate​ ​that​ ​it​ ​is​ ​​worth​ ​​signing​ ​up​ ​to your​ ​mailing​ ​list​ ​–​ ​that​ ​it​ ​is​ ​going​ ​to​ ​provide​ ​significant​ ​value​ ​to​ ​the readers​ ​–​ ​while​ ​at​ ​the​ ​same​ ​time​ ​convincing​ ​your​ ​readers​ ​that​ ​the cost​ ​​is​ ​worth​ ​it.​ ​

In​ ​this​ ​case,​ ​the​ ​cost​ ​is​ ​that​ ​your​ ​readers​ ​have sacrificed​ ​some​ ​of​ ​their​ ​privacy​ ​and​ ​have​ ​given​ ​you​ ​permission​ ​to contact​ ​them​ ​right​ ​in​ ​their​ ​inboxes.

So,​ ​you​ ​need​ ​to​ ​​inflate​ ​​the​ ​apparent​ ​value​ ​and​ ​​diminish​ ​​the apparent​ ​cost.

Diminishing​ ​the​ ​Cost

Your​ ​job​ ​then​ ​is​ ​to​ ​demonstrate​ ​to​ ​readers​ ​that​ ​they​ ​don’t​ ​need​ ​to worry​ ​when​ ​they​ ​sign​ ​up​ ​to​ ​your​ ​mailing​ ​list.​ ​

You​ ​can​ ​do​ ​this​ ​by mitigating​ ​and​ ​removing​ ​the​ ​risk​ ​–​ ​by​ ​alleviating​ ​the​ ​concerns​ ​that they​ ​might​ ​have.

For​ ​example,​ ​your​ ​visitors​ ​will​ ​likely​ ​be​ ​worried​ ​that​ ​if​ ​they subscribe​ ​to​ ​you,​ ​they​ ​will​ ​potentially​ ​get​ ​inundated​ ​with messages​ ​and​ ​spam.​ ​

They​ ​might​ ​even​ ​be​ ​worried​ ​that​ ​you​ ​are going​ ​to​ ​pass​ ​their​ ​details​ ​on​ ​to​ ​other​ ​brands​ ​and​ ​companies.

So,​ ​you​ ​need​ ​to​ ​reassure​ ​your​ ​audience​ ​that​ ​this​ ​isn’t​ ​going​ ​to happen.​ ​

Promise​ ​your​ ​readers​ ​that​ ​you​ ​will​ ​​never​ ​​share​ ​their details​ ​and​ ​that​ ​they​ ​can​ ​very​ ​easily​ ​unsubscribe​ ​at​ ​any​ ​point.

Likewise,​ ​let​ ​them​ ​know​ ​precisely​ ​the​ ​frequency​ ​and​ ​nature​ ​of your​ ​content.​ ​

There​ ​are​ ​few​ ​things​ ​that​ ​are​ ​more​ ​daunting​ ​than the​ ​unknown​ ​so​ ​make​ ​it​ ​absolutely​ ​clear​ ​what​ ​your​ ​mailing​ ​list involves​ ​and​ ​what​ ​they​ ​can​ ​expect​ ​if​ ​they​ ​sign​ ​up.

If​ ​you​ ​take​ ​a​ ​look​ ​at​ ​Tim​ ​Ferriss’ ​opt-in​ ​page,​ ​then​ ​you​ ​can​ ​see​ ​he does​ ​all​ ​these​ ​things​ ​while​ ​also​ ​using​ ​a​ ​couple​ ​of​ ​other​ ​things. One​ ​clever​ ​line​ ​is:

“1,000,000+​ ​monthly​ ​readers​ ​means​ ​something​ ​–​ ​the​ ​content works.”

This​ ​is​ ​clever​ ​because​ ​it​ ​effectively​ ​removes​ ​the​ ​risk​ ​that​ ​the content​ ​might​ ​be​ ​a​ ​waste​ ​of​ ​your​ ​time​ ​by​ ​using​ ​”social​ ​proof.”​ ​

By alluding​ ​to​ ​the​ ​evidence​ ​provided​ ​by​ ​happy​ ​readers,​ ​Tim​ ​is showing​ ​his​ ​audience​ ​that​ ​they​ ​have​ ​nothing​ ​to​ ​worry​ ​about​ ​and that​ ​they​ ​can​ ​rely​ ​on​ ​his​ ​content​ ​to​ ​be​ ​great​ ​–​ ​a​ ​million​ ​people can’t​ ​be​ ​wrong!

Another​ “cost”​ ​is​ ​the​ ​amount​ ​of​ ​effort​ ​involved​ ​in​ ​actually​ ​signing up.​ ​

This​ ​is​ ​something​ ​you​ ​don’t​ ​want​ ​to​ ​diminish​ ​​too​ ​much because​ ​you​ ​might​ ​open​ ​the​ ​floodgates​ ​for​ ​low​ ​quality​ ​subscribers (people​ ​who​ ​aren’t​ ​really​ ​interested).​ ​

Still,​ ​try​ ​and​ ​make​ ​your opt-in​ ​form​ ​big,​ ​obvious​ ​and​ ​readily​ ​apparent.

Increasing​ ​Value

The​ ​next​ ​thing​ ​to​ ​do​ ​is​ ​to​ ​consider​ ​the​ ​value​ ​proposition​ ​of​ ​your mailing​ ​list.​ ​

Value​ ​proposition​ ​means​ ​the​ ​way​ ​in​ ​which​ ​you​ ​are providing​ ​value​ ​for​ ​your​ ​visitors​ ​–​ ​which​ ​is​ ​going​ ​to​ ​be​ ​more​ ​than the​ ​sum​ ​of​ ​its​ ​parts.​ ​More​ ​than​ ​what​ ​you​ ​are​ ​​physically​ ​​providing.

Your​ ​value​ ​is​ ​not​ ​defined​ ​by​ ​the​ ​number​ ​of​ ​words​ ​you​ ​write,​ ​rather it​ ​is​ ​defined​ ​by​ ​what​ ​those​ ​words​ ​can​ ​do​ ​for​ ​people​ ​and​ ​how​ ​they will​ ​change​ ​their​ ​lives.

For​ ​example,​ ​if​ ​you​ ​have​ ​a​ ​mailing​ ​list​ ​about​ ​fitness​ ​then​ ​the “value​ ​proposition”​ ​comes​ ​from​ ​people​ ​getting​ ​into​ ​great​ ​shape and​ ​-​ ​even​ ​more​ ​than​ ​that​ ​–​ ​building​ ​amazing​ ​abs,​ ​glistening muscles,​ ​incredible​ ​confidence​ ​and​ ​oodles​ ​of​ ​sex​ ​appeal.

The​ ​value​ ​proposition​ ​should​ ​be​ ​the​ ​emotional​ ​hook​ ​–​ ​the​ ​thing that​ ​motivated​ ​the​ ​audience​ ​to​ ​come​ ​to​ ​you​ ​in​ ​the​ ​first​ ​place,​ ​even if​ ​they​ ​don’t​ ​know​ ​it.

Get​ ​them​ ​to​ ​imagine​ ​what​ ​your​ ​mailing​ ​list​ ​can​ ​do​ ​for​ ​them​ ​and get​ ​them​ ​to​ ​really​ ​think​ ​about​ ​all​ ​the​ ​ways​ ​that​ ​their​ ​lives​ ​will​ ​be better​ ​thanks​ ​to​ ​your​ ​messages.​ ​

If​ ​you​ ​can​ ​do​ ​that,​ ​then​ ​they​ ​will feel​ ​the​ ​urge​ ​to​ ​subscribe​ ​right​ ​away. And​ ​convince​ ​them​ ​at​ ​this​ ​point​ ​too​ ​that​ ​they​ ​are​ ​getting something​ ​for​ ​nothing.​ ​This​ ​is​ ​​amazing​ ​​value!

Chapter 4.1: Two​ ​More​ ​Techniques:​ ​Incentives​ ​and​ ​Pressure

the power of scarcity

Something​ ​that​ ​a​ ​lot​ ​of​ ​email​ ​marketing​ ​introductions​ ​miss​ ​out​ ​is option​ ​of​ ​using​ ​pressure​ ​in​ ​order​ ​to​ ​encourage​ ​more subscriptions.​

​This​ ​is​ ​something​ ​you​ ​see​ ​an​ ​awful​ ​lot​ ​in​ ​sales​ pages ​but not​ ​so​ ​much​ ​in​ ​squeeze​ ​pages.

The​ ​essential​ ​idea​ ​here​ ​is​ ​that​ ​you​ ​are​ ​going​ ​to​ ​get​ ​your​ ​audience very​ ​interested​ ​in​ ​what​ ​you’re​ ​offering​ ​and​ ​tempted​ ​to​ ​sign​ ​up​ ​and then​ ​​you​ ​are​ ​going​ ​to​ ​apply​ ​a​ ​form​ ​of​ ​time​ ​pressure​ ​to​ ​get​ ​them​ ​to act​ ​quickly.​ ​

The​ ​reason​ ​this​ ​works​ ​well​ ​is​ ​that​ ​most​ ​purchases​ ​– and​ ​subscriptions​ ​–​ ​are​ ​based​ ​on​ ​impulse.​ ​We​ ​buy​ ​things​ ​based on​ ​our​ ​emotions​ ​rather​ ​than​ ​based​ ​on​ ​our​ ​reason.​ ​

If​ ​you​ ​are​ ​given time​ ​to​ ​go​ ​away​ ​and​ ​think​ ​about​ ​the​ ​purchase​ ​you​ ​want​ ​to​ ​make, then​ ​you​ ​will​ ​often​ ​eventually​ ​realize​ ​that​ ​you​ ​don’t​ ​need​ ​it​ ​–​ ​that’s because​ ​the​ ​emotion​ ​subsides​ ​and​ ​logic​ ​kicks​ ​in.

If​ ​you​ ​act​ ​quickly​ ​though​ ​and​ ​you’re​ ​spurred​ ​by​ ​emotion,​ ​then you’ll​ ​go​ ​ahead​ ​and​ ​sign​ ​up.

Only​ ​earlier​ ​today,​ ​I​ ​filled​ ​in​ ​a​ ​survey​ ​that​ ​I​ ​​knew​ ​​was​ ​spam​ ​and immediately​ ​regretted​ ​it​ ​afterward.​ ​

I​ ​did​ ​it​ ​because​ ​I’d​ ​been​ ​trying to​ ​find​ ​a​ ​specific​ ​download​ ​for​ ​hours​ ​and​ ​this​ ​site​ ​promised​ ​to deliver​ ​it​ ​if​ ​I​ ​entered​ ​all​ ​my​ ​details.​ ​

I​ ​knew​ ​it​ ​was​ ​probably​ ​spam and​ ​a​ ​trick,​ ​but​ ​I​ ​went​ ​ahead​ ​anyway​ ​because​ ​I​ ​was​ ​so emotionally​ ​charged​ ​by​ ​frustration​ ​and​ ​impatience.​ ​

The​ ​result​ ​is that​ ​I​ ​gave​ ​away​ ​my​ ​personal​ ​details​ ​when​ ​I​ ​never​ ​would​ ​have done​ ​otherwise. And​ ​if​ ​I​ ​had​ ​gone​ ​away​ ​to​ ​think​ ​about​ ​it,​ ​then​ ​I​ ​​definitely​ ​​wouldn’t have​ ​signed​ ​up!

Hopefully,​ ​your​ ​mailing​ ​list​ ​is​ ​not​ ​spam​ ​but​ ​is​ ​genuinely​ ​useful​ ​and interesting​ ​–​ ​so​ ​it​ ​should​ ​be​ ​even​ ​easier​ ​for​ ​you​ ​to​ ​get​ ​people​ ​to sign​ ​up.​

​But​ ​by​ ​adding​ ​that​ ​time​ ​pressure​ ​to​ ​get​ ​people​ ​to​ ​act​ ​in the​ ​moment,​ ​you’ll​ ​get​ ​a​ ​lot​ ​more​ ​positive​ ​results.​ ​

This​ ​might mean​ ​you​ ​run​ ​a​ ​competition,​ ​or​ ​that​ ​you​ ​mention​ ​a​ ​limited​ ​number of​ ​places​ ​on​ ​your​ ​list.​

Whatever​ ​the​ ​strategy,​ ​this​ ​is​ ​​often​ ​​highly effective.


The​ ​other​ ​technique​ ​you​ ​can​ ​use​ ​to​ ​get​ ​even​ ​more​ ​people​ ​to​ ​sign up​ ​is​ ​to​ ​use​ ​an​ ​incentive,​ ​also​ ​called​ ​a​ ​”lead​ ​magnet.”​ ​

This​ ​is​ ​a​ ​free giveaway​ ​that​ ​you​ ​are​ ​offering​ ​in​ ​exchange​ ​for​ ​people​ ​signing​ ​up to​ ​your​ ​mailing​ ​list​ ​and​ ​the​ ​objective​ ​is​ ​to​ ​convert​ ​people​ ​that​ ​are on​ ​the​ ​fence​ ​and​ ​debating​ ​whether​ ​or​ ​not​ ​to​ ​sign​ ​up.

The​ ​objective​ ​is​ ​​not​ ​​to​ ​give​ ​away​ ​such​ ​an​ ​incredibly​ ​high-value freebie​ ​that​ ​you​ ​convince​ ​people​ ​to​ ​sign​ ​up​ ​who​ ​otherwise​ ​would not​ ​have​ ​had​ ​any​ ​interest​ ​in​ ​your​ ​content.

The​ ​reason​ ​for​ ​this​ ​is​ ​simple:​ ​you​ ​don’t​ ​want​ ​people​ ​to​ ​sign​ ​up​ ​if they​ ​aren’t​ ​going​ ​to​ ​read​ ​your​ ​emails​ ​and​ ​you​ ​don’t​ ​want​ ​people​ ​to simply​ ​download​ ​your​ ​freebie​ ​and​ ​then​ ​unsubscribe.

This​ ​is​ ​why​ ​you​ ​shouldn’t​ ​give​ ​away​ ​huge​ ​ebooks​ ​or​ ​long​ ​courses.

Doing​ ​this​ ​also​ ​devalues​ ​the​ ​products​ ​that​ ​you​ ​are​ ​offering​ ​and​ ​it means​ ​that​ ​if​ ​you​ ​try​ ​and​ ​​sell​ ​​a​ ​digital​ ​product​ ​in​ ​the​ ​future,​ ​people might​ ​think​ ​that​ ​it​ ​isn’t​ ​worth​ ​much.

If​ ​they​ ​just​ ​got​ ​a​ ​free​ ​ebook​ ​for​ ​signing​ ​up​ ​–​ ​which​ ​they​ ​probably haven’t​ ​read​ ​yet​ ​–​ ​then​ ​why​ ​would​ ​they​ ​bother​ ​paying​ ​$100​ ​for another​ ​one?

Thus,​ ​giving​ ​away​ ​a​ ​short​ ​report​ ​is​ ​actually​ ​a​ ​much​ ​better incentive.​ ​

Other​ ​good​ ​options​ ​include​ ​entering​ ​your​ ​readers​ ​into some​ ​kind​ ​of​ ​raffle​ ​(which​ ​can​ ​also​ ​be​ ​a​ ​great​ ​way​ ​to​ ​add​ ​time pressure)​ ​or​ ​simply​ ​to​ ​make​ ​the​ ​mailing​ ​list​ ​much​ ​more​ ​valuable in​ ​itself.​ ​

Perhaps​ ​that​ ​means​ ​that​ ​you​ ​offer​ ​a​ ​newsletter​ ​rather than​ ​simple​ ​emails​ ​–​ ​filled​ ​with​ ​beautiful​ ​images,​ ​exclusive interviews​ ​and​ ​other​ ​extras​ ​that​ ​elevate​ ​it​ ​above​ ​the​ ​quality​ ​of other​ ​email​ ​lists.

Perhaps​ ​the​ ​best​ ​strategy​ ​of​ ​all​ ​if​ ​you​ ​can​ ​pull​ ​it​ ​off,​ ​is​ ​to​ ​make​ ​a product​ ​sound​ ​so​ ​interesting​ ​that​ ​people​ ​actively​ ​want​ ​to​ ​learn more​ ​about​ ​it.​ ​

If​ ​you​ ​can​ ​make​ ​your​ ​product​ ​sound​ ​incredible, then​ ​people​ ​will​ ​sign​ ​up​ ​just​ ​to​ ​learn​ ​about​ ​its​ ​development​ ​or release.

This​ ​is​ ​fantastic​ ​because​ ​you​ ​are​ ​now​ ​not​ ​only​ ​getting​ ​permission from​ ​your​ ​readers​ ​to​ ​contact​ ​them​ ​–​ ​you​ ​are​ ​getting​ ​permission​ ​to talk​ ​about​ ​a​ ​product​ ​and​ ​to​ ​effectively​ ​sell​ ​to​ ​them!

Remember:​ ​permission​ ​is​ ​one​ ​of​ ​the​ ​key​ ​and​ ​most​ ​important aspects​ ​of​ ​a​ ​mailing​ ​list​ ​because​ ​it​ ​is​ ​what​ ​will​ ​allow​ ​you​ ​to message​ ​without​ ​people​ ​unsubscribing.​ ​

This​ ​is​ ​also​ ​why​ ​it​ ​is​ ​so important​ ​that​ ​you​ ​never​ ​mislead​ ​your​ ​audience​ ​in​ ​order​ ​to​ ​gain subscribers.

Chapter 4.2: Getting​ ​People​ ​to​ ​Your​ ​Landing​ ​Page

want more traffic to your landing pages? do this...

Now​ ​of​ ​course​ ​if​ ​any​ ​of​ ​this​ ​is​ ​going​ ​to​ ​be​ ​effective,​ ​then​ ​you​ ​need to​ ​ensure​ ​that​ ​people​ ​actually​ ​land​ ​on​ ​your​ ​landing​ ​page​ ​and​ ​get to​ ​see​ ​what​ ​you’re​ ​offering!

The​ ​most​ ​straightforward​ ​way​ ​to​ ​do​ ​this​ ​is​ ​through​ ​content marketing.​ ​This​ ​means​ ​running​ ​a​ ​blog​ ​that​ ​will​ ​contain​ ​content​ ​in the​ ​form​ ​of​ ​posts.​ ​

These​ ​posts​ ​will​ ​not​ ​only​ ​help​ ​your​ ​site​ ​to​ ​show up​ ​through​ ​SEO​ ​and​ ​through​ ​social​ ​media​ ​(if​ ​your​ ​readers​ ​share the​ ​content​ ​they​ ​find)​ ​but​ ​they​ ​will​ ​also​ ​help​ ​you​ ​to​ ​demonstrate the​ ​kind​ ​of​ ​value​ ​that​ ​you​ ​are​ ​capable​ ​of​ ​providing.​ ​

By​ ​filling​ ​your site​ ​with​ ​lots​ ​of​ ​great​ ​information,​ ​your​ ​visitors​ ​will​ ​see​ ​that​ ​you are​ ​capable​ ​of​ ​helping/entertaining​ ​them.​

​As​ ​a​ ​result,​ ​they​ ​will then​ ​be​ ​more​ ​inclined​ ​to​ ​want​ ​to​ ​read​ m​​ore​ ​​of​ ​the​ ​kind​ ​of​ ​content you​ ​have​ ​to​ ​offer​ ​and​ ​thus​ ​they​ ​will​ ​sign​ ​up​ ​for​ ​your​ ​mailing​ ​list!

The​ ​other​ ​method​ ​you​ ​may​ ​want​ ​to​ ​consider​ ​though​ ​is​ ​PPC.​ ​This is​ ​”Pay​ ​Per​ ​Click”​ ​advertising,​ ​which​ ​will​ ​likely​ ​be​ ​handled​ ​through Facebook​ ​Ads​ ​or​ ​Google​ ​AdWords.​ ​

In​ ​either​ ​case,​ ​it​ ​is​ ​so​ ​named because​ ​you​ ​are​ ​only​ ​going​ ​to​ ​pay​ ​each​ ​time​ ​someone​ ​actually clicks​​ ​on​ ​your​ ​ad.​ ​

That​ ​in​ ​turn​ ​means​ ​that​ ​you​ ​can​ ​calculate​ ​the maximum​ ​amount​ ​of​ ​money​ ​you​ ​are​ ​paying​ ​for​ ​each​ ​visitor​ ​(you pay​ ​for​ ​these​ ​clicks​ ​with​ ​”bids” ​and​ ​you​ ​can​ ​set​ ​a​ ​maximum​ ​bid).

This​ ​then​ ​in​ ​turn​ ​means​ ​that​ ​you​ ​can​ ​calculate​ ​how​ ​much​ ​each new​ ​subscriber​ ​is​ ​worth​ ​to​ ​you​ ​by​ ​looking​ ​at​ ​CLV​ ​–​ ​Customer Lifetime​ ​Value.​ ​

In​ ​other​ ​words,​ ​how​ ​often​ ​do​ ​your​ ​subscribers​ ​buy from​ ​you​ ​and​ ​become​ ​paying​ ​customers?​ ​How​ ​much​ ​profit​ ​do​ ​you get​ ​from​ ​each​ ​of​ ​those​ ​sales?

By​ ​calculating​ ​all​ ​of​ ​this,​ ​you​ ​can​ ​then​ ​see​ ​how​ ​much​ ​you​ ​can afford​ ​to​ ​pay​ ​for​ ​your​ ​new​ ​subscribers​ ​while​ ​still​ ​making​ ​a​ ​profit.

Of​ ​course,​ ​you​ ​also​ ​need​ ​to​ ​consider​ ​what​ ​percentage​ ​of​ ​your landing​ ​page​ ​visitors​ ​​become​ ​​subscribers​ ​(this​ ​number​ ​is​ ​your “conversion​ ​rate”)​ ​but​ ​that​ ​can​ ​be​ ​increased​ ​positively​ ​simply​ ​by employing​ ​the​ ​strategies​ ​we’ve​ ​looked​ ​at​ ​over​ ​the​ ​course​ ​of​ ​this guide.

That,​ ​and​ ​by​ ​paying​ ​attention​ ​to​ ​the​ ​tips​ ​that​ ​we’re​ ​going​ ​to​ ​look​ ​at in​ ​future​ ​chapters!

Chapter 5: Writing Effective Email Copy

the ultimate guide to email copywriting

If​ ​you​ ​are​ ​a​ ​marketer,​ ​then​ ​that​ ​makes​ ​you​ ​a​ ​writer.

These​ ​days​ ​there​ ​is​ ​no​ ​getting​ ​away​ ​from​ ​that​ ​fact​ ​–​ ​the​ ​two​ ​jobs go​ ​hand​ ​in​ ​hand​ ​and​ ​in​ ​order​ ​to​ ​be​ ​anywhere​ ​near​ ​effective​ ​at building​ ​and​ ​engaging​ ​an​ ​audience,​ ​you​ ​​need​ ​​to​ ​make​ ​sure​ ​that you​ ​understand​ ​how​ ​to​ ​write​ ​convincingly​ ​and​ ​how​ ​to​ ​grab attention.

This​ ​is​ ​especially​ ​true​ ​when​ ​it​ ​comes​ ​to​ ​your​ ​email​ ​marketing:​ ​a form​ ​of​ ​marketing​ ​that​ ​involves​ ​a​ ​lot​ ​of​ ​complex​ ​goals​ ​that​ ​are seemingly​ ​working​ ​contradictory​ ​to​ ​one​ ​another​ ​in​ ​many​ ​cases.

As​ ​an​ ​email​ ​marketers,​ ​you​ ​have​ ​been​ ​given​ ​privileged​ ​access​ ​to your​ ​subscribers’​ ​inboxes.​

​This​ ​is​ ​a​ ​huge​ ​gesture​ ​of​ ​trust​ ​and​ ​it demonstrates​ ​that​ ​your​ ​readers/visitors/customers​ ​must​ ​really enjoy​ ​your​ ​content​ ​and​ ​want​ ​to​ ​see​ ​more​ ​of​ ​it.​ ​

They​ ​have​ ​given you​ ​their​ ​details​ ​because​ ​of​ ​that​ ​fact​ ​and​ ​because​ ​they​ ​want​ ​to get​ ​​value​ ​​from​ ​you.

So​ ​that​ ​is​ ​your​ ​first​ ​objective:​ ​to​ ​provide​ ​value​ ​without​ ​abusing that​ ​trust​ ​and​ ​without​ ​frustrating​ ​your​ ​subscribers.

At​ ​the​ ​same​ ​time​ ​though,​ ​you​ ​also​ ​need​ ​to​ ​fight​ ​to​ ​get​ ​your messages​ ​clicked.​ ​

You​ ​need​ ​to​ ​make​ ​sure​ ​that​ ​your​ ​subject​ ​lines stand​ ​out​ ​among​ ​the​ ​other​ ​messages​ ​in​ ​their​ ​inbox​ ​and​ ​are interesting​ ​enough​ ​to​ ​be​ ​considered​ ​worth​ ​reading​ ​(while​ ​not looking​ ​like​ ​spam…).

Then​ ​you​ ​need​ ​to​ ​make​ ​sure​ ​that​ ​you​ ​are​ ​also​ ​able​ ​to​ ​​persuade your​ ​audience​ ​and​ ​convince​ ​them​ ​to​ ​potentially​ ​buy​ ​from​ ​you,​ ​or to​ ​visit​ ​your​ ​site​ ​again,​ ​or​ ​simply​ ​to​ ​trust​ ​whatever​ ​it​ ​is​ ​that​ ​you’re saying.

Oh,​ ​and​ ​you​ ​need​ ​to​ ​write​ ​​well​ ​​as​ ​well.​ ​That​ ​means​ ​you​ ​need​ ​to write​ ​in​ ​a​ ​way​ ​that​ ​is​ ​captivating,​ ​entertaining,​ ​authoritative​ ​and accurate.

Over​ ​the​ ​rest​ ​of​ ​this​ chapter,​ ​you’re​ ​going​ ​to​ ​learn​ ​how​ ​to​ ​do​ ​​all​ ​​of those​ ​things.

Chapter 5.1: How to Write Well

the email copywriting process you need to get more conversions

Is​ ​writing​ ​something​ ​that​ ​you​ ​can​ ​be​ ​taught? Probably​ ​the​ ​best​ ​answer​ ​is​ ​a​ ​frustratingly​ ​non-committal​ ​”yes​ ​and no.”​

​That​ ​is​ ​to​ ​say​ ​that​ ​it​ ​can​ ​be​ ​very​ ​hard​ ​to​ ​teach​ ​someone​ ​to write​ ​well​ ​if​ ​they​ ​have​ ​no​ ​natural​ ​”voice”​ ​but​ ​in​ ​most​ ​cases,​ ​it​ ​​will still​ ​be​ ​possible​ ​as​ ​long​ ​as​ ​they​ ​can​ ​grasp​ ​the​ ​basics​ ​and​ ​they have​ ​a​ ​decent​ ​command​ ​of​ ​English.

The problem​ ​is​ ​that​ ​this​ ​is​ ​going​ ​to​ ​take​ ​longer​ ​for​ ​some​ ​people​ ​than​ ​it is​ ​for​ ​others.​ ​And​ ​that​ ​means​ ​that​ ​in​ ​some​ ​cases,​ ​it​ ​will​ ​not​ ​be worth​ ​​learning​ ​to​ ​write​ ​well​ ​from​ ​scratch.​

​If​ ​you​ ​are​ ​someone​ ​that might​ ​be​ ​considered​ ​hopeless​ ​by​ ​your​ ​friends​ ​and​ ​contemporaries then​ ​it’s​ ​probably​ ​best​ ​just​ ​to​ ​hire​ ​a​ ​good​ ​writer.

Find​ ​a​ ​friend​ ​who​ ​speaks​ ​good​ ​English,​ ​get​ ​them​ ​to​ ​read​ ​a​ ​post you’ve​ ​written​ ​and​ ​then​ ​ask​ ​them​ ​to​ ​be​ ​​completely​ ​100%​ ​honest with​ ​you​.​ ​

If​ ​it’s​ ​terrible,​ ​then​ ​hire​ ​someone.​ ​If​ ​there’s​ ​hope,​ ​or​ ​you are​ ​a​ ​good​ ​writer,​ ​then​ ​continue​ ​and​ ​take​ ​on​ ​board​ ​some​ ​of​ ​these tips…

1.​ ​​Writing​ ​Should​ ​Be​ ​Efficient

The​ ​best​ ​place​ ​to​ ​start​ ​is​ ​by​ ​considering​ ​what​ ​the​ ​​objective​ ​​of good​ ​writing​ ​is.​ ​Writing​ ​is​ ​good​ ​if​ ​it​ ​manages​ ​to​ ​complete​ ​said objective,​ ​so​ ​what​ ​is​ ​it​ ​that​ ​you’re​ ​trying​ ​to​ ​do?

Usually,​ ​the​ ​most​ ​fundamental​ ​answer​ ​is​ ​that​ ​you​ ​want​ ​to​ ​impart meaning.​ ​You​ ​are​ ​trying​ ​to​ ​get​ ​your​ ​readers​ ​to​ ​understand something,​ ​to​ ​learn​ ​something​ ​or​ ​to​ ​think​ ​something​ ​and​ ​that​ ​all involves​ ​​meaning​.

In​ ​reality,​ ​nothing​ ​else​ ​really​ ​matters.​ ​And​ ​thus​ ​your​ ​objective should​ ​be​ ​to​ ​try​ ​and​ ​do​ ​this​ ​as​ ​quickly​ ​as​ ​possible​ ​and​ ​in​ ​as​ ​few words.​ ​Most​ ​of​ ​us​ ​are​ ​in​ ​a​ ​hurry​ ​these​ ​days​ ​and​ ​most​ ​of​ ​us​ ​have places​ ​we​ ​need​ ​to​ ​be.​

That​ ​means​ ​that​ ​we’re​ ​unlikely​ ​to​ ​have​ ​the patience​ ​​to​ ​sit​ ​and​ ​dig​ ​through​ ​a​ ​massive​ ​paragraph​ ​of​ ​text​ ​and​ ​if your​ ​emails​ ​look​ ​like​ ​that,​ ​they’ll​ ​probably​ ​be​ ​ignored​ ​or​ ​binned.

Be​ ​respectful​ ​of​ ​your​ ​readers’ ​time​ ​then​ ​by​ ​getting​ ​them​ ​to understand​ ​the​ ​message​ ​you’re​ ​trying​ ​to​ ​convey​ ​as​ ​quickly​ ​as possible​ ​so​ ​that​ ​they​ ​are​ ​getting​ ​good​ ​”value” ​for​ ​their​ ​time.​

​The more​ ​value​ ​you​ ​impart​ ​in​ ​the​ ​fewer​ ​words,​ ​the​ ​more​ ​likely​ ​they’ll be​ ​to​ ​want​ ​to​ ​keep​ ​reading.

So,​ ​look​ ​through​ ​your​ ​writing​ ​and​ ​ask​ ​yourself​ ​which​ ​words​ ​are entirely​ ​necessary​ ​and​ ​which​ ​need​ ​to​ ​go.​ ​Anything​ ​that​ ​is superfluous​ ​–​ ​that​ ​does​ ​not​ ​serve​ ​a​ ​specific​ ​purpose​ ​–​ ​should​ ​go.

2.​ ​​Vocabulary​ ​is​ ​Important

But​ ​this​ ​is​ ​not​ ​a​ ​ticket​ ​to​ ​write​ ​like​ ​a​ ​robot​ ​or​ ​to​ ​start​ ​writing​ ​in​ ​text speak!​ ​While​ ​your​ ​aim​ ​is​ ​efficiency,​ ​it​ ​is​ ​not​ ​necessarily​ ​brevity and​ ​there​ ​is​ ​still​ ​a​ ​place​ ​for​ ​flowery​ ​language​ ​and​ ​a​ ​large vocabulary.

Why? Well,​ ​apart​ ​from​ ​the​ ​fact​ ​that​ ​it​ ​makes​ ​you​ ​sound​ ​clever​ ​–​ ​which​ ​in turn​ ​makes​ ​you​ ​more​ ​persuasive​ ​–​ ​using​ ​a​ ​larger​ ​vocabulary​ ​will actually​ ​​help​ ​​you​ ​to​ ​convey​ ​more​ ​meaning​ ​in​ ​fewer​ ​words.​

​Why? Because​ ​you​ ​can​ ​choose​ ​words​ ​that​ ​provide​ ​a​ ​lot​ ​more​ ​value​ ​and “do​ ​more.”

Not​ ​only​ ​that,​ ​but​ ​by​ ​choosing​ ​the​ ​right​ ​turn​ ​of​ ​phrase,​ ​you​ ​can convey​ ​more​ ​than​ ​pure​ ​meaning​ ​and​ ​also​ ​start​ ​to​ ​evoke​ ​and emotional​ ​response​ ​from​ ​your​ ​readers​ ​or​ ​to​ ​provide​ ​additional details.​

​This​ ​becomes​ ​very​ ​important​ ​when​ ​you’re​ ​trying​ ​to​ ​write​ ​in a​ ​manner​ ​that​ ​is​ ​persuasive​ ​and​ ​engaging​ ​because​ ​it​ ​allows​ ​you to​ ​better​ ​motivate​ ​your​ ​readers​ ​and​ ​therefore​ ​make​ ​them​ ​more likely​ ​to​ ​buy​ ​from​ ​you.

The​ ​best​ ​way​ ​to​ ​improve​ ​your​ ​vocabulary​ ​is​ ​just​ ​to​ ​​read​ ​​more.

Likewise​ ​though,​ ​it​ ​can​ ​also​ ​pay​ ​to​ ​become​ ​better​ ​at​ ​description and​ ​emoting​ ​–​ ​so​ ​try​ ​to​ ​really​ ​picture​ ​and​ ​​feel​ ​​the​ ​emotions​ ​that you’re​ ​trying​ ​to​ ​convey​ ​and​ ​the​ ​way​ ​you​ ​want​ ​to​ ​depict​ ​them.

3.​ ​​As​ ​is​ ​Tone

Also​ ​important​ ​is​ ​getting​ ​the​ ​right​ ​”tone.”​ ​This​ ​means​ ​that​ ​your message​ ​should​ ​be​ ​on-point​ ​in​ ​terms​ ​of​ ​how​ ​friendly​ ​it​ ​is​ ​versus how​ ​formal.​ ​

If​ ​you​ ​are​ ​writing​ ​about​ ​insurance​ ​and​ ​your​ ​target audience​ ​consists​ ​of​ ​big​ ​important​ ​business​ ​people,​ ​then​ ​you​ ​will want​ ​to​ ​adopt​ ​a​ ​more​ ​formal​ ​tone​ ​than​ ​you​ ​would​ ​for​ ​an​ ​email​ ​list about​ ​football​ ​or​ ​your​ ​favorite​ ​band.​ ​

Make​ ​sure​ ​that​ ​your​ ​content fits​ ​​the​ ​intended​ ​purpose​ ​and​ ​the​ ​intended​ ​audience.

Again,​ ​this​ ​is​ ​where​ ​good​ ​vocabulary​ ​can​ ​come​ ​in​ ​–​ ​it’s​ ​a​ ​matter of​ ​being​ ​able​ ​to​ ​choose​ ​the​ ​words​ ​that​ ​will​ ​be​ ​most​ ​comfortable for​ ​the​ ​audience​ ​reading​ ​them.​

​A​ ​great​ ​writer​ ​is​ ​someone​ ​that write​ ​for​ any​ ​​audience​ ​and​ ​get​ ​the​ ​same​ ​kind​ ​of​ ​positive response.

Note​ ​as​ ​well​ ​that​ ​things​ ​like​ ​perfect​ ​grammar​ ​actually​ ​don’t​ ​​matter all​ ​that​ ​much​ ​if​ ​you’re​ ​aiming​ ​to​ ​be​ ​more​ ​colloquial.​

​That’s because​ ​the​ ​way​ ​that​ ​you​ ​write​ ​is​ ​secondary​ ​to​ ​the​ ​meaning​ ​that you’re​ ​trying​ ​to​ ​convey.​ ​As​ ​long​ ​as​ ​your​ ​audience​ ​understands you​ ​and​ ​they​ ​feel​ ​that​ ​you’re​ ​on​ ​their​ ​level,​ ​then​ ​you​ ​will​ ​have done​ ​well.

Chapter 5.2: How​ ​to​ ​Write​ ​Copy​ ​That​ ​Gets​ ​Clicked​ ​and​ ​Read

story-selling: how to go from storytelling to conversions

If​ ​you​ ​can​ ​follow​ ​the​ ​advice​ ​shared​ ​in​ ​the​ ​last​ ​section,​ ​then​ ​you will​ ​be​ ​an​ ​efficient​ ​and​ ​accurate​ ​English​ ​writer.​

​That​ ​means​ ​that no​ ​one​ ​is​ ​going​ ​to​ ​read​ ​your​ ​content​ ​and​ ​wonder​ ​if​ ​you’re English…​ ​or​ ​over​ ​10​ ​years​ ​old. But​ ​that​ ​in​ ​itself​ ​won’t​ ​help​ ​you​ ​to​ ​sell​ ​or​ ​even​ ​to​ ​get​ ​your messages​ ​read.​ ​

The​ ​best​ ​writer​ ​in​ ​the​ ​world​ ​is​ ​not​ ​necessarily going​ ​to​ ​be​ ​a​ ​good​ ​salesperson​ ​and​ ​it’s​ ​our​ ​job​ ​here​ ​to​ ​marry those​ ​two​ ​distinct​ ​skillsets.

So​ ​how​ ​do​ ​you​ ​make​ ​sure​ ​that​ ​your​ ​content​ ​gets​ ​opened​ ​in​ ​the first​ ​place?​ ​How​ ​do​ ​you​ ​keep​ ​your​ ​recipients​ ​reading​ ​right​ ​to​ ​the end?

1.​ ​​Use​ ​Stories

One​ ​incredibly​ ​powerful​ ​tool​ ​is​ ​to​ ​use​ ​stories.

Stories​ ​are​ ​highly​ ​effective​ ​for​ ​a​ ​large​ ​number​ ​of​ ​reasons​ ​and sometimes​ ​storytelling​ ​is​ ​even​ ​referred​ ​to​ ​as​ ​”SEO​ ​for​ ​the​ ​human brain.”

The​ ​human​ ​brain​ ​has​ ​evolved​ ​over​ ​countless​ ​years​ ​and​ ​all​ ​of​ ​our different​ ​psychological​ ​quirks​ ​and​ ​ticks​ ​that​ ​we​ ​carry​ ​with​ ​us​ ​are​ ​a result​ ​of​ ​that​ ​evolution.​ ​

Now​ ​consider​ ​that​ ​we​ ​have​ ​been​ ​telling stories​ ​for​ ​generations​ ​and​ ​recounting​ ​our​ ​experiences​ ​this​ ​way: this​ ​is​ ​why​ ​the​ ​human​ ​brain​ ​​loves​ ​​storytelling.

That​ ​and​ ​we​ ​continue​ ​to​ ​hear​ ​stories​ ​whenever​ ​we​ ​watch​ ​TV,​ ​turn on​ ​the​ ​radio​ ​or​ ​read​ ​the​ ​news.​ ​Stories​ ​engage​ ​us​ ​because​ ​they send​ ​signs​ ​that​ ​tell​ ​us​ ​they​ ​are​ ​important​ ​and​ ​relevant.​ ​

These​ ​are things​ ​that​ ​affect​ ​real​ ​people​ ​and​ ​so​ ​they​ ​​may​ ​​affect​ ​us?​

​And because​ ​there’s​ ​that​ ​whole​ ​”beginning,​ ​middle​ ​and​ ​end”​ ​thing,​ ​we will​ ​almost​ ​always​ ​feel​ ​naturally​ ​compelled​ ​to​ ​stick​ ​around​ ​with​ ​a story​ ​until​ ​we​ ​get​ ​to​ ​the​ ​end.

So,​ ​the​ ​question​ ​now​ ​is​ ​how​ ​you’re​ ​going​ ​to​ ​use​ ​storytelling​ ​in your​ ​emails.​ ​Usually,​ ​the​ ​answer​ ​is​ ​to​ ​write​ ​the​ ​very​ ​same​ ​stuff, but​ ​to​ ​do​ ​it​ ​in​ ​a​ ​way​ ​that​ ​is​ ​framed​ ​within​ ​your​ ​own​ ​personal experiences​ ​or​ ​those​ ​of​ ​a​ ​friend.

Instead​ ​of​ ​saying​ ​that​ ​”writing​ ​an​ ​ebook​ ​can​ ​make​ ​you​ ​rich,” explain​ ​how​ ​​you​ ​​got​ ​rich​ ​from​ ​an​ ​ebook​ ​and​ ​it​ ​changed​ ​your​ ​life. Which​ ​is​ ​most​ ​engaging​ ​and​ ​interesting?

2.​​ ​Provide​ ​Value

The​ ​next​ ​tip​ ​is​ ​to​ ​provide​ ​value.​ ​This​ ​may​ ​seem​ ​obvious​ ​but actually​ ​it’s​ ​something​ ​that​ ​a​ ​lot​ ​of​ ​marketers​ ​struggle​ ​with because​ ​they​ ​aren’t​ ​100%​ ​sure​ ​what​ ​value​ ​actually​ ​entails.

What​ ​is​ ​value?​ ​How​ ​can​ ​you​ ​measure​ ​it?

The​ ​thing​ ​that​ ​everyone​ ​(hopefully)​ ​knows​ ​that​ ​they​ ​must​ ​NOT​ ​do, is​ ​to​ ​send​ ​emails​ ​that​ ​are​ ​nothing​ ​more​ ​than​ ​adverts​ ​for​ ​products.

If​ ​you​ ​do​ ​this,​ ​then​ ​you​ ​are​ ​not​ ​providing​ ​value​ ​but​ ​rather​ ​spam. Nearly​ ​everyone​ ​will​ ​ignore​ ​your​ ​messages​ ​and​ ​will​ ​likely​ ​hit unsubscribe​ ​​because​ ​they​ ​won’t​ ​want​ ​to​ ​be​ ​pestered​ ​by​ ​you​ ​in​ ​the future.

But​ ​what’s​ ​​also​ ​​an​ ​example​ ​of​ ​not​ ​providing​ ​value​ ​is​ ​to​ ​write​ ​an email​ ​like​ ​”How​ ​to​ ​Get​ ​Six​ ​Pack​ ​Abs”​ ​and​ ​then​ ​list​ ​three​ ​different types​ ​of​ ​exercise.

Why​ ​isn’t​ ​this​ ​value?​ ​Simple:​ ​because​ ​it​ ​is​ ​generic​ ​and​ ​because​ ​it is​ ​content​ ​that​ ​​most​ ​of​ ​us​ ​​have​ ​read​ ​countless​ ​times​ ​before​ ​on other​ ​sites.​

​It’s​ ​unexciting,​ ​unoriginal​ ​and​ ​it​ ​doesn’t​ ​build​ ​your relationship​ ​or​ ​convey​ ​that​ ​you​ ​have​ ​any​ ​useful​ ​knowledge beyond​ ​what​ ​the​ ​reader​ ​already​ ​has.

Think​ ​about​ ​it:​ ​if​ ​they​ ​can​ ​get​ ​the​ ​same​ ​information​ ​by​ ​Googling, then​ ​why​ ​would​ ​they​ ​subscribe​ ​to​ ​your​ ​mailing​ ​list?

Suddenly,​ ​this​ ​can​ ​create​ ​a​ ​bit​ ​of​ ​a​ ​challenging​ ​situation​ ​for​ ​you because​ ​now​ ​you​ ​need​ ​to​ ​be​ ​continually​ ​coming​ ​up​ ​with​ ​content that​ ​is​ ​going​ ​to​ ​be​ ​completely​ ​original​ ​or​ ​so​ ​jam-packed​ ​with​ ​value that​ ​it​ ​blows​ ​anything​ ​else​ ​out​ ​of​ ​the​ ​water.

In​ ​other​ ​words?​ ​You​ ​can’t​ ​fake​ ​it.​ ​You​ ​need​ ​to​ ​be​ ​an​ ​expert​ ​in your​ ​field​ ​or​ ​someone​ ​with​ ​truly​ ​unique​ ​ideas​ ​​or​ ​you​ ​need​ ​to​ ​hire someone​ ​that​ ​is.

Always​ ​ask​ ​yourself​ ​the​ ​following​ ​simple​ ​question​ ​for​ ​your​ ​value litmus​ ​test:​ ​would​ ​​you​ ​​read​ ​it?​ ​If​ ​the​ ​answer​ ​is​ ​no,​ ​then​ ​go​ ​back​ ​to the​ ​drawing​ ​board​ ​and​ ​come​ ​up​ ​with​ ​something​ ​more​ ​interesting!

3.​​ ​Structure​ ​and​ ​Delivery

Finally,​ ​make​ ​sure​ ​that​ ​your​ ​content​ ​isn’t​ ​just​ ​read​ ​but​ ​is​ ​read​ ​all the​ ​way​ ​to​ ​the​ ​​end.​ ​​

To​ ​do​ ​this,​ ​you’re​ ​going​ ​to​ ​need​ ​to​ ​fill​ ​it​ ​with things​ ​that​ ​are​ ​interesting​ ​and​ ​engaging​ ​but​ ​you’re​ ​also​ ​going​ ​to need​ ​to​ ​make​ ​sure​ ​it​ ​isn’t​ ​too​ ​long​ ​and​ ​that​ ​it​ ​is​ ​well​ ​spaced​ ​out.

That​ ​means​ ​lots​ ​of​ ​headings​ ​and​ ​lots​ ​of​ ​paragraphs.​ ​It​ ​means using​ ​bold​ ​titles​ ​and​ ​images​ ​and​ ​generally​ ​making​ ​sure​ ​that everything​ ​on​ ​the​ ​page​ ​is​ ​screaming​ ​for​ ​attention.

Think​ ​of​ ​this​ ​like​ ​arranging​ ​a​ ​shop​ ​window.​ ​

A​ ​good​ ​store​ ​manager knows​ ​that​ ​if​ ​they​ ​have​ ​a​ ​”top​ ​seller,”​ ​then​ ​they​ ​need​ ​to​ ​stick​ ​it right​ ​in​ ​the​ ​window​ ​so​ ​that​ ​people​ ​passing​ ​by​ ​on​ ​the​ ​street​ ​will stop​ ​and​ ​take​ ​a​ ​closer​ ​look.​

​Hopefully​ ​they’ll​ ​see​ ​other​ ​things​ ​they like​ ​along​ ​the​ ​way.

So,​ ​in​ ​a​ ​similar​ ​manner,​ ​this​ ​is​ ​what​ ​you’re​ ​trying​ ​to​ ​do​ ​with​ ​your emails.​ ​

You​ ​need​ ​to​ ​make​ ​sure​ ​that​ ​if​ ​you​ ​are​ ​providing​ ​amazing value,​ ​you​ ​are​ ​also​ ​conveying​ ​that​ ​value​ ​throughout​ ​the​ ​course​ ​of your​ ​messages.​ ​

You​ ​need​ ​to​ ​ensure​ ​that​ ​people​ ​who​ ​open​ ​your emails​ ​will​ ​see​ ​lots​ ​of​ ​things​ ​that​ ​catch​ ​their​ ​eye​ ​and​ ​be​ ​able​ ​to jump​ ​in​ ​straight​ ​to​ ​those​ ​points.

Do​ ​all​ ​this​ ​and​ ​you’ll​ ​drastically​ ​increase​ ​your​ ​chances​ ​of​ ​actually getting​ ​read.​ ​Of​ ​course,​ ​you​ ​then​ ​need​ ​to​ ​think​ ​about​ ​how​ ​you’re actually​ ​going​ ​to​ ​​sell​ ​​as​ ​well​ ​–​ ​but​ ​that’s​ ​a​ ​conversation​ ​for another​ ​time…

Chapter 6: Subscriber Relationship-Building

So​ ​how​ ​do​ ​you​ ​go​ ​about​ ​doing​ ​this?

Let’s​ ​take​ ​a​ ​look!

Understanding the Value of Your List

One​ ​of​ ​the​ ​biggest​ ​mistakes​ ​that​ ​many​ ​marketers​ ​will​ ​make​ ​when they​ ​start​ ​sending​ ​emails,​ ​is​ ​to​ ​spend​ ​too​ ​much​ ​time​ ​marketing and​ ​selling​ ​and​ ​not​ ​enough​ ​time​ ​building​ ​that​ ​relationship.

A​ ​lot​ ​of​ ​people​ ​will​ ​write​ ​to​ ​their​ ​subscribers​ ​and​ ​​immediately​ ​​try​ ​to sell​ ​something.​ ​

That​ ​might​ ​mean​ ​that​ ​they​ ​promote​ ​something that​ ​they’ve​ ​made​ ​themselves,​ ​or​ ​that​ ​they​ ​recommend​ ​an​ ​affiliate product.​

​In​ ​other​ ​cases,​ ​they​ ​might​ ​try​ ​to​ ​build​ ​hype​ ​for​ ​something that​ ​they​ ​plan​ ​to​ ​release​ ​in​ ​the​ ​future. Either​ ​way,​ ​this​ ​is​ ​often​ ​a​ ​quick​ ​way​ ​to​ ​lose​ ​followers​ ​and​ ​to​ ​turn off​ ​your​ ​audience.​

​The​ ​problem​ ​is​ ​that​ ​no​ ​one​ ​likes​ ​being​ ​sold​ ​to at​ ​the​ ​best​ ​of​ ​times​ ​and​ ​​certainly​ ​​not​ ​inside​ ​their​ ​own​ ​inbox.​ ​

If​ ​you were​ ​to​ ​get​ ​nothing​ ​but​ ​marketing​ ​messages​ ​from​ ​a​ ​contact,​ ​then would​ ​​you​ ​​see​ ​any​ ​good​ ​reason​ ​to​ ​keep​ ​opening​ ​those​ ​email messages?​ ​Or​ ​would​ ​you​ ​eventually​ ​just​ ​stop​ ​looking​ ​at​ ​them?

Not​ ​only​ ​this,​ ​but​ ​sending​ ​nothing​ ​but​ ​marketing​ ​messages​ ​will cheapen​ ​the​ ​relationship​ ​you​ ​have​ ​with​ ​your​ ​followers.​

​They​ ​will feel​ ​as​ ​though​ ​the​ ​only​ ​reason​ ​you​ ​were​ ​interested​ ​in​ ​them signing​ ​up​ ​was​ ​so​ ​that​ ​they​ ​could​ ​earn​ ​you​ ​money.

But​ ​on​ ​the​ ​other​ ​hand,​ ​if​ ​you​ ​write​ ​messages​ ​that​ ​actually​ ​provide value​ ​and​ ​that​ ​​talk​ ​​to​ ​the​ ​recipients,​ ​then​ ​this​ ​will​ ​be​ ​a​ ​great​ ​way to​ ​build​ ​trust​ ​and​ ​to​ ​engage​ ​your​ ​audience​ ​further.

And​ ​this​ ​actually​ ​earns​ ​you​ ​​more​ ​​from​ ​a​ ​business​ ​perspective​ ​in the​ ​long​ ​run.

Let’s​ ​say​ ​that​ ​you​ ​use​ ​your​ ​mailing​ ​list​ ​to​ ​try​ ​and​ ​sell​ ​a​ ​digital product​ ​that​ ​will​ ​make​ ​you​ ​$30.​ ​

This​ ​might​ ​work,​ ​and​ ​you​ ​might get​ ​a​ ​10%​ ​conversion​ ​rate​ ​(which​ ​would​ ​be​ ​​amazing​).​ ​If​ ​you​ ​have 1,000​ ​subscribers,​ ​then​ ​that’s​ ​$300​ ​–​ ​not​ ​bad.

But​ ​it​ ​might​ ​also​ ​mean​ ​that​ ​a​ ​lot​ ​of​ ​those​ ​subscribers​ ​stop​ ​paying attention​ ​and​ ​it​ ​might​ ​mean​ ​that​ ​you​ ​”blew​ ​your​ ​load” ​a​ ​little​ ​too early!

Instead,​ ​focus​ ​on​ ​delivering​ ​value​ ​and​ ​building​ ​the​ ​relationship. This​ ​way​ ​you​ ​are​ ​increasing​ ​the​ ​”CLV”​ ​–​ ​the​ ​”Customer​ ​Lifetime Value.”

​That​ ​means​ ​that​ ​you​ ​are​ ​creating​ ​customers​ ​that​ ​really love​ ​what​ ​you​ ​do​ ​and​ ​who​ ​will​ ​be​ ​likely​ ​to​ ​buy​ ​from​ ​you​ ​​multiple times​ ​in​ ​the​ ​future.​

​It​ ​also​ ​means​ ​you’re​ ​creating​ ​fans​ ​who​ ​will likely​ ​visit​ ​your​ ​site​ ​on​ ​a​ ​highly​ ​regular​ ​basis​ ​–​ ​and​ ​maybe​ ​even share​ ​your​ ​links​ ​on​ ​their​ ​social​ ​media​ ​pages​ ​and​ ​elsewhere!

Consider​ ​the​ ​book​ ​​1,000​ ​True​ ​Fans​.​ ​In​ ​this​ ​classic​ ​marketing tome,​ ​author​ ​Kevin​ ​Kelly​ ​explains​ ​that​ ​a​ ​brand​ ​with​ ​1,000​ t​​rue fans​ ​will​ ​always​ ​be​ ​destined​ ​to​ ​succeed​ ​and​ ​it​ ​will​ ​be​ ​almost impossible​ ​for​ ​it​ ​to​ ​fail.

So,​ ​what​ ​is​ ​a​ ​”true”​ ​fan?​ ​

This​ ​is​ ​someone​ ​who​ ​will​ ​read​ ​​every​ ​​post you​ ​share,​ ​who​ ​will​ ​like​ ​every​ ​one​ ​of​ ​your​ ​Tweets,​ ​who​ ​will​ ​buy whatever​ ​products​ ​you​ ​put​ ​out,​ ​and​ ​who​ ​will​ ​absolutely​ ​love​ ​your channel​ ​and​ ​what​ ​you​ ​do.

How​ ​does​ ​a​ ​true​ ​fan​ ​ensure​ ​that​ ​your​ ​business​ ​is​ ​a​ ​success? There​ ​are​ ​numerous​ ​ways.​

​For​ ​starters,​ ​it​ ​means​ ​that​ ​your content​ ​will​ ​spread​ ​exponentially​ ​as​ ​people​ ​share​ ​what​ ​you’ve written​ ​and​ ​end​ ​up​ ​becoming​ ​ambassadors​ ​and​ ​promoters completely​ ​free​ ​of​ ​charge.

At​ ​the​ ​same​ ​time,​ ​it​ ​will​ ​guarantee​ ​a​ ​source​ ​of​ ​income.​

​If​ ​you​ ​have 1,000​ ​people​ ​who​ ​will​ ​buy​ ​nearly​ ​anything​ ​you​ ​create,​ ​then​ ​you will​ ​always​ ​be​ ​able​ ​to​ ​generate​ ​income​ ​–​ ​as​ ​long​ ​as​ ​you​ ​don’t take​ ​advantage​ ​of​ ​their​ ​interest.

Think​ ​of​ ​your​ ​first​ ​thousand​ ​true​ ​fans​ ​as​ ​being​ ​a​ ​tipping​ ​point​ ​–​ ​a threshold.​

​Once​ ​you​ ​pass​ ​this​ ​point,​ ​you​ ​will​ ​find​ ​that​ ​everything you​ ​create​ ​in​ ​the​ ​future​ ​gains​ ​more​ ​and​ ​more​ ​followers,​ ​and​ ​your site​ ​begins​ ​to​ ​grow​ ​like​ ​wildfire.

This​ ​is​ ​why​ ​building​ ​true,​ ​loyal​ ​fans​ ​is​ ​​far​ ​​more​ ​important​ ​than simply​ ​focusing​ ​on​ ​trying​ ​to​ ​get​ ​a​ ​few​ ​quick​ ​sales.​ ​Don’t​ ​be short-sighted​ ​–​ ​think​ ​about​ ​the​ ​long​ ​term​ ​and​ ​aim​ ​to​ ​build relationships​ ​that​ ​will​ ​last.

Chapter 6.1: How​ ​to​ ​Build​ ​Real​ ​Relationships

relationship marketing

So,​ ​you’re​ ​aiming​ ​for​ ​those​ ​1,000​ ​true​ ​fans​ ​and​ ​​not​ ​​trying​ ​to​ ​get​ ​a quick​ ​sale.

Now​ ​the​ ​next​ ​question​ ​has​ ​to​ ​be​ ​how​ ​you​ ​are​ ​going​ ​to​ ​go​ ​about doing​ ​that.​ ​How​ ​does​ ​this​ ​shift​ ​in​ ​objective​ ​change​ ​the​ ​way​ ​you work?

The​ ​first​ ​thing​ ​to​ ​do​ ​is​ ​to​ ​start​ ​writing​ ​your​ ​messages​ ​in​ ​a​ ​more personal​ ​and​ ​casual​ ​manner.​ ​People​ ​won’t​ ​be​ ​won​ ​over​ ​by​ ​your brand​ ​if​ ​they​ ​feel​ ​that​ ​is​ ​completely​ ​removed​ ​from​ ​them.​

​If​ ​you​ ​try and​ ​portray​ ​yourself​ ​as​ ​this​ ​big​ ​global​ ​brand,​ ​it​ ​will​ ​actually​ ​just alienate​ ​​your​ ​audience​ ​and​ ​make​ ​them​ ​less​ ​interested​ ​in​ ​what you’re​ ​doing.

What’s​ ​more​ ​is​ ​that​ ​this​ ​can​ ​often​ ​actually​ ​make​ ​you​ ​appear​ ​less professional.​ ​This​ ​is​ ​a​ ​big​ ​mistake​ ​that​ ​many​ ​small​ ​brands​ ​will make​ ​–​ ​trying​ ​to​ ​appear​ ​bigger​ ​than​ ​they​ ​are.

If​ ​you​ ​are​ ​one​ ​guy​ ​who​ ​runs​ ​a​ ​blog​ ​in​ ​the​ ​evenings​ ​and​ ​is​ ​trying​ ​to make​ ​some​ ​money​ ​on​ ​the​ ​side,​ ​then​ ​don’t​ ​say:

“We’ve​ ​been​ ​working​ ​hard​ ​to​ ​bring​ ​you​ ​this​ ​project.”

Because​ ​you​ ​know​ ​what?​ ​People​ ​can​ ​​tell​ ​​that​ ​you​ ​are​ ​just​ ​one guy.​ ​

And​ ​when​ ​you​ ​pretend​ ​to​ ​be​ ​bigger​ ​than​ ​you​ ​are,​ ​it​ ​hurts your​ ​reputation.​ ​It​ ​makes​ ​you​ ​sound​ ​like​ ​a​ ​kid​ ​who​ ​is​ ​trying​ ​to pretend​ ​he​ ​or​ ​she​ ​is​ ​a​ ​big​ ​serious​ ​business.

Conversely,​ ​admitting​ ​you​ ​are​ ​one​ ​person​ ​and​ ​talking​ ​to​ ​your audience​ ​as​ ​human​ ​beings​ ​are​ ​going​ ​to​ ​help​ ​you​ ​to​ ​become​ ​more likable​ ​and​ ​relatable​ ​for​ ​your​ ​audience.​

​As​ ​a​ ​result,​ ​they​ ​will​ ​be more​ ​likely​ ​to​ ​want​ ​to​ ​help​ ​you​ ​to​ ​grow.

Another​ ​pointer​ ​is​ ​that​ ​if​ ​you​ ​use​ ​a​ ​more​ ​personal​ ​narrative​ ​in your​ ​emails,​ ​they​ ​are​ ​more​ ​likely​ ​to​ ​make​ ​it​ ​into​ ​the​ ​primary​ ​inbox.

Use​ ​the​ ​recipient’s​ ​name​ ​by​ ​using​ ​the​ ​feature​ ​in​ ​your Autoresponder​ ​and​ ​write​ ​in​ ​a​ ​way​ ​that​ ​sounds​ ​like​ ​a​ ​regular​ ​letter. You​ ​know​ ​what​ ​makes​ ​a​ ​great​ ​subject​ ​line?​ ​”Hi!”

Actual​ ​Communication

Also​ ​important​ ​is​ ​to​ ​think​ ​about​ ​what​ ​an​ ​email​ ​​is​ ​​and​ ​how​ ​you​ ​can take​ ​advantage​ ​of​ ​the​ ​unique​ ​benefits​ ​of​ ​having​ ​one.

You​ ​know​ ​what​ ​email​ ​is​ ​for?​ ​Communication.​ ​And​ ​you​ ​know​ ​what communication​ ​is?​ ​Two​ ​way!

In​ ​other​ ​words,​ ​if​ ​you​ ​can​ ​ask​ ​your​ ​recipients​ ​to​ ​message​ ​you back​ ​​after​ ​they​ ​have​ ​received​ ​your​ ​correspondence,​ ​then​ ​you​ ​will open​ ​up​ ​a​ ​communication​ ​that​ ​will​ ​let​ ​them​ ​feel​ ​as​ ​though​ ​you’re a​ ​real,​ ​approachable​ ​person.​ ​

This​ ​will​ ​​massively ​​increase​ ​the trust,​ ​as​ ​well​ ​as​ ​help​ ​your​ ​audience​ ​feel​ ​as​ ​though​ ​you​ ​really value​ ​them.

So​ ​when​ ​you​ ​write​ ​your​ ​next​ ​email,​ ​why​ ​not​ ​include​ ​a​ ​message​ ​at the​ ​end​ ​asking​ ​your​ ​readers​ ​to​ ​respond​ ​with​ ​their​ ​ideas?​ ​

Ask​ ​for suggestions​ ​as​ ​to​ ​what​ ​you​ ​should​ ​do​ ​on​ ​your​ ​blog​ ​or​ ​site​ ​next and​ ​maybe​ ​even​ ​ask​ ​for​ ​contributions​ ​or​ ​for​ ​help!

Doing​ ​this​ ​gets​ ​your​ ​audience​ ​involved​ ​in​ ​a​ ​big​ ​way,​ ​and​ ​it​ ​will mean​ ​that​ ​they​ ​feel​ ​much​ ​more​ ​attached​ ​to​ ​your​ ​content​ ​and more​ ​like​ ​they​ ​are​ ​a​ ​​part​ ​​of​ ​your​ ​brand.

And​ ​of​ ​course,​ ​what​ ​is​ ​just​ ​as​ ​important​ ​is​ ​that​ ​you​ ​then​ ​actually look​ ​out​ ​for​ ​these​ ​messages​ ​and​ ​then​ ​you​ ​respond​ ​to​ ​them.

Suddenly,​ ​you​ ​have​ ​a​ ​two-way​ ​line​ ​of​ ​communication​ ​with​ ​some of​ ​your​ ​readers​ ​and​ ​that​ ​means​ ​that​ ​you​ ​can​ ​actually​ ​start​ ​to develop​ ​a​ ​real​ ​relationship.​ ​

This​ ​way,​ ​you​ ​can​ ​get​ ​your​ ​audience to​ ​feel​ ​as​ ​though​ ​they​ ​actually​ ​know​ ​you.​ ​They’ll​ ​be​ ​far​ ​more​ ​likely to​ ​look​ ​out​ ​for​ ​your​ ​future​ ​messages.​ ​​

They’ll​ ​feel​ ​like​ ​an​ ​important part​ ​of​ ​your​ ​brand​ ​and​ ​the​ ​movement​ ​that​ ​you​ ​are​ ​promoting.

This​ ​takes​ ​time,​ ​and​ ​it​ ​does​ ​mean​ ​that​ ​you’re​ ​now​ ​working​ ​even harder​ ​not​ ​only​ ​to​ ​send​ ​emails​ ​but​ ​also​ ​to​ ​respond​ ​to​ ​the messages​ ​you​ ​get​ ​from​ ​fans​ ​and​ ​subscribers.​

​But​ ​while​ ​this​ ​might seem​ ​like​ ​extra​ ​work,​ ​this​ ​is​ ​the​ ​kind​ ​of​ ​extra​ ​effort​ ​that​ ​will​ ​set you​ ​apart​ ​and​ ​help​ ​your​ ​site​ ​to​ ​grow​ ​at​ ​a​ ​much​ ​faster​ ​rate​ ​than​ ​the competition.

Chapter 6.2: Things Not to Do

email marketing: a study in what not to do

So​ ​that​ ​is​ ​how​ ​you​ ​go​ ​about​ ​building​ ​a​ ​relationship​ ​with​ ​your audience​ ​that​ ​is​ ​much​ ​more​ ​powerful​ ​and​ ​useful​ ​than​ ​the​ ​usual “sending​ ​lots​ ​of​ ​marketing​ ​messages.”

But​ ​if​ ​you’re​ ​going​ ​to​ ​make​ ​the​ ​very​ ​most​ ​from​ ​this,​ ​then​ ​it​ ​is​ ​just as​ ​important​ ​that​ ​you​ ​consider​ ​the​ ​things​ ​that​ ​you​ ​must​ not​ ​​do.

And​ ​there​ ​are​ ​a​ ​lot​ ​of​ ​mistakes​ ​that​ ​email​ ​marketers​ ​will​ ​make​ ​that can​ ​end​ ​up​ ​completely​ ​destroying​ ​all​ ​the​ ​good​ ​work​ ​they’ve​ ​put​ ​in.

Here​ ​are​ ​some​ ​things​ ​you​ ​should​ ​avoid​ ​doing…

1. Forgetting Your Account

One​ ​of​ ​the​ ​most​ ​obvious​ ​mistakes​ ​that​ ​a​ ​lot​ ​of​ ​marketers​ ​make​ ​is to​ ​go​ ​weeks​ ​or​ ​months​ ​without​ ​ever​ ​sending​ ​an​ ​email.​

​This​ ​is​ ​a great​ ​way​ ​to​ ​fall​ ​off​ ​of​ ​your​ ​readers’​ ​radars​ ​and​ ​to​ ​make​ ​them​ ​far less​ ​interested​ ​in​ ​what​ ​you’re​ ​doing.​ ​

It​ ​will​ ​make​ ​you​ ​seem​ ​less professional,​ ​and​ ​ultimately,​ ​it​ ​will​ ​lose​ ​you​ ​subscribers.​ ​

When your​ ​remaining​ ​list​ ​sees​ ​a​ ​message​ ​from​ ​you​ ​months​ ​later,​ ​there’s a​ ​good​ ​chance​ ​they’ll​ ​be​ ​offended​ ​or​ ​upset​ ​by​ ​it​ ​–​ ​as​ ​though​ ​you were​ ​cold​ ​messaging​ ​them!

So​ ​be​ ​consistent​ ​and​ ​don’t​ ​let​ ​your​ ​mailing​ ​list​ ​turn​ ​into​ ​a​ ​ghost town.

2.​ ​​Overdoing​ ​It

Similarly​ ​though,​ ​it’s​ ​also​ ​a​ ​mistake​ ​to​ ​send​ ​​too​ ​many​ ​​emails, which​ ​can​ ​quickly​ ​lead​ ​to​ ​your​ ​subscribers​ ​becoming​ ​irritated​ ​by your​ ​messages​ ​and​ ​wanting​ ​to​ ​unsubscribe.​

​If​ ​you​ ​inundate​ ​your audience​ ​with​ ​messages,​ ​then​ ​you​ ​are​ ​taking​ ​advantage​ ​of​ ​the relationship​ ​and​ ​of​ ​the​ ​trust,​ ​and​ ​you​ ​will​ ​quickly​ ​get​ ​yourself blacklisted!

Likewise,​ ​try​ ​not​ ​to​ ​overdo​ ​it​ ​in​ ​terms​ ​of​ ​your​ ​content.​ ​Don’t​ ​send messages​ ​that​ ​are​ ​too​ ​long,​ ​for​ ​instance,​ ​or​ ​that​ ​contain​ ​too​ ​many large​ ​images.​ ​

These​ ​will​ ​take​ ​a​ ​long​ ​time​ ​to​ ​read​ ​through​ ​and might​ ​even​ ​clog​ ​up​ ​your​ ​recipients’​ ​inboxes.

3.​ ​​Selling​ ​Things​ ​You​ ​Don’t​ ​Believe​ ​In

Eventually,​ ​there​ ​will​ ​come​ ​a​ ​time​ ​that​ ​you​ ​try​ ​and​ ​sell​ ​something from​ ​your​ ​blog.​ ​After​ ​all,​ ​this​ ​​is​ ​​a​ ​business​ ​proposition,​ ​and​ ​your objective​ ​​is​ ​​to​ ​try​ ​and​ ​make​ ​a​ ​living​ ​from​ ​your​ ​brand.

And​ ​this​ ​is​ ​fine.​ ​People​ ​recognize​ ​this,​ ​and​ ​they​ ​don’t​ ​​mind​ ​​being sold​ ​to​ ​–​ ​as​ ​long​ ​as​ ​you​ ​appear​ ​to​ ​really​ ​believe​ ​in​ ​what​ ​you’re promoting.​ ​

What’s​ ​more​ ​is​ ​that​ ​once​ ​your​ ​item​ ​has​ ​sold,​ ​it​ ​is highly​ ​​important​ ​that​ ​it​ ​actually​ ​be​ ​good​ ​enough​ ​to​ ​be​ ​worth​ ​the money.​

​If​ ​someone​ ​buys​ ​something​ ​on​ ​your​ ​recommendation​ ​and it​ ​is​ ​low​ ​quality​ ​or​ ​it​ ​doesn’t​ ​work…​ ​well,​ ​then,​ ​how​ ​likely​ ​do​ ​you think​ ​he​ ​or​ ​she​ ​will​ ​be​ ​to​ ​buy​ ​from​ ​you​ ​next​ ​time?

Breaking the Trust

There​ ​are​ ​many​ ​other​ ​ways​ ​that​ ​you​ ​can​ ​end​ ​up​ ​breaking​ ​the​ ​trust that​ ​you​ ​have​ ​built​ ​with​ ​your​ ​subscribers.​ ​

An​ ​obvious​ ​example​ ​is​ ​if you​ ​pass​ ​on​ ​their​ ​email​ ​addresses​ ​to​ ​someone​ ​else.​ ​

While​ ​it​ ​won’t be​ ​easy​ ​for​ ​your​ ​subscribers​ ​to​ ​find​ ​that​ ​you​ ​are​ ​the​ ​culprit,​ ​if​ ​they do​,​​ ​​then​ ​it​ ​can​ ​completely​ ​destroy​ ​your​ ​brand​…​

…​and​ ​it’s​ ​pretty obvious​ ​if​ ​they​ ​sign​ ​up​ ​to​ ​your​ ​list,​ ​and​ ​they​ ​suddenly​ ​start​ ​getting lots​ ​more​ ​messages.​ ​So​ ​don’t​ ​risk​ ​it!

Okay,​ ​so​ ​there​ ​you​ ​have​ ​it:​ ​that’s​ ​how​ ​you​ ​go​ ​about​ ​building​ ​trust with​ ​your​ ​audience​ ​and​ ​getting​ ​them​ ​to​ ​feel​ ​that​ ​they​ ​are​ ​a​ ​true part​ ​of​ ​your​ ​brand.

The​ ​key​ ​thing​ ​to​ ​recognize​ ​here​ ​is​ ​that​ ​the​ ​relationship​ ​you​ ​are building​ ​is​ ​much​ ​more​ ​important​ ​than​ ​the​ ​direct​ ​sales​ ​you​ ​make.

Think​ ​in​ ​the​ ​long​ ​term​ ​and​ ​focus​ ​on​ ​growing​ ​your​ ​engagement more​ ​than​ ​growing​ ​your​ ​profits​ ​and​ ​your​ ​numbers.​ ​Do​ ​this,​ ​and you​ ​will​ ​create​ ​true​ ​fans​ ​that​ ​can​ ​help​ ​your​ ​business​ ​to​ ​explode!

Chapter 7: Autoresponder Sequence Power

autoresponder sequence

There​ ​are​ ​lots​ ​of​ ​different​ ​ways​ ​you​ ​can​ ​approach​ ​email marketing​ ​and​ ​depending​ ​on​ ​the​ ​strategy​ ​you​ ​employ,​ ​the​ ​results can​ ​be​ ​very​ ​different.

One​ ​strategy​ ​that​ ​is​ ​actually​ ​somewhat​ ​underused​ ​and​ ​potentially very​ ​​effective​ ​is​ ​to​ ​write​ ​an​ ​autoresponder​ ​sequence.​ ​

What​ ​this means​ ​is​ ​that​ ​you​ ​are​ ​writing​ ​a​ ​series​ ​of​ ​emails​ ​that​ ​you​ ​will deliver​ ​automatically​ ​through​ ​your​ ​autoresponder​ ​once​ ​you​ ​have created​ ​the​ ​messages.​ ​​

​This​ ​will​ ​then​ ​help​ ​to​ ​build​ ​interest​ ​in​ ​your brand,​ ​engage​ ​your​ ​audience​ ​more​ ​and​ ​more,​ ​and​ ​then eventually​ ​make​ ​a​ ​sale.

The​ ​sequence​ ​is​ ​going​ ​to​ ​trigger​ ​automatically​ ​as​ ​soon​ ​as​ ​the subscriber​ ​signs​ ​up,​ ​and​ ​the​ ​best​ ​part​ ​is​ ​that​ ​once​ ​you​ ​have created​ ​those​ ​messages,​ ​you​ ​won’t​ ​even​ ​need​ ​to​ ​lift​ ​a​ ​finger!

Autoresponder​ ​Sequences​ ​are​ ​Such​ ​a​ ​Good​ ​Strategy

There​ ​are​ ​many​ ​things​ ​that​ ​make​ ​autoresponder​ ​sequences​ ​a good​ ​way​ ​to​ ​go​ ​ahead.​ ​The​ ​first​ ​benefit​ ​is​ ​that​ ​autoresponder sequences​ ​involve​ ​less​ ​effort​ ​on​ ​your​ ​part.​

​You​ ​don’t​ ​need​ ​to​ ​lift​ ​a finger,​ ​like​ ​I​ ​said​ ​–​ ​and​ ​that​ ​means​ ​you​ ​can​ ​focus​ ​your​ ​efforts elsewhere.​ ​All​ ​you​ ​​do​ ​​have​ ​to​ ​do​ ​is​ ​to​ ​create​ ​the​ ​email​ ​sequence in​ ​the​ ​first​ ​place.

Another​ ​benefit​ ​of​ ​an​ ​autoresponder​ ​sequence​ ​is​ ​that​ ​it​ ​can actually​ ​be​ ​more​ ​effective​ ​when​ ​it​ ​comes​ ​to​ ​introducing​ ​new subscribers​ ​to​ ​your​ ​list,​ ​and​ ​it​ ​can​ ​be​ ​less​ ​alienating.

The​ ​problem​ ​with​ ​many​ ​email​ ​lists​ ​is​ ​that​ ​they​ ​have​ ​a​ ​collection​ ​of both​ ​long-time​ ​subscribers​ ​as​ ​well​ ​as​ ​completely​ ​new​ ​members.

Without​ ​an​ ​autoresponder​ ​sequence,​ ​you​ ​can’t​ ​make​ ​sequential emails​ ​that​ ​refer​ ​to​ ​previous​ ​messages,​ ​and​ ​you​ ​can’t​ ​build​ ​on ideas​ ​that​ ​you’ve​ ​laid​ ​out​ ​in​ ​previous​ ​messages​ ​because​ ​some​ ​of your​ ​visitors​ ​are​ ​going​ ​to​ ​be​ ​coming​ ​in​ ​halfway​ ​through.​

This​ ​is just​ ​like​ ​tuning​ ​into​ ​a​ ​movie​ ​that​ ​started​ ​an​ ​hour​ ​ago​ ​and​ ​realizing that​ ​you​ ​are​ ​completely​ ​lost​ ​and​ ​have​ ​no​ ​idea​ ​who​ ​any​ ​of​ ​the characters​ ​are​ ​or​ ​how​ ​they​ ​factor​ ​into​ ​the​ ​story!

If​ ​you​ ​want​ ​to​ ​create​ ​an​ ​online​ ​course,​ ​then,​ ​or​ ​some​ ​kind​ ​of lesson​ ​or​ ​story,​ ​to​ ​be​ ​effective,​ ​you​ ​will​ ​​need​ ​​to​ ​use​ ​an autoresponder​ ​sequence.

Finally,​ ​an​ ​autoresponder​ ​sequence​ ​is​ ​powerful​ ​because​ ​it​ ​is consistent.​ ​Every​ ​single​ ​recipient​ ​on​ ​your​ ​list​ ​will​ ​get​ ​the​ ​very same​ ​message.​ ​

And​ ​the​ ​reason​ ​that​ ​matters​ ​is​ ​that​ ​it​ ​means​ ​you can​ ​tweak​ ​it,​ ​improve​ ​it,​ ​and​ ​optimize​ ​it​ ​over​ ​time.​ ​

In​ ​other​ ​words, if​ ​you​ ​find​ ​that​ ​people​ ​aren’t​ ​reading​ ​all​ ​the​ ​way,​ ​through​ ​then​ ​you can​ ​try​ ​making​ ​a​ ​small​ ​change​ ​in​ ​order​ ​to​ ​see​ ​if​ ​that​ ​increases your​ ​engagement​ ​or​ ​your​ ​open​ ​rates.​ ​

If​ ​that​ ​doesn’t​ ​work,​ ​then you​ ​could​ ​try​ ​making​ ​another​ ​change​ ​and​ ​seeing​ ​how​ ​​that influences​ ​the​ ​data.​ ​

In​ ​other​ ​words,​ ​you​ ​can​ ​iterate​ ​and​ ​tweak your​ ​formula​ ​to​ ​optimize​ ​it​ ​and​ ​create​ ​the​ ​perfect​ ​sequence​ ​that does​ ​whatever​ ​it​ ​is​ ​you’ve​ ​set​ ​out​ ​for​ ​it​ ​to​ ​do.

And​ ​speaking​ ​of​ ​consistency,​ ​autoresponder​ ​sequences​ ​are​ ​also very​ ​effective​ ​because​ ​they​ ​are​ ​​completely​ ​​consistent.​ ​

That​ ​is​ ​to say​ ​that​ ​once​ ​you​ ​start​ ​sending​ ​an​ ​autoresponder​ ​sequence,​ ​it will​ ​be​ ​delivered​ ​at​ ​the​ ​same​ ​time​ ​and​ ​on​ ​the​ ​same​ ​day​ ​every single​ ​time.​ ​​

Your​ ​audience​ ​will​ ​learn​ ​what​ ​to​ ​expect​ ​from​ ​you, and​ ​they​ ​will​ ​be​ ​able​ ​to​ ​enjoy​ ​high​ ​quality​ ​content​ ​that​ ​is predictable.​ ​

This​ ​is​ ​one​ ​of​ ​the​ ​biggest​ ​tips​ ​in​ ​email​ ​marketing​ ​– being​ ​consistent​ ​–​ ​but​ ​it’s​ ​very​ ​easy​ ​to​ ​let​ ​it​ ​slip​ ​when​ ​you​ ​need​ ​to remember​ ​to​ ​write​ ​every​ ​single​ ​message​ ​manually!

Some​ ​Things​ ​to​ ​Consider

When​ ​creating​ ​your​ ​autoresponder​ ​sequence,​ ​there​ ​are​ ​a​ ​few things​ ​to​ ​keep​ ​in​ ​mind​ ​and​ ​to​ ​consider.​

​This​ ​is​ ​a​ ​system​ ​that​ ​will work​ ​differently​ ​from​ ​other​ ​email​ ​messages​ ​and​ ​that​ ​means​ ​you need​ ​to​ ​approach​ ​it​ ​a​ ​little​ ​differently.

For​ ​example,​ ​when​ ​creating​ ​an​ ​autoresponder​ ​sequence,​ ​you need​ ​to​ ​make​ ​sure​ ​that​ ​it​ ​is​ ​100%​ ​evergreen.​ ​

In​ ​internet marketing,​ ​the​ ​term​ ​”evergreen”​ ​means​ ​that​ ​a​ ​piece​ ​of​ ​content​ ​is going​ ​to​ ​be​ ​just​ ​as​ ​relevant​ ​and​ ​interesting​ ​in​ ​3​ ​years​ ​as​ ​it​ ​is today.

So,​ ​a​ ​news​ ​story​ ​is​ ​not​ ​evergreen,​ ​and​ ​neither​ ​is​ ​any​ ​story​ ​that references​ ​something​ ​that’s​ ​in​ ​the​ ​news.

Likewise,​ ​if​ ​you​ ​have​ ​written​ ​an​ ​email​ ​course​ ​that​ ​describes​ ​how to​ ​make​ ​money​ ​from​ ​a​ ​certain​ ​strategy,​ ​then​ ​you​ ​need​ ​to​ ​make sure​ ​that​ ​the​ ​strategy​ ​still​ ​works​ ​in​ ​a​ ​year’s​ ​time.​

​This​ ​means​ ​you might​ ​need​ ​to​ ​update​ ​that​ ​strategy​ ​and​ ​make​ ​sure​ ​that​ ​it​ ​is working​ ​in​ ​the​ ​same​ ​way​ ​even​ ​as​ ​platform​ ​updates​ ​occur.

Another​ ​tip​ ​is​ ​to​ ​think​ ​about​ ​the​ ​types​ ​of​ ​content​ ​that​ ​lend themselves​ ​best​ ​to​ ​being​ ​shared​ ​in​ ​this​ ​manner.​ ​

For​ ​example, courses​ ​tend​ ​to​ ​be​ ​very​ ​effective,​ ​because​ ​they​ ​will​ ​come​ ​in​ ​steps and​ ​stages.​ ​The​ ​other​ ​great​ ​thing​ ​about​ ​a​ ​course​ ​is​ ​that​ ​it​ ​has very​ ​clear​ ​value​ ​and​ ​that​ ​it​ ​can​ ​act​ ​as​ ​an​ ​incentive​ ​in​ ​itself.

In​ ​fact,​ ​courses​ ​are​ ​something​ ​that​ ​we​ ​are​ ​used​ ​to​ ​paying​ ​for.​ ​So, if​ ​you’re​ ​told​ ​you​ ​can​ ​get​ ​one​ ​completely​ ​for​ ​free,​ ​then​ ​you​ ​might well​ ​feel​ ​as​ ​though​ ​you’re​ ​getting​ ​a​ ​very​ ​good​ ​deal,​ ​and​ ​it’s​ ​worth signing​ ​up!

Likewise,​ ​any​ ​kind​ ​of​ ​series​ ​that​ ​imparts​ ​advice​ ​and​ ​ideas​ ​can also​ ​work​ ​well.

Finally,​ ​consider​ ​that​ ​your​ ​autoresponder​ ​sequence​ ​and​ ​regular email​ ​marketing​ ​need​ ​not​ ​be​ ​mutually​ ​exclusive.​ ​

There​ ​is​ ​nothing wrong​ ​with​ ​having​ ​a​ ​welcome​ ​series​ ​to​ ​introduce​ ​new​ ​subscribers to​ ​your​ ​messages​ ​and​ ​then​ ​to​ ​send​ ​them​ ​handwritten​ ​emails subsequently​ ​once​ ​they’ve​ ​gone​ ​through​ ​your​ ​little​ ​initiation.​

​At the​ ​same​ ​time,​ ​there’s​ ​nothing​ ​wrong​ ​with​ ​sending​ ​autoresponder sequences​ ​with​ ​your​ ​own​ ​personal​ ​messages​ ​interspersed in-between.​ ​

This​ ​way,​ ​you​ ​can​ ​combine​ ​the​ ​benefits​ ​of​ ​an autoresponder​ ​sequence​ ​along​ ​with​ ​the​ ​benefits​ ​of​ ​having something​ ​that​ ​is​ ​manually​ ​written,​ ​where​ ​each​ ​message​ ​is unique.

Chapter 7.1: How​ ​to​ ​Write​ ​the​ ​Perfect​ ​Autoresponder​ ​Sequence

With​ ​all​ ​that​ ​in​ ​mind,​ ​how​ ​do​ ​you​ ​go​ ​about​ ​making​ ​the​ ​perfect autoresponder​ ​sequence?​ ​

Here​ ​are​ ​some​ ​tips​ ​that​ ​will​ ​help​ ​you​ ​to make​ ​the​ ​best​ ​first​ ​impression​ ​and​ ​to​ ​drive​ ​conversions​ ​and maintain​ ​engagement​ ​along​ ​the​ ​way…

1.​ ​​Tease​ ​Your​ ​Next​ ​Message

One​ ​great​ ​strategy​ ​that​ ​often​ ​gets​ ​overlooked​ ​is​ ​to​ ​tease​ ​your next​ ​message.​ ​

Another​ ​of​ ​the​ ​big​ ​strengths​ ​of​ ​an​ ​autoresponder sequence​ ​is​ ​that​ ​you​ ​will​ ​know​ ​with​ ​certainty​ ​what​ ​the​ ​next message​ ​is​ ​going​ ​to​ ​be​ ​about​ ​and​ ​when​ ​it​ ​is​ ​going​ ​to​ ​get​ ​sent.

That​ ​means​ ​that​ ​you​ ​can​ ​include​ ​a​ ​note​ ​at​ ​the​ ​bottom​ ​of​ ​your current​ ​message​ ​saying​ ​“be​ ​sure​ ​to​ ​tune​ ​in​ ​next​ ​week​ ​for​ ​XXX.”

This​ ​helps​ ​to​ ​build​ ​anticipation​ ​for​ ​what​ ​is​ ​coming​ ​up​ ​and​ ​it​ ​gives your​ ​emails​ ​a​ ​sense​ ​of​ ​sequence​ ​and​ ​importance.

2.​ ​​Always​ ​Provide​ ​Value

This​ ​is​ ​the​ ​most​ ​important​ ​part​ ​of​ ​​any​ ​​email​ ​marketing​ ​campaign, but​ ​it​ ​bears​ ​repeating​ ​here:​ ​it​ ​is​ ​​always​ ​​crucial​ ​that​ ​your​ ​email marketing​ ​campaign​ ​includes​ ​a​ ​tip​ ​of​ ​some​ ​sort,​ ​an​ ​actionable idea,​ ​or​ ​some​ ​entertainment.​ ​

In​ ​other​ ​words,​ ​you​ ​need​ ​to​ ​make sure​ ​that​ ​after​ ​reading​ ​your​ ​message,​ ​your​ ​audience​ ​feels​ ​that they​ ​made​ ​good​ ​use​ ​of​ ​their​ ​time,​ ​and​ ​they​ ​would​ ​do​ ​well​ ​to​ ​make sure​ ​they​ ​look​ ​out​ ​for​ ​the​ ​​next​ ​​message.

Along​ ​the​ ​same​ ​lines​ ​is​ ​delivering​ ​on​ ​your​ ​promises.​ ​You​ ​probably made​ ​certain​ ​promises​ ​on​ ​your​ ​landing​ ​page​ ​telling​ ​your​ ​audience what​ ​they​ ​would​ ​learn​ ​and​ ​why​ ​they​ ​should​ ​definitely​ ​sign​ ​up.

Make​ ​sure​ ​that​ ​you​ ​deliver​ ​on​ ​those​ ​promises​ ​in​ ​the​ ​actual content​ ​by​ ​doing​ ​the​ ​things​ ​you​ ​said​ ​you​ ​would​ ​do​ ​and​ ​by ensuring​ ​that​ ​your​ ​readers​ ​go​ ​away​ ​feeling​ ​more​ ​informed​ ​than they​ ​were​ ​before.

3.​​ ​Be​ ​Conversational

This​ ​is​ ​once​ ​again​ ​true​ ​of​ ​most​ ​autoresponder​ ​sequences.​

​It​ ​is very​ ​important​ ​that​ ​you​ ​give​ ​your​ ​email​ ​a​ ​conversational​ ​tone, because​ ​it​ ​is​ ​going​ ​to​ ​end​ ​up​ ​right​ ​in​ ​the​ ​inbox​ ​of​ ​your​ ​recipient​ ​– which​ ​is​ ​a​ ​very​ ​personal​ ​place.​ ​

This​ ​will​ ​help​ ​you​ ​to​ ​build​ ​a​ ​real and​ ​better​ ​relationship​ ​with​ ​your​ ​audience,​ ​and​ ​it​ ​will​ ​make​ ​sure that​ ​your​ ​emails​ ​aren’t​ ​filtered​ ​out​ ​by​ ​the​ ​spam​ ​filter​ ​quite​ ​so readily,​ ​too.

4.​ ​​Get​ ​the​ ​Welcome​ ​Message​ ​Right

Perhaps​ ​the​ ​single​ ​most​ ​important​ ​part​ ​of​ ​your​ ​autoresponder sequence​ ​is​ ​the​ ​welcome​ ​message.​

​This​ ​is​ ​the​ ​point​ ​at​ ​which your​ ​new​ ​subscriber​ ​has​ ​just​ ​joined​ ​and​ ​they​ ​are​ ​going​ ​to​ ​get​ ​an early​ ​taste​ ​of​ ​what​ ​your​ ​series​ ​is​ ​going​ ​to​ ​be​ ​like.​ ​

Getting​ ​this​ ​right is​ ​incredibly​ ​important​ ​because​ ​this​ ​is​ ​the​ ​email​ ​they​ ​are​ ​​most likely​ ​to​ ​read​ ​and​ ​that​ ​will​ ​set​ ​the​ ​tone​ ​for​ ​everything​ ​that​ ​is​ ​to come.

Again,​ ​this​ ​is​ ​a​ ​fantastic​ ​opportunity​ ​to​ ​tease​ ​what​ ​lies​ ​ahead​ ​to make​ ​sure​ ​that​ ​your​ ​readers​ ​are​ ​exciting​ ​and​ ​interested​ ​to​ ​look out​ ​for​ ​your​ ​future​ ​messages.​ ​

Let​ ​them​ ​know​ ​the​ ​timescale​ ​and the​ ​subject​ ​line​ ​structure,​ ​too,​ ​so​ ​that​ ​they​ ​can​ ​actively​ ​seek​ ​out your​ ​messages,​ ​and​ ​they​ ​won’t​ ​be​ ​as​ ​likely​ ​to​ ​get​ ​lost.

Also​ ​important​ ​in​ ​a​ ​welcome​ ​message​ ​is​ ​to​ ​make​ ​sure​ ​that​ ​you show​ ​your​ ​gratitude,​ ​and​ ​you​ ​start​ ​out​ ​by​ ​building​ ​that​ ​trust.​ ​

Invite them​ ​to​ ​message​ ​you​ ​if​ ​they​ ​have​ ​any​ ​questions​ ​and​ ​to​ ​get​ ​in touch​ ​if​ ​they​ ​want​ ​to​ ​strike​ ​up​ ​a​ ​conversation.​ ​

This​ ​will​ ​help​ ​to make​ ​you​ ​feel​ ​like​ ​a​ ​real​ ​person​ ​(which​ ​is​ ​even​ ​harder​ ​when​ ​your sequence​ ​is​ ​being​ ​delivered​ ​automatically),​ ​and​ ​it​ ​will​ ​build​ ​more trust​ ​and​ ​a​ ​better​ ​relationship​ ​with​ ​your​ ​audience.

Consider​ ​Getting​ ​More​ ​Advanced

Autoresponder​ ​sequences​ ​don’t​ ​have​ ​to​ ​be​ ​the​ ​exact​ ​same​ ​for everyone.​ ​If​ ​you​ ​have​ ​a​ ​good​ ​autoresponder​ ​tool,​ ​then​ ​you​ ​should be​ ​able​ ​to​ ​introduce​ ​slightly​ ​more​ ​advanced​ ​features​ ​and​ ​options.

For​ ​example,​ ​how​ ​about​ ​creating​ ​an​ ​autoresponder​ ​sequence​ ​that changes​ ​depending​ ​on​ ​how​ ​well​ ​engaged​ ​the​ ​user​ ​is?​ ​This​ ​way, you​ ​can​ ​try​ ​selling​ ​only​ ​to​ ​those​ ​subscribers​ ​who​ ​seem​ ​highly engaged.

Better​ ​yet​ ​is​ ​to​ ​use​ ​your​ ​mailing​ ​list​ ​in​ ​order​ ​to​ ​handle​ ​upsells.​

​You can​ ​do​ ​this​ ​either​ ​with​ ​a​ ​secondary​ ​autoresponder​ ​sequence​ ​or one​ ​that​ ​responds​ ​to​ ​cookies​ ​and​ ​knows​ ​when​ ​a​ ​reader​ ​has viewed​ ​your​ ​checkout​ ​page.​ ​

This​ ​allows​ ​you​ ​to​ ​follow​ ​up​ ​with​ ​a quick​ ​offer​ ​while​ ​the​ ​reader​ ​is​ ​in​ ​“buy​ ​mode”​ ​and​ ​therefore capitalize​ ​on​ ​the​ ​sale.

Chapter 7.2: How​ ​to​ ​Sell​ ​From​ ​an​ ​Autoresponder

how to instantly increase your sales with email marketing

Finally,​ ​the​ ​most​ ​important​ ​thing​ ​you​ ​need​ ​to​ ​learn​ ​is​ ​how​ ​to​ ​sell from​ ​an​ ​autoresponder​ ​series​ ​and​ ​more​ ​importantly:​ ​how​ ​​not​ ​to​.

Unfortunately,​ ​this​ ​is​ ​something​ ​that​ ​is​ ​very​ ​easy​ ​to​ ​get​ ​wrong.​ ​​ ​If you​ ​are​ ​overly​ ​forceful​ ​in​ ​trying​ ​to​ ​push​ ​a​ ​product,​ ​you​ ​can​ ​upset your​ ​audience​ ​and​ ​lose​ ​subscribers.

What​ ​you​ ​need​ ​to​ ​do​ ​then​ ​is​ ​make​ ​sure​ ​that​ ​your​ ​autoresponder series​ ​builds​ ​the​ ​trust​ ​and​ ​provides​ ​value​ ​​first​.​ ​

Think​ ​of​ ​this​ ​like​ ​a transaction​ ​where​ ​you​ ​are​ ​​earning​ ​​the​ ​right​ ​to​ ​try​ ​and​ ​sell​ ​to​ ​your audience.​ ​

If​ ​you​ ​have​ ​provided​ ​lots​ ​of​ ​free,​ ​high​ ​quality​ ​tips,​ ​then your​ ​readers​ ​will​ ​usually​ ​be​ ​happy​ ​to​ ​consider​ ​buying​ ​from​ ​you​ ​– or​ ​at​ ​least​ ​just​ ​to​ ​hear​ ​you​ ​out.

Even​ ​then,​ ​there​ ​is​ ​a​ ​way​ ​to​ ​do​ ​this​ ​and​ ​a​ ​way​ ​not​ ​to​ ​do​ ​it.​ ​You need​ ​to​ ​make​ ​sure,​ ​for​ ​example,​ ​that​ ​you​ ​don’t​ ​announce​ ​your product​ ​or​ ​service​ ​out​ ​of​ ​the​ ​blue.​ ​

Instead,​ ​weave​ ​it​ ​into​ ​your narrative​ ​gently​ ​in​ ​order​ ​to​ ​warm​ ​up​ ​your​ ​audience​ ​to​ ​the​ ​idea first.

You​ ​can​ ​use​ ​a​ ​strategy​ ​that​ ​is​ ​often​ ​referred​ ​to​ ​as​ ​AIDA.​ ​This stands​ ​for​ ​“​A​wareness,​ ​​I​nterest,​ ​​D​esire,​ ​​Action.”

So,​ ​this​ ​means​ ​that​ ​the​ ​first​ ​email​ ​(after​ ​the​ ​welcome​ ​message) might​ ​provide​ ​a​ ​high​ ​value​ ​tip​ ​and​ ​some​ ​useful​ ​ideas​ ​and​ ​then mention​ ​that​ ​you’ve​ ​got​ ​something​ ​cool​ ​coming​ ​relating​ ​to​ ​X.​ ​

The second​ ​email​ ​will​ ​then​ ​provide​ ​another​ ​tip​ ​or​ ​piece​ ​of​ ​advice, followed​ ​by​ ​a​ ​slightly​ ​longer​ ​section​ ​on​ ​what​ ​your​ ​product​ ​is​ ​and why​ ​it’s​ ​interesting.​ ​

The​ ​third​ ​message​ ​can​ ​now​ ​include​ ​a​ ​shorter tip​ ​followed​ ​by​ ​a​ ​bit​ ​of​ ​an​ ​exciting​ ​description​ ​of​ ​what​ ​the​ ​product is​ ​and​ ​why​ ​it’s​ ​​desirable​.​

​Now​ ​you​ ​make​ ​your​ ​audience​ ​wait, which​ ​is​ ​a​ ​great​ ​way​ ​to​ ​build​ ​interest​ ​further​ ​and​ ​to​ ​get​ ​them​ ​to really​ ​want​ ​whatever​ ​it​ ​is​ ​you’re​ ​selling​ ​–​ ​we​ ​always​ ​want​ ​what​ ​we can’t​ ​have.

Finally​ ​comes​ ​“action.”​ ​This​ ​final​ ​email​ ​is​ ​designed​ ​purely​ ​to​ ​sell the​ ​product​ ​and​ ​is​ ​all​ ​about​ ​getting​ ​the​ ​audience​ ​to​ ​act​ ​quickly while​ ​they​ ​are​ ​feeling​ ​emotive​ ​and​ ​impulsive.​

​Get​ ​all​ ​this​ ​right, and​ ​you​ ​can​ ​effectively​ ​sell​ ​​without​ ​​putting​ ​off​ ​your​ ​audience!

Chapter 8: Promoting Your Opt-In Page

your landing page is ready for paid traffic - now what? first try interruptive advertising

Building​ ​a​ ​landing​ ​page​ ​to​ ​promote​ ​an​ ​email​ ​opt-in​ ​form​ ​is​ ​one​ ​of the​ ​simplest​ ​and​ ​most​ ​effective​ ​ways​ ​to​ ​growing​ ​a​ ​mailing​ ​list.​

​A landing​ ​page​ ​is​ ​a​ ​page​ ​that​ ​is​ ​completely​ ​dedicated​ ​to​ ​helping​ ​you promote​ ​your​ ​mailing​ ​list​ ​and​ ​that​ ​will​ ​have​ ​no​ ​other​ ​distractions or​ ​purpose.​ ​

This​ ​page​ ​is​ ​purely​ ​here​ ​to​ ​inform​ ​your​ ​audience about​ ​your​ ​mailing​ ​list​ ​and​ ​to​ ​encourage​ ​them​ ​to​ ​be​ ​interested​ ​in signing​ ​up.

If​ ​you​ ​do​ ​this​ ​well,​ ​then​ ​a​ ​landing​ ​page​ ​for​ ​a​ ​mailing​ ​list​ ​can​ ​have a​ ​high​ ​conversion​ ​rate,​ ​meaning​ ​that​ ​you​ ​might​ ​expect​ ​1-10%​ ​of every​ ​visitor​ ​to​ ​sign​ ​up.

This​ ​then​ ​means​ ​that​ ​the​ ​more​ ​people​ ​you​ ​can​ ​get​ ​to​ ​your​ ​landing page,​ ​the​ ​more​ ​rapidly​ ​you​ ​can​ ​grow​ ​your​ ​list​ ​and​ ​get​ ​more people​ ​to​ ​sign​ ​up​ ​so​ ​that​ ​you​ ​can​ ​build​ ​a​ ​relationship.

So​ ​how​ ​do​ ​you​ ​go​ ​about​ ​getting​ ​the​ ​maximum​ ​number​ ​of​ ​people to​ ​your​ ​landing​ ​page?​ ​

And​ ​how​ ​do​ ​you​ ​ensure​ ​that​ ​the​ ​traffic​ ​you are​ ​sending​ ​there​ ​is​ ​the​ ​right​ ​​kind​ ​​of​ ​traffic​ ​that​ ​will​ ​be​ ​likely​ ​to sign​ ​up​ ​and​ ​that​ ​will​ ​actually​ ​read​ ​and​ ​engage​ ​with​ ​your​ ​emails once​ ​you​ ​start​ ​sending​ ​them?

In​ ​this​ ​chapter,​ ​we’ll​ ​take​ ​a​ ​look​ ​at​ ​some​ ​of​ ​the​ ​best​ ​strategies​ ​for doing​ ​this​ ​to​ ​help​ ​you​ ​build​ ​a​ ​massive​ ​and​ ​highly​ ​engaged​ ​list.

Chapter 8.1: PPC

increase leads & sales! fire up your online presence! ppc: pay per click

The​ ​first​ ​and​ ​easiest​ ​way​ ​to​ ​start​ ​generating​ ​traffic​ ​for​ ​any​ ​page​ ​is with​ ​PPC​ ​ads.​ ​PPC​ ​is​ ​”Pay​ ​Per​ ​Click,” ​and​ ​this​ ​will​ ​generally​ ​refer to​ ​two​ ​different​ ​platforms:​ ​Facebook​ ​Ads​ ​and​ ​Google​ ​AdWords.

Any​ ​form​ ​of​ ​Pay​ ​Per​ ​Click​ ​advertising​ ​essentially​ ​means​ ​that​ ​you are​ ​paying​ ​each​ ​time​ ​someone​ ​clicks​ ​on​ ​your​ ​advertisement​ ​in order​ ​to​ ​be​ ​taken​ ​to​ ​your​ ​website.​ ​

This​ ​is​ ​a​ ​powerful​ ​feature because​ ​it​ ​means​ ​that​ ​you​ ​now​ ​know​ ​​precisely​ ​​how​ ​much​ ​each visitor​ ​costs​ ​you.

And​ ​if​ ​you​ ​have​ ​been​ ​keeping​ ​track​ ​of​ ​your​ ​conversion​ ​rate​ ​–​ ​so that​ ​you​ ​know​ ​what​ ​percentage​ ​of​ ​your​ ​visitors​ ​end​ ​up​ ​signing​ ​up and​ ​becoming​ ​subscribers​ ​–​ ​then​ ​you’ll​ ​be​ ​able​ ​to​ ​calculate roughly​ ​what​ ​your​ ​individual​ ​subscribers​ ​cost​ ​you.

In​ ​other​ ​words,​ ​if​ ​you​ ​pay​ ​10​ ​cents​ ​for​ ​each​ ​click​ ​and​ ​your conversion​ ​rate​ ​is​ ​1%,​ ​then​ ​you​ ​need​ ​to​ ​spend​ ​$10​ ​for​ ​each​ ​new subscriber.​ ​If​ ​your​ ​conversion​ ​rate​ ​is​ ​10%,​ ​then​ ​that​ ​cost​ ​goes down​ ​to​ ​$1.

The​ ​next​ ​bit​ ​of​ ​math​ ​you​ ​need​ ​to​ ​do​ ​is​ ​to​ ​work​ ​out​ ​just​ ​how​ ​much each​ ​subscriber​ ​is​ ​worth​ ​to​ ​you.​ ​You’ll​ ​do​ ​this​ ​by​ ​looking​ ​at​ ​your CLV​ ​–​ ​Customer​ ​Lifetime​ ​Value.​

​This​ ​can​ ​once​ ​again​ ​be​ ​easily calculated​ ​by​ ​looking​ ​at​ ​some​ ​specific​ ​numbers.​ ​In​ ​particular,​ ​you need​ ​to​ ​consider​ ​how​ ​often​ ​a​ ​subscriber​ ​buys​ ​from​ ​you​ ​and​ ​how much​ ​profit​ ​you​ ​make​ ​from​ ​each​ ​sale.​

​So​ ​if​ ​each​ ​subscriber​ ​buys 10​ ​things​ ​from​ ​you​ ​on​ ​average​ ​in​ ​their​ ​lifetime​ ​and​ ​you​ ​make​ ​an average​ ​of​ ​$30​ ​per​ ​sale,​ ​then​ ​your​ ​customers​ ​are​ ​worth​ ​$300​ ​to you.​

If​ ​you’re​ ​paying​ ​$10​ ​for​ ​each​ ​subscriber,​ ​then​ ​that’s​ ​a​ ​lot​ ​of profit!

Remember,​ ​though,​ ​most​ ​subscribers​ ​will​ ​go​ ​a​ ​long​ ​time​ ​without buying​ ​​anything ​​and​ ​some​ ​might​ ​not​ ​buy​ ​at​ ​all.​ ​

They​ ​still​ ​need​ ​to be​ ​calculated​ ​in​ ​your​ ​average,​ ​so​ ​in​ ​reality​ ​it​ ​will​ ​probably​ ​be much​ ​lower​ ​–​ ​closer​ ​to​ ​$15​ ​per​ ​subscriber.​ ​As​ ​long​ ​as​ ​you’re making​ ​a​ ​profit,​ ​though,​ ​this​ ​is​ ​still​ ​a​ ​good​ ​strategy!

When​ ​using​ ​Google​ ​AdWords​ ​to​ ​drive​ ​traffic​ ​to​ ​your​ ​opt-in​ ​page, be​ ​sure​ ​your​ ​page​ ​complies​ ​with​ ​AdWords’ ​guidelines.​ ​You​ ​can find​ ​a​ ​tutorial​ ​here:

http://blog.veeroll.com/how-to-build-an-adwords-compliant-landing -page/


PPC​ ​is​ ​a​ ​great​ ​strategy​ ​because​ ​it​ ​is​ ​enabling​ ​you​ ​to​ ​​very precisely​ ​calculate​ ​how​ ​much​ ​each​ ​subscriber​ ​is​ ​worth​ ​and​ ​how much​ ​each​ ​costs​ ​you​ ​versus​ ​how​ ​much​ ​each​ ​earns​ ​you.​

​But​ ​at the​ ​same​ ​time,​ ​it​ ​also​ ​has​ ​the​ ​huge​ ​advantage​ ​of​ ​being​ ​highly targeted.​ ​Now​ ​if​ ​you’ve​ ​been​ ​doing​ ​your​ ​research,​ ​you’ll​ ​know​ ​that the​ ​quality​ ​of​ ​a​ ​mailing​ ​list​ ​is​ ​much​ ​more​ ​important​ ​than​ ​its​ ​size.​

​In other​ ​words,​ ​a​ ​good​ ​mailing​ ​list​ ​is​ ​one​ ​that​ ​is​ ​filled​ ​with​ ​engaged readers​ ​who​ ​are​ ​interested​ ​in​ ​what​ ​you’re​ ​offering.

Using​ ​Facebook​ ​Ads,​ ​you​ ​can​ ​decide​ ​precisely​ ​who​ ​sees​ ​your advertisements​ ​and​ ​target​ ​on​ ​the​ ​basis​ ​of​ ​age,​ ​sex,​ ​marital​ ​status, income,​ ​location,​ ​and​ ​even​ ​hobbies​ ​and​ ​interests.

So,​ ​if​ ​you​ ​have​ ​a​ ​mailing​ ​list​ ​about​ ​martial​ ​arts​ ​fitness,​ ​you​ ​can make​ ​sure​ ​that​ ​the​ ​people​ ​who​ ​see​ ​it​ ​are​ ​young​ ​to​ ​middle​ ​aged and​ ​that​ ​they​ ​have​ ​an​ ​interest​ ​in​ ​fitness​ ​and​ ​in​ ​martial​ ​arts.

Suddenly,​ ​the​ ​conversion​ ​rate​ ​from​ ​those​ ​visitors​ ​will​ ​go​ ​up​ ​and so,​ ​too,​ ​will​ ​the​ ​open​ ​rate​ ​once​ ​you​ ​start​ ​delivering​ ​your messages.

Google​ ​AdWords​ ​works​ ​slightly​ ​differently​ ​because​ ​the​ ​ads​ ​aren’t placed​ ​on​ ​Facebook,​ ​but​ ​are​ ​instead​ ​placed​ ​on​ ​Google​ ​on​ ​the basis​ ​of​ ​the​ ​search​ ​terms​ ​that​ ​people​ ​are​ ​looking​ ​for​ ​(called​ ​”keywords”).​ ​

There​ ​is​ ​some​ ​targeting​ ​built-in,​ ​but​ ​really​ ​the​ ​main targeting​ ​will​ ​come​ ​from​ ​the​ ​fact​ ​that​ ​the​ ​viewers​ ​are​ ​searching​ ​for specific​ ​things.

You​ ​​choose​ ​​the​ ​keywords​ ​that​ ​you​ ​want​ ​your​ ​ads​ ​to​ ​appear​ ​on, so​ ​in​ ​other​ ​words,​ ​if​ ​someone​ ​is​ ​searching​ ​for​ ​”martial​ ​arts workout,”​ ​you​ ​can​ ​rest​ ​assured​ ​that​ ​they’re​ ​probably​ ​interested​ ​in martial​ ​arts​ ​and​ ​in​ ​fitness.

This​ ​gives​ ​you​ ​less​ ​control​ ​over​ ​things​ ​like​ ​the​ ​gender​ ​of​ ​your viewers​ ​or​ ​their​ ​age,​ ​but​ ​what​ ​it​ ​​does​ ​​allow​ ​you​ ​to​ ​do​ ​is​ ​to​ ​aim advertisements​ ​at​ ​people​ ​at​ ​the​ ​time​ ​that​ ​they’re​ ​looking​ ​for​ ​them.

In​ ​other​ ​words,​ ​they​ ​are​ ​​actively​ ​​searching​ ​for​ ​something​ ​relevant to​ ​your​ ​mailing​ ​list​ ​at​ ​that​ ​point​ ​in​ ​time,​ ​and​ ​so​ ​you’re​ ​not interrupting​ ​them​ ​at​ ​a​ ​point​ ​when​ ​they’re​ ​trying​ ​to​ ​chat​ ​with​ ​friends on​ ​Facebook​ ​or​ ​browse​ ​the​ ​news.

This​ ​can​ ​help​ ​to​ ​make​ ​your​ ​landing​ ​pages​ ​convert​ ​more,​ ​but​ ​it​ ​is worth​ ​noting​ ​that​ ​these​ ​benefits​ ​mainly​ ​help​ ​paid​ ​products​ ​and free​ ​blogs.​ ​

People​ ​don’t​ ​tend​ ​to​ ​look​ ​​actively​ ​​for​ ​mailing​ ​lists​ ​to sign​ ​up​ ​to.​ ​You​ ​can​ ​get​ ​around​ ​this​ ​to​ ​some​ ​extent​ ​if​ ​you​ ​offer​ ​a free​ ​ebook​ ​or​ ​report​ ​as​ ​an​ ​incentive,​ ​as​ ​this​ ​way​ ​you​ ​can​ ​then target​ ​search​ ​terms​ ​like​ ​”fitness​ ​book.”

On​ ​the​ ​whole,​ ​though,​ ​Facebook​ ​Ads​ ​are​ ​probably​ ​slightly superior​ ​when​ ​compared​ ​with​ ​the​ ​ones​ ​on​ ​Google.

Chapter 8.2: Blogging


While​ ​PPC​ ​ads​ ​are​ ​highly​ ​effective,​ ​they​ ​unfortunately​ ​do​ ​come with​ ​one​ ​major​ ​downside:​ ​they​ ​are​ ​not​ ​free.​

Blogging,​ ​on​ ​the​ ​other hand,​ ​is​ ​a​ ​method​ ​that​ ​you​ ​can​ ​use​ ​entirely​ ​for​ ​free.​ ​​​The​ ​only cost​ ​is​ ​the​ ​time​ ​that​ ​you’ll​ ​need​ ​to​ ​put​ ​in​ ​in​ ​order​ ​to​ ​keep​ ​your​ ​blog filled​ ​with​ ​great​ ​and​ ​interesting​ ​posts.

This​ ​is​ ​what​ ​is​ ​referred​ ​to​ ​in​ ​the​ ​industry​ ​as​ ​content​ ​marketing. Content​ ​is​ ​a​ ​powerful​ ​tool​ ​for​ ​bringing​ ​more​ ​people​ ​to​ ​your website,​ ​because​ ​it​ ​appeals​ ​both​ ​to​ ​your​ ​audience​ ​​and​ ​​to​ ​Google.

If​ ​you​ ​want​ ​to​ ​get​ ​your​ ​site​ ​to​ ​show​ ​up​ ​for​ ​specific​ ​search​ ​terms​ ​as you​ ​do​ ​with​ ​Google​ ​AdWords,​ ​then​ ​actually​ ​the​ ​best​ ​way​ ​to​ ​do this​ ​is​ ​simply​ ​to​ ​do​ ​good​ ​SEO​ ​(Search​ ​Engine​ ​Optimizers)​ ​and​ ​to get​ ​there​ ​”organically.”​

​This​ ​means​ ​that​ ​you​ ​are​ ​adding​ ​lots​ ​of content​ ​to​ ​your​ ​site​ ​that​ ​is​ ​relevant​ ​to​ ​the​ ​search​ ​term,​ ​and​ ​it means​ ​that​ ​you​ ​are​ ​going​ ​to​ ​build​ ​links​ ​pointing​ ​toward​ ​your​ ​site.

These​ ​two​ ​activities​ ​combined​ ​will​ ​give​ ​your​ ​site​ ​the​ ​attention​ ​it needs​ ​to​ ​grow​ ​on​ ​Google​ ​–​ ​but​ ​the​ ​content​ ​is​ ​what’s​ ​really​ ​key here​ ​because​ ​content​ ​is​ ​what​ ​most​ ​people​ ​are​ ​​looking​ ​​for​ ​when they​ ​search​ ​on​ ​Google.

What’s​ ​more​ ​is​ ​that​ ​content​ ​is​ ​what​ ​will​ ​keep​ ​people​ ​coming​ ​back to​ ​your​ ​site​ ​​and​ ​​help​ ​to​ ​build​ ​trust​ ​and​ ​interest​ ​in​ ​what​ ​you’re offering.

So,​ ​most​ ​people​ ​are​ ​going​ ​to​ ​find​ ​your​ ​site​ ​on​ ​Google​ ​because they’re​ ​searching​ ​for​ ​specific​ ​information​ ​or​ ​entertainment.​ ​

They might​ ​look​ ​for​ ​the​ ​answer​ ​to​ ​a​ ​question,​ ​for​ ​example,​ ​and​ ​then​ ​if they​ ​enjoy​ ​what​ ​they​ ​read​ ​on​ ​your​ ​blog,​ ​they​ ​might​ ​decide​ ​that they’re​ ​going​ ​to​ ​look​ ​for​ ​more​ ​of​ ​your​ ​content​ ​again​ ​in​ ​future.​ ​

The next​ ​time​ ​they​ ​have​ ​that​ ​same​ ​question,​ ​they​ ​might​ ​go​ ​directly​ ​to your​ ​blog.

Only​ ​by​ ​continually​ ​impressing​ ​them​ ​and​ ​giving​ ​them​ ​lots​ ​of reason​ ​to​ ​keep​ ​revisiting​ ​can​ ​you​ ​get​ ​them​ ​to​ ​the​ ​point​ ​where​ ​they think​ ​that​ ​it​ ​might​ ​be​ ​worth​ ​signing​ ​up​ ​to​ ​your​ ​mailing​ ​list​ ​and​ ​that way​ ​being​ ​the​ ​first​ ​to​ ​hear​ ​about​ ​your​ ​new​ ​posts​ ​and​ ​your​ ​new ideas.

All​ ​that’s​ ​left​ ​for​ ​you​ ​to​ ​do​ ​is​ ​to​ ​link​ ​to​ ​your​ ​landing​ ​page​ ​from​ ​your blog​ ​post,​ ​or​ ​to​ ​place​ ​a​ ​link​ ​in​ ​your​ ​sidebar.​

​Either​ ​of​ ​these​ ​options will​ ​ensure​ ​that​ ​people​ ​who​ ​come​ ​to​ ​your​ ​site​ ​to​ ​check​ ​out​ ​your content​ ​see​ ​that​ ​there’s​ ​a​ ​mailing​ ​list​ ​and​ ​that​ ​they​ ​have​ ​the option​ ​to​ ​sign​ ​up.

And​ ​don’t​ ​be​ ​afraid​ ​to​ ​simply​ ​​remind​ ​​people​ ​to​ ​sign​ ​up​ ​to​ ​your mailing​ ​list​ ​within​ ​your​ ​blog​ ​posts,​ ​or​ ​to​ ​tell​ ​them​ ​what​ ​your​ ​blog​ ​is all​ ​about​ ​and​ ​why​ ​they​ ​should​ ​definitely​ ​consider​ ​getting​ ​involved.

If​ ​you​ ​can​ ​do​ ​all​ ​this,​ ​then​ ​you​ ​should​ ​find​ ​that​ ​you​ ​start​ ​to​ ​get more​ ​and​ ​more​ ​readers​ ​consisting​ ​of​ ​people​ ​who​ ​​want​ ​​to​ ​hear more​ ​of​ ​your​ ​ideas​ ​and​ ​information.

Chapter 8.3: Solo Ads and Swaps

intro to solo ads: what they are and who should (and shouldn't) be using them

There​ ​are​ ​many​ ​more​ ​forms​ ​of​ ​advertising​ ​you​ ​can​ ​use​ ​with​ ​your list,​ ​too,​ ​and​ ​some​ ​of​ ​these​ ​are​ ​specifically​ ​designed​ ​in​ ​order​ ​to work​ ​highly​ ​effectively​ ​with​ ​mailing​ ​lists.

One​ ​example​ ​is​ ​a​ ​solo​ ​ad.​ ​A​ ​solo​ ​ad​ ​is​ ​an​ ​advertisement​ ​that​ ​will appear​ ​in​ ​someone​ ​​else’s​ ​​mailing​ ​list.​ ​

This​ ​is​ ​essentially​ ​a​ ​form​ ​of influencer​ ​marketing​ ​then,​ ​because​ ​the​ ​message​ ​will​ ​be​ ​spread by​ ​someone​ ​who​ ​has​ ​already​ ​done​ ​the​ ​work​ ​to​ ​build​ ​up​ ​a​ ​big​ ​list.

Solo​ ​ads​ ​can​ ​work​ ​well,​ ​but​ ​only​ ​if​ ​you​ ​are​ ​careful​ ​about​ ​how​ ​you approach​ ​them.​ ​

Always​ ​make​ ​sure​ ​that​ ​the​ ​email​ ​list​ ​you’re appearing​ ​in​ ​is​ ​one​ ​that​ ​has​ ​been​ ​built​ ​using​ ​the​ ​best​ ​methods, and​ ​that​ ​is​ ​highly​ ​engaged​ ​and​ ​maintained.​ ​

In​ ​other​ ​words,​ ​don’t pay​ ​to​ ​appear​ ​on​ ​a​ ​list​ ​filled​ ​with​ ​low​ ​quality​ ​contacts​ ​who​ ​never asked​ ​to​ ​be​ ​there.​ ​

Try​ ​signing​ ​up​ ​to​ ​the​ ​list​ ​yourself​ ​first​ ​to​ ​check the​ ​quality​ ​of​ ​the​ ​messages​ ​and​ ​always​ ​ask​ ​to​ ​see​ ​metrics​ ​so​ ​that you​ ​have​ ​proof​ ​that​ ​the​ ​list​ ​is​ ​working.

Similar​ ​to​ ​solo​ ​ads​ ​are​ ​ad​ ​swaps.​ ​These​ ​are​ ​just​ ​like​ ​solo​ ​ads​ ​in that​ ​your​ ​ads​ ​will​ ​end​ ​up​ ​in​ ​the​ ​same​ ​place​ ​(on​ ​someone​ ​else’s mailing​ ​list),​ ​but​ ​they​ ​are​ ​different​ ​because​ ​you​ ​aren’t​ ​paying​ ​for them.​

​Instead,​ ​you​ ​are​ ​swapping​ ​a​ ​shout-out​ ​for​ ​a​ ​shout-out​ ​and that​ ​means​ ​you​ ​need​ ​to​ ​share​ ​the​ ​message​ ​that​ ​you’re​ ​given​ ​with your​ ​​audience​ ​in​ ​exchange​ ​for​ ​them​ ​doing​ ​the​ ​same.​ ​

Again,​ ​do your​ ​research​ ​and​ ​look​ ​into​ ​the​ ​quality​ ​of​ ​the​ ​list​ ​before​ ​you​ ​agree to​ ​go​ ​ahead​ ​with​ ​this.

It’s​ ​also​ ​possible​ ​to​ ​pay​ ​for​ ​clicks​ ​from​ ​a​ ​number​ ​of​ ​sites.​ ​Good examples​ ​include​ ​Clickonomy​ ​(https://www.clickonomy.com​)​ ​and​ ​Udimi (​https://udimi.com​).​

These​ ​sites​ ​provide​ ​you​ ​with​ ​a​ ​way​ ​to​ ​buy clicks​ ​that​ ​will​ ​take​ ​people​ ​to​ ​your​ ​landing​ ​page.​ ​The​ ​service​ ​is specifically​ ​designed​ ​to​ ​be​ ​used​ ​for​ ​email​ ​marketing​ ​as​ ​opposed to​ ​other​ ​forms​ ​of​ ​advertising.

One​ ​Thing​ ​Not​ ​to​ ​Do

This​ ​is​ ​a​ ​good​ ​strategy,​ ​and​ ​it​ ​is​ ​​much​ ​​better​ ​than​ ​trying​ ​to​ ​pay​ ​for emails.​ ​In​ ​fact,​ ​the​ ​one​ ​strategy​ ​you​ ​should​ ​​never​ ​​use​ ​is​ ​to​ ​buy emails​ ​in​ ​bulk.​ ​

When​ ​you​ ​do​ ​this,​ ​you​ ​are​ ​buying​ ​emails​ ​that​ ​have usually​ ​been​ ​captured​ ​through​ ​illicit​ ​means.​ ​

In​ ​fact,​ ​some​ ​of​ ​these mailing​ ​lists​ ​will​ ​be​ ​resold​ ​–​ ​meaning​ ​that​ ​someone​ ​bought​ ​them simply​ ​in​ ​order​ ​to​ ​sell​ ​them​ ​to​ ​you!

The​ ​problem​ ​with​ ​doing​ ​this​ ​is​ ​that​ ​the​ ​people​ ​now​ ​on​ ​your mailing​ ​list​ ​never​ ​agreed​ ​to​ ​be​ ​there​ ​in​ ​the​ ​first​ ​place​ ​and​ ​never showed​ ​any​ ​interest​ ​in​ ​your​ ​brand.​

​This​ ​makes​ ​them​ ​essentially cold​ ​leads,​ ​and​ ​that’s​ ​just​ ​the​ ​same​ ​as​ ​sending​ ​messages​ ​to emails​ ​that​ ​you​ ​made​ ​up​ ​out​ ​of​ ​thin​ ​air.​ ​Most​ ​of​ ​them​ ​will​ ​view your​ ​content​ ​as​ ​spam.​ ​

Many​ ​of​ ​your​ ​messages​ ​will​ ​simply bounce,​ ​and​ ​this​ ​will​ ​badly​ ​hurt​ ​your​ ​sender​ ​reputation​ ​over​ ​time.

Always​ ​remember:​ ​the​ ​quality​ ​of​ ​your​ ​list​ ​is​ ​more​ ​important​ ​than how​ ​big​ ​it​ ​is.​ ​

So​ ​if​ ​you​ ​are​ ​going​ ​to​ ​buy​ ​ads​ ​directly​ ​or​ ​indirectly, always​ ​​make​ ​sure​ ​that​ ​they​ ​are​ ​going​ ​to​ ​be​ ​targeted,​ ​and​ ​that they​ ​are​ ​to​ ​people​ ​who​ ​really​ ​want​ ​to​ ​see​ ​your​ ​content.

The​ ​ideal​ ​situation​ ​is​ ​that​ ​you​ ​bring​ ​people​ ​to​ ​your​ ​site​ ​who actively​ ​searched​ ​for​ ​content​ ​like​ ​that​ ​which​ ​you’re​ ​offering​ ​and who​ ​join​ ​your​ ​mailing​ ​list​ ​because​ ​they​ ​enjoy​ ​what​ ​you​ ​have​ ​to offer​ ​so​ ​much!

Chapter 9: List Monetization Tactics

learn the first step to monetizing your new email list

Building​ ​a​ ​big​ ​mailing​ ​list​ ​filled​ ​with​ ​targeted​ ​subscribers​ ​who​ ​all really​ ​want​ ​to​ ​see​ ​more​ ​of​ ​what​ ​you​ ​have​ ​to​ ​offer​ ​is​ ​incredibly rewarding​ ​in​ ​itself.​ ​

It’s​ ​a​ ​fantastic​ ​feeling​ ​knowing​ ​that​ ​people​ ​are looking​ ​forward​ ​to​ ​your​ ​messages​ ​and​ ​reading​ ​everything​ ​that​ ​you have​ ​to​ ​say​ ​with​ ​bated​ ​breath…​

…​and​ ​it’s​ ​even​ ​better​ ​when​ ​you​ ​start to​ ​open​ ​up​ ​a​ ​two-way​ ​communication​ ​with​ ​those​ ​subscribers​ ​so that​ ​they’re​ ​responding​ ​to​ ​your​ ​messages​ ​and​ ​discussing​ ​the content​ ​you’re​ ​sharing.

It’s​ ​focusing​ ​on​ ​this​ ​–​ ​the​ ​long​ ​term​ ​building​ ​of​ ​relationships​ ​–​ ​that will​ ​eventually​ ​allow​ ​you​ ​to​ ​create​ ​those​ ​”1,000​ ​true​ ​fans”​ ​and​ ​to explode​ ​your​ ​brand​ ​into​ ​the​ ​stratosphere.

But​ ​while​ ​that’s​ ​all​ ​very​ ​nice,​ ​it’s​ ​also​ ​true​ ​that​ ​most​ ​of​ ​us​ ​need food​ ​in​ ​order​ ​to​ ​live​ ​and​ ​need​ ​money​ ​in​ ​order​ ​to​ ​buy​ ​food…

In​ ​other​ ​words,​ ​you’re​ ​going​ ​to​ ​need​ ​to​ ​monetize​ ​that​ ​list​ ​at​ ​​some point​,​​ ​​and​ ​you’ll​ ​probably​ ​want​ ​to​ ​do​ ​this​ ​sooner​ ​rather​ ​than​ ​later.

So​ ​what​ ​are​ ​some​ ​monetization​ ​tactics​ ​you​ ​can​ ​use?​ ​And​ ​how​ ​do you​ ​go​ ​about​ ​monetizing​ ​your​ ​list​ ​without​ ​losing​ ​the​ ​trust​ ​that you’ve​ ​built​ ​or​ ​causing​ ​people​ ​to​ ​unsubscribe​ ​in​ ​a​ ​mass​ ​exodus?

Let’s​ ​take​ ​a​ ​look​ ​at​ ​some​ ​of​ ​the​ ​best​ ​options​ ​out​ ​there.

Chapter 9.1: Selling​ ​a​ ​Product

sell product

By​ ​far​ ​the​ ​best​ ​strategy​ ​of​ ​all​ ​when​ ​it​ ​comes​ ​to​ ​monetizing​ ​a mailing​ ​list​ ​is​ ​to​ ​create​ ​your​ ​own​ ​product​ ​and​ ​then​ ​to​ ​sell​ ​it.

Over​ ​the​ ​course​ ​of​ ​this​ ​chapter,​ ​we’ll​ ​see​ ​that​ ​there​ ​are​ ​plenty​ ​of other​ ​strategies​ ​that​ ​on​ ​the​ ​face​ ​of​ ​it​ ​will​ ​seem​ ​just​ ​as​ ​effective​ ​as creating​ ​your​ ​own​ ​product.​ ​

Ultimately​ ​though,​ ​they​ ​will​ ​pale​ ​in comparison​ ​to​ ​creating​ ​something​ ​yourself​ ​and​ ​from​ ​scratch.​ ​​

​The reason​ ​for​ ​this​ ​is​ ​that​ ​making​ ​something​ ​yourself​ ​means​ ​making something​ ​that​ ​you​ ​have​ ​complete ​control​ ​over.​ ​

It​ ​will​ ​be​ ​up​ ​to you​ ​how​ ​you​ ​want​ ​to​ ​go​ ​about​ ​writing​ ​it,​ ​what​ ​hints​ ​and​ ​tips​ ​you want​ ​to​ ​include,​ ​and​ ​more.​ ​​ ​Not​ ​only​ ​that,​ ​but​ ​it​ ​will​ ​be​ ​​your​ ​​voice in​ ​that​ ​ebook​ ​or​ ​that​ ​mailing​ ​list,​ ​and​ ​it​ ​will​ ​be​ ​​your​ ​​advice​ ​and tips.​ ​

This​ ​comes​ ​across,​ ​and​ ​you​ ​should​ ​recognize​ ​that​ ​people really​ ​​can​ ​​tell​ ​the​ ​difference​ ​when​ ​you​ ​sell​ ​an​ ​ebook​ ​that​ ​you didn’t​ ​write​ ​–​ ​even​ ​if​ ​you​ ​edited​ ​it.

By​ ​creating​ ​something​ ​yourself,​ ​you​ ​can​ ​actually​ ​strengthen​ ​brand engagement​ ​by​ ​selling​ ​your​ ​product.​ ​You’re​ ​keeping​ ​people​ ​on your​ ​brand,​ ​and​ ​you’re​ ​communicating​ ​the​ ​exact​ ​same​ ​message.

You’ll​ ​know​ ​the​ ​book/course/report​ ​inside​ ​and​ ​out,​ ​and​ ​you’ll​ ​know perfectly​ ​how​ ​to​ ​promote​ ​it.​

​What’s​ ​more​ ​is​ ​that​ ​someone​ ​who​ ​has enjoyed​ ​your​ ​mailing​ ​list​ ​and​ ​decided​ ​to​ ​sign​ ​up​ ​is​ ​also​ ​likely​ ​to enjoy​ ​your​ ​ebook​ ​because​ ​it’s​ ​by​ ​the​ ​same​ ​writer​ ​with​ ​the​ ​same kind​ ​of​ ​tips,​ ​style,​ ​and​ ​advice.

Even​ ​if​ ​you​ ​buy​ ​an​ ​ebook​ ​and​ ​edit​ ​it,​ ​you​ ​can’t​ ​benefit​ ​from​ ​all those​ ​things.

And​ ​what’s​ ​more​ ​is​ ​that​ ​when​ ​you​ ​create​ ​your​ ​own​ ​ebook,​ ​there are​ ​no​ ​overheads,​ ​and​ ​there​ ​is​ ​nothing​ ​eating​ ​into​ ​your​ ​profits.

So,​ ​if​ ​you​ ​​can​ ​​create​ ​your​ ​own​ ​product:​ ​do.​ ​And​ ​then​ ​you​ ​can promote​ ​it​ ​through​ ​your​ ​emails​ ​in​ ​a​ ​way​ ​that​ ​will​ ​gradually​ ​build interest​ ​and​ ​finally​ ​encourage​ ​your​ ​audience​ ​to​ ​buy.

Best​ ​of​ ​all?​ ​This​ ​is​ ​the​ ​perfect​ ​opportunity​ ​to​ ​take​ ​advantage​ ​of the​ ​unique​ ​benefits​ ​that​ ​come​ ​from​ ​email​ ​marketing.​ ​

In​ ​other words,​ ​why​ ​not​ ​​ask​ ​​your​ ​audience​ ​what​ ​they​ ​want​ ​to​ ​see​ ​from you,​ ​and​ ​what​ ​they​ ​would​ ​be​ ​willing​ ​to​ ​buy?​

​If​ ​you​ ​do​ ​this,​ ​then you​ ​can​ ​go​ ​ahead​ ​and​ ​create​ ​the​ ​precise​ ​product​ ​that​ ​your audience​ ​wants​ ​and​ ​massively​ ​increase​ ​your​ ​chances​ ​of​ ​making lots​ ​of​ ​sales.


PLR​ ​stands​ ​for​ ​”Private​ ​Label​ ​Rights.”​ ​A​ ​PLR​ ​package​ ​is effectively​ ​a​ ​digital​ ​product​ ​that​ ​you​ ​are​ ​allowed​ ​to​ ​resell​ ​and​ ​that comes​ ​with​ ​all​ ​the​ ​rights.​

​Not​ ​only​ ​that,​ ​but​ ​these​ ​rights​ ​entitle​ ​you to​ ​edit​ ​the​ ​package​ ​as​ ​you​ ​see​ ​fit​ ​and​ ​to​ ​put​ ​your​ ​name​ ​on​ ​it.

A​ ​PLR​ ​product​ ​is​ ​slightly​ ​less​ ​desirable​ ​than​ ​a​ ​product​ ​you​ ​make from​ ​scratch.​ ​

As​ ​we’ve​ ​already​ ​discussed,​ ​creating​ ​your​ ​own product​ ​allows​ ​you​ ​to​ ​maintain​ ​a​ ​consistent​ ​tone​ ​across everything​ ​you​ ​produce,​ ​and​ ​it​ ​greatly​ ​increases​ ​the​ ​likelihood that​ ​your​ ​audience​ ​is​ ​going​ ​to​ ​enjoy​ ​the​ ​product​ ​that​ ​you​ ​sell them.​

​It​ ​gives​ ​you​ ​much​ ​more​ ​freedom​ ​to​ ​position​ ​the​ ​product however​ ​you​ ​want,​ ​and​ ​all​ ​this​ ​can​ ​help​ ​a​ ​great​ ​deal.

But​ ​a​ ​PLR​ ​product​ ​is​ ​also​ ​perfect​ ​in​ ​its​ ​own​ ​way,​ ​and​ ​specifically, it’s​ ​ideal​ ​for​ ​those​ ​who​ ​don’t​ ​have​ ​the​ ​time,​ ​skill,​ ​or​ ​inclination​ ​to make​ ​a​ ​product​ ​themselves.​ ​

Some​ ​of​ ​us​ ​just​ ​aren’t​ ​great​ ​writers. Others​ ​don’t​ ​have​ ​the​ ​​time​ ​​to​ ​write​ ​a​ ​10,000​ ​word​ ​ebook​ ​along with​ ​multiple​ ​extra​ ​materials​ ​and​ ​full​ ​color​ ​covers​ ​to​ ​go​ ​with​ ​it.

A​ ​PLR​ ​product​ ​actually​ ​often​ ​packs​ ​in​ ​even​ ​more​ ​value​ ​by​ ​giving you​ ​all​ ​the​ ​extra​ ​materials​ ​you​ ​could​ ​want​ ​to​ ​sweeten​ ​the​ ​deal​ ​​and extra​ ​materials​ ​that​ ​you​ ​can​ ​use​ ​in​ ​order​ ​to​ ​promote​ ​and​ ​sell​ ​the product.​ ​

Specifically,​ ​you’ll​ ​often​ ​get​ ​access​ ​to​ ​a​ ​sales​ ​page​ ​with sales​ ​copy,​ ​to​ ​advertisements,​ ​to​ ​emails,​ ​to​ ​free​ ​reports,​ ​and more,​ ​and​ ​you​ ​can​ ​use​ ​all​ ​of​ ​this​ ​in​ ​order​ ​to​ ​help​ ​your​ ​products sell.

Chapter 9.2: Affiliate​ ​Marketing

affiliate marketing: customer --> affiliate --> merchant

Affiliate​ ​marketing​ ​is​ ​one​ ​of​ ​the​ ​most​ ​popular​ ​ways​ ​to​ ​earn​ ​money among​ ​internet​ ​marketers.​ ​

This​ ​is​ ​similar​ ​to​ ​PLR​ ​in​ ​that​ ​you​ ​don’t need​ ​to​ ​create​ ​a​ ​product​ ​from​ ​scratch,​ ​but​ ​it​ ​has​ ​the​ ​advantage​ ​of requiring​ ​no​ ​upfront​ ​payment,​ ​and​ ​therefore​ ​being​ ​infinitely scalable.

The​ ​way​ ​this​ ​works​ ​is​ ​simple:​ ​you’re​ ​effectively​ ​acting​ ​as​ ​a salesperson​ ​who​ ​gets​ ​commission​ ​on​ ​each​ ​sale.​ ​

This​ ​is​ ​like​ ​going door-to-door​ ​in​ ​order​ ​to​ ​sell​ ​broadband,​ ​except​ ​in​ ​this​ ​case​ ​you’re usually​ ​going​ ​to​ ​be​ ​selling​ ​ebooks​ ​or​ ​online​ ​reports​ ​(digital products​ ​again)​ ​and​ ​instead​ ​of​ ​going​ ​door-to-door,​ ​you​ ​are​ ​simply using​ ​your​ ​own​ ​mailing​ ​list.

This​ ​works​ ​via​ ​a​ ​URL​ ​that​ ​will​ ​refer​ ​your​ ​subscribers​ ​to​ ​a​ ​site where​ ​they​ ​can​ ​buy​ ​products.​ ​

When​ ​they​ ​click​ ​on​ ​this,​ ​they​ ​will​ ​be redirected,​ ​and​ ​a​ ​cookie​ ​will​ ​be​ ​left​ ​on​ ​their​ ​computer,​ ​telling​ ​the seller​ ​that​ ​you​ ​sent​ ​them.​

​If​ ​they​ ​make​ ​a​ ​purchase,​ ​that​ ​will​ ​be added​ ​to​ ​your​ ​profile,​ ​thereby​ ​increasing​ ​your​ ​overall​ ​earnings.

The​ ​great​ ​thing​ ​about​ ​becoming​ ​an​ ​affiliate,​ ​though,​ ​is​ ​that​ ​it​ ​is endlessly​ ​scalable.​ ​

Because​ ​you​ ​don’t​ ​need​ ​to​ ​buy​ ​PLR​ ​products or​ ​create​ ​your​ ​own​ ​digital​ ​products,​ ​you​ ​can​ ​collect​ ​hundreds​ ​or thousands​ ​of​ ​affiliate​ ​links​ ​with​ ​no​ ​limit.​ ​

All​ ​you​ ​simply​ ​have​ ​to​ ​do then​ ​is​ ​to​ ​let​ ​your​ ​audience​ ​know​ ​about​ ​”this​ ​great​ ​book​ ​[you] read,”​ ​and​ ​pass​ ​them​ ​the​ ​link.

Oh,​ ​and​ ​because​ ​the​ ​book​ ​isn’t​ ​yours,​ ​that​ ​means​ ​you​ ​don’t​ ​need to​ ​worry​ ​about​ ​returns​ ​or​ ​about​ ​people​ ​complaining​ ​about​ ​the product.

The​ ​other​ ​amazing​ ​thing​ ​about​ ​affiliate​ ​marketing​ ​is​ ​that​ ​when​ ​you sell​ ​digital​ ​products,​ ​you’ll​ ​actually​ ​often​ ​get​ ​a​ ​HUGE​ ​amount​ ​of commission.​ ​

In​ ​fact,​ ​many​ ​digital​ ​products​ ​will​ ​offer​ ​as​ ​much​ ​as 70%​ ​per​ ​sale​ ​or​ ​even​ ​more.

Note​ ​that​ ​when​ ​you​ ​sell​ ​affiliate​ ​products​ ​like​ ​this,​ ​you’ll​ ​often​ ​get access​ ​to​ ​lots​ ​of​ ​extras​ ​as​ ​well.​ ​

Once​ ​again,​ ​this​ ​will​ ​often​ ​include things​ ​to​ ​help​ ​you​ ​sell​ ​the​ ​products​ ​more​ ​quickly​ ​and​ ​effectively​ ​– such​ ​as​ ​sales​ ​copy​ ​and​ ​advertising​ ​–​ ​as​ ​well​ ​as​ ​extra​ ​materials that​ ​you​ ​can​ ​offer.​ ​

Often,​ ​becoming​ ​an​ ​affiliate​ ​will​ ​mean​ ​that​ ​you get​ ​access​ ​to​ ​special​ ​discounts​ ​and​ ​deals,​ ​and​ ​you​ ​can​ ​pass these​ ​onto​ ​your​ ​subscribers​ ​in​ ​order​ ​to​ ​offer​ ​them​ ​some​ ​additional value!

To​ ​get​ ​started​ ​with​ ​affiliate​ ​marketing​ ​and​ ​to​ ​find​ ​a​ ​deal​ ​or​ ​product that​ ​you​ ​want​ ​to​ ​promote,​ ​check​ ​out​ ​JVZoo​ ​(JVZoo.com)​ ​or ClickBank​ ​(Clickbank.com).

Selling​ ​Physical​ ​Products

Now,​ ​you​ ​don’t​ ​only​ ​have​ ​to​ ​sell​ ​digital​ ​products​ ​when​ ​you​ ​have​ ​a mailing​ ​list,​ ​and​ ​you’re​ ​an​ ​affiliate.​ ​

You​ ​can​ ​also​ ​sell​ ​products through​ ​Amazon,​ ​which​ ​has​ ​an​ ​affiliate​ ​program​ ​called​ ​Amazon Associates.​ ​The​ ​commission​ ​here​ ​is​ ​considerably​ ​less​ ​(around 4-8%),​ ​but​ ​there​ ​are​ ​some​ ​bonuses.​ ​

For​ ​example,​ ​you​ ​actually make​ ​commission​ ​on​ ​​every​ ​​purchase​ ​that​ ​a​ ​customer​ ​makes when​ ​they​ ​visit​ ​Amazon​ ​from​ ​your​ ​link.​ ​

So,​ ​if​ ​you​ ​recommend​ ​a book,​ ​but​ ​the​ ​subscriber​ ​gets​ ​distracted​ ​and​ ​buys​ ​a​ ​widescreen television,​ ​you’ll​ ​get​ ​the​ ​money​ ​from​ ​that,​ ​too!​ ​As​ ​long​ ​as​ ​it​ ​is during​ ​​the​ ​visit​ ​that​ ​came​ ​from​ ​your​ ​link,​ ​you​ ​get​ ​the​ ​cash.

This​ ​means​ ​you​ ​could​ ​also​ ​get​ ​money​ ​from​ ​multiple​ ​purchases. So​ ​8%​ ​might​ ​not​ ​sound​ ​like​ ​all​ ​that​ ​much,​ ​but​ ​if​ ​it​ ​is​ ​8%​ ​of​ ​a widescreen​ ​TV,​ ​computer,​ ​and​ ​lifetime​ ​supply​ ​of​ ​cheese…​ ​that’s a​ ​lot!

There​ ​are​ ​two​ ​ways​ ​to​ ​handle​ ​affiliate​ ​marketing​ ​through​ ​a​ ​mailing list.​

​Either,​ ​you​ ​can​ ​build​ ​up​ ​each​ ​product​ ​and​ ​turn​ ​it​ ​into​ ​an “event” ​in​ ​much​ ​the​ ​same​ ​way​ ​that​ ​you​ ​might​ ​do​ ​for​ ​your​ ​own​ ​list, or​ ​you​ ​can​ ​simply​ ​drop​ ​the​ ​products​ ​into​ ​conversation​ ​and​ ​hope that​ ​someone​ ​clicks​ ​on​ ​them.

This​ ​might​ ​be​ ​as​ ​simple​ ​as​ ​saying​ ​”I​ ​really​ ​enjoyed​ ​X​ ​product”​ ​and then​ ​linking​ ​to​ ​it​ ​using​ ​an​ ​affiliate​ ​link.​ ​

This​ ​can​ ​build​ ​you​ ​a​ ​bit​ ​of profit​ ​while​ ​you’re​ ​between​ ​big​ ​monetization​ ​strategies,​ ​but​ ​the best​ ​part​ ​is​ ​that​ ​it​ ​won’t​ ​hurt​ ​your​ ​reputation.​ ​

People​ ​know​ ​and trust​ ​Amazon,​ ​and​ ​if​ ​you​ ​simply​ ​dropped​ ​the​ ​item​ ​into conversation​ ​rather​ ​than​ ​making​ ​a​ ​big​ ​deal​ ​of​ ​it,​ ​then​ ​it​ ​will​ ​seem more​ ​authentic​ ​and​ ​respectful.

Do​ ​try​ ​and​ ​avoid​ ​linking​ ​to​ ​multiple​ ​items​ ​in​ ​one​ ​email​ ​though. Apart​ ​from​ ​anything​ ​else,​ ​this​ ​is​ ​more​ ​likely​ ​to​ ​see​ ​your​ ​message end​ ​up​ ​in​ ​the​ ​spam​ ​or​ ​”promotions” ​folder.

Chapter 9.3: Selling Ads

make money selling solo ads

Finally,​ ​the​ ​last​ ​option​ ​available​ ​to​ ​you​ ​is​ ​to​ ​sell​ ​advertisements that​ ​you​ ​will​ ​shout​ ​out​ ​to​ ​your​ ​audience.​ ​These​ ​are​ ​called​ ​“solo ads,”​ ​and​ ​they​ ​can​ ​pay​ ​quite​ ​well​ ​if​ ​you​ ​have​ ​a​ ​large​ ​and​ ​targeted email​ ​list.

The​ ​only​ ​problem​ ​is​ ​that​ ​it​ ​can​ ​be​ ​​very​ ​​frustrating​ ​for​ ​your audience​ ​to​ ​receive​ ​unsolicited​ ​emails,​ ​and​ ​this​ ​can​ ​end​ ​up leading​ ​to​ ​unsubscribes​ ​and​ ​complaints​ ​that​ ​hurt​ ​your​ ​sender reputation.​ ​

Thus​ ​you​ ​need​ ​to​ ​be​ ​strategic:​ ​pick​ ​only​ ​advertisers that​ ​are​ ​relevant​ ​to​ ​your​ ​niche,​ ​use​ ​this​ ​monetization​ ​method sparingly​ ​where​ ​possible,​ ​and​ ​try​ ​to​ ​work​ ​the​ ​ad​ ​into​ ​a​ ​natural sounding​ ​email​ ​that​ ​still​ ​provides​ ​value.

Discuss​ ​this​ ​with​ ​the​ ​buyer​ ​and​ ​make​ ​sure​ ​that​ ​they​ ​know​ ​your authenticity​ ​and​ ​integrity​ ​are​ ​​not​ ​​for​ ​sale!

Using​ ​all​ ​these​ ​methods,​ ​a​ ​mailing​ ​list​ ​can​ ​become​ ​a​ ​​highly profitable​ ​endeavor​ ​and​ ​more​ ​than​ ​pay​ ​for​ ​itself.​ ​

However,​ ​it’s also​ ​worth​ ​noting​ ​that​ ​there​ ​are​ ​many​ ​more​ ​ways​ ​that​ ​a​ ​mailing list​ ​can​ ​earn​ ​you​ ​money​ ​​indirectly​.​ ​

Simply​ ​by​ ​engaging​ ​your audience​ ​with​ ​frequent​ ​and​ ​well-written​ ​messages,​ ​you’ll​ ​be​ ​able to​ ​build​ ​more​ ​brand​ ​loyalty​ ​and​ ​keep​ ​your​ ​audience​ ​glued​ ​to​ ​their screens.​ ​

By​ ​doing​ ​this,​ ​you​ ​can​ ​actually​ ​get​ ​more​ ​visitors​ ​to​ ​your site​ ​and​ ​more​ ​sales​ ​from​ ​other​ ​channels.​ ​Even​ ​when​ ​you​ ​don’t see​ ​​direct​ ​​results​ ​then,​ ​keep​ ​at​ ​it!

Chapter 10: List Segmentation

boost engagement with email list segmentation

In​ ​the​ ​first​ ​chapter,​ ​we​ ​discussed​ ​the​ ​importance​ ​of​ ​email​ ​marketing and​ ​what​ ​made​ ​it​ ​so​ ​powerful​ ​even​ ​when​ ​compared​ ​to​ ​other effective​ ​forms​ ​of​ ​marketing.​ ​

What​ ​we​ ​learned​ ​is​ ​that​ ​email marketing​ ​is​ ​not​ ​only​ ​more​ ​direct​ ​and​ ​more​ ​personal,​ ​but​ ​also​ ​a method​ ​that​ ​gives​ ​you​ ​a​ ​lot​ ​more​ ​control​ ​over​ ​the​ ​nature​ ​of​ ​your messages​ ​and​ ​the​ ​way​ ​you​ ​interact​ ​with​ ​your​ ​readers.

And​ ​one​ ​of​ ​the​ ​single​ ​most​ ​important​ ​aspects​ ​of​ ​that​ ​is​ ​list segmentation.​ ​

List​ ​segmentation​ ​allows​ ​you​ ​to​ ​group​ ​the​ ​contacts that​ ​you​ ​are​ ​messaging​ ​into​ ​useful​ ​groups​ ​that​ ​can​ ​help​ ​you​ ​to better​ ​target​ ​your​ ​messaging​ ​going​ ​forward.​ ​

In​ ​this​ ​lesson,​ ​we’ll take​ ​a​ ​look​ ​at​ ​the​ ​different​ ​strategies​ ​this​ ​can​ ​include​ ​and​ ​how​ ​you should​ ​go​ ​about​ ​executing​ ​them.

Chapter 10.1: Targeting by Demographics


The​ ​first​ ​and​ ​most​ ​obvious​ ​way​ ​that​ ​you​ ​might​ ​segment​ ​your​ ​list​ ​is the​ ​same​ ​as​ ​you​ ​might​ ​consider​ ​focusing​ ​on​ ​specific​ ​targets​ ​for any​ ​other​ ​form​ ​of​ ​marketing​ ​–​ ​by​ ​demographic.

This​ ​is​ ​simple:​ ​you​ ​find​ ​out​ ​the​ ​names,​ ​the​ ​ages,​ ​the​ ​locations, and​ ​the​ ​genders​ ​of​ ​your​ ​different​ ​subscribers​ ​and​ ​using​ ​that information,​ ​you​ ​then​ ​make​ ​sure​ ​that​ ​you​ ​are​ ​sending​ ​the​ ​right messages​ ​to​ ​the​ ​right​ ​people.​

​The​ ​objective​ ​is​ ​to​ ​avoid​ ​ever sending​ ​people​ ​an​ ​email​ ​that​ ​they​ ​are​ ​completely​ ​unlikely​ ​to​ ​be interested​ ​in​ ​–​ ​so​ ​no​ ​trying​ ​to​ ​sell​ ​wedding​ ​dresses​ ​to​ ​young​ ​men.

Targeting​ ​is​ ​incredibly​ ​important​ ​when​ ​it​ ​comes​ ​to​ ​any​ ​form​ ​of marketing​ ​for​ ​this​ ​very​ ​reason:​​​ ​it​ ​allows​ ​you​ ​to​ ​decide​ ​precisely who​ ​sees​ ​each​ ​message​…

…and​ ​thereby​ ​to​ ​greatly​ ​enhance​ ​the chances​ ​of​ ​getting​ ​a​ ​conversion,​ ​convincing​ ​people​ ​that​ ​they should​ ​follow​ ​the​ ​links​ ​and​ ​maybe​ ​buy​ ​the​ ​products​ ​you’re discussing.

This​ ​actually​ ​goes​ ​even​ ​​further​ ​​when​ ​it’s​ ​email​ ​marketing​ ​you’re talking​ ​about,​ ​though.​ ​

One​ ​reason​ ​for​ ​this​ ​is​ ​that​ ​in​ ​email marketing,​ ​you​ ​need​ ​to​ ​ensure​ ​that​ ​you​ ​are​ ​consistently​ ​delivering quality​ ​and​ ​value,​ ​and​ ​that​ ​means​ ​ensuring​ ​that​ ​the​ ​messages​ ​are relevant​ ​to​ ​the​ ​people​ ​receiving​ ​them.

If​ ​you​ ​​keep​ ​​receiving​ ​messages​ ​that​ ​have​ ​nothing​ ​to​ ​do​ ​with​ ​you, chances​ ​are​ ​that​ ​you’re​ ​eventually​ ​going​ ​to​ ​completely unsubscribe.​ ​

By​ ​making​ ​sure​ ​this​ ​doesn’t​ ​happen,​ ​you​ ​ensure​ ​that people​ ​aren’t​ ​as​ ​likely​ ​to​ ​leave​ ​your​ ​mailing​ ​list.

Chapter 10.2: How​ ​to​ ​Segment​ ​Your​ ​Audience

how to segment your audience

The​ ​next​ ​question​ ​is​ ​how​ ​you​ ​go​ ​about​ ​segmenting​ ​your​ ​audience in​ ​the​ ​first​ ​place.​ ​How​ ​do​ ​you​ ​collect​ ​all​ ​this​ ​information?

The​ ​answer​ ​is​ ​through​ ​your​ ​opt-in​ ​form,​ ​but​ ​there​ ​is​ ​a​ ​very delicate​ ​balance​ ​you​ ​need​ ​to​ ​walk​ ​here.​ ​

If​ ​your​ ​opt-in​ ​form contains​ ​too​ ​many​ ​questions​ ​and​ ​asks​ ​for​ ​too​ ​much​ ​data,​ ​this​ ​can end​ ​up​ ​forming​ ​an​ ​unnecessary​ ​barrier​ ​between​ ​your​ ​potential subscribers​ ​and​ ​you.​ ​

Either​ ​this​ ​is​ ​going​ ​to​ ​seem​ ​like​ ​a​ ​little​ ​bit​ ​too much​ ​work​ ​for​ ​the​ ​sake​ ​of​ ​signing​ ​up​ ​to​ ​a​ ​mailing​ ​list​ ​(which​ ​many people​ ​are​ ​reluctant​ ​to​ ​do​ ​at​ ​the​ ​best​ ​of​ ​times),​ ​or​ ​it​ ​is​ ​going​ ​to seem​ ​like​ ​an​ ​invasion​ ​of​ ​privacy.

What​ ​you​ ​can​ ​likely​ ​get​ ​away​ ​with​ ​is​ ​just​ ​one​ ​or​ ​two​ ​questions such​ ​as​ ​gender,​ ​or​ ​perhaps​ ​age.​ ​The​ ​key,​ ​then,​ ​is​ ​to​ ​think​ ​about which​ ​questions​ ​are​ ​the​ ​most​ ​important​ ​for​ ​the​ ​sake​ ​of​ ​your particular​ ​campaign.​ ​

Consider​ ​that​ ​your​ ​demographic​ ​information is​ ​on​ ​a​ ​tight​ ​budget…​ ​what​ ​is​ ​the​ ​most​ ​valuable​ ​to​ ​you?

Note,​ ​as​ ​well,​ ​that​ ​you​ ​can​ ​always​ ​get​ ​more​ ​information​ ​from specific​ ​users​ ​at​ ​a​ ​later​ ​date.​ ​

You​ ​could​ ​do​ ​this​ ​by​ ​inviting​ ​your subscribers​ ​to​ ​take​ ​part​ ​in​ ​a​ ​survey​ ​(possibly​ ​in​ ​exchange​ ​for some​ ​kind​ ​of​ ​reward),​ ​or​ ​you​ ​could​ ​wait​ ​until​ ​they​ ​buy​ ​and​ ​then get​ ​information​ ​from​ ​there​ ​(such​ ​as​ ​their​ ​delivery​ ​address).​ ​

You can​ ​also​ ​work​ ​out​ ​information​ ​through​ ​extrapolation.​ ​For​ ​instance, someone​ ​called​ ​Gary​ ​is​ ​probably​ ​male!​ ​

Just​ ​make​ ​sure​ ​that whichever​ ​autoresponder​ ​you​ ​choose​ ​to​ ​use​ ​allows​ ​you​ ​to​ ​add this​ ​additional​ ​information​ ​later​ ​on​ ​as​ ​you​ ​go.

Finally,​ ​consider​ ​using​ ​multiple​ ​mailing​ ​lists.​ ​This​ ​is​ ​a​ ​very straightforward​ ​way​ ​to​ ​segment​ ​your​ ​contacts​ ​lists,​ ​and​ ​means that​ ​you​ ​can​ ​keep​ ​your​ ​messages​ ​more​ ​niche.​

​Instead​ ​of​ ​having​ ​a single​ ​messaging​ ​list​ ​on​ ​your​ ​site,​ ​why​ ​not​ ​have​ ​several?​ ​Or perhaps​ ​have​ ​several​ ​different​ ​websites,​ ​each​ ​with​ ​its​ ​own​ ​mailing lists.

So​ ​be​ ​careful​ ​about​ ​how​ ​you​ ​go​ ​about​ ​collecting​ ​data,​ ​but definitely​ ​look​ ​into​ ​doing​ ​it​ ​as​ ​it​ ​can​ ​be​ ​incredibly​ ​valuable​ ​going forward.

But​ ​while​ ​this​ ​is​ ​a​ ​very​ ​effective​ ​method,​ ​it​ ​is​ ​only​ ​one​ ​of​ ​several strategies​ ​that​ ​you​ ​can​ ​use​ ​involving​ ​segmentation.

Chapter 10.3: The​ ​Way​ ​to​ ​Think​ ​About​ ​Your​ ​Leads​ ​and​ ​Subscribers

how your business can transform ice-cold traffic into piping hot leads

First,​ ​let’s​ ​take​ ​a​ ​look​ ​at​ ​what​ ​a​ ​lead​ ​is​ ​and​ ​what​ ​a​ ​landing​ ​page really​ ​is​​ ​​and​ ​how​ ​you​ ​need​ ​to​ ​think​ ​about​ ​it.​

Essentially,​ ​your landing​ ​page​ ​is​ ​a​ ​vehicle​ ​through​ ​which​ ​you​ ​are​ ​going​ ​to​ ​be converting​ ​”cold​ ​leads”​ ​into​ ​”warm​ ​leads” ​and​ ​”hot​ ​leads.”

A​ ​cold​ ​lead​ ​is​ ​someone​ ​that​ ​you’ve​ ​never​ ​contacted​ ​before​ ​and who​ ​is​ ​discovering​ ​your​ ​brand​ ​for​ ​the​ ​first​ ​time.​ ​This​ ​is​ ​why​ ​it’s called​ ​”cold​ ​calling”​ ​–​ ​you​ ​are​ ​literally​ ​calling​ ​your​ ​cold​ ​leads.​

​A warm​ ​lead​ ​is​ ​someone​ ​who​ ​has​ ​shown​ ​an​ ​interest​ ​in​ ​your​ ​brand and​ ​who​ ​has​ ​potentially​ ​given​ ​you​ ​the​ ​permission​ ​to​ ​contact​ ​them.

Finally,​ ​a​ ​hot​ ​lead​ ​is​ ​a​ ​lead​ ​that​ ​is​ ​ready​ ​to​ ​convert.​ ​A​ ​hot​ ​lead might​ ​also​ ​be​ ​someone​ ​who​ ​has​ ​bought​ ​in​ ​the​ ​past​ ​or​ ​has​ ​asked for​ ​more​ ​information​ ​about​ ​a​ ​product.

The​ ​thing​ ​to​ ​keep​ ​in​ ​mind,​ ​is​ ​that​ ​you​ ​​cannot​ ​​convert​ ​someone directly​ ​from​ ​being​ ​a​ ​cold​ ​lead​ ​to​ ​being​ ​a​ ​hot​ ​lead.​ ​

That​ ​is​ ​why email​ ​marketing​ ​is​ ​so​ ​important,​ ​because​ ​it​ ​is​ ​what​ ​gives​ ​us​ ​the opportunity​ ​to​ ​trigger​ ​that​ ​next​ ​step​ ​where​ ​you​ ​warm​ ​your​ ​cold leads​ ​up.​ ​

This​ ​is​ ​what​ ​preps​ ​a​ ​lead​ ​to​ ​be​ ​able​ ​to​ ​buy​ ​from​ ​us​ ​and where​ ​we​ ​start​ ​to​ ​convert​ ​them​ ​into​ ​buyers.

If​ ​we​ ​try​ ​and​ ​sell​ ​to​ ​them​ ​as​ ​soon​ ​as​ ​they​ ​land​ ​on​ ​our​ ​web​ ​page, then​ ​they​ ​will​ ​get​ ​frustrated​ ​at​ ​our​ ​lack​ ​of​ ​interest​ ​in​ ​providing value​ ​and​ ​look​ ​at​ ​the​ ​site​ ​as​ ​spam.​ ​After​ ​all,​ ​wouldn’t​ ​you?

But​ ​if​ ​we​ ​don’t​ ​attempt​ ​to​ ​hook​ ​the​ ​readers​ ​in​ ​at​ ​all,​ ​then​ ​they​ ​will likely​ ​simply​ ​leave​ ​the​ ​site​ ​and​ ​not​ ​come​ ​back!​ ​This​ ​is​ ​even​ ​worse in​ ​many​ ​ways.

The​ ​best​ ​way​ ​to​ ​think​ ​about​ ​this​ ​is​ ​to​ ​compare​ ​it​ ​to​ ​dating. Imagine​ ​that​ ​you​ ​see​ ​a​ ​woman/man​ ​that​ ​you’re​ ​attracted​ ​to​ ​in​ ​a bar.​ ​This​ ​person​ ​is​ ​your​ ​cold​ ​lead.

Now​ ​if​ ​you​ ​were​ ​to​ ​walk​ ​up​ ​to​ ​this​ ​person​ ​and​ ​ask​ ​if​ ​they’d​ ​like​ ​to go​ ​on​ ​a​ ​date​ ​with​ ​you,​ ​or​ ​if​ ​they’d​ ​like​ ​to​ ​sleep​ ​with​ ​you,​ ​they would​ ​probably​ ​slap​ ​you.​ ​That’s​ ​because​ ​you’re​ ​trying​ ​to​ ​convert them​ ​into​ ​a​ ​hot​ ​lead​ ​directly.

And​ ​if​ ​you​ ​talk​ ​to​ ​them​ ​but​ ​don’t​ ​ask​ ​them​ ​for​ ​their​ ​number,​ ​then they’ll​ ​leave,​ ​and​ ​you’ll​ ​never​ ​see​ ​them​ ​again.​ ​That’s​ ​because​ ​you never​ ​made​ ​the​ ​transition​ ​–​ ​they​ ​stayed​ ​cold.

But​ ​if​ ​you​ ​ask​ ​for​ ​their​ ​number,​ ​then​ ​you​ ​can​ ​contact​ ​them,​ ​build up​ ​a​ ​relationship,​ ​and​ ​get​ ​them​ ​interested​ ​in​ ​you​ ​as​ ​a​ ​person. Now​ ​they’re​ ​a​ ​warm​ ​lead,​ ​and​ ​they’ll​ ​be​ ​much​ ​more​ ​susceptible​ ​to any​ ​requests​ ​for​ ​a​ ​date​ ​in​ ​the​ ​future.

This​ ​is​ ​the​ ​exact​ ​same​ ​thing​ ​as​ ​collecting​ ​an​ ​email​ ​address​ ​before you​ ​try​ ​to​ ​sell​ ​to​ ​someone.​ ​

It​ ​lets​ ​you​ ​build​ ​that​ ​all​ ​important relationship,​ ​it​ ​lets​ ​them​ ​learn​ ​about​ ​who​ ​you​ ​are,​ ​and​ ​it​ ​lets​ ​them see​ ​why​ ​they​ ​should​ ​be​ ​interested​ ​in​ ​what​ ​you​ ​have​ ​to​ ​offer​ ​–​ ​and that​ ​they​ ​can​ ​trust​ ​you.

Why​ ​would​ ​a​ ​woman​ ​(or​ ​man)​ ​accept​ ​an​ ​offer​ ​for​ ​the​ ​date​ ​if​ ​they know​ ​nothing​ ​at​ ​all​ ​about​ ​you?

And​ ​why​ ​would​ ​someone​ ​buy​ ​from​ ​you​ ​if​ ​they’ve​ ​never​ ​heard​ ​of you​ ​before,​ ​and​ ​they​ ​have​ ​zero​ ​reason​ ​to​ ​trust​ ​that​ ​you’re​ ​selling great​ ​products?

So,​ ​your​ ​landing​ ​page​ ​is​ ​​crucial​ ​​because​ ​it​ ​is​ ​what​ ​will​ ​allow​ ​you to​ ​build​ ​on​ ​your​ ​initial​ ​impressions​ ​and​ ​to​ ​create​ ​a​ ​relationship​ ​to the​ ​point​ ​where​ ​you​ ​can​ ​try​ ​and​ ​sell​ ​something.

Chapter 10.4: Using​ ​This​ ​to​ ​Your​ ​Advantage

salesforce: segmented marketing campaigns have been shown to generate on average a 760% increase in revenue

So,​ ​this​ ​is​ ​why​ ​the​ ​notion​ ​of​ ​”types​ ​of​ ​leads”​ ​is​ ​such​ ​an​ ​important one.​ ​But​ ​how​ ​do​ ​you​ ​use​ ​that​ ​to​ ​your​ ​advantage​ ​in​ ​your campaign?​ ​And​ ​what​ ​does​ ​it​ ​have​ ​to​ ​do​ ​with​ ​list​ ​segmentation?

Well,​ ​the​ ​exciting​ ​part​ ​is​ ​that​ ​most​ ​autoresponders​ ​actually​ ​allow you​ ​to​ ​segment​ ​your​ ​list​ ​based​ ​on​ ​what​ ​kind​ ​of​ ​lead​ ​they​ ​are.​ ​

This means​ ​that​ ​you​ ​can​ ​automatically​ ​sort​ ​your​ ​readers​ ​into​ ​cold, warm,​ ​and​ ​hot​ ​leads,​ ​and​ ​then​ ​only​ ​attempt​ ​to​ ​sell​ ​to​ ​the​ ​leads who​ ​are​ ​most​ ​likely​ ​to​ ​want​ ​to​ ​buy​ ​from​ ​you.

How​ ​can​ ​you​ ​know​ ​this?​ ​Simple:​ ​the​ ​autoresponder​ ​will​ ​calculate it​ ​on​ ​the​ ​basis​ ​of​ ​behavior.​ ​

Using​ ​cookies​ ​stored​ ​on​ ​users’ computers,​ ​it​ ​is​ ​possible​ ​for​ ​your​ ​autoresponder​ ​to​ ​see​ ​who​ ​is most​ ​engaged​ ​in​ ​your​ ​content.​

​For​ ​example,​ ​you​ ​might​ ​create​ ​a separate​ ​category​ ​for​ ​those​ ​users​ ​who​ ​read​ ​every​ ​single​ ​one​ ​of your​ ​messages​ ​and​ ​linger​ ​there​ ​for​ ​a​ ​long​ ​time,​ ​and​ ​then​ ​another for​ ​those​ ​users​ ​who​ ​never​ ​open​ ​any​ ​of​ ​your​ ​messages​ ​at​ ​all.

Likewise,​ ​you​ ​might​ ​be​ ​able​ ​to​ ​see​ ​which​ ​of​ ​your​ ​users​ ​have actually​ ​visited​ ​your​ ​site​ ​and​ ​looked​ ​at​ ​certain​ ​items​ ​in​ ​your​ ​store.

These​ ​users​ ​who​ ​have​ ​lingered​ ​over​ ​items​ ​have​ ​likely​ ​considered buying​ ​them​ ​and​ ​thus​ ​might​ ​be​ ​ready​ ​for​ ​just​ ​that​ ​extra​ ​little “push.”

And​ ​then​ ​there​ ​are​ ​the​ ​leads​ ​that​ ​have​ ​actually​ ​purchased​ ​from you​ ​in​ ​the​ ​past.​

​These​ ​are​ ​particularly​ ​useful​ ​to​ ​separate​ ​from​ ​the pack,​ ​because​ ​they​ ​have​ ​demonstrated​ ​an​ ​interest​ ​in​ ​what​ ​you sell​ ​and​ ​a​ ​willingness​ ​to​ ​pay.​ ​

They’ve​ ​also​ ​already​ ​gone​ ​through the​ ​rigmarole​ ​of​ ​having​ ​entered​ ​their​ ​details,​ ​and​ ​they​ ​know​ ​they can​ ​trust​ ​you​ ​(assuming​ ​you​ ​fulfilled​ ​their​ ​order​ ​on​ ​time​ ​and​ ​in good​ ​condition).

In​ ​other​ ​words,​ ​these​ ​readers​ ​are​ ​considerably​ ​more​ ​likely​ ​to​ ​be willing​ ​to​ ​buy​ ​from​ ​you​ ​​again​.​ ​

But​ ​at​ ​the​ ​same​ ​time,​ ​it’s​ ​also important​ ​to​ ​make​ ​sure​ ​that​ ​you​ ​have​ ​a​ ​note​ ​of​ ​what​ ​it​ ​is​ ​that​ ​they bought​ ​–​ ​because​ ​of​ ​course​ ​they​ ​are​ ​unlikely​ ​to​ ​want​ ​to​ ​purchase the​ ​same​ ​thing​ ​from​ ​you​ ​twice.​ ​​

​Because​ ​of​ ​that,​ ​you​ ​need​ ​to ensure​ ​that​ ​you​ ​aren’t​ ​constantly​ ​try​ ​to​ ​push​ ​the​ ​same​ ​item​ ​on them.

By​ ​using​ ​this​ ​information,​ ​you​ ​can​ ​then​ ​use​ ​segmentation​ ​in​ ​order to​ ​move​ ​readers​ ​gradually​ ​from​ ​cold​ ​to​ ​warm​ ​to​ ​hot.​

​You​ ​can​ ​try using​ ​every​ ​trick​ ​up​ ​your​ ​sleeve​ ​(all​ ​of​ ​which​ ​will​ ​have​ ​been learned​ ​from​ ​these​ ​lessons!),​ ​and​ ​then​ ​eventually​ ​you​ ​can​ ​get them​ ​more​ ​and​ ​more​ ​interested​ ​in​ ​what​ ​you​ ​have​ ​to​ ​say.​ ​

Once they​ ​begin​ ​actively​ ​reading​ ​every​ ​message​ ​that​ ​you​ ​send​ ​them and​ ​once​ ​they​ ​start​ ​visiting​ ​your​ ​site​ ​to​ ​look​ ​at​ ​your​ ​products,​ ​​then you​ ​know​ ​that​ ​they’re​ ​likely​ ​to​ ​be​ ​interested​ ​in​ ​buying​ ​from​ ​you.

That’s​ ​the​ ​time​ ​to​ ​go​ ​ahead,​ ​then,​ ​and​ ​try​ ​to​ ​convert​ ​them.

Oh,​ ​and​ ​of​ ​course,​ ​there​ ​are​ ​many​ ​more​ ​uses​ ​for​ ​this​ ​powerful feature,​ ​too.​

​For​ ​one,​ ​you​ ​can​ ​use​ ​this​ ​same​ ​data​ ​in​ ​order​ ​to​ ​look at​ ​which​ ​types​ ​of​ ​users​ ​are​ ​the​ ​most​ ​engaged​ ​and​ ​which​ ​types​ ​of emails​ ​are​ ​the​ ​most​ ​effective​ ​at​ ​increasing​ ​engagement.

In​ ​other​ ​words,​ ​which​ ​leads​ ​are​ ​the​ ​warmest?​ ​The​ ​women​ ​or​ ​the men?​ ​Which​ ​convert​ ​most​ ​often?​ ​Knowing​ ​this​ ​can​ ​help​ ​you​ ​to target​ ​your​ ​future​ ​marketing​ ​activities​ ​better.

Likewise,​ ​you​ ​can​ ​use​ ​this​ ​information​ ​in​ ​order​ ​to​ ​create​ ​entirely automated​ ​autoresponder​ ​sequences.​ ​

These​ ​are​ ​sequences​ ​of emails​ ​that​ ​will​ ​be​ ​sent​ ​out​ ​automatically​ ​and​ ​in​ ​a​ ​set​ ​order​ ​as soon​ ​as​ ​someone​ ​signs​ ​up.​ ​

When​ ​used​ ​correctly,​ ​these​ ​can​ ​allow you​ ​to​ ​take​ ​a​ ​list​ ​of​ ​contacts​ ​from​ ​being​ ​cold​ ​to​ ​hot​ ​all​ ​without lifting​ ​a​ ​finger.​ ​​

By​ ​combining​ ​it​ ​with​ ​useful​ ​information​ ​and segmentation,​ ​you​ ​can​ ​ensure​ ​that​ ​your​ ​autoresponder​ ​sequence only​ ​tries​ ​to​ ​sell​ ​at​ ​the​ ​point​ ​when​ ​your​ ​individual​ ​readers​ ​are most​ ​convinced​ ​by​ ​your​ ​value,​ ​and​ ​therefore​ ​most​ ​interested​ ​in potentially​ ​buying​ ​from​ ​you.

So,​ ​there​ ​you​ ​have​ ​it:​ ​segmentation​ ​is​ ​another​ ​incredibly​ ​powerful tool​ ​for​ ​your​ ​email​ ​marketing​ ​campaign,​ ​and​ ​one​ ​that​ ​can​ ​make​ ​a huge​ ​difference​ ​to​ ​your​ ​success.​ ​

Make​ ​sure​ ​you​ ​are​ ​targeting your​ ​messages​ ​for​ ​the​ ​right​ ​audience​ ​members!

Chapter 11: Getting Inboxed


As​ ​an​ ​email​ ​marketer,​ ​your​ ​job​ ​is​ ​to​ ​write​ ​highly​ ​engaging​ ​contact that​ ​will​ ​grab​ ​the​ ​attention​ ​of​ ​your​ ​readers​ ​and​ ​make​ ​them​ ​want​ ​to click​ ​and​ ​then​ ​keep​ ​on​ ​reading.​ ​

That​ ​means​ ​you​ ​need​ ​to​ ​know how​ ​to​ ​write​ ​a​ ​great​ ​subject​ ​heading​ ​that​ ​really​ ​jumps​ ​out​ ​at​ ​the reader​ ​and​ ​how​ ​to​ ​write​ ​a​ ​fantastic​ ​email​ ​body​ ​that​ ​provides​ ​value and​ ​makes​ ​your​ ​readers​ ​​glad​ ​​they​ ​decided​ ​to​ ​click!

But​ ​none​ ​of​ ​this​ ​is​ ​going​ ​to​ ​be​ ​worth​ ​​anything​ ​​if​ ​you​ ​don’t​ ​also know​ ​how​ ​to​ ​get​ ​your​ ​message​ ​into​ ​the​ ​inboxes​ ​of​ ​your​ ​readers.

This​ ​is​ ​absolutely​ ​essentially,​ ​seeing​ ​as​ ​you​ ​can’t​ ​very​ ​well​ ​build trust​ ​or​ ​make​ ​conversions​ ​if​ ​none​ ​of​ ​your​ ​emails​ ​get​ ​read!

Before​ ​your​ ​subject​ ​line​ ​can​ ​have​ ​​any​ ​​impact​ ​on​ ​your​ ​readers,​ ​the message​ ​first​ ​absolutely​ ​needs​ ​to​ ​make​ ​it​ ​into​ ​their​ ​inboxes.​ ​Even the​ ​most​ ​eye-grabbing​ ​heading​ ​in​ ​the​ ​world​ ​won’t​ ​work​ ​if​ ​it​ ​doesn’t get​ ​seen.

The​ ​problem​ ​is,​ ​there​ ​are​ ​quite​ ​a​ ​few​ ​challenges​ ​that​ ​you​ ​will​ ​face if​ ​you​ ​want​ ​your​ ​messages​ ​to​ ​show​ ​up​ ​in​ ​the​ ​inboxes​ ​of​ ​your contacts.

The​ ​first​ ​and​ ​most​ ​obvious​ ​challenge​ ​is​ ​the​ ​spam​ ​filter.​ ​

Spam filters​ ​are​ ​built​ ​into​ ​pretty​ ​much​ ​every​ ​single​ ​email​ ​client,​ ​and​ ​their job​ ​is​ ​to​ ​make​ ​sure​ ​that​ ​our​ ​mailboxes​ ​are​ ​not​ ​filled​ ​to​ ​the​ ​brim with​ ​spam​ ​trying​ ​to​ ​sell​ ​us​ ​Viagra​ ​and​ ​handbags,​ ​or​ ​“Nigerian princes”​ ​who​ ​are​ ​giving​ ​us​ ​millions​ ​of​ ​dollars…

Sadly,​ ​though,​ ​these​ ​spam​ ​filters​ ​can​ ​be​ ​a​ ​little​ ​​too​ ​​effective sometimes​ ​and​ ​end​ ​up​ ​blocking​ ​content​ ​that​ ​the​ ​recipients actually​ ​agreed​ ​to​ ​receive​ ​–​ ​just​ ​like​ ​your​ ​messages!

This​ ​is​ ​one​ ​issue.​ ​The​ ​other​ ​issue​ ​is​ ​the​ ​fact​ ​that​ ​most​ ​inboxes are​ ​now​ ​divided​ ​into​ ​multiple​ ​sections.​ ​

These​ ​days,​ ​providers​ ​like Google​ ​Mail​ ​and​ ​Outlook​ ​will​ ​divide​ ​messages​ ​into​ ​”Primary,” “Social,”​ “Marketing,”​ ​and​ ​other​ ​subcategories.​ ​Users​ ​can​ ​create their​ ​own​ ​categories​ ​sometimes,​ ​too.

The​ ​idea​ ​behind​ ​this​ ​is​ ​that​ ​it​ ​prevents​ ​us​ ​from​ ​getting notifications​ ​every​ ​single​ ​time​ ​that​ ​we​ ​get​ ​a​ ​new​ ​message​ ​from Facebook​ ​or​ ​every​ ​single​ ​time​ ​we​ ​get​ ​any​ ​kind​ ​of​ ​new​ ​sales attempt.

This​ ​is​ ​useful​ ​for​ ​most​ ​of​ ​us,​ ​as​ ​we​ ​would​ ​otherwise​ ​be​ ​inundated with​ ​messages​ ​throughout​ ​the​ ​day.​ ​

However,​ ​it​ ​is​ ​actually​ ​not such​ ​good​ ​news​ ​for​ ​us​ ​marketers,​ ​because​ ​the​ ​fact​ ​of​ ​the​ ​matter is​ ​that​ ​few​ ​people​ ​will​ ​check​ ​their​ ​”social”​ ​inbox​ ​on​ ​a​ ​regular​ ​basis, and​ ​the​ ​same​ ​goes​ ​for​ ​the​ ​”promotions”​ ​inbox.​ ​

Think​ ​back​ ​to​ ​your own​ ​use — when​ ​was​ ​the​ ​last​ ​time​ ​you​ ​clicked​ ​on​ ​one​ ​of​ ​these?

That​ ​means​ ​that​ ​to​ ​all​ ​extents​ ​and​ ​purposes,​ ​it’s​ ​not​ ​much​ ​better getting​ ​messages​ ​into​ ​”Social”​ ​than​ ​it​ ​is​ ​getting​ ​them​ ​into​ ​”Spam!”

In​ ​this​ ​lesson,​ ​we’ll​ ​look​ ​at​ ​how​ ​you​ ​can​ ​not​ ​only​ ​avoid​ ​the​ ​spam folder,​ ​but​ ​also​ ​get​ ​yourself​ ​into​ ​the​ ​”Primary”​ ​folder!

Chapter 11.1: How​ ​to​ ​Avoid​ ​the​ ​Spam​ ​Folder

how to avoid the spam folder

First,​ ​let’s​ ​start​ ​with​ ​the​ ​basics​ ​and​ ​look​ ​at​ ​how​ ​you​ ​can​ ​avoid​ ​the spam​ ​folder.

We​ ​need​ ​to​ ​think​ ​like​ ​a​ ​programmer​ ​here,​ ​and​ ​consider​ ​the​ ​way that​ ​the​ ​filter​ ​has​ ​been​ ​designed​ ​and​ ​what​ ​tools​ ​it​ ​might​ ​use.​

​A good​ ​place​ ​to​ ​start​ ​is​ ​by​ ​asking​ ​what​ ​the​ ​folder​ ​is​ ​​for​.​ ​What​ ​is​ ​the objective​ ​of​ ​the​ ​spam​ ​filter?

The​ ​answers​ ​are:

  • To​ ​keep​ ​out​ ​unwanted​ ​marketing​ ​messages​ ​that​ ​were unsolicited
  • To​ ​keep​ ​us​ ​safe​ ​from​ ​viruses​ ​and​ ​phishing​ ​scams

If​ ​you’ve​ ​been​ ​following​ ​the​ ​advice​ ​shared​ ​in​ ​this guide,​ ​then your​ ​mailing​ ​list​ ​should​ ​be​ ​filled​ ​with​ ​contacts​ ​who​ ​actively​ ​invited you​ ​to​ ​contact​ ​them.​ ​

In​ ​other​ ​words,​ ​it​ ​shouldn’t​ ​involve​ ​sending unsolicited​ ​messages​ ​at​ ​all.

And​ ​what​ ​this​ ​means​ ​is​ ​that​ ​you​ ​​don’t​ ​belong​ ​​in​ ​the​ ​spam​ ​folder. So​ ​that’s​ ​nice​ ​to​ ​know!

But​ ​there​ ​are​ ​a​ ​few​ ​things​ ​that​ ​might​ ​end​ ​up​ ​making​ ​the​ ​filter mistake​ ​you​ ​for​ ​spam.​ ​One​ ​such​ ​thing​ ​is​ ​the​ ​inclusion​ ​of​ ​certain key​words.​

​The​ ​spam​ ​folder​ ​looks​ ​for​ ​keywords​ ​like​ ​”shopping,” “buy,”​ ​”free,”​ ​”Viagra,”​ ​and​ ​others,​ ​and​ ​will​ ​then​ ​block​ ​those​ ​emails on​ ​that​ ​basis.​ ​

Think​ ​of​ ​this​ ​like​ ​”reverse​ ​SEO,”​ ​and​ ​after​ ​you’ve written​ ​your​ ​message,​ ​scan​ ​through​ ​to​ ​check​ ​for​ ​any​ ​words​ ​that might​ ​look​ ​like​ ​spam.

Similarly,​ ​you​ ​also​ ​need​ ​to​ ​avoid​ ​trying​ ​to​ ​use​ ​cheap​ ​tactics​ ​to​ ​get readers​ ​to​ ​look​ ​at​ ​your​ ​subject​ ​line.​ ​

Avoid​ ​using​ ​multiple exclamation​ ​marks​ ​or​ ​all-caps​ ​as​ ​these​ ​are​ ​things​ ​most​ ​people don’t​ ​want​ ​in​ ​their​ ​subject​ ​line,​ ​and​ ​that​ ​might​ ​look​ ​like​ ​spam.

In​ ​order​ ​to​ ​protect​ ​users​ ​from​ ​viruses​ ​and​ ​other​ ​types​ ​of​ ​attack, spam​ ​filters​ ​will​ ​also​ ​look​ ​for​ ​other​ ​tell-tale​ ​signs.​ ​These​ ​include things​ ​like​ ​very​ ​long​ ​documents​ ​and​ ​certainly​ ​attachments.​ ​

You also​ ​need​ ​to​ ​be​ ​careful​ ​about​ ​using​ ​images​ ​–​ ​because​ ​spam filters​ ​can’t​ ​read​ ​what​ ​the​ ​image​ ​is​ ​of,​ ​it​ ​might​ ​treat​ ​it​ ​suspiciously.

Of​ ​course,​ ​it​ ​is​ ​okay​ ​to​ ​use​ ​images,​ ​in​ ​some​ ​cases,​ ​but​ ​avoid large​ ​image​ ​files,​ ​and​ ​make​ ​sure​ ​that​ ​there​ ​is​ ​a​ ​good​ ​ratio​ ​of​ ​text to​ ​images.

To​ ​an​ ​extent,​ ​it​ ​is​ ​impossible​ ​to​ ​be​ ​100%​ ​certain​ ​that​ ​you​ ​have effectively​ ​managed​ ​to​ ​avoid​ ​the​ ​spam​ ​filters.​ ​

The​ ​best​ ​thing​ ​to​ ​do then​ ​is​ ​to​ ​write​ ​in​ ​a​ ​way​ ​that​ ​is​ ​natural​ ​and​ ​that​ ​offers​ ​value​ ​to​ ​the reader,​ ​and​ ​then​ ​just​ ​to​ ​hope​ ​that​ ​the​ ​spam​ ​filter​ ​sees​ ​that.

Chapter 11.2: Email​ ​Sender​ ​Reputation

mastering sender reputation

There’s​ ​another​ ​big​ ​factor​ ​that​ ​can​ ​have​ ​a​ ​large​ ​hand​ ​in​ ​affecting your​ ​deliverability​ ​and​ ​this​ ​is​ ​something​ ​called​ ​your​ ​”email​ ​sender reputation.”​ ​

Essentially,​ ​the​ ​email​ ​sending​ ​reputation​ ​works​ ​a​ ​lot like​ ​a​ ​credit​ ​score.​ ​This​ ​score​ ​is​ ​shared​ ​between​ ​email​ ​providers that​ ​will​ ​allow​ ​them​ ​to​ ​get​ ​an​ ​idea​ ​of​ ​the​ ​kind​ ​of​ ​content​ ​you​ ​are sending.​ ​

If​ ​you​ ​have​ ​a​ ​bad​ ​sending​ ​reputation,​ ​then​ ​it​ ​means​ ​that you’ve​ ​sent​ ​lots​ ​of​ ​spam​ ​emails​ ​in​ ​the​ ​past,​ ​and​ ​you​ ​are​ ​going​ ​to be​ ​much​ ​more​ ​likely​ ​to​ ​be​ ​blocked​ ​or​ ​dropped​ ​in​ ​the​ ​spam​ ​box.

But​ ​if​ ​you​ ​send​ ​a​ ​lot​ ​of​ ​high​ ​quality​ ​emails​ ​that​ ​get​ ​read​ ​and provide​ ​value,​ ​then​ ​your​ ​sending​ ​reputation​ ​will​ ​be​ ​good,​ ​and​ ​that means​ ​your​ ​message​ ​will​ ​be​ ​much​ ​more​ ​likely​ ​to​ ​get​ ​delivered and​ ​to​ ​get​ ​read.

The​ ​first​ ​thing​ ​you​ ​need​ ​to​ ​do​ ​is​ ​to​ ​try​ ​to​ ​ascertain​ ​what​ ​your​ ​score might​ ​be​ ​like​ ​in​ ​the​ ​first​ ​place.​ ​

This​ ​score​ ​is​ ​tied​ ​to​ ​your​ ​domain, so​ ​it’s​ ​important​ ​that​ ​it’s​ ​good,​ ​or​ ​you’ll​ ​need​ ​to​ ​set​ ​up​ ​an​ ​entirely new​ ​email​ ​address​ ​and​ ​transfer​ ​your​ ​contacts​ ​over​ ​–​ ​which​ ​will​ ​in turn​ ​confuse​ ​your​ ​subscribers​ ​and​ ​hurt​ ​you​ ​badly.

Take​ ​a​ ​look​ ​at​ ​your​ ​open​ ​rates.​ ​The​ ​industry​ ​standard​ ​open​ ​rate​ ​is around​ ​20%,​ ​so​ ​if​ ​yours​ ​are​ ​much​ ​lower​ ​and​ ​have​ ​been diminishing​ ​over​ ​time,​ ​this​ ​is​ ​a​ ​bad​ ​sign.

If​ ​you​ ​are​ ​concerned,​ ​then​ ​you​ ​can​ ​try​ ​using​ ​a​ ​number​ ​of​ ​different sites​ ​and​ ​tools​ ​such​ ​as​ ​”Return​ ​Path.”​ ​
These​ ​claim​ ​to​ ​be​ ​able​ ​to give​ ​you​ ​a​ ​reliable​ ​score,​ ​but​ ​often​ ​it​ ​will​ ​be​ ​clear​ ​–​ ​simply​ ​from your​ ​statistics.

How​ ​to​ ​Improve​ ​Your​ ​Sender​ ​Score

So​ ​how​ ​do​ ​you​ ​go​ ​about​ ​improving​ ​your​ ​score?

One​ ​of​ ​the​ ​first​ ​and​ ​most​ ​important​ ​things​ ​to​ ​do​ ​is​ ​to​ ​look​ ​for​ ​the email​ ​addresses​ ​that​ ​are​ ​bouncing​ ​and​ ​to​ ​remove​ ​them​ ​from​ ​your list.​ ​

These​ ​are​ ​the​ ​people​ ​who​ ​have​ ​either​ ​closed​ ​down​ ​their email​ ​or​ ​who​ ​sometimes​ ​use​ ​a​ ​fake​ ​account​ ​when​ ​they​ ​sign​ ​up (this​ ​is​ ​why​ ​it’s​ ​very​ ​important​ ​to​ ​use​ ​double-opt-in​ ​when​ ​setting up​ ​your​ ​mailing​ ​list).​ ​

When​ ​an​ ​email​ ​bounces,​ ​it​ ​hurts​ ​your​ ​sender reputation,​ ​so​ ​it’s​ ​very​ ​crucial​ ​that​ ​you​ ​keep​ ​on​ ​checking​ ​which accounts​ ​aren’t​ ​working,​ ​and​ ​then​ ​you​ ​remove​ ​them​ ​from​ ​your​ ​list.

Almost​ ​as​ ​bad​ ​as​ ​returned​ ​and​ ​bounced​ ​emails​ ​are​ ​emails​ ​that never​ ​get​ ​opened.​

​This​ ​is​ ​why​ ​it’s​ ​so​ ​important​ ​to​ ​ensure​ ​that​ ​you use​ ​subject​ ​lines​ ​that​ ​engage​ ​your​ ​audience​ ​and​ ​that​ ​build​ ​trust with​ ​your​ ​subscribers,​ ​so​ ​that​ ​they​ ​​want​ ​​to​ ​hear​ ​from​ ​you​ ​in​ ​future.

A​ ​lot​ ​of​ ​this​ ​comes​ ​from​ ​​forgetting​ ​​all​ ​of​ ​the​ ​attempts​ ​to​ ​”hack​ ​the system” ​and​ ​instead,​ ​just​ ​concentrating​ ​on​ ​delivering​ ​value​ ​for your​ ​end​ ​users.

Of​ ​course,​ ​getting​ ​blocked​ ​is​ ​also​ ​very​ ​bad​ ​for​ ​your​ ​score,​ ​as​ ​is receiving​ ​a​ ​complaint.​ ​Once​ ​more,​ ​this​ ​points​ ​to​ ​the​ ​importance​ ​of quality​ ​​over​ ​quantity​ ​when​ ​it​ ​comes​ ​to​ ​your​ ​contacts.​ ​

You​ ​need​ ​to build​ ​lists​ ​that​ ​are​ ​filled​ ​with​ ​people​ ​who​ ​​want​ ​​to​ ​hear​ ​from​ ​you and​ ​who​ ​love​ ​your​ ​content.​ ​

You​ ​need​ ​to​ ​​avoid​ ​​inundating​ ​people with​ ​nonsense​ ​they​ ​never​ ​asked​ ​for.​ ​​​That​ ​is​ ​just​ ​trying​ ​to​ ​ram sales​ ​down​ ​their​ ​throats.

The​ ​worst​ ​case​ ​scenario​ ​is​ ​that​ ​you​ ​get​ ​blacklisted.​

​There​ ​are various​ ​sites​ ​that​ ​will​ ​help​ ​you​ ​to​ ​see​ ​if​ ​you’re​ ​on​ ​a​ ​blacklist,​ ​and​ ​if so,​ ​then​ ​you’ll​ ​either​ ​need​ ​to​ ​contact​ ​the​ ​owner​ ​of​ ​the​ ​site​ ​that blacklisted​ ​you​ ​to​ ​try​ ​and​ ​get​ ​yourself​ ​removed​ ​​or​ ​​just​ ​set​ ​up​ ​a new​ ​email​ ​address.​ ​

At​ ​this​ ​point,​ ​that​ ​is​ ​probably​ ​the​ ​best strategy.

One​ ​trick​ ​that​ ​some​ ​email​ ​marketing​ ​will​ ​use​ ​is​ ​to​ ​”warm​ ​up”​ ​their IP​ ​address/domain​ ​name.​ ​

You​ ​do​ ​this​ ​when​ ​you​ ​start​ ​out​ ​by sending​ ​your​ ​emails​ ​out​ ​only​ ​to​ ​your​ ​best​ ​contacts​ ​–​ ​people​ ​who you​ ​​know​ ​​will​ ​open​ ​your​ ​messages.​

​This​ ​way,​ ​you​ ​can​ ​get​ ​some good​ ​metrics​ ​out​ ​there​ ​early​ ​on​ ​and​ ​keep​ ​on​ ​impressing​ ​as​ ​you build​ ​momentum.​ ​

For​ ​a​ ​similar​ ​reason,​ ​it​ ​is​ ​always​ ​a​ ​good​ ​idea​ ​to get​ ​your​ ​friends​ ​and​ ​family​ ​to​ ​sign​ ​up​ ​to​ ​your​ ​mailing​ ​lists​ ​and​ ​to ask​ ​them​ ​actually​ ​to​ ​open​ ​your​ ​messages​ ​and​ ​read​ ​them!

Finally,​ ​try​ ​to​ ​ensure​ ​that​ ​your​ ​messages​ ​are​ ​sent​ ​regularly​ ​and consistently.​ ​This​ ​is​ ​another​ ​good​ ​sign,​ ​and​ ​it’s​ ​something​ ​that both​ ​your​ ​recipients​ ​​and​ ​​the​ ​email​ ​clients​ ​appreciate.

Chapter 11.3: Getting​ ​Into​ ​the​ ​Main​ ​Inbox

how to ensure your emails make it to gmail's primary inbox

Now​ ​your​ ​final​ ​challenge​ ​is​ ​to​ ​try​ ​and​ ​get​ ​your​ ​messages​ ​into​ ​the “Primary”​ ​inbox​ ​rather​ ​than​ ​into​ ​the​ ​social​ ​or​ ​marketing​ ​one.

There​ ​are​ ​a​ ​few​ ​small​ ​tricks​ ​that​ ​you​ ​can​ ​use​ ​to​ ​increase​ ​your chances​ ​of​ ​getting​ ​into​ ​this​ ​inbox.

One​ ​is​ ​simply​ ​to​ ​mention​ ​the​ ​recipient​ ​by​ ​name.​ ​This​ ​is​ ​a​ ​feature that​ ​most​ ​autoresponders​ ​will​ ​offer​ ​and​ ​its​ ​benefits​ ​go​ ​beyond​ ​just improving​ ​the​ ​friendly​ ​tone​ ​of​ ​your​ ​messages.

Similarly,​ ​it’s​ ​a​ ​good​ ​idea​ ​to​ ​try​ ​and​ ​structure​ ​your​ ​messages​ ​like a​ ​letter,​ ​rather​ ​than​ ​structuring​ ​them​ ​like​ ​a​ ​newsletter.​ ​

That​ ​means writing​ ​the​ ​person’s​ ​name​ ​followed​ ​by​ ​a​ ​comma​ ​and​ ​then​ ​talking about​ ​the​ ​things​ ​you’d​ ​like​ ​to​ ​let​ ​them​ ​know.

Again,​ ​images​ ​can​ ​be​ ​iffy​ ​here.​ ​Many​ ​sites​ ​recommend​ ​removing them​ ​entirely​ ​but​ ​looking​ ​at​ ​my​ ​primary​ ​inbox​ ​right​ ​now,​ ​several messages​ ​with​ ​images​ ​attached​ ​have​ ​made​ ​it​ ​through.​ ​

The take-home​ ​is​ ​probably​ ​just​ ​to​ ​use​ ​images​ ​sparingly,​ ​knowing​ ​the risks​ ​that​ ​they​ ​represent.

Try​ ​not​ ​to​ ​include​ ​more​ ​than​ ​one​ ​link,​ ​keep​ ​all​ ​your​ ​messages nice​ ​and​ ​short,​ ​and​ ​don’t​ ​try​ ​and​ ​sell​ ​anything​ ​–​ ​it’s​ ​​super​ ​​hard​ ​to sell​ ​things​ ​without​ ​using​ ​any​ ​of​ ​those​ ​negative​ ​keywords​ ​that​ ​we touched​ ​on.

But​ ​you​ ​know​ ​what​ ​the​ ​VERY​ ​best​ ​way​ ​to​ ​avoid​ ​the​ ​Social​ ​inbox and​ ​​the​ ​spam​ ​filter​ ​is?​ ​The​ ​very​ ​best​ ​way​ ​to​ ​make​ ​sure​ ​that​ ​your readers​ ​are​ ​actually​ ​receiving​ ​your​ ​messages?

That’s​ ​just​ ​to​ ​ask​ ​them​ ​to​ ​consider​ ​adding​ ​you​ ​to​ ​their​ ​primary inbox.​

​That​ ​sounds​ ​pretty​ ​simple,​ ​but​ ​it’s​ ​something​ ​that​ ​a​ ​ton​ ​of marketers​ ​forget​ ​–​ ​just​ ​like​ ​they​ ​forget​ ​that​ ​they​ ​can​ ​​ask​ ​​people​ ​in their​ ​posts​ ​to​ ​sign​ ​up​ ​for​ ​the​ ​mailing​ ​list.

So,​ ​just​ ​mention​ ​in​ ​your​ ​email​ ​that​ ​you​ ​want​ ​to​ ​make​ ​sure​ ​your readers​ ​get​ ​your​ ​messages​ ​and​ ​that​ ​you’d​ ​really​ ​appreciate​ ​it​ ​if they​ ​would​ ​add​ ​you​ ​to​ ​their​ ​primary​ ​inbox​ ​and​ ​”whitelist”​ ​future messages​ ​for​ ​you.

You​ ​can​ ​even​ ​tie​ ​this​ ​in​ ​with​ ​the​ ​signup​ ​process:​ ​if​ ​you​ ​use​ ​a double​ ​opt-in,​ ​then​ ​mention​ ​to​ ​your​ ​readers​ ​that​ ​they​ ​need​ ​to​ ​look for​ ​the​ ​confirmation​ email​ ​in​ ​their​ ​spam​ ​folders​ ​and​ ​other​ ​inboxes…

…and​ ​that​ ​they​ ​might​ ​want​ ​to​ ​consider​ ​whitelisting​ ​you​ ​at​ ​that​ ​point to​ ​ensure​ ​that​ ​they​ ​don’t​ ​miss​ ​future​ ​correspondence​ ​from​ ​you.

Nothing​ ​is​ ​foolproof,​ ​but​ ​if​ ​you​ ​keep​ ​all​ ​of​ ​these​ ​tips​ ​in​ ​mind​ ​and ensure​ ​you​ ​are​ ​delivering​ ​great​ ​value,​ ​then​ ​your​ ​likelihood​ ​of getting​ ​seen​ ​will​ ​go​ ​up​ ​immensely.​ ​Good​ ​luck!

Chapter 12: Email List Maintenance

email list maintenance

How​ ​is​ ​your​ ​email​ ​list​ ​hygiene?​ ​What’s​ ​that?​ ​You​ ​didn’t​ ​know​ ​that an​ ​email​ ​list​ ​could​ ​be​ ​​unhygienic?

Email​ ​list​ ​hygiene​ ​essentially​ ​means​ ​making​ ​sure​ ​that​ ​your​ ​email list​ ​is​ ​not​ ​only​ ​”clean,”​ ​but​ ​also​ ​targeted,​ ​engaged,​ ​and​ ​effective.

What​ ​you​ ​need​ ​to​ ​realize​ ​is​ ​that​ ​a​ ​mailing​ ​list’s​ ​value​ ​is​ ​not​ ​​at​ ​all based​ ​on​ ​its​ ​size.​ ​

You​ ​can​ ​have​ ​a​ ​huge​ ​mailing​ ​list,​ ​but​ ​it​ ​can​ ​still be​ ​worth​ ​very​ ​little​ ​to​ ​you​ ​if​ ​it​ ​is​ ​filled​ ​with​ ​people​ ​who​ ​don’t​ ​read your​ ​messages​ ​and​ ​who​ ​don’t​ ​really​ ​want​ ​to​ ​be​ ​there.

A​ ​list​ ​with​ ​”bad​ ​hygiene”​ ​is​ ​one​ ​that​ ​you​ ​have​ ​fought​ ​tooth​ ​and​ ​nail to​ ​build​ ​but​ ​while​ ​focusing​ ​​purely​ ​​on​ ​the​ ​numbers​ ​without​ ​giving any​ ​thought​ ​to​ ​whether​ ​those​ ​recipients​ ​are​ ​targeted​ ​and​ ​whether they​ ​actually​ ​want​ ​to​ ​be​ ​on​ ​your​ ​list​ ​at​ ​all.

What’s​ ​going​ ​to​ ​happen​ ​when​ ​you​ ​send​ ​that​ ​list​ ​a​ ​message? Probably​ ​the​ ​same​ ​thing​ ​that​ ​happens​ ​when​ ​you​ ​get​ ​an unsolicited​ ​message​ ​in​ ​your​ ​own​ ​inbox​ ​–​ ​it​ ​gets​ ​ignored.​

​Some​ ​of these​ ​email addresses,​ ​meanwhile,​ ​are​ ​likely​ ​to​ ​be​ ​completely​ ​abandoned, meaning​ ​that​ ​the​ ​messages​ ​will​ ​simply​ ​bounce.​

​Some​ ​users​ ​will complain,​ ​or​ ​they’ll​ ​send​ ​your​ ​email​ ​to​ ​trash.​ ​And​ ​generally,​ ​it​ ​will be​ ​a​ ​waste​ ​of​ ​your​ ​time.

But​ ​it’s​ ​actually​ ​much​ ​more​ ​destructive​ ​for​ ​you​ ​than​ ​that​ ​even…

Why​ ​Email​ ​Hygiene​ ​is​ ​So​ ​Important

Not​ ​only​ ​will​ ​poor​ ​email​ ​hygiene​ ​not​ ​work​ ​in​ ​the​ ​short​ ​term,​ ​but​ ​it can​ ​also​ ​lead​ ​to​ ​serious​ ​damage​ ​in​ ​the​ ​long​ ​term.​ ​

We​ ​touched​ ​on this​ ​previously​ ​when​ ​we​ ​discussed​ ​the​ ​issue​ ​of​ ​trying​ ​to​ ​avoid getting​ ​your​ ​messages​ ​sent​ ​to​ ​spam.

“Sender​ ​reputation”​ ​is​ ​a​ ​score​ ​that​ ​is​ ​shared​ ​between​ ​email providers​ ​and​ ​that​ ​works​ ​very​ ​similarly​ ​to​ ​a​ ​credit​ ​score.​

​The​ ​idea is​ ​that​ ​email​ ​providers​ ​and​ ​clients​ ​share​ ​your​ ​details​ ​and​ ​how​ ​your emails​ ​are​ ​performing.​ ​

If​ ​it​ ​is​ ​found​ ​that​ ​emails​ ​from​ ​your​ ​IP​ ​or domain​ ​name​ ​are​ ​consistently​ ​being​ ​blocked​ ​and​ ​consistently being​ ​ignored,​ ​then​ ​this​ ​will​ ​result​ ​in​ ​a​ ​bad​ ​sender​ ​reputation.​ ​

It may​ ​even​ ​lead​ ​to​ ​you​ ​getting​ ​completely​ ​blacklisted​ ​by​ ​some providers.

And​ ​guess​ ​what?​ ​This​ ​now​ ​renders​ ​your​ ​email​ ​list​ ​almost​ ​entirely useless​ ​as​ ​​none​ ​​of​ ​your​ ​messages​ ​are​ ​now​ ​going​ ​to​ ​reach​ ​their recipients.​ ​

If​ ​you’ve​ ​been​ ​building​ ​your​ ​mailing​ ​list​ ​up​ ​over​ ​a​ ​long time,​ ​then​ ​you​ ​will​ ​lose​ ​all​ ​that​ ​hard​ ​work,​ ​because​ ​now​ ​you’re​ ​not going​ ​to​ ​be​ ​able​ ​to​ ​reach​ ​any​ ​of​ ​the​ ​contacts​ ​​on​ ​​said​ ​list.

Even​ ​when​ ​you​ ​do​ ​get​ ​through,​ ​if​ ​most​ ​of​ ​the​ ​people​ ​who​ ​receive your​ ​messages​ ​simply​ ​ignore​ ​them,​ ​then​ ​this​ ​will​ ​ultimately amount​ ​to​ ​a​ ​waste​ ​of​ ​your​ ​time.

Then​ ​there’s​ ​the​ ​fact​ ​that​ ​poor​ ​hygiene​ ​will​ ​damage​ ​your​ ​statistics and​ ​metrics.​ ​

A​ ​big​ ​part​ ​of​ ​succeeding​ ​in​ ​email​ ​marketing​ ​–​ ​or​ ​any form​ ​of​ ​marketing,​ ​for​ ​that​ ​matter​ ​–​ ​is​ ​being​ ​able​ ​to​ ​reflect​ ​on​ ​the numbers​ ​that​ ​you​ ​see​ ​when​ ​you​ ​send​ ​your​ ​messages.​

​Ideally, you​ ​should​ ​be​ ​able​ ​to​ ​see​ ​what​ ​percentage​ ​of​ ​your​ ​messages​ ​is getting​ ​through,​ ​which​ ​types​ ​of​ ​message​ ​are​ ​most​ ​successful,​ ​etc.

But​ ​if​ ​your​ ​messages​ ​aren’t​ ​getting​ ​through​ ​at​ ​all,​ ​or​ ​they’re getting​ ​through​ ​in​ ​very​ ​small​ ​numbers,​ ​then​ ​you​ ​won’t​ ​have​ ​the data​ ​to​ ​crunch.​ ​

It​ ​might​ ​be​ ​that​ ​women​ ​don’t​ ​respond​ ​as​ ​well​ ​to your​ ​messages,​ ​or​ ​it​ ​might​ ​be​ ​that​ ​the​ ​women​ ​you​ ​added​ ​to​ ​your list​ ​never​ ​had​ ​any​ ​interest​ ​in​ ​your​ ​brand.

If​ ​you​ ​ever​ ​come​ ​to​ ​sell​ ​your​ ​mailing​ ​list​ ​as​ ​an​ ​exit​ ​strategy,​ ​then you’ll​ ​find​ ​that​ ​smart​ ​buyers​ ​will​ ​always​ ​want​ ​to​ ​see​ ​details​ ​like open​ ​rates.​

​​​This​ ​means​ ​that​ ​poor​ ​email​ ​hygiene​ ​will​ ​render​ ​your mailing​ ​list​ ​effectively​ ​worthless,​ ​and​ ​ultimately​ ​prevent​ ​you​ ​from getting​ ​any​ ​profit​ ​from​ ​it.

So,​ ​with​ ​all​ ​that​ ​in​ ​mind,​ ​quality​ ​is​ ​​much​ ​​more​ ​important​ ​than quantity​ ​when​ ​it​ ​comes​ ​to​ ​your​ ​list.​ ​And​ ​that​ ​means​ ​watching​ ​your hygiene.

So​ ​how​ ​do​ ​you​ ​go​ ​about​ ​maintaining​ ​your​ ​mailing​ ​list​ ​and​ ​keeping the​ ​quality​ ​there?​ ​Read​ ​on​ ​and​ ​let’s​ ​find​ ​out!

Chapter 12.1: Top​ ​Ways​ ​to​ ​Maintain​ ​Email​ ​Hygiene

email list hygiene

1.​​ ​Never​ ​Buy​ ​Emails

The​ ​first​ ​and​ ​most​ ​important​ ​rule​ ​for​ ​good​ ​email​ ​hygiene​ ​is​ ​that you​ ​must​ ​​never​ ​​buy​ ​your​ ​emails.​ ​This​ ​is​ ​crucial​ ​because​ ​buying emails​ ​is​ ​always​ ​going​ ​to​ ​render​ ​them​ ​completely​ ​worthless​ ​to you.

If​ ​you​ ​buy​ ​a​ ​mailing​ ​list​ ​that​ ​someone​ ​else​ ​has​ ​collected,​ ​then chances​ ​are​ ​that​ ​the​ ​list​ ​will​ ​have​ ​been​ ​built​ ​using​ ​bad​ ​practices, resulting​ ​in​ ​something​ ​that​ ​won’t​ ​be​ ​effective​ ​and​ ​that​ ​is​ ​likely​ ​to already​ ​contain​ ​lots​ ​of​ ​defunct​ ​or​ ​abandoned​ ​email​ ​addresses.

But​ ​even​ ​if​ ​the​ ​mailing​ ​list​ ​you​ ​buy​ ​has​ ​been​ ​built​ ​with​ ​the​ ​utmost care​ ​and​ ​attention,​ ​the​ ​fact​ ​remains​ ​that​ ​it’s​ ​not​ ​​your​ ​​mailing​ ​list.

This​ ​is​ ​​not​ ​​a​ ​mailing​ ​list​ ​filled​ ​with​ ​people​ ​who​ ​love​ ​your​ ​brand​ ​and who​ ​were​ ​won​ ​over​ ​by​ ​your​ ​amazing​ ​content.​ ​And​ ​that​ ​matters because​ ​that​ ​is​ ​the​ ​kind​ ​of​ ​list​ ​that​ ​is​ ​ultimately​ ​going​ ​to​ ​result​ ​in conversions.

If​ ​you​ ​signed​ ​up​ ​to​ ​a​ ​mailing​ ​list​ ​called​ ​”Health​ ​Forever,” ​then​ ​you are​ ​going​ ​to​ ​​ignore​ ​​messages​ ​from​ ​”Fitness​ ​Planet”​ ​because​ ​you have​ ​no​ ​reason​ ​to​ ​trust​ ​that​ ​brand.​ ​

You​ ​might​ ​even​ ​be​ ​offended by​ ​the​ ​fact​ ​that​ ​you​ ​are​ ​receiving​ ​messages​ ​from​ ​someone​ ​you never​ ​invited​ ​to​ ​contact​ ​you.

So,​ ​rule​ ​one​ ​is​ ​​never​ ​​buy​ ​emails.

2.​ ​​Use​ ​Double​ ​Opt-In

A​ ​double​ ​opt-in​ ​is​ ​a​ ​two-step​ ​process​ ​for​ ​getting​ ​people​ ​to​ ​sign​ ​up to​ ​your​ ​mailing​ ​list.​ ​This​ ​essentially​ ​means​ ​that​ ​all​ ​new​ ​users​ ​will need​ ​first​ ​to​ ​sign​ ​up​ ​and​ ​then​ ​to​ ​respond​ ​to​ ​a​ ​confirmation​ ​email.

Many​ ​people​ ​will​ ​initially​ ​balk​ ​at​ ​this​ ​idea.​ ​Of​ ​course,​ ​by introducing​ ​an​ ​extra​ ​step​ ​during​ ​the​ ​signup​ ​process,​ ​you​ ​are actually​ ​going​ ​to​ ​deter​ ​some​ ​people​ ​from​ ​signing​ ​up​ ​who otherwise​ ​might​ ​have.

But​ ​at​ ​the​ ​same​ ​time,​ ​having​ ​a​ ​double​ ​opt-in​ ​process​ ​means​ ​that you​ ​will​ ​only​ ​get​ ​people​ ​who​ ​are​ ​really​ ​committed​ ​to​ ​your​ ​brand.​

​It means​ ​that​ ​if​ ​people​ ​never​ ​check​ ​their​ ​email,​ ​or​ ​if​ ​they​ ​are​ ​only​ ​in it​ ​to​ ​get​ ​your​ ​freebie,​ ​they​ ​will​ ​be​ ​filtered​ ​out​ ​by​ ​the​ ​process.

More​ ​importantly,​ ​double​ ​opt-in​ ​prevents​ ​people​ ​from​ ​accidentally mistyping​ ​their​ ​emails​ ​when​ ​they​ ​sign​ ​up,​ ​and​ ​it​ ​also​ ​ensures​ ​that they​ ​don’t​ ​use​ ​fake​ ​addresses.​ ​

That​ ​means​ ​that​ ​you​ ​won’t​ ​get robots​ ​signing​ ​up​ ​and​ ​then​ ​responding​ ​to​ ​your​ ​messages​ ​with spam.

All​ ​of​ ​this​ ​results​ ​in​ ​a​ ​mailing​ ​list​ ​with​ ​a​ ​significantly​ ​higher open-rate​ ​and​ ​much​ ​lower​ ​bounce​ ​rate.

3.​ ​​Avoid​ ​Overly​ ​Tempting​ ​Incentives

One​ ​of​ ​the​ ​primary​ ​strategies​ ​that​ ​many​ ​marketers​ ​use​ ​in​ ​order​ ​to grow​ ​their​ ​mailing​ ​lists​ ​is​ ​to​ ​offer​ ​some​ ​kind​ ​of​ ​incentive.​

​Usually, this​ ​will​ ​be​ ​a​ ​free​ ​ebook​ ​or​ ​possibly​ ​a​ ​free​ ​report,​ ​and​ ​that,​ ​in​ ​turn, will​ ​provide​ ​some​ ​kind​ ​of​ ​value​ ​in​ ​exchange​ ​for​ ​the​ ​member signing​ ​up.

However,​ ​if​ ​you​ ​make​ ​this​ ​incentive​ ​​too​ ​​tempting,​ ​then​ ​you​ ​will​ ​get a​ ​situation​ ​where​ ​people​ ​are​ ​signing​ ​up​ ​purely​ ​because​ ​they​ ​want to​ ​get​ ​the​ ​free​ ​stuff​ ​and​ ​who​ ​have​ ​zero​ ​interest​ ​in​ ​the​ ​messages you​ ​send​ ​subsequently.

The​ ​best​ ​incentive​ ​is​ ​one​ ​designed​ ​to​ ​simply​ ​encourage​ ​someone to​ ​sign​ ​up​ ​who​ ​might​ ​otherwise​ ​have​ ​been​ ​on​ ​the​ ​fence.​ ​

The​ ​idea is​ ​to​ ​provide​ ​a​ ​slight​ ​nudge​ ​to​ ​get​ ​people​ ​to​ ​come​ ​to​ ​the​ ​right decision​ ​when​ ​they​ ​were​ ​​already​ ​​considering​ ​it.

Better​ ​yet​ ​is​ ​to​ ​use​ ​some​ ​kind​ ​of​ ​incentive​ ​that​ ​encourages​ ​the recipients​ ​to​ ​answer​ ​their​ ​emails.​ ​For​ ​example,​ ​this​ ​might​ ​mean that​ ​your​ ​new​ ​signees​ ​sign​ ​up​ ​for​ ​a​ ​mailing​ ​list​ ​with​ ​useful​ ​and interesting​ ​news.​ ​

Or​ ​it​ ​might​ ​mean​ ​that​ ​your​ ​subscribers​ ​sign​ ​up to​ ​enter​ ​some​ ​kind​ ​of​ ​raffle.​ ​Or​ ​perhaps​ ​it’s​ ​an​ ​online​ ​course?

Whichever​ ​of​ ​these​ ​options​ ​you​ ​pick,​ ​you​ ​have​ ​now​ ​created​ ​a situation​ ​where​ ​people​ ​will​ ​be​ ​eager​ ​to​ ​sign​ ​up​ ​and​ ​will​ ​then​ ​be motivated​ ​to​ ​look​ ​out​ ​for​ ​every​ ​message​ ​you​ ​send​ ​–​ ​creating​ ​a much​ ​more​ ​engaged​ ​list.

4.​ ​​Look​ ​at​ ​Your​ ​Stats

If​ ​you​ ​log​ ​into​ ​your​ ​Autoresponder​ ​of​ ​choice,​ ​you’ll​ ​find​ ​that​ ​you have​ ​the​ ​option​ ​to​ ​look​ ​at​ ​specific​ ​stats​ ​for​ ​your​ ​messages.​ ​

These will​ ​include​ ​stats​ ​about​ ​your​ ​most​ ​recent​ ​messages​ ​and​ ​will​ ​let you​ ​see​ ​such​ ​things​ ​as​ ​the​ ​number​ ​of​ ​messages​ ​that​ ​got delivered​ ​and​ ​the​ ​stats​ ​that​ ​you​ ​received​ ​about​ ​that.

This​ ​will​ ​show​ ​you​ ​the​ ​open​ ​rates​ ​as​ ​well​ ​as​ ​which​ ​users​ ​are clicking​ ​on​ ​your​ ​links.

This​ ​is​ ​important​ ​firstly​ ​because​ ​it​ ​will​ ​let​ ​you​ ​see​ ​which​ ​of​ ​your subscribers​ ​are​ ​never​ ​clicking​ ​on​ ​anything​ ​and​ ​never​ ​opening your​ ​messages.​

​These​ ​are​ ​your​ ​least​ ​engaged​ ​subscribers​ ​and the​ ​easy​ ​solution​ ​is​ ​just​ ​to​ ​remove​ ​those​ ​members​ ​from​ ​your​ ​list.

It’s​ ​also​ ​important,​ ​because​ ​it​ ​will​ ​allow​ ​you​ ​to​ ​see​ ​which​ ​of​ ​your emails​ ​worked​ ​best.​ ​Which​ ​kinds​ ​of​ ​headlines​ ​grab​ ​attention​ ​the best?​ ​What​ ​times​ ​are​ ​your​ ​emails​ ​most​ ​successful?

Once​ ​you’ve​ ​figured​ ​this​ ​out,​ ​the​ ​next​ ​step,​ ​of​ ​course,​ ​is​ ​to​ ​do more​ ​of​ ​that​.

5.​ ​​​​Re-Engage​ ​Your​ ​Subscribers

Before​ ​you​ ​go​ ​ahead​ ​and​ ​delete​ ​all​ ​of​ ​those​ ​unengaged subscribers​ ​though,​ ​it​ ​can​ ​be​ ​a​ ​good​ ​idea​ ​​first​ ​​to​ ​try​ ​and​ ​win​ ​them back,​ ​however​ ​you​ ​can.​ ​

See​ ​if​ ​you​ ​can​ ​”re-engage”​ ​those disconnected​ ​subscribers​ ​and​ ​get​ ​them​ ​to​ ​sit​ ​up​ ​and​ ​pay​ ​attention to​ ​your​ ​mailing​ ​list​ ​again.

One​ ​excellent​ ​way​ ​to​ ​do​ ​this​ ​is​ ​to​ ​have​ ​a​ ​giveaway.​ ​This​ ​means offering​ ​your​ ​subscribers​ ​something​ ​for​ ​free​ ​and​ ​making​ ​that​ ​very apparent​ ​right​ ​in​ ​the​ ​subject​ ​line.​

​Mention​ ​in​ ​the​ ​heading​ ​that​ ​you have​ ​a​ ​free​ ​gift​ ​they​ ​can​ ​download​ ​and​ ​direct​ ​them​ ​to​ ​where​ ​they can​ ​find​ ​that​ ​–​ ​it’s​ ​a​ ​great​ ​way​ ​to​ ​get​ ​people​ ​to​ ​wake​ ​up​ ​and​ ​to​ ​win over​ ​good​ ​will.

Another​ ​tip​ ​is​ ​just​ ​to​ ​try​ ​switching​ ​tack​ ​with​ ​your​ ​mailing​ ​list.​ ​That means​ ​trying​ ​a​ ​different​ ​approach​ ​from​ ​what​ ​you​ ​usually​ ​use,​ ​as this​ ​will​ ​help​ ​to​ ​make​ ​your​ ​recipients​ ​see​ ​you​ ​in​ ​a​ ​different​ ​way.

For​ ​example,​ ​if​ ​your​ ​emails​ ​are​ ​usually​ ​very​ ​”newsletter​ ​like” ​with lots​ ​of​ ​images​ ​and​ ​links,​ ​then​ ​why​ ​not​ ​try​ ​something​ ​a​ ​little​ ​more simple​ ​and​ ​casual?​ ​

Likewise,​ ​if​ ​your​ ​messages​ ​are​ ​normally​ ​brief updates,​ ​then​ ​how​ ​about​ ​sending​ ​something​ ​that’s​ ​a​ ​bit​ ​more formal?​ ​

This​ ​can​ ​help​ ​your​ ​message​ ​to​ ​stand​ ​out​ ​and​ ​grab attention,​ ​potentially​ ​re-awakening​ ​interest​ ​in​ ​what​ ​you’re​ ​doing.

6.​​ ​​​Target​ ​Your​ ​List​ ​Building​ ​Activities

When​ ​building​ ​your​ ​list,​ ​it’s​ ​important​ ​to​ ​think​ ​about​ ​how​ ​you’re marketing​ ​it,​ ​how​ ​you’re​ ​presenting​ ​it,​ ​and​ ​how​ ​you’re​ ​selling​ ​it​ ​to your​ ​audience.​

In​ ​other​ ​words,​ ​you​ ​need​ ​to​ ​ensure​ ​that​ ​your​ ​list marketing​ ​is​ ​targeted​ ​to​ ​the​ ​right​ ​​kind​ ​​of​ ​recipient​ ​so​ ​that​ ​the people​ ​who​ ​sign​ ​up​ ​are​ ​the​ ​right​ ​age,​ ​right​ ​gender,​ ​and​ ​have​ ​the right​ ​interests.​

​If​ ​you​ ​use​ ​Facebook​ ​ads​ ​for​ ​instance,​ ​then​ ​this​ ​is​ ​a very​ ​easy​ ​way​ ​to​ ​think​ ​about​ ​that.

7.​ ​​Be​ ​Consistent

Be​ ​consistent​ ​with​ ​your​ ​messaging​ ​and​ ​make​ ​sure​ ​that​ ​you​ ​are sending​ ​your​ ​messages​ ​weekly​ ​or​ ​monthly​ ​and​ ​with​ ​a​ ​similar style.​ ​This​ ​will​ ​ensure​ ​that​ ​your​ ​audience​ ​knows​ ​what​ ​to​ ​expect from​ ​you​ ​and​ ​when.​ ​​​

Those​ ​details​ ​will​ ​help​ ​you​ ​to​ ​keep​ ​your audience​ ​engaged​ ​and​ ​will​ ​more​ ​effectively​ ​weed​ ​out​ ​the​ ​people who​ ​aren’t​ ​at​ ​all​ ​interested.

8.​ ​​Provide​ ​Value

As​ ​with​ ​most​ ​things​ ​in​ ​internet​ ​marketing,​ ​the​ ​most​ ​important​ ​tip​ ​is simply​ ​to​ ​ensure​ ​you​ ​are​ ​providing​ ​value.​ ​Make​ ​sure​ ​that​ ​the content​ ​in​ ​your​ ​emails​ ​is​ ​​good​ ​​and​ ​that​ ​people​ ​really​ ​want​ ​to​ ​read it.

This​ ​will​ ​ensure​ ​that​ ​people​ ​sign​ ​up​ ​for​ ​the​ ​right​ ​reasons.​ ​It​ ​will ensure​ ​that​ ​they​ ​​keep​ ​​reading,​ ​and​ ​that​ ​will​ ​generally​ ​help​ ​you​ ​to keep​ ​growing​ ​and​ ​to​ ​avoid​ ​stagnation.

What​ ​you​ ​mustn’t​ ​do​ ​is​ ​to​ ​ignore​ ​your​ ​email​ ​list​ ​for​ ​long​ ​periods​ ​of time,​ ​to​ ​send​ ​out​ ​spam,​ ​or​ ​consistently​ ​to​ ​market​ ​toward​ ​your audience.​ ​

This​ ​is​ ​a​ ​quick​ ​way​ ​to​ ​lose​ ​the​ ​contacts​ ​who​ ​would otherwise​ ​have​ ​been​ ​high​ ​value​ ​subscribers,​ ​and​ ​it​ ​can completely​ ​destroy​ ​your​ ​email​ ​marketing​ ​efforts.

Follow​ ​all​ ​these​ ​tips​ ​and​ ​you’ll​ ​keep​ ​a​ ​clean​ ​list,​ ​filled​ ​with​ ​people who​ ​are​ ​excited​ ​and​ ​grateful​ ​to​ ​receive​ ​your​ ​messages.​ ​

It​ ​is MUCH​ ​better​ ​to​ ​have​ ​an​ ​email​ ​list​ ​with​ ​10​ ​people​ ​who​ ​love​ ​your site,​ ​than​ ​it​ ​is​ ​to​ ​have​ ​a​ ​mailing​ ​list​ ​with​ ​1,000,000​ ​people​ ​who don’t​ ​care​ ​about​ ​it​ ​at​ ​all!