4 TIPS FOR YOUR E-MAIL MARKETING GAME
The proportion of the population using the Internet to send and receive e-mail will be 86% in 2019. For 2018, the number of e-mails sent (excluding spam) in Germany is estimated at 848.1 billion. E-mails are no longer just read at the office desk or at home: Four out of five Germans use e-mail on their smartphones. This means that e-mail is still the number one communication medium.
Correctly implemented, e-mail marketing is still an effective marketing method, even in times of social media. Provided your company sends out its e-mail campaigns in a targeted manner. And that’s to customers who hope to receive useful information about your company or your products from their newsletter registration. You should definitely refrain from randomly sending out advertising e-mails. They will only clog up your inboxes, cause frustration and, in the worst case, give your company a permanent place in your spam folder. So the magic word is opt-in mails.
Your mailing list is worth its weight in gold!
Your email list is not just a list, it’s something that’s part of your business performance. Why? Because it allows you to have direct contact to people who have either already invested in your company, are interested in your product, or have a special interest in your industry. So, if you are concerned about the long-term growth of your company, building a valuable mailing list should be one of your priorities. We have put together 4 steps for newcomers to email marketing that can help you build a solid mailing list.
1. Use your contacts
When it comes to gathering initial email contacts, it’s best to start with the apparent opportunities:
- Take advantage of in-person client meetings and networking events. Ask if they would like to receive your newsletter.
- Use telephone customer contacts to offer to send interested customers exciting information on the topic.
This way, you can build up your first mailing list relatively quickly. To boost the growth of your list beyond that, you need to make it as easy and exciting as possible for everyone to sign up. Strategically placed signup forms on your website are a great way to do this. Various email marketing software platforms offer handy generators for such form boxes, which provide you with a snippet of code that you can place in different places on your page.
New signups through lead magnets
With the number of promotional emails everyone is exposed to, the question naturally arises: how do you get people to voluntarily subscribe to yet another newsletter – let alone buy your products after they’ve subscribed to this one? The answer is easier to answer than it is to implement, yet it is entirely feasible: At the end of the day, it comes down to the right mix of incentive, signup form, and quality, valuable content. That’s why we have three more tips on how you can get more signups to boost your sales.
2. Find Your Lead Magnet
In order for someone to subscribe to your mailing list, you have to offer a potential subscriber an added value, a so-called lead magnet, in exchange for their e-mail address. So a lead magnet is nothing more than a gift you give your subscriber to get them to subscribe to your list. It doesn’t matter what kind of gift you choose: the main thing is that it outweighs the price of subscribing.
Here are some examples of lead magnets:
Exclusive discounts and special conditions
Zalando & Co. do it, Saturn does it, and many others do it as well. From personal experience we know that a super incentive to subscribe to a newsletter is an immediate discount or the promise to benefit from discounts and exclusive information when buying a product in the future. There are no limits to your imagination in this area. For example, offer your subscribers exclusive “Members only” benefits via e-mail.
Sweepstakes can get you a lot of registrations. The only problem is that participation in the competition does not necessarily mean that the subscriber is also interested in receiving promotional e-mails and information about your products. You should keep this in mind when looking for high-quality registrations that will generate sales in the long run.
Free content & give-aways
A better incentive to sign up for your newsletter is free content, which has a convincing added value for your subscribers. In the best case the content is in a sales context related to your product or services. Some examples of free content:
- Bookstores provide readers with sample chapters
- Musicians provide a free download of their new single
- Blogs provide free PDF guides on specific topics
Also in this area you can let off steam creatively. The best conversions will also receive lead magnets here, offering subscribers something they can consume or use directly. #immediateaddedvalue
Newsletter 40 times more effective than social media😯
For e-commerce companies and blogs, the newsletter is a popular marketing tool. It enjoys a high level of acceptance among your customers, as they register for the newsletter voluntarily and out of their own interest. According to an email marketing white paper by Newsletter2go, newsletter contact is the most popular source of information for customers – even before social media. With an ROI of 28 euros per euro spent, this form of marketing is 40 times more effective than Facebook and Twitter combined. No wonder that around 93% of all e-commerce companies rely on newsletter marketing.
The content of your newsletter is the key to your subscribers: Content is King! Creative ideas are needed here, because with your topics you should convince your subscribers and always arouse their interest in more. Boring articles and dull topics are not possible. For example, offer insights into your company, tell them about your services and products, offer your readers tutorials, exciting statistics and professional articles. Let your employees speak for your company, etc. An impressive example of how to successfully fill your newsletter with interesting content is the start-up company Blendle, whose newsletter concept was able to attract over 600,000 subscribers within a few months.
3. Create a landing page for your leads
Once you have decided on a lead magnet, you should build a landing page that is 100% aimed at getting people to subscribe to your newsletter. You should therefore refrain from disturbing factors such as sidebars or advertising. Which content is relevant for this page:
- A convincing headline
- Testimonials to underline your credibility
- Short text or video of your lead magnet
- Advantages of subscribing to your newsletter
- Registration form
4. Guide potential customers to your landing page
No matter how good your lead magnet may be – if no one sees it, it’s useless. Fortunately, there are endless possibilities to send your visitors to the landing page of your lead magnet:
Share the link via social media
With an attached post on Facebook or Twitter you have the possibility to present your lead magnet to your visitors directly when they enter your site. And as the first post on your fan page. Furthermore, you can add a call-to-action button on Facebook and link directly to the landing page. If anyone knows their fans, it’s you – you should take full advantage of this when sharing your landing page links on social media: Follow the interests of your fans and use pictures and eye-catching headlines to direct them to the page.
Promote your page on Google AdWords & Facebook
If you find it difficult to generate traffic, the easiest way to change this is to use paid advertising. You can use Google AdWords or the Facebook ad manager for example. How to become the Facebook ad queen is explained by the guys from Bang Bang Burgers & Beer, who successfully created a burger empire with the use of Facebook ads.
Ideally, the message of your ad will address a problem that potential customers might have. With your lead magnet, you can then provide the desired remedy.
For example, imagine someone has opened a new ice-cream parlor, they lack customers and your landing page offers newsletter subscribers valuable tips for local marketing. Your ad would therefore be aimed at small to medium-sized local businesses that have just opened their store.
Link your landing page in blog posts
Let’s stay with the example from above and go one step further. Not only do you have a great article on local marketing up your sleeve, but also your own blog, or video content on marketing? Then you should also point out the link to your lead magnet in related blog articles and videos.
This method is called content upgrade. Why Upgrade? Because readers of an article or viewers of one of your videos are already familiar with your content and obviously interested in it. These readers/viewers will also tend to click on the landing page link to download your guide via local marketing and enter their email address in exchange.
For example, in an article about offline marketing campaigns, you could link to your marketing guide and give the reader a content upgrade.
Link the landing page in your e-mail signature
As a company with an online affinity, you send and answer a lot of e-mails every day. This is an excellent opportunity to place the link of your landing page exactly there to reach quite a few people.
Your e-mail signature is predestined for this. You can use it advantageously to place a direct link to your landing page and discreetly point out new offers in capital letters.
Email marketing can be a very powerful and important channel for your e-commerce business. Because unlike other channels like SEO or social media, your email list isn’t nearly as volatile and changing. In fact, over time, a well-built list can become a loyal support for your business. A support that will help you to get new and returning visitors in the long run. E-mail marketing should therefore not be underestimated among the countless possibilities to address your target group. The best thing is to start acquiring new visitors today! Our 4 steps for e-mail marketing beginners are only the tip of the iceberg. Always in mind: Create added value.