Email marketing: the eternal forgotten, but tireless source of revenue at once.
As we mentioned in this article,this marketing technique is not dead. Emails haven’t gone out of fashion.
And you need to know how to define a minimum viable strategy to get good results with your online business.
Many think that an email marketing strategy is simply to send a newsletter from time to time and that’s it.
No, he’s not.
If you want your emails to sell, you need to go one step further.
At Kiwop we want to shed some light on this topic and that’s why we’ve prepared this article for you.
When you finish reading it, you will have a better idea of what are the essential elements in the recruitment process and you will see an example of recruitment strategy.
We hope you find it useful and you can start designing your first strategies well soon.
Let’s go! 🙂
First step in an email marketing strategy: email recruitment
Email marketing is a super powerful weapon for almost every industry. Dentists, physiotherapists, e-commerce, bloggers of any kind, pharmacies need it.
And everyone has to consider a basic element: if they want to do email marketing, they need people on their lists to send the messages to.
So, here we find the first test to overcome: get subscribers.
To do this, let’s start at the beginning.
Imagine that you already have your website mounted and working. You’re getting visitors. These come from different sites, such as Facebook and Instagram Ads, from organic Google search(SEO),advertising through Google Ads(SEM),from other websites that have put a link on their website to yours, etc.
Of these visitors, many leave without doing anything. But there are some who are interested in what you’re telling them, and decide to leave you their data through squeeze pages, opt-in forms, etc.
From here, you put them in your email marketing system and try to turn them into buyers. The idea is that after X emails that you have sent them, they end up buying your product or service.
We mentioned before some words that you may not know: squeeze page, opt-in…
Well, we have good news and bad news.
The bad news: if you don’t know these concepts, you won’t know how to assemble your email marketing strategy efficiently because you won’t understand the different steps and elements.
And the good news: here’s a mini glossary for you to master these concepts perfectly and don’t miss a thing.
The essentials for email collection
When it comes to capturing emails from subscribers, different elements come into play. They are not used all at once, they are combined according to the situation, the sector, etc.
Here we leave you the most important ones. Then you’ll decide which ones to implement in your strategy.
- Opt-in: is a form in which we ask a visitor to give us certain data (usually the name and email) in exchange for a gift, discount, access to a community, etc.
This form can appear in many places such as the homepage, sidebar, in the form of pop up, within the text of a post, etc.
There are dozens of ways to create forms and the goal of these is very simple: to capture as many subscribers as possible with the best possible conversion rate.
- Squeeze Page: Consists of a page whose sole purpose is to get a person’s data. It can be through a guide, a free consultancy, etc.
- Lead magnet: it’s the gift or hook you put on your website so that people who want it have to leave you their data. It can be a checklist, audio, free consulting, ebook, etc. It is the general name that is given to these types of gifts in exchange for personal data.
- Content upgrade: is a kind of lead magnet adapted to a single specific content. It is usually an “add” to content that is already published.
For example, if you post a post called “The Top 10 Marketing Podcasts” and want to create a content upgrade, it would be to do something as simple as a list of the top 50 podcasts and offer it in exchange for email. The content upgrade must be very, very content-related and an extension of the content.
- Confirmation page: once the person has entered their email in a form or opt-in, it is the page where they are redirected and that explains the steps that they will follow next. Ex: “Look at your email where we sent you a confirmation email.”
- OTO or Tripwire: is an initial offer made to a new subscriber with the aim of costing the advertising and making it, as soon as possible, a new customer.
A small, small discount is usually offered for a limited time (e.g. 30 minutes) on the confirmation page.
- Confirmation email: this is the one that arrives right after entering the data in an opt-in in order to confirm that the data of that subscriber is real.
It is a simple email in which, after the click of that person in the link of the email, it is added to your list of subscribers. Its sole purpose is to validate that the email entered in the form is real and that same person.
- Thank you: where you tell him that thank you for subscribing and welcome. Where you can download the guide. It can also be a thank you email.
- Welcome email: The welcome email is the first email sent after confirmation from a subscriber.
It is an essential email to send the gift via email, explain what will be sent in the future and what is expected of the subscriber.
The minimum viable strategy for getting subscribers
Well, now you know the most relevant terms in an email marketing strategy.
We move on to the next level: how do we get most of our visitors from visitors to subscribers?
Get ready, because we’re going to unveil the minimum viable strategy to get subscribers and make your subscription list stop growing
- Once your website visits have arrived through FB Ads, Google Ads, SEO, etc., these are found with a landing page, squeeze page, lead magnet or content upgrade.
All these elements have in common that they have a form where to enter their data. Normally, and not to overwhelm the user, you are asked for little: name and email.
We recommend that the lead magnet or content upgrade be included in the articles that work best on your blog, or on the pages that work best.
Once you have left your email, you go to the next step.
- Confirmation page: Here is supposed to have received a message to your inbox telling them that to finish subscribing they need to confirm it.
This confirmation is called double opt-in. In Spain, at least, it is necessary to make a subscription confirmation by the General Data Protection Regulation. To do this, a link is placed in that email by redirecting to a confirmation page.
On this page, we can recommend that you look in the spam folder, that if you do not receive the message you can contact us, etc.
- It’s time to add the OTO or Tripwire: On the same confirmation page, you can put a video that only appears when the person has already been on the page for X time. This is done so that she doesn’t feel bothered that she’s being tried to sell you from the beginning.
In this video you present a problem, you explain that problem and you provide a solution, which will be what you sell next.
Basically, it’s like a mini sales page where you’re trying to sell a product or service of yours at a discounted price and whose offer will be available for X time. To make the user see that it’s a temporary offer, a counter is added next to the video or in a visible place, and when time runs out the page is self-corrected by your home.
Don’t worry, to add this counter there are thousands of plugins in WordPress.
The goal of this is to raise money so you can afford FB Ads and Google Ads costs.
- Receive the confirmation email: A good idea is to explain to the person the advantages of joining your community.
For example, if it’s a course to learn English for business, you could put something like ,”Congratulations, you’re already inside. It says a lot about you that you’ve signed up for this newsletter, you’re committed to improving your level of English for business, and you’re getting closer to meeting your goal.”
The main thing here is that the person ends up giving the confirmation button to register.
This email could already be started writing following copywriting techniques. As we mentioned in this article,the copywriter is the key figure to make the texts of your email marketing strategy a brutal success and achieve a lot of conversions.
- Thank You Page or thank you page: Once the user has confirmed their subscription, they will be redirected to a page where they are grateful to have subscribed.
Here we can also generate interest by explaining to the subscriber what content they will start to receive from now on. Although we recommend that you do not elaborate much yet. Leave it for the welcome email.
- From here the second phase of email marketing begins: when you have enough subscribers and create a chain of emails that gradually lead your reader towards the purchase. This section would give us thousands and thousands more words, and we do not want to make this article eternal either. 😉 The continuation of this strategy is left for a new future post.
Hit your Email Marketing list and start earning subscribers
We hope you now have a little clearer how to get started in the world of email marketing and start having subscribers.
We recommend that you focus first on growing your list. When you have a considerable number, it’s time to start with real emails.
You have already seen that there are different elements to consider, and that you will have to produce quality content or services to attract the attention of potential people interested in what you do.
If you think it will take a long time to create these contents, we recommend that you delegate it to third parties. At Kiwop we specialize in content creation and email marketing strategies, so if you need a hand, here we are here to help 🙂 you.
Thank you so much for reading us!