This is the final lesson in this mini-series, but it is one of the most important. Compiling an email list around your website is one of the best ways to build a responsive audience, and while the growth of social medial has led many to suggest email is dead, it certainly is not the truth.
Email is the ultimate in personal connections that you can make with your website visitors and/or customers. It allows you to update a select few important people who signed up to your email list, and these people went to the trouble of giving you their email and therefore they most likely want to receive emails off you. While email lists may stretch to several thousand people, they are still much more intimate and personal when compared to social networks where messages can be seen by just about anyone.
What makes email marketing fantastic?
- It’s engaging and low cost.
- By offering valuable content your followers become more loyal.
- More followers drive more website traffic via word of mouth.
- You can track email data easily.
- Email has high engagement and thus higher potential conversions.
A word of warning however, nobody likes spammy newsletters that are just one big sales pitch. When you build your email list make sure you only provide useful or interesting content to your subscribers, and let them know about interesting new stuff on your website. Don’t go crazy trying to sell them something.
Think of your email list like a special select community, and give them emails that you would want yourself. Yes use emails to inform people and get them to check things out on your website, but give them a choice and do not force things down their throats.
If you are going to do one thing with your website it should be trying to build an email list. If you don’t have a product to sell or a service to offer you can still aim to get people to sign up to your email list. Remember the last lesson where we talked about call to actions, well make signing up to your email list your call to action. At the very least you can tell your email subscribers about new content on your website, or about new advances in your subject area. Also, when you do have a service or product to sell then you can introduce it to your email list, but don’t do the hard sell.
Where do you build an email list
It’s common to use an email marketing specialist to take care of your email list. You have a sign up form on your website and this is linked to this email marketing specialist, who will store all the important information for you (i.e. subscribers name, email address etc.). You can then use these email marketing websites to send out emails to your lists, and even do cool things such as set up auto-responders that automatically sent out emails to new subscribers at any given time interval. If you collect data such as age or location from your subscribers you can do neat things such as only send certain emails to people of a certain age or in a certain location, which can be pretty powerful. A word of warning though, don’t try and gather all sorts of information when people first sign up for your email list, because this can stop them signing up. You can always follow up later to gather more details.
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