How to Use Email Marketing to Grow Your Business
This is a guest blog from Rebecca Clements of Bex Creative.
Email provides a way for you to directly communicate and sell to your customers and drive repeat traffic back to your website. Email also allows you to build a relationship with your customer so they know, like and trust you, which is necessary to building your business.
Let me share some statistics:
According to recent research by the Direct Marketing Association
72% of people would rather receive promotional material via email than social media.
38% of people say receiving special offers is the top reason they subscribe to an email list.
Email has an average ROI of $38 for each $1 spent.
Now that I’ve convinced you that you need to have an email list, I’m going to show you how to create your list and grow it.
Choose The Right Software
There’s so many different email campaign softwares out there. Some of the more popular ones are Mailchimp, Mailer Lite, Klaviyo, ConvertKit, AWeber, Infusionsoft, Constant Contact and many more. I’ve personally used Mailchimp, Convertkit and Klaviyo.
The type of software you use can depend on the type of business you have. If you’re an eCommerce business selling physical or digital products, I highly recommend Klaviyo. It was specifically made for eCommerce businesses and integrates with all of the popular shop platforms like Shopify, WooCommerce, Magento, BigCommerce, Volusion and Spree Commerce.
It allows you to automatically segment your list based on your customer’s buying behaviors like what they bought from a specific product category or that they haven’t bought anything in 30 days. You can then put together emails that get automatically sent out based on these behaviors.
If you’re a blogger or service based business, I would recommend either Convertkit or Mailer Lite. Both allow you to set up various optin forms on your website, put together autoresponder sequences (which I’ll get into later) and create landing pages. Mailer Lite is free for up to 1000 subscribers and Convertkit starts at $29/month. The reason I prefer Convertkit is because of it’s unique tagging system allowing you to automatically add tags to your subscribers and send emails to those tags instead of having to create multiple lists like in MailChimp.
Set up Multiple Opt-ins
Now that you’ve chosen your email software and set up a list, it’s time to set up your opt-in forms to get people to subscribe to your list. You don’t want to just set up one form and be done with it. You need to add opt-ins in multiples places to have a better chance of converting your visitors. Some places to add your opt-in:
In a bar at the top of your website
In your footer
On your About page
At the bottom of a blog post as a call-to-action
In the sidebar of your blog
You can use a tool like HelloBar or SumoMe to add pop ups or bars at the top of your website for opt-ins. They also let you create multiple versions to test which ones convert the best.
Create a Lead Magnet
Just putting “Sign up to my email newsletter” doesn’t exactly draw people into your email list. People get so much email that you need to tell them what kind of value they’re going receive from joining your list.
That’s where a lead magnet comes in.
What’s a lead magnet? It’s an incentive or free resource that you use to entice your visitors to sign up to your email list. If you’re an eCommerce business, this could be a coupon code for 10% off their first order or free shipping. If you’re a service based business, this could be a free email course, a quick start guide, a mini eBook, a printable, a template or case study.
For example, if you sell graphic design services, you could provide a free business card template. Or if you sell coffee, you could provide a mini eBook on various ways to make coffee.
This is a great place to get creative and really provide your potential customers value.
Create an Autoresponder Sequence
An autoresponder sequence is a collection of emails that get sent out to your email list over a period of time. They would get the first email initially and maybe the next one the following day and the next one the day after that, etc. What’s great about an autoresponder sequence is you put the emails together once and your email software does the work for you automatically sending them out when you want.
If you chose to do a free email course as your lead magnet, then you can set up an autoresponder to send out an email each day with your lesson to your subscriber.
Or if you’re an eCommerce business, you can set up a series of emails welcoming them to the club, giving them more info on your brand, a behind-the-scenes peek into your company, some testimonials or social proof on your products, a resource related to your product, etc.
What to email your list
Besides your lead magnet and autoresponder series, here’s a few ideas of what to send your list:
Blog posts or repurposed old posts
New products or promotions
Content that teaches your customers something related to your products or niche
A roundup of favorite links that week from outside sources with content related to your niche (i.e. links you found useful or inspiring)
A link to a video or webinar you made
Behind the scenes look at your company
I hope this post has made you realize the positive effects that growing an email list can have for your business and given you actionable tips to get started. Now it’s time to take action and start your email list today.
Do you have any tips or strategies for starting and growing your email list?
About the author
Rebecca Clements is an eCommerce Marketing Strategist helping online shops get more customers using digital marketing strategies. She has started, grown and sold two eCommerce businesses and has an eCommerce Marketing Specialist certification from Digital Marketer. You can find her at www.bexcreative.com