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Keys To Converting Your Email List Into Returning Buyers.

Out with the old, in with the new… except for email marketing! Of course. Even in 2021, email continues to bring in the greatest ROI for digital marketing efforts across the board. That doesn’t mean to slow down on your other channels this year, but to pay extra attention to your email marketing efforts this year. Email marketing is a customer relationship management tool (CMS) that will manage your leads when used effectively. More than ever, now is the time to implement and optimize your email marketing strategies to start the year off with a bang. Email marketing is one of the most personal tools for connecting with your audience, and must be treated as such.

1. Rule Number One. Do Not Purchase An Email List!

You may think that a large email list will lead to higher conversion rates, but manually purchasing an email list is a huge mistake that could land you in hot water. See, a customer’s inbox is very personal and people don’t want to be bothered by people they don’t know. This violates the first rule of business- people buy from those they know, like, and trust, and purchasing an email address is essentially stealing. You will end up in the spam box and potentially black listed.

So do the right thing- learn digital marketing and be authentic so people will want to sign up for your emails. Then customers will gladly open your emails when you provide value and make a difference in that customer’s life. One of the best ways to get a visitor to sign up to your email list is to create lead magnet that answers a visitor’s question or solves one of their problems. This will position you as an authority figure.

2. Use a Double Opt-In Confirmation.

Your squeeze page on your website or landing page are great ways to get your customers to sign up. And going off the last point, it’s authentic because your visitors are offering their information in exchange for a piece of valuable information, such as en eBook or newsletter. Most important, using a double opt-in keeps your email list clean; fake email addresses lead to higher bounce rates that will jeopardize your sender credibility. This will affect your deliverability, as internet service providers are weary of spam mail. Laws such as the CAN-SPAM Act are examples of why you must have solid integrity when you are marketing for your business. People buy from people they know like and trust and you must earn that if you want to form long-lasting relationships with buyers.

3. Personalize Your Emails

Draft of a personalized email for a subscriber on an email marketing list.

Email personalization lets you created more targeted emails that appeal to each user. Personalization empowers the users, and makes them feel like their not just another number on an email list. Again, email is personal, and people want to feel valued and welcomed, especially when you’re in their inbox. So try using the recipient’s first name in the in the content. Does that mean you have to manually write out every single email? absolutely not. Email marketing software allows you to program the email using automation by storing the user’s sign-up information to allow personalization after. Send a warm, welcoming message that shows your appreciation for having someone join your list. After all, they signed up to get value from you. Also, we can’t forget birthdays. Customers are more likely to purchase when they feel valued and appreciated.

4. Write Catchy Subject Lines.

Preview of an email subject line for an email being drafted.

Going off the last point, your email subject lines are just as important as personalizing the content of your emails. The goal is to stand out in your subscriber’s inbox- not get lost in a thousand other emails they have that day. Regardless of your reasons for sending, your email subject line should peak the user’s curiosity, should have a sense of urgency, and be relatable to the reader. Readers only have a few seconds (if that) to determine if they want to open your email. So write a catchy subject that is timely and relevant to the reader so they will be excited to open your email. Here are some additional tips to make sure you stand out in your reader’s inbox.

  • Avoid the “no reply” sender name
  • Use numbers
  • Use emojis when necessary
  • Make your reader feel special
  • Don’t go overboard with capitalization/ punctuation
  • A/B test your subject lines

5. Create Automated Email Campaigns

You do not have to know advanced coding skills to implement email automation in your email marketing plan. Those emails you get when you click off Amazon and visit your inbox later? That’s an abandoned cart trigger that caused you to get those emails. Want to send your clients a welcome email when they sign up to your list? That’s also marketing automation at work. Automation saves you time by letting you program the mundane tasks and avoid the repetition that costs you time. Segmenting your list is the key to organization and providing the most relevant emails to subscribers throughout the buyer journey.

A map of an automated email sequence.

6. Create Engaging Email Content

Your user has signed up and is going to be expecting fire content from you- it’s now 2021 and there’s no excuse to have boring emails. That also includes boring text- you have to think like a copywriter and know your buyer. People’s inboxes are flooded and difficult to sort through everyday- so your content must standout and make the reader want to continue reading. Start off with an engaging subject line to increase open rates. This will require testing and revision, but its important to know how your subscribers are responding to your emails. GetResponse, for example has a library full of multi-themed email designed templates that will appeal to your audience no matter who they are. Sometimes browsing through the templates for an extra few minutes can take your creativity to new heights and ultimately make you a more innovative marketer.

Email marketing templates that are available inside the GetResponse user interface.

7. Have a Clear Call-To-Action (CTA).

Your reader has opened the email and is reading the content, but it’s what you want them to do next that counts. An email can go in a number of directions, and what your readers does will determine how you will segment the user in the future. This is why you need to have a powerful call to action CTA). There’s always the one exception to the rule, but having one solid call to action leads to much higher conversion rates than having too many, which will confuse the reader. Just as you must remember to ask for the sale in marketing, you must gently direct your user to the next step in your call to action copy. Your CTA should be short and to the point, as well as standout on your page so its visually appealing. Common CTAs include:

  • Shop Now
  • Download
  • Donate
  • View Post
  • Look Inside
  • Go
  • Share

No matter your email CTA, it should be be short, standout, and gently direct your reader what you want them to do. This will affect how they progress through the marketing automation series, so it’s important to use the correct wording and remember your talking to a fellow human being.

8. Analyze Your Email Marketing Data

Digital marketing is based on data, and the only way to know what works best is to test, test, and test some more. There are so many ways to adjust your email marketing campaigns, from email frequency to the time of day the emails are sent. All of this may seem overwhelming at first, but lets get the primary metrics set:

  • Open rate- The number of emails opened divided by the number of emails delivered.
  • Click rate- Unique clicks divided by emails delivered.
  • Delivery rate- The number of emails delivered divided by the number of emails sent.
  • Opt-out rate- Total opt-outs divided by the number of emails delivered.

Tracking your campaign statistics might seem like no-brainer, but knowing what to track can be very specific. There are many factors that can affect these areas in your marketing campaigns, which brings us to our next tip…

9. Split-Test Your Email Marketing Campaigns.

An overview of the split A-B testing available in GetResponse.

While we’re on the topic of email marketing testing, let’s not forget about split AB testing. AB testing is comparing two variables against each other to see what works best, and then going from there. It’s important to test everything to see what works best.

Here are several, among the many items to test to improve your email marketing campaigns.

  • Subject lines
  • Image vs. no image
  • CTA copy
  • CTA color
  • Time of day
  • Short vs. long subject lines
  • Short vs. long email copy
  • Send address
  • And much more

10. Use a Reputable Email Marketing Tool.

There are many email marketing tools available, and it’s ultimately up to you to decide which one is best for you. It’s a matter of preference, and everyone will have differing opinions of which is best for them. The only way for you to know what works best for you will be to try one, or try many and make an educated comparison about which is best. At the end of the day, you can watch YouTube videos and read about which ones are best, but those who are willing to get their hands dirty will know the ins and outs of a program.

That being said, there are two email marketing service providers that recommend to anyone serious about their email marketing aspect of their digital marketing program. I personally use and recommend GetResponse because of its all-in-one funnel building system with hundreds of templates to choose from. This includes landing responsive landing pages, webinar integration, surveys, and forms you can add anywhere. Plus, you can try it free for 30 days and explore all of the features! GetResponse is beginner friendly, for those who are new to email marketing, but also contain all of the high-end automation features for digital marketing professionals as well. I repeat, its a matter of preference and you must learn what works best for you- you learn by doing, and why not use a budget-friendly tool that will turn your leads into repeat customers.

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