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Email Marketing Strategy Examples

Depending on the email marketing software you use, it’s important to learn all the features it has to use it to its fullest potential. You might not even be aware of all the things your email marketing software is capable of doing.

Nine Creative Ways to Personalize Emails 

If you aren’t sure, consider seeking out someone who is an expert with your particular software choice so that everything can be set up to be the most effective and the most personal in nature.

  • 1. Craft Interest-Targeted Email Messages – Use the software to capture the information needed to personalize and craft email messages toward what your subscriber wants to know about. This is an important way to move your subscribers enough to purchase from you. Capturing the right information will enable you to point your subscribers to products and services that they want.
  • 2. Create Geocentric Messages – Your email software likely allows you to capture location-based information from subscribers. This location-based information can be used for various purposes, from marketing events in their area to encouraging them to visit your location if you have a local bricks-and-mortar business.
  • 3. Let Them Define What Information They Want – Sending a poll or checklist to subscribers lets them define what information they want to get is a good way to find out exactly what your subscribers need and want to hear from you.
  • 4. Acknowledge Purchases Made – Each time a purchase is made, it’s important to acknowledge it with a thank you and move them off a list that keeps promoting that item. If they feel like you’re harassing them to buy something they already have, they won’t respond well when you market something new to them.
  • 5. Encourage Social Sharing – Put social share buttons on appropriate email messages so that your subscribers can help you get more people to sign up for your email marketing lists. This type of personalization encourages them to share with their friends and encourages them to a friend, like, and follow you on other social channels.
  • 6. Insert Predefined Fields – Most email programs allow you to insert different predefined fields. For example, if you have a website devoted to selling art, you could send a questionnaire to your audience asking them what their favorite style is. Then the software will not only trigger the right emails to go out based on that style, but it will also mention the style within the email message. If they don’t fill it out, it will insert some other value that you choose into that predefined field. 
  • 7. Use Date Insert Fields – Many of your emails need to be pre-crafted, but you can make the email message look as if it was just created by using the date insert field. Then the email message looks timelier. With that function, in conjunction with special sales pages that also show the current date, you can personalize by keeping everything looking current.
  • 8. Use Retargeting Technology – When someone visits your website or buys something, it’s important to use the technology available to you to retarget them for buying something more. When your user receives your email and opens it, a software program can install a cookie that will allow specialized ads to be delivered to the user when they visit various web pages.
  • 9. Ask for Reviews for Products Purchased – Whenever customers buy a product, send them a thank you message and then a series of follow-up messages. One of these can be a request for a product review after giving them enough time to try and use your product or service. The form they fill out for the review will also ask for more information about them that you can use for further targeted marketing.

Even though most consumers are savvy enough to realize that many email marketing is automated today, they still respond better to more personalization than less. Therefore, if you want to compete with others, it’s imperative that you use your software to its fullest potential by using as much personalization as it’s capable of.

Getting More Information from Your Subscribers AFTER They Opt-In 

The best email subscription forms ask for very little information to start. But, the more personalized the emails you send your subscribers, the more response you’ll get.

Therefore, you need to come up with ways to get more information from your subscribers after they’ve already opted in so that you can ensure that you are sending them the right information.

Welcome Message: Right off the bat, when you send your new subscriber a welcome message to your list, it is a great opportunity to seek more information from them using a web form. Depending on which email marketing program you use will determine which features it has to collect more information.

Thank You, Page: Another great place to get more information from your subscribers. This can be true of an opt-in thank you page and a product purchase thank you page. Please create a form for the page where your subscriber or buyer can click to provide more information about them to help you serve them better.

Polls and Quizzes: Periodically, it is helpful to send your list subscribers interactive information such as polls and quizzes. This will help engage your list subscribers in a new way and open them up to providing more information about themselves so that you can personalize your interactions with them even more.

Coupons and Codes: Any time a subscriber takes advantage of a coupon code is a good time to collect more information about them to personalize the information you send them. You may have only collected an email and name when they first opted in but when they redeem the code, ask for more info.

Request for Response: Sending out an email to your subscribers requesting a response such as a comment on your blog, or for them to fill out a form, or to ask you a question that you’ll answer on your blog, is a good way to get more information about each subscriber that can be used to create more personalized messages.

Surprise Gifts: You probably gave your subscriber a freebie when they signed up for your list. You can use the same tactic in your subscriptions to get more information from your subscribers. Offer them a new gift for some action taken.

Subscriber Preferences: This is a good way to get more information is to offer your subscribers various preferences they can choose for the type of information they want. If you have more than one type of list, why not give them a chance to get on other lists that you have at this point?

Behavioral: Moving your subscribers from the list to the list due to the behavior that they demonstrate is a great way to personalize the information that your subscribers receive. For instance, if they click through to buy something, they should be moved to a new list.

Don’t just try one time to get more information from your subscribers. Take time to build trust between you and your subscribers and as time goes on, ask more questions and seek more feedback from them so that you can make the information you send them more personal than ever before. The more personal your message is to them, the more response you’re likely to get. 

How to Optimize a Squeeze Page for Search Engine Traffic

When building a squeeze page, it’s important that you understand whom your audience is and the purpose of the page before getting started.

Then, to optimize the squeeze page appropriately, consider the following.

  • 1. Keep It Simple – Don’t go nuts with putting every last thing in every last squeeze page you make. You don’t want pop-ups and pop-unders on the same page. You don’t want too many keywords to gunk up how readers view your page, either. You want the page to read well for real-life visitors while at the same time attracting the search engines to rank you higher.
  • 2. Know Your Keywords – Study the keywords that your audience uses to find you. It doesn’t matter what other people think about your keywords; it only matters what your audience is using to find you. Look for high-value, low-competition keywords to use to attract your audience. 
  • 3. Keywords in Titles – Not only should the titles on your page be keywords, but they should also be in the proper heading style. If the search engine recognizes it as a header, it will place more importance on the words than if it’s body text.
  • 4. Optimize Title Tags – If you look at the top of any webpage, there is a title for the page. Take advantage of this area to define what the search engine sees about your page. If you don’t control this area, every page of your website will have the same title tag. Differentiate each page to get more hits from search engines.
  • 5. Use META Descriptions – Every page has a META description that will define how the search engine displays your search results to the reader. Make the most of this feature. If you use WordPress to build your sales pages, you can use an SEO plugin like YOAST, which allows you to control the META description and even see a preview of what it will look like before publishing the page.
  • 6. Keywords in Subheadings – Creating subheadings with keywords and header tags will help not only lead your user’s eyes down to what you want them to read and describe the actions you want them to take, but it will also draw attention to the search engines. 
  • 7. Keywords in Links – Make links within the squeeze page with words that are keywords and specific about the link. Don’t use words like “click here”; use words that describe what they’re clicking, such as “100 Stroganoff Recipes” instead. Most people understand that underlined words are clickable now. 
  • 8. Keywords in URL – If you can include a keyword in the URL of your squeeze page, that is a very good use of a keyword or keyword phrase. Don’t go too crazy with the keywords, though; you want the page URL to look nice.
  • 9. Use Descriptive Keywords in Alt Tags – Search bots cannot read images, so it’s up to you to describe the images you have on your sales page. Use more than “pretty blue flower” to describe the image. Instead, use words that are particular to your offer.
  • 10. Awesome Craft Headlines – Headlines in squeeze pages are important because people do not read horizontally online; they read vertically. Bolding a headline using headers and making sure it’s an important keyword will lead the search engines to rank you higher and help your audience read your page better.
  • 11. Create Actionable Copy – Your squeeze page copy should include keywords that make sense. Please don’t overdo it because using more than two percent keyword density in your pages will send alarms to the search engine that your site might be spam. Instead, create copy that leads your viewer to perform some action.
  • 12. Consider Adding Video – Video is often shared, which adds dimension to the sales page, but while a search engine bot can’t watch the video, it can read the tags and notice a video. And since users like the video a lot, the search engine is more likely to put that page toward the top of the results.
  • 13. Responsive Design – People don’t exclusively use their PCs when looking at sales pages. Many people use their mobile devices while waiting in the doctor’s office or visiting a coffee shop. The more responsive your design is, the more the search engines will like your page.

Using these tips to create a fully optimized squeeze page to get more search engine traffic will work. Try making one or two changes at a time to make the effect even more useful for getting more search engine traffic. Search engines also like websites that are updated often – and since sales pages and squeeze pages don’t typically change much, improving your page over time is another way to garner more search engine traffic.

How to Turn an Unsubscribe Back into a Subscribe 

Once in a while, you’ll have someone unsubscribe from your email list. In reality, you want to get some unsubscribes because that means your list is super focused, and it might not be right for that particular person. 

However, the unsubscribe process is also another opportunity to refocus that person and better target your audience.

Follow the Law: By law, you must offer an easy-to-use unsubscribe button. Please don’t force them to re-enter their email addresses to unsubscribe. Just give them the button and let them go without doing so grudgingly. However, you can remind them of why they joined your list at the same time by sending them to a special offer sales page when they click to unsubscribe.

Keep It Simple: Don’t make it tricky to unsubscribe. Prepopulate the unsubscribe buttons and offer the alternatives to the reader to choose different lists or information they may want that might be more accurate for them.

Ask Them Why They’re Leaving: Using the unsubscribe page as a way to find out why they want to unsubscribe can help you better focus your email messages and opt-in offers in the future. Plus, it can give the person unsubbing new insight into what you offer your lists, and they may change their mind.

Offer Alternatives: On the unsubscribe page, don’t make them jump through hoops but do offer them some options such as lower frequency of email (such as a monthly option) and different newsletters they can sign up for, or other offers that you have that they may not know about.

Take It in Your Stride: It’s not personal. If you can take the unsubscribe for what it is, a simple request not to get more email from the list they’ve subscribed to and not a personal attack on you, then you’ll be able to handle the unsubs better. Honestly, a clean list is better than a list full of inactive users, so some people are doing you a favor by unsubscribing.

Send High-Quality Information: Stop unsubscribes before they start by providing high-quality information targeted toward your audience from the start. When someone subscribes to your list, let them know what to expect upfront, then be sure to deliver what you promised.

Send a Free Parting Gift: When someone unsubs from your list, your autoresponder email will send them an unsubscribe confirmation email which is your chance to say goodbye. Within that, you can offer them a parting gift that will then put them on a different list that might be more appropriate. 

Ask Them to Reconsider: You can also ask them straight out to reconsider unsubscribing on the unsubscribe page. Offer them a gift if they stick around a little longer, such as one more week or a month. Some people are only unsubscribing because they forgot why they signed up for your list. This is a chance to remind them.

You have to tread lightly when it comes to unsubscribing because you don’t want to make it difficult and make them jump through hoops to get off your list finally. But, you do want to ensure that you remind your audience why they signed up for your list. Make it clear that you’re sorry they’re leaving, and finally ask them for another chance at pleasing them. 

Increase Conversion by Keeping Emails Simple 

Email marketing is an effective way to market your products, services, and information to your audience. But, it can be easy to confuse your readers to the point that they do not take action. 

If you want to improve conversions, consider the following.

Know Your Audience: The best thing you can do for your business is understand your audience backward and forward. The more you know whom you’re crafting emails for, the better you can word everything to get the response you want.

Craft Subject Lines That Create Curiosity: Your first line of defense is the subject line of your email. If your subject line doesn’t make the reader curious enough to open the email to read the rest, nothing else matters.

Create Attention-Grabbing Headlines: When someone opens an email, the headline is the first thing they will see after the subject line that enticed them to open the email in the first place. If this doesn’t grab their attention, they probably won’t continue reading.

Use Bulleted Information: Inside the email message, be sure to make the information easy to absorb. One way to do this is to use bulleted information and lists. People read online differently than they read a book. They read vertically instead of horizontally; therefore, make the information match where the eye goes.

Have One Focus per Email: Instead of giving too much information and many options for purchasing something, make your email focused on one item and one offer. You can always upsell and cross-sell at the point of checkout but for the email, focus on one thing only.

Provide One Link per Email: Don’t overwhelm your audience with ten links to different items in your emails. Instead, provide one link for the focused information that you want to get across to your audience. One link gives them one thing to do.

Know Your Specific Call to Action: If you can identify the one thing you want your audience to do after reading your email, then it will be easier for you to design the subject line, headline, and email to match. 

Keep It Short and Simple: Super-long emails don’t translate well because most people want to know what the point is and move on from the email. Take out extraneous words and get to the point in your emails for faster action. 

Understanding that you can increase conversions by being more focused on each email that you send doesn’t mean you can’t promote more than one item in your email messages.

However, focusing each message on one promotion will get you further than too many promotions in one email. The reason is that you avoid confusion and increase conversions by telling your audience about one offer at a time.

Making the Most of Your ECourse 

Creating an eCourse is a great way to get subscribers to your list. An eCourse is also a great way to give information to your subscribers that they need and a way to market other information to them. 

It’s important to build trust with your subscribers, and you can do that with a well-written and planned out eCourse. 

But, you should be aware of some best practices for your course when using an eCourse as subscription bait, either free or paid.

1. Craft Well Written Opt-In Messages – Tell your subscribers what to expect in the opt-in information. That way, they will know that they’re going to get more than just the eCourse. Letting them know this will do two things. It will prepare your subscriber to get more than just the course; and two, it will allow them to say no or yes. The best subscribers know what they’re getting into when they opt-in. 

2. Make the Most of Your Thank You Message – Once they are opt-in, send them a thank you message. This is a great place to include extra information about what they will receive, again, and other opportunities you have for them. If every single message you send out is packed with information, you’ll be more likely to get a positive response.

3. Craft Your Course Series Carefully – If you’ve promised your subscribers a ten-day email course, each day of the course should be very well defined and stand on its own and make them excited for the next course delivery. Remember, a ten-day course doesn’t have to be delivered one each day; it can be one each week with other information in between. 

4. Create Offers within eCourse Messages – Each course message is a great time to include offers to the subscribers for other products and services or information you promote. You can send them to affiliate products and services that coincide with what you’re teaching them in the course.

5. Add Extras within the eCourse Series – A ten-day course can turn into a month of emails with extra days and courses. You can even ask for homework from your course subscribers, sending them to a private Facebook group or forum where they can turn in their assignments to give them extra -all within the same “10 day” course.

6. Give Bonus Course Information – If you want to, you can offer your subscribers the opportunity to sign up for another eCourse series within the current course that you’re providing. Many people are happy to learn more advanced information about a particular subtopic within the original eCourse. 

7. Offer Opportunities to Join Other Lists – If you have more than one email list that might be of interest, the eCourse is an excellent way to let your subscribers know about them. Keeping your subscribers moving through your product funnel by making new offers is a great way to make the most of your eCourse.

8. Periodically Update the eCourse Information – Even when the course is over, if updates happen or changes in technology occur, it’s a good time to contact your course members to give them the scoop on the update.

Making the most of an eCourse is essential to making the course worth your time and effort. Thankfully most, if not all, of the email course can be automated using your autoresponder service – whether it’s a free eCourse or a paid course. 

Planning Your Email Marketing

Your best chance of success with email marketing is creating a plan based on the products you want to promote. It all starts with your product funnel, which leads to your content marketing plan, which leads to your email marketing calendar. 

All email marketing should be focused on promoting your products and services, and that requires planning. The following steps will help you increase the results of your email marketing.

  • Craft a Working Product Funnel: You probably already have various products and services, but you may not have designed a product funnel yet that helps you understand how everything is interconnected and works together. Understanding this can help you keep your different lists and promotions in order.
  • Design Sales Pages for Each Product: Each page should tell your audience the benefits of purchasing the product. Remember, a sales page’s focus is on the audience, not on you. Benefits over features, always – pretend you are the client and answer all the questions and concerns they might have right on the sales page. 
  • Start Appropriate Email Lists for Each Product: Using your autoresponder, create the lists for each product or service that you will promote. At the minimum, you will want a general email list for people who visit your blog’s front page and then two lists for each product you sell. Create one list for people who purchased the product and one list for people who want more info about the particular product. Name them appropriately to know where to put the messages based on where the audience joins your list.
  • Develop a New Product Launch Calendar: Knowing when each product is being launched for new upcoming products and or services will help you identify which lists you can include the announcements and information on. Plus, it will remind you to create new sales pages, lists, blog posts, and email marketing messages for each new product.
  • Create a Blog Post Publication Calendar: Based on the product launch calendar, write blog posts and set deadlines for them to be scheduled. Ensure that some blog posts promote the various sales pages, and other blog posts are designed for those who purchased already. For each message, consider who will see it and where they come from.
  • Create a Social Media Content Publication Calendar: Develop social media messages in a series based on your blog posts to attract your readers to click through to your sales pages and purchase or sign up for your email lists. 
  • Create an Email Publication Calendar: Based on how everything works together above, create a series of emails that you can edit appropriately for each separate list that you may want to promote the new product to. Load them into the right auto responders, ensuring they link to the right sales pages depending on the audience they are sent out to.
  • Craft Follow-Up Messages: Don’t forget to craft all your follow-up messages for each product you sell. Once sold, you will want to keep in contact with the customer who bought it so that you can market future products and services to them.

By creating a plan of action to follow, you can make sure every single time you launch a new product that you can cross-promote other products and services without bombarding your list too much with messages they don’t need, thus increasing your conversion rates exponentially. 

If all the content you create goes together like a puzzle to promote all of your products and services seamlessly, it’ll be that much easier each time to set up for each new product.

Subject Lines That Encourage Opening of Emails

You’ve finally got some subscribers to your email list, and now you want to start getting some interaction from your subscribers. You want them to read the information and answer your calls to action.

But first, you have to get them to open the emails. All that starts with crafting subject lines that encourage the opening of your email messages.

  • 1. Pique Their Interest – Don’t give everything away in the subject line. Instead, use the space to make them want to open the email and know more. Think about what they see when they get the email in their inbox and put the words in the right order to pique interest.
  • 2. Tease Them – Email subject lines are good to bring humor and a fun personality to your email messages. Keeping your audience in mind makes your email subject lines evoke your audience’s emotions to open them.
  • 3. Make Them Curious – The email subject line should make the reader curious enough to open it. If you know the audience you’re sending emails to well, and you should, it should not be difficult to craft curiosity-seeking email subject lines for them.
  • 4. Don’t Be Too Clever – You don’t want to mislead your audience, so be careful about trying to be too clever with your email message subject lines. If they feel duped when they open the email, they’ll be unhappy no matter how good your offer is. 
  • 5. Put Keywords First – Some people search their emails using various keywords; make it easy for them by including those keywords within the first three words of the email subject line. Plus, when the email comes in, the keyword will be immediately visible to them.
  • 6. Personalize It – People respond very well to personalization in email messages, including subject lines. If you can call out their name or name their title, they will be more likely to open the email message.
  • 7. Avoid Filler Words – You have very little space in the email subject line. How long your subject line is will depend greatly on your audience. Test different lengths of subject lines to find out what works well with your audience, but the rule of thumb is 1 to 7 words or less than 130 characters.
  • 8. Name Drop – A great place to name drop is in the subject line of an email. Suppose you use a famous person’s name or a person who your audience values, then all the better. You have to be careful doing this because you don’t want the person’s name you drop to be angry, ensuring that it’s all positive. It needs to be a win-win situation.
  • 9. Focus on a Deadline – A time limit mentioned in the subject line will also entice your audience to open it. If you offer a special that expires in three days, say so in the subject line to know that they need to open now and not wait until later. Note: Make the deadline real to be most effective. 

Creating subject lines that encourage the opening of emails is something that you need to consider carefully based on your topic, audience, and the results you’re hoping to achieve through your email marketing messages. 

What to Include in Your Email Newsletter? 

Knowing what to put in your email newsletter is as important as creating one. They say that the money is in your list, but you’ll miss out on the additional income that an email newsletter can generate if you don’t send out regular messages. 

It’s important not to overthink each newsletter that you send out. Keep them simple, not too long, and always point the reader to something else, such as something to buy, share or do.

  • 1. Tips and Tricks – It’s great to include a list of tips and tricks for your readers in your email newsletter. If you send out a daily newsletter, you could make once a week a list of ten tips or tricks to use that involve putting your services or products to their best use.
  • 2. Special Offers – You don’t have to send out a special offer every newsletter, but if once a month or so you offer your newsletter subscribers an offer that no one else is getting just for being a subscriber, you’ll make them feel special. People love the feeling of membership and exclusivity. 
  • 3. Engagement Opportunities – Give your newsletter subscribers an inside way to meet up with you, either through live meet-ups or online webinars. Having one webinar a quarter or more often is a great way to engage your newsletter subscribers. Google Hangouts is a great way to accomplish this. You can even offer Q&As.
  • 4. Early Bird Notices – Tell your list subscribers about new products before announcing them to the world. Giving them a few days to purchase at a discounted “early bird” rate is a great thing to include in your email newsletters.
  • 5. Feedback Questions – Using your email newsletter to get feedback on potential new products or services is a great way to encourage engagement. You can do it via questionnaire or poll.
  • 6. Testimonials – Including a section for customer testimonials is a great way to recognize your clients and provide social proof to newsletter subscribers who have not purchased from you yet. 
  • 7. Share Buttons – Inviting your newsletter subscribers to share individual newsletters that don’t have exclusive material is a great way to improve your subscription rate and will also make your current members feel included in your community.
  • 8. Legal Notifications – Every newsletter needs to include all legal notifications relevant to anti-spam laws. If you go with the most stringent laws, you’ll be sure to cover all your bases. 
  • 9. Opt-Out Information – While this could be covered under legal notifications, it’s important that you include opt-out information that is easy to find in every single newsletter that you send out. Don’t be worried about subscriber’s unsubbing. It’s better to have a clean list of people who want to be there than a list full of people who resent getting your information.

Ensure that you include various things in your email newsletter designed to get a response, and you won’t be disappointed in the results. In addition to the nine items above, never forget to include a call to action (CTA) in each newsletter that you send out. Without a CTA, there is no point in the newsletter. So, be clear about that before you start.

What Types of Free Gifts Can You Offer to Subscribers? 

The freebie is a popular way to entice new subscribers to offer up their information to put them on your email list. It’s still a great way to get someone to sign up. 

The important thing about a freebie is that it should be useful, valuable, and of the same quality as the things you sell to your audience.

If it’s a lesser value, they may not realize it, and they will think this is an example of the type of work you do and not buy your products or services. If you are serious about getting more clients, your freebie needs to be an example of your audience’s expectations. 

However, never make your gift something that you have to produce separately for each person; that would be too difficult and take too long. You want it to ideally only cost you something to produce one time.

EBooks: This is a great gift to give away, especially if you use one you normally sell to have a perceived value to the visitor. If you normally sell on your website or elsewhere, the visitor feels much incentive to get the free item.

Software: If you create any downloadable tools, software, plugins, or apps or have permission through private label rights to use them as freebie giveaways and something very useful for your audience, this is another great gift to give your subscribers. This works best if the freebie is something your audience can use in conjunction with your products or services.

Reports: A report is just a short eBook that focuses on solving one problem instead of an overall “how to” as a book. If you had a website about vegetarianism, you could, for instance, offer a free pantry check sheet, conversion, or substitution chart for your readers to use.

Coupons: People do like getting discount coupons, so if you can offer your visitors a coupon code for signing up for your email list, that is a great freebie to offer. Don’t discount your work too much, though, because that devalues what you do. 

Videos: Offering a video lesson or videos of a live event as a freebie is a great way to repurpose videos that you’ve made. Just load them up to deliver to the people who sign up for your list. 

Checklists: An awesome freebie to give your audience are checklists to use that you’ve tried and put together especially for them. 

Charts: There are all sorts of charts you can provide your audience depending on your niche. 

Bundles: You can put together a compilation of all of the above if you want to offer an awesome freebie to your list subscribers. This is a great way to give them a broad sampling of what you do well. 

Getting people to opt-in and subscribe to your list is an important part of making your online business or the online marketing of your offline business successful. 

The money is still in the email list, no matter what other channels exist for marketing your business. Get your audience on your list, and you can give yourself a raise whenever you want to. 

Email Marketing Strategy Examples

Email Marketing Strategy Examples

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