In today’s fast-paced digital landscape, mastering email marketing has become a fundamental skill for businesses aiming to thrive. Whether you’re an experienced marketer or embarking on your entrepreneurial journey, understanding the value of email marketing and growing a list is essential for business growth.

 

My biggest regret, which I always tell, is NOT having built an email list and mastered email marketing sooner in all my businesses. 

 

Why all Businesses Need to Grow an Email List

Building and nurturing an email list stands as a cornerstone of effective marketing. Here’s why it’s indispensable:

 

1. Direct and Personal Connection: Unlike the often impersonal world of social media, emails forge a direct line of communication to your audience, creating a personal connection when you build a list of the right audience. 
2. Ownership and Control: With an email list, you possess and manage your communication channel, reducing the risk of losing contact with your audience due to unforeseen platform algorithm changes (or if your social media account being deleted)
   
3. Effective Marketing Tool: Email marketing consistently ranks as one of the most potent marketing channels. It allows for precise targeting, tracking, and customized content delivery.
   
4. Build Trust and Credibility: Through consistent, valuable emails, you can establish trust and credibility within your industry by positioning your brand as a reliable authority.
   
5. Automation: You are able to automate customer journeys like abandoned carts, onboarding or follow up sequences.
   

 

Choosing the Right Platform

Selecting the appropriate email marketing platform is pivotal. Here’s how to make the right choice:

 

1. Consider Your Needs: Evaluate your budget, list size, and required features to identify a platform that aligns with your objectives.
2. Ease of Use: Opt for platforms with user-friendly interfaces, intuitive editors, automation options, and good analytics.
3. Pricing: Compare pricing plans to ensure they fit your budget and growth projections. Many platforms offer free plans suitable only for small lists.
4. Integration: Ensure it can seamlessly integrate with your existing platforms, like your your website and CRM
5. Support and Resources: Access to responsive customer support and educational resources is critical, particularly for those new to email marketing.

 

Growing Your Email List

Once you’ve chosen the right platform, shift your focus to growing your email list:

 

1. Create Compelling Content: Offer valuable resources like ebooks, or exclusive discounts to incentivize subscriptions.
2. Opt-in Forms: Place opt-in forms strategically on your website, blog, and social media profiles, ensuring they’re both eye-catching and straightforward to complete.
3. Host Webinars or Events: Hosting webinars and virtual events can attract new subscribers while showcasing your expertise.
4. Landing Pages: Develop dedicated landing pages for specific campaigns or offers to capture email addresses effectively. Eg. Competition
5. Referral Programs: Encourage current subscribers to refer friends or colleagues by offering rewards or incentives.

 

Dos and Don’ts for Email Campaign Formatting

Improving open and click-through rates hinges on adhering to best practices:

 

Dos:

1. Personalization: Address recipients by name and segment your list for tailored content.
2. Mobile Optimization: Ensure emails are mobile-responsive, given the high number of users accessing emails via smartphones.
3. Compelling Subject Lines: Craft subject lines that generate curiosity without resorting to clickbait.
4. Clear Call to Action: Include an explicit and enticing call to action (CTA) to guide readers on the next steps.
5. A/B Testing: Continuously experiment with different elements, including subject lines, content, and CTAs, to fine-tune your approach.
6. Permission-Based Marketing: Only send emails to individuals who have explicitly consented to receive them.

 

Don’ts:

1. Content Overload: Maintain a concise and focused message; excessive information can overwhelm readers.
2. Ignoring Unsubscribes: Honouring unsubscribe requests is essential for maintaining a positive sender reputation and less spam reports / complaints
3. Balancing Promotional and Value-Building Emails: Show your audience you know them and care about their needs, along with building trust. Maintaining the right equilibrium between promotional and value-driven content is vital. Provide value first. Always start with connection before content and conversions. Offer value through informative or entertaining content before introducing promotional offers.
4. Frequency: Avoid overwhelming subscribers with daily promotions; instead, find a sending frequency that suits your audience and industry.
5. Engaging without spamming or click bait (entice/mislead people) 
6. Clear Opt-Out Option: Make unsubscribing effortless for subscribers at any time to maintain transparency and trust.

 

Creating Email Sequences for Trust Building

Email sequences have incredible power for nurturing prospects: Here are some examples of email sequences:

 

1. Welcome Series: Use a series of emails to introduce new subscribers to your brand and provide valuable content.
2. Educational Series: Share industry insights and knowledge to establish your business as a trusted source.
3. Product/Service Showcase: Gradually unveil your offerings, emphasizing their benefits.
4. Lead Nurturing: For B2B leads, customize sequences to address specific business needs and pain points.
5. Abandoned Cart: Automate emails to send a series of abandoned cart emails

 

Growing an Email List with Quality B2C and B2B Leads

Acquiring quality B2B leads necessitates strategic approaches:

1. Content Marketing: Create high-quality, pertinent content to attract and engage your target audience. Consider articles, whitepapers, webinars or brochures.
2. Networking: Connect with potential B2B clients.
3. Referrals: Encourage satisfied customers to refer others who might be interested in your products or services. 
4. Expos: Participate in industry events
5. Google maps: Search for prospects, send a personal email and then get them to opt in with one of the above strategies. 

 

Identifying Who You Need on Your Email List

To construct an effective email list, identify your ideal subscribers:

1. Create Buyer Personas: Develop comprehensive profiles of your ideal customers, considering demographics, interests, and pain points.
2. Segmentation: Divide your email list into segments based on criteria like location, purchase history, and engagement.
3. Cleanse Your List: Regularly eliminate inactive or disengaged subscribers to uphold list quality. 

When it comes to the visual elements of your emails, striking the right balance is crucial. While the specific number of images, emojis, and links may vary depending on your audience and content, here are some general guidelines:

1. Images: Including one to three relevant images can enhance the visual appeal of your emails and make them more engaging. However, avoid overloading your emails with images, as this can slow down load times and potentially trigger spam filters. Always use alt text for images to ensure that your message is still clear even if images don’t load.
2. Emojis: Emojis can add a touch of personality to your emails, but use them sparingly. One or two emojis in the subject line or email body can be eye-catching, but excessive use can make your emails appear unprofessional. Consider your brand emojis. 
3. Links: Include links strategically based on the content of your email. Generally, it’s advisable to limit the number of links to a reasonable amount, focusing on the most important calls to action. Too many links can trigger spam filters, so be selective and make sure your links are relevant and lead to trustworthy destinations. Hyperlink words and then include a button. Stick to one focus. 

 

Preventing Emails from Going to Spam and Reducing Unsubscribes:

Preventing your emails from ending up in spam folders and minimizing unsubscribes is essential for maintaining a healthy email list and successful email marketing:

 

1. Permission-Based Marketing: Always obtain explicit consent from recipients before sending them emails. This ensures that your messages are wanted and expected.
2. Consistent Sending Patterns: Stick to a regular sending schedule so that recipients become familiar with your emails. Erratic sending patterns can trigger spam filters.
3. Quality Content: Send valuable, relevant, and well-crafted content that subscribers find useful and engaging.
4. Clear Unsubscribe Option: Make it easy for recipients to unsubscribe from your emails. This not only ensures compliance with email marketing regulations but also helps maintain a positive sender reputation.
5. Monitor Engagement: Pay attention to open and click-through rates. If certain recipients consistently don’t engage with your emails, consider removing them from your list to maintain list quality.

 

Here are examples of spammy words, phrases, and excessive use of capital letters and exclamation points in subject lines and content that you should avoid or use sparingly:

 

1. Excessive Use of Capital Letters and Exclamation Points:

“LIMITED TIME OFFER – 50% OFF!!!”

“HUGE SAVINGS TODAY!!!!”

“ACT NOW FOR A FREE GIFT!!!”

“GUARANTEED SUCCESS!!!!”

 

2. Misleading Claims:

“Get Rich Quick!”

“Lose Weight Fast!”

“Miracle Cure!”

“You’re a Winner!”

“As Seen on TV!”

 

3. Urgency and Scarcity:

“Last Chance to Buy!”

“Limited Stock Available!”

“Urgent: Immediate Action Required!”

“Don’t Miss Out!”

“Offer Expires Today!”

 

4. Too Many Dollar Signs and Percentage Symbols:

“

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90

SaveUpto90″

“Make $1,000,000 in 30 Days!”

“Earn $$$ Fast!”

“50% Discount – Act Now!”

 

5. Adult Content and Offensive Language:

Any explicit or offensive language and content should be avoided at all costs.

 

6. Deceptive Subject Lines:

Using subject lines that don’t accurately reflect the content of the email can lead to spam complaints. For example, using “Invoice Attached” when there is no invoice attached.

 

7. Too Many Keywords:

Overloading your email with keywords can trigger spam filters. For example, “cheap luxury watches for sale online – buy luxury watches.”

 

8. Too Many Misspelled Words:

Deliberately misspelling words to evade spam filters is a common spammy tactic. For example, “L0se We!ght F@st!!!” or “V!agra for S@le.”

 

9. ALL CAPS SUBJECT LINES:

Writing the entire subject line in capital letters can be seen as shouting and is generally considered spammy. For example, “FREE GIFT INSIDE!”

 

10. Too Many URLs or Links:

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By following these guidelines and best practices, you can unlock the full potential of your email marketing, fostering business growth and nurturing lasting relationships with your subscribers. Remember that email marketing is an evolving field, so staying informed about the latest trends and technologies will be crucial to your long-term success.

Book a call   here to discuss optimisation, creation or coaching on email marketing