On April 6 Mailigen and Sumo presented an exclusive webinar about building and monetizing email lists. Janis Rose, Mailigen founder and CEO, and Troy Stites, Growth & Optimization Specialist at Sumo, shared revealing experience and useful tips for making money with email. For those of you who missed the webinar – or would like to go through the main points once more – we have prepared a summary and webinar recording.
Why is email an asset for any company?
Email equals money for any kind of business. Doesn’t matter if you are an e-commerce store, a blogger or a video presenter, getting emails from your visitors and fans is a way to profit and benefit both sides. Even with thousands of visitors to your website or a million views for your youtube videos, you are missing something until you begin collecting email addresses.
Here’s the main reason. Social media and Google search traffic are not controlled by you. The great benefit of email is that you CAN control what your subscribers receive and guide them in the direction you need. There is no one else between you and your audience.
AppSumo is a good example for the power of email. 92% of their revenue – that’s 8 million a year – comes from their email list. Wow. And don’t be modest. Even if 1 or 5% opt-in rate (% of people giving you their email) might seem like a small difference, it proves to be a huge gap in revenue when you add up all the numbers.
3 strategies to use today
Strategy 1: Stop losing!
Imagine a shop or a restaurant where 90% of your visitors just look around and leave without buying anything. Don’t comfort yourself with excuses just because your business is online – you are still losing customers. Instead, try engaging people and collecting emails with exit-intent popups!
Sometimes very simple popups perform best, however, use A/B testing to find the template that works in your case. Because every small thing – CTA, picture, size – can show different results in each situation. Just tweak it a little bit and test again!
Show the super value your visitors will get by giving you their email! Here are some examples of great exit-intent popup copy used for various businesses:
Strategy 2: COPY what every Billion Dollar Business Does
If Facebook or another huge business is doing it, it means they have tested it, and IT WORKS. This applies to many strategies, including setting up a welcome mat for your homepage. This means not letting your visitors access your website until they give you their email or perform another action you need. For example, Facebook is not letting anyone enter until they sign up. It’s easy – sign up and then join the party!
Make sure you use custom mats for your highest traffic pages. Give a sense of value that visitors will get after giving you their email address and entering behind the scenes. Even if you have a small team or are just starting, leverage automation and tools that work 24/7 for you, like Sumo Welcome mat.
Strategy 3: Content Upgrades
We are trained to ignore ads. Because of this any smart marketer should think out of the box or follow what other successful businesses are doing. For example, Facebook has included ads in the newsfeed for people to notice them as opposed to the right sidebar of ads we all ignore. One smart way to hook your readers is to insert links in your blog article and give them a chance to download more content about the topic.
Some free bonuses you can give to your readers to keep their engagement high:
- Create content upgrades for your top 5 articles.
- Create autoresponder email that sends your new contacts spreadsheets or PDFs of the actual article.
What to do with the emails you have collected?
Once you’ve built an email list, start communicating to your audience wisely. Note that relevant emails drive 18x more revenue than broadcast emails. Sending targeted campaigns means careful planning, segmenting and knowing your buyer personas. When creating content, consider the needs of each persona and their sentiment along every step of their customer journey and influence that sentiment with an email.
Map out your customer lifecycle and note the key conversion activities in it – getting to know your product, researching it, first purchase, repeated purchase, and leaving. Your aim is to keep the cycle going for as long as possible. Here’s how customer lifecycle can be compared to a dinner party:
You need to figure out your primary goal in each of those steps. Do you want to create awareness about the brand? Are you looking for ways to drive desired traffic to a landing page? Promote your company, events or news? Increase qualified, sales-ready leads? Or is your main aim selling and upselling? Once you’ve established that, map out an email series with your aim in mind.
Exchange value – give, and you will get!
Email marketing automation is a perfect tool for contacting your customer during crucial moments in their lifecycle and influencing their decision in your favor. One of the ways of automating this process is integrating Sumo and Mailigen and making automation your non-stop 24/7 employee!
There are 5 triggers to use for starting your automation series, but the possibilities they give are endless! The most common types of automated workflows are Welcome, Educational, Upselling, Review Gathering series, etc. If you feel like you’re getting lost, read more about how automation works in this guide. Or apply for a demo with us and we will show you several blueprints that bring tremendous results.
Blueprints are automated email scenarios created for situations that many marketers face, like welcoming new subscribers or re-engaging those who abandoned their shopping carts. Blueprints include pre-designed email templates so all you have to do is adjust the details, insert your content and start sending.
Quick tips to improve 3 main email metrics:
Have you ever faced a situation when you work hard on an email campaign and it still doesn’t show the desired results? Have a look at this checklist and improve the 3 main performance indicators of your emails:
- If your Open rate is below average. Change the subject line and sender name. Make sure your subject line is catchy, relevant and original – learn how to test your subject line here. Read more about ways to polish your email subject line here.
- If your subscribers open emails but don’t click on any links or the CTA. Ensure that your Call-to-action is crystal clear and tempting for people to click. Remember – it is better to send emails with one main message instead of many confusing links and buttons. Find out what is a good click-through rate for your industry in this article.
- If your unsubscribe rate is increasing. Be super relevant and remember to write personally as a human to human. No marketer likes when people unsubscribe from their list, however, make sure the Unsubscribe link is visible enough. It is better to have a slighty shorter list with people who are interested in your content than sending your emails into an abyss. Find out why people unsubscribe.
Learn countless surprising insights and useful tips for your email marketing in the webinar recording! Just leave your email address here and we will send you the link to watch anytime.
What was the most useful tip or tips you heard during the webinar? Let us know in the comments!