I think back to when I first started online.
I had written my first book and “they” told me I needed a website and needed to be active online. So I got my first very amateurish site up, and thought I was doing great.
About this time, one of the marketers I had signed with sent an email advertising a Social Media Summit – where I could learn from the experts. It included 6 weeks of biweekly sessions with about 17 experts – and I mean, experts. Cocky at the moment, I thought, sure I’ll sign up for that.
It was great, and I did learn a lot.
However, it was like I had just mastered my Multiplication Tables and was thrown into an Advanced Calculus class. Everyone was throwing out terms and jargon which meant nothing to me. The others understood each other, and they would be talking back and forth, obviously learning from each other.
Much of the time, I had no idea what they were talking about.
I made a promise to myself. I was never going to “assume” that my people knew things about the internet. Or websites. Or writing. Or blogging. Or any of the things I wanted to share.
I was going to explain.
So here goes. Today I want to share some of the email marketing terms we throw around. Even if you know it all, you might want to have a refresher.
Email Marketing: This applies to the science – and art – of using email to market your products or yourself. As you send emails to people, they will get to know you. You want to provide good information – not just sell, sell, sell. Yet there can be some links for them to go to your blog or your offers. That’s how you sell.
Content: Content refers to written word, photos, videos, or speech which you provide to your audience. Your blog is content. So is your podcast. Or your YouTube offering. Also the messages you send in your emails are considered content. (And none other than Bill Gates said that Content is King).
Email List: Your email list is the group of people who have signed up to receive emails from you. Many people say that your list is your most valuable business asset. It’s like they have raised their hand saying, “Yes. I want to hear from you.” Treat them well, and they will continue to be your friends. Note: It’s not a good idea to purchase a list. Reputable email providers require that your list be made up of people who have requested something from you. Otherwise, you could be accused of sending spam.
Email Provider: The company which handles your emails. There are some really great providers which allow you to send and schedule emails and segment your lists. Some even have a Landing Page service and Webinar option. I love GetResponse. I have tried several services and GetResponse is my favorite. They have lots of great services, super training, and unbeatable customer service.
List Segmentation: Some providers allow you to tag the names on your list so that they will receive only certain emails. But not others. This really helps to target your audience with what works for them.
Autoresponder: An autoresponder is an amazing tool. You can set up a series of emails and schedule them to go out on the time frame you choose. For instance, when they first sign up, there can be a welcoming email – and then a progression of emails sent out every day or two (as you set it up) automatically. This can run indefinitely, as you choose.
Funnel: The funnel is the complete system you set up to go out automatically. It’s on your autoresponder and goes out even when you sleep. From the signing up for your email to a few emails you may send and then finally for a purchase you have set up. You will have many funnels as you grow. For new customers and for each offer you set up.
Link: A link is a web address you put into your emails. When your readers click on this address, they are sent to your offer, a blog post, or such.
Opt-In: An opt-in is your signup form for email. You can have one designed by your provider, or you can design your own at your website. Often this will include a free offer in exchange for their email address.
Double Opt-in: A double opt-in means that when someone signs up for your email, the first email they receive is a confirmation that they really want to receive your emails. There is a link to click, verifying that they really want to sign up. (This option is to ensure that they aren’t receiving spam).
Landing Page: A landing page is an opt-in page or a product page which includes your signup form or a button to download a product. The way this works is you have a link from social media or your website with an offer. An ebook, a tip sheet, or such. When they click the link, then they are sent to the signup page. (Landing pages work especially well with social media. You don’t have to pay for an ad; you just have a link).
Thank You Page: The thank you page is after the signup or click for an offer. You thank the customer and include the download button to access the offer.
Download: Most of your products and offers will be accessed as a download. Your offers will be housed on a cloud platform and the download button is set up with a link to that product. (I use Amazon cloud services. Aws.amazon.com. They do a great job, and it’s an inexpensive service unless your volume is huge).
Lead Generation: You want to find places to put your offer. Lead generation refers to the task of looking for prospects. You can put your offers on social media, in blogs, on business cards, or many other places.To grow your list, you need to find new leads.”
Open Rate: This refers to the percentage of people who open your emails when you send them. Don’t worry if your open rate seems low. When I first started, I was expecting a 95% open rate. That’s not realistic. many people say that 20% is a good rate. People are busy and they don’t open all of their emails.
Click-through Rate: This is a percentage of people who click on the links in your emails. This rate is much smaller tan those who open. 10%-15% is a super rate.
Conversion Rate: This is the percentage of people who actually buy, Usually a very small percent will actually purchase. That’s why you need a larger list.
These three percentages: open, click-through, and conversion are kept by your email provider. They are the metrics which you observe and try to improve to be more effective – and make more money.
Email Audit: An email audit is a good hard look at your email campaigns to see what is working and what isn’t. if nobody or only a few are signing up for an offer, then you will want to notice why. If people are opening and not clicking on your offers, ask yourself why.
This 30 Challenge we have been doing is to look at our emails and decide how to improve. How do we grow our list? How do we make better offers and put them in better places online? How do we improve our emails? The Topics? The Titles?
The goal is to end this 30 period with a much greater understanding of ur email marketing plan. And more effective email campaigns.
Remember, we an do this!