Email marketing is a crucial technique you must continuously work on and master. And no matter how big or small your list, you will want to stay in touch with them and be the resource for information and the latest and greatest. And what better way than email?
Long before email, Internet and even computers, savvy sales professionals knew the power of an ongoing dialogue. Anyone can polish a single pitch to perfection, but the truth is, there is no such thing as a perfect pitch. Why? Because conversations, relationships, and trust make sales, not pitches.
For that reason, you need to develop a relationship with prospects and open a dialogue. Help them. Relate to them.
Get to know them. Show them a solution to their problems that they never considered before. And to do that, you need email marketing.
You can’t package an entire relationship into a single landing page, no matter how sweet you think your long-form sales page template is.
You need email marketing to stay in touch with your people, becoming their resource for all of the latest and greatest information surrounding your products. According to Mailmunch.com, the average office employee checks their email 30 times an hour.
The landscape is fertile, friends, you just have to lay down solid roots. I’ve stated before that sales are not normally made on the customer’s initial voyage through your funnel. Well, how the heck are they made? It’s all in the follow-up. Here’s the process:
The Sale Process
The customer sees your landing page, or video, or airplane banner, or whatever the heck you’re doing, and they decide, “Seems kinda cool, but I have no idea who this is. I won’t buy today, but I will take the free info/product and leave my email at least.”
That’s when the magic happens. You craft the most amazing series of follow-up emails ever. You keep the consumer’s experience at the forefront, meaning that, instead of bragging about all of these obscure manufacturing standards and statistics that nobody cares about, you prioritize:
- Pain points
- Actionable solutions
That’s it. What’s the problem, how does your problem fix it, and why is it worth the money? Your job is to immerse the subscriber in a vivid, realistic fantasy – one in which their usual “pain in the butt” experience is a thing of the past. You need to show the customer a world with one less hassle. If they can see it, they’ll want to touch it.
While you’re introducing your product, you’re also introducing yourself. Even if you don’t have the world’s best sales copy, simply the fact that you’re sticking around shows them that you are invested.
You’re a real person who cares about the product and, more importantly, the consumer. Remember the golden metric? Not click-through-ratio, page views or sales, but trust. Trust lords overall.
Alright, so you’re following up. You will want to be consistent in doing so. An affiliate who sets up a GetResponse autoresponder without using it to regularly follow up with customers is like that ex-boyfriend or ex-girlfriend who only calls you when they’ve had a few too many to drink.
It seems sappy and desperate, and you know they aren’t ready to commit because they don’t regularly keep up with you. You deserve consistency, and so do your customers!
If you don’t keep up with at least 2 emails a week, you will surely be lost at sea, the sea being the already overflowing email inbox.
Alright, we’ve covered delivery strategy, now let’s talk content strategy.
Email Content Strategy
There are several techniques when it comes to content, but the good news is that you can always track, adjust, and re-implement based on success or lack thereof. For starters, you simply must add value.
Informative and Interesting Content
If you’ve got a deep enough knowledge/product base, you can send daily emails with helpful, value-added information and offers. If you prefer the “long game,” and/or you don’t have quite enough content to go daily, that’s okay – try twice a week.
Your audience is less likely to become irritated, and if your content is juicy enough, they won’t forget you.
Speaking of juiciness, your heading must be dripping with value, style and a little bit of “what the heck is that?” to earn the coveted five-second-view of today’s highly skeptical information consumers.
Attractive Subject line
Your subject line can even tease readers with a bit of mystery. “This weird, new technique can increase your earnings by 70 percent.”
Your goal is to get the consumer to say, “Really? What technique?” And then, that magical sound that you never actually here – CLICK.
Alright, so you got “butts in the seats,” as it were, and convinced your reader to open the email.
Great. Now, what are you going to do? Well, you need your link to be clicked on, but you can’t just blast it in everyone’s face, so let’s spruce the place up a bit.
Your Picture With Product Information
Add a picture of yourself in the upper-right corner to humanize it. Be concise and compelling with your copy. Describe the problem. Immerse the customer in a world without the problem.
Present your product as the bridge between “pain in the butt world” and “the magical land of convenience.”
No one’s asking you to lie, but you don’t have to be boring, either. Be the ferryman who takes people from a humdrum life to a new one bursting with possibility. Don’t get too carried away, though, because the stats are stacked on brevity’s side. Structure your paragraphs as so:
“Each line in the email should
only have about 4-7 words.
When people see huge chunks,
they have flashbacks to when
they were in school and the
teachers (or, save your soul, the nuns)
made them read worksheets
that looked like Tolkien passages.”
And make the content easy to read! Got a flair for “syntactical wizardry?” Is your vocabulary “Brobdingnagian?” Well, for every indigestible word you use, you lose link love. Keep it simple, yet compelling.
Then, after your copy, you wrap up with a powerful statement and your link. Make sure to focus on relevance and smoothness when it comes to the transition from copy to call-to-action.
If your copy reads something like, “Losing weight is easier or harder based on your metabolism, obesity isn’t always because of diet, etc.” and then your final line says something like, “check out these cool 4XL graphic tees here,” you’ve kind of thrown a wrench in the gears.
Your reader thought they were going to get a weight-loss solution, but you’re throwing tees at them from the left field. Make sense?
Relevance and smoothness!
Email marketing is a massively helpful and powerful tool for affiliates and salespeople invested. It’s the slow, non-sexy, but right way to be an affiliate. If you’re always trying to squeeze cold traffic through every funnel without retaining them, you’ll surely struggle to keep that ad cost from eating through all your profits.
What’s more, the second you turn those ads off, poof! Everyone’s gone! No, you’re taking this seriously, so you need an army, so build one.
Alright, wrapping it all up now. Be consistent.
Set healthy frequency. Make the copy compelling, concise and easy to read. If you’re promoting a link in an email, show customers the significance.
Take them to a wonderful place where their problem is solved by your product.
If you want more instruction on mastering email marketing techniques for maximum profitability, then I recommend Email Black Ops training by super affiliate Michael Cheney.
Just like your email campaigns themselves, you put a little money in, pepper in a little savvy, and a whole lot more cash comes out.
Disclaimer: This article contains affiliate links. If you select a link and make a purchase, at no additional cost to you, I will receive a commission.