Although a cliche, this statement is absolutely on point.
Before talking about your email marketing strategy, let’s look at the different traffic sources.
There are 3 types of traffic sources that can help you grow your online business and blog.
- Free traffic: This is the kind of traffic you receive for free, from either search engines, or social media platforms. Although free, you do not own this traffic source. Because of this reason, this kind of traffic is not dependable. Google or Pinterest might update their algorithm tomorrow and you might lose all the free traffic coming your way.
- Paid traffic: This is the kind of traffic you paid for. For example, Facebook ads, Google ads etc. This kind of traffic is also unpredictable and expensive. You never know how much traffic you are going to get from the money you spend.
- Owned Traffic: This is the traffic that you own, aka your email list and/ or your community; example Facebook group. (Although Facebook group is considered an owned traffic source, in my opinion this traffic is still dependent on Facebook. If Facebook shuts down tomorrow, it is highly likely that you will lose people who were a part of your group). Owned traffic is important because you have built this traffic source over time, using free and paid traffic sources and it is not dependent on any external platform shutting down.
This is the traffic source you have used to build a relationship with your audience and share valuable content. These people are a part of your journey.
Now that we have talked about my email marketing ( owned traffic) is so important, let’s get started with the steps in creating a successful email strategy:
1. Choose the right tools
Your email autoresponder is one of the most important investments in your business.
Whether you are a blogger, a service provider or a product creator, email marketing forms the backbone of your business in terms of leads and sales; and so it is necessary to have an email service provider that works for you.
My favorite email autoresponder is Convertkit.
Start your free 14-day Convertkit trial here.
Having worked at a marketing agency as a digital funnel strategist, I have tried and tested a ton of different email autoresponders.
There are 2 things I really like about Convertkit,
-> Ease of use
-> Segmentation and automation features
In the end, you want to go with a tool that works for you and you are comfortable using. But make sure the tool provides segmenting and tagging features, as well as conditional automation. This will help you send the right offers to the right audience instead of spamming people who are not really interested in that particular product or service.
2. Choose your goal
A lot of people spend a ton of time building their email list, but they don’t really know what they are going to do with the list.
Are you building your list to sell an affiliate product?
Or do you have a course that you want to sell?
Having a goal in mind is important because you want to make sure that your lead magnet or opt-in incentive is in line with the product you are looking to sell.
For example, if you want to build an email list to sell a course on meal prep, you lead magnet would something related to meal prep, for example, a grocery checklist for meal prep.
There is no point having a lead magnet such as a workbook on using Pinterest if you are selling a course on meal prep.
So you see, it is important to have a goal in mind, even if you have nothing to sell yet; and then reverse engineer based on that goal.
3. Create a welcome nurture sequence
The sale is in the follow-up.
I have had a lot of clients who spent a ton of time and money building their list, but never really followed up with the people on the list.
Continuing from the previous point, once you have a goal in place, you can create a nurture sequence based on what you are planning to sell.
Here’s how you can create a nurture sequence that helps you connect with your audience, provide value and introduce a product/ service that would benefit them:
Email 1: Delivery of lead magnet
Email 2: Share your story and how you can help them. Connect your WHY to their WHY.
Email 3: In this email, you want to go a step further and give additional value to the topic related to your lead magnet. You could talk about the mistakes or myths related to the topic of your mead magnet
Email 4: Build excitement about the offer you are looking to sell. This offer should be related to your lead magnet. Tell them you will be giving them a special discount in the next email
Email 5: Introduce the offer ( affiliate product/ your course or service). Tell them about the bonus/ discount and also the benefits.
Email 6: Answer some frequently asked questions related to the offer
Email 7: Share a testimonial or case study related to the offer
Email 8: Create a sense of urgency, offer closing in 6 hours
Using this sequence, you can easily create a custom welcome nurture sequence for every lead magnet that leads to an offer.
4. Use segmentation
You may have a blog or business where you share content on multiple topics, for example productivity and mindset.
Let’s say you are launching a course on being more productive in business.
The best audience to launch this course to would be the people who opted in to your list through a lead magnet related to productivity or the like.
If someone opted in to your list through a lead magnet on mindset, they may or may not be interested in productivity.
If you keep sending generic emails to your entire list, without knowing what person is interested in what topic, soon enough people will start unsubscribing, not because they are not interested in you, but because they are not interested in ALL OF YOUR TOPICS.
This is the reason why segmentation is so important while building your list.
You can use tagging to give relevant tags to people opting in through certain lead magnets, and then use these to send relevant content to relevant audience on your list.
5. Create landing pages
It is great to have opt-in boxes on your blog to build your list, In fact, it is much needed.
But if your only goal is to build an email list and get people into your sales funnel, a landing page is indispensable.
A landing page has only one job. To get people on your list.
For example, if you are running a webinar and want to invite people by sharing about it on social media or in Facebook groups, there is no point in sharing a link to your website. The website is your brand home ,with lot of content and multiple calls to action.
Instead, you could share a list to your landing page. The only job of this landing page is to get people to sign up for your webinar and join your list. This also put them through your sales funnel where you can follow up with these people, provide more value and eventually make an offer.
Do you have an email strategy that you are using to build your list? Let me know in the comments below.