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The Online Marketing Road Map: Step 7 – Email Marketing

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Email marketing is one of the most powerful tools in your online marketing arsenal because it provides a direct link to your customers. We’ll explore Email Marketing in three (3) parts, first we’ll discuss why email marketing is important and how you can get started (or restarted) with it, then we’ll talk about how to use it to convert web traffic to customers and outline some key metrics to keep your eye on as you move forward with your email marketing campaign.

In the online marketing arena, email is still a key player because it’s the one place your customers are almost guaranteed to visit. Various social media, TV, and radio messages may be missed or ignored on any given day, but your prospects invariably will check their inbox at least once a day!

With a lower price point than other traditional marketing options (You can get started for FREE with MailChimp right now), email marketing offers the chance to not only reach your customers, but learn their likes and dislikes and be able to spot trends in your industry. Getting started with email marketing is easy. In Step 1 you established your web presence by creating a website or blog that acts as your central landing space. In this step, you’ll use that site as your “anchor” and it’ll be the place you strategically guide your mailing list towards.

Next, you need to sign up for an Email Marketing Service Provider, and there are plenty of options. There’s MailChimp, a great place to start if you’re strapped for cash and want to learn the email marketing ropes. Their Free Plan option is still quite good, offering the ability to send up to 12,000 emails to 2000 recipients within a month without contracts or requiring credit card information. In addition to MailChimp, there’s Constant Contact which offers a 60-Day Free Trial and pricing options from Basic to Ultimate, depending on your email marketing needs. There’s also Campaigner which offers free 24/7 Customer Support and a 30-Day Free Trial that can help you get started.

The final step before you actually begin your email marketing campaign is to create (or revise) your mailing list. If you’re creating a new list, think of your customer’s pain points and construct mini-solutions to their problems. You can create an eBook or series of informational emails that can be delivered via autoresponder that entice your site visitors to sign up for your list to relieve their pain! If you already have a mailing list, consider “spring cleaning” it. Send a new message to your old list reminding them of who you are and letting them know the new direction you’re taking. Give them the opportunity to opt-out of your list; If they no longer want to receive your messages, doing so actually does you a favor in the long-run. Try segmenting your list based on when subscribers were added, that way you can keep tabs on the tried and true readers that have stuck with you through the years, and begin to tailor content to the varying tastes of your audience members.

In Part 2 of this step, we’ll explore how to use email marketing to convert web traffic to customers or warm leads, then we’ll move into Part 3 where we discuss key metrics to watch to keep you on top of your game!

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