In advertising, marketing and sales it takes a certain amount of consistent effort to make a sale. In sales and marketing the first step is finding leads. Than you follow up on these leads. This applies also to online marketing.
What is online marketing?
Online marketing is a form of marketing using email in an email campaign. This email campaign is a strategic plan that builds a list of leads from a targeted market. This targeted market is found with blogs, in social media and ads.
Follow up is a crucial part of this strategic plan where these leads/prospects become customers and clients. Online marketing is also known as internet marketing, Digital marketing, Email marketing and used in Affiliate marketing.
How it works
The first thing that happens in online marketing is getting in front of your targeted market. In other words getting traffic to your lead magnet.
This is accomplished by using social media, ads and posting articles with good content that your targeted audience will read. In those posts you will direct your audience to links that contain a lead magnet.
What is a lead magnet?
Online marketing actually begins when a subscriber opts-in (fills a form) with at least their email address and usually their name in exchange for something of value to the subscriber, be that information, a coupon or free gift. This is called a lead magnet.
It’s important that your lead magnet have a clear purpose when asking for an email address. This is where a strong call to action comes into play, and your copyrighting should at least answer:
What do I get when I give you my email address? Are you going to spam me?
How often will you email me? Will I get discounts?
Equally important when your subscriber opts-in, is that you have their permission to email them, thus avoiding dreaded SPAM which is basically unwanted email.
SPAM is an unsolicited bulk email sent indiscriminately to a large number of email addresses on the Internet.
The CAN-SPAM Act of 2003 permits must meet certain criteria such as having an accurate subject line, header and sender address and contain clear information for users on how to opt out of future emails and including a valid physical postal address. It is enforced by the U.S. Federal Trade Commission. Offenders may receive fines and other penalties.
What is Split Testing and what does it accomplish?
Split testing provides a means of comparing two or more unique strategies for opt-in forms in a controlled experiment.
A/B testing, also known as split testing, is a way of working out which of two campaign options is the most effective in terms of encouraging opens or clicks. In an A/B test you set up two variations of the one campaign and send them to a small percentage of your total recipients.
By testing and then analyzing results, we can get a better understanding of what our website visitors and subscribers respond best to, allowing for optimization of our email marketing campaigns
After your auto-responder receives the opt-in, a follow up email should be sent immediately to your subscriber. It should introduce yourself and set expectations as to what your subscriber should expect from you. It should detail what you plan on doing with your new subscriber’s email address. This is done with an email series set up with an auto-responder.
What is an Auto-responder and what does it do?
It is an email marketing tool that automatically sends emails to a subscriber in specific time intervals after they opt-in to your email list.
As a marketer, it is very important to communicate with your list on a consistent basis and not only when you have something to sell.
This is where an auto-responder can serve you well scheduling content to be delivered on a consistent basis over the course of several months.
Ideally, you should have an auto-responder email for every article on your blog. Every email should have a call to action.
What is Email Analytics and how useful are they?
Email Analytics is one of the most effective ways to increase your return on investment (ROI), and fine-tune your email campaign.
It is a method used to analyze email behavior and help you pinpoint what is and isn’t working in your email campaign with an in-depth analysis of how your audience is interacting with your message.
Your email analytic tool gives useful information on metrics such as delivery, open rates, click through rates, conversion rates, forwards, bounce rates, list growth rate and others.
Three of the most important email metrics are open rate, click through rate (CTR) and unsubscribes.
Your open rate will tell you how well you’ve built your relationship; if the number is low, it means that people have started to delete upon receipt, which means you need to work harder on providing value and/or managing expectations.
If your CTR is low, it means that your message is either not targeted enough, or simply not getting through. In this case, focus on improving your copy.
If your unsubscription rate is high in relation to your opt-in rate, look at when your people are leaving and take action based on that.
If they’re leaving after a certain email, then re-work it. If they’re leaving after marketing messages, then re-work the way you present offers. If they’re leaving early on in your funnel, then you need to fix your original call to action so that it’s working with what you’re sending.
Pay close attention to your email analytics, they’ll give you very specific ideas of what you’re doing wrong giving you the ability to fix it.
What is Segmentation and how useful is it?
Segmentation is a technique of splitting up an email list into more targeted groups. It is used to send the most relevant content to specific people on an email list.
Some examples of segmentation:
Customer List (in comparison to leads)
Product Updates (in comparison to a customer list)A Newsletter
Daily Email List (in comparison to weekly, bi-weekly, monthly,
Dividing your list in this manner gives you the ability to send more targeted communication to customers who may want both product and sales updates, while others might only want to hear about new versions etc.
It’s very effective when email campaigns get you to chat one on one in email with your customer.
Segmentation isn’t rocket science but it is works, which is why most don’t take the time to do it. If you do, you’ll immediately separate yourself from the pack and see better results.
The value of your list
Your email list is one of your most valuable resources, and if you treat it right, it will more than pay for itself.
If you can imagine that each person on your list is worth a set value of lets say $2.84, than it’s easy to see how several hundred/thousand would affect your bottom line.
In doing this calculation it’s important to know your overhead costs.
The calculation is like this:
(Monthly revenue from email list – overhead costs) / how many subscribers you had that month = revenue per subscriber
For example: ($30,000 in revenue email marketing – $4,475 in overhead costs) / 9,000 email subscribers = value of each email subscriber
$25,525 / 9000 = $2.84 value per subscriber
Is online marketing simple? Yes it is. Is it easy? Well, I can say it gets easier. Online marketing is challenging, you have to stay on you toes.
But nothing worth it is easy. Life is not that way. If you are willing to learn and put in the work. It can be very rewarding.
For me I’m in control of my destiny. It’s up to me. I depend on myself with the help of others and I get to help others. Very fulfilling.