Effective email marketing campaigns attract new customers, keep and build relationships with existing ones and up-sell or cross-sell your products and services. As a result, you generate more sales and more profits!
An email autoresponder system is an important tool for effective email marketing. It gathers and organises the email information of your prospects and helps you to stay in touch with your subscribers on a regular basis.
There are two ways you can stay in touch with your subscribers. You can set up a series of follow up emails that get sent out automatically over a set period of time once somebody has signed up to your list. Or, you can send out what's known as a broadcast email where a message is sent out to your entire list at the same time, regardless of when they signed up.
Let's evaluate how effective email marketing is implemented by making use of follow up emails and a broadcast email.
Sending Follow-Up Emails.
Your follow-up email marketing campaign is a sequence of emails that you have prepared and entered into your autoresponder. Your autoresponder automatically sends out the emails every time somebody opts into your list.
Statistically, it takes an average of 7 emails before most subscribers will take any action. A successful email campaign comes from delivering value and developing a relationship with new subscribers as quickly as possible. Your first follow-up email should be warm and friendly welcome message. You want to say thank you to the person who has signing up. If you offered a free report or gift in exchange for their email address, make sure you provide it in that first email.
Include some special perks in your regular follow up emails. These could be a free video tutorial on a relevant subject or an exclusive report. Don't just constantly send out sales messages. When you pre-load your autoresponder with a series of beneficial emails, your subscribers will want to know more from you and will look forward to receiving your next message.
Sending A Broadcast Email.
You have to build a relationship with your subscribers and by sending emails that are in 'real-time', about things that are happening now will enhance your success. You can do this with broadcast email marketing where you send out a message to all your subscribers at the same time. Everyone will receive the same message whether they've been signed up to your list for days or years. This type of email message is particularly effective if you have some new product or service you want to let your customers know about, or if you're having a sale.
Important news can be blasted out in a broadcast email message. For example, if you discover something alarming that could have a detrimental effect on your target audience, it would be seen as a courtesy to rush the news to their inbox.
A broadcast email is often preferred by email marketers because a series of follow up emails have to be regularly monitored. If you have a follow up email that includes a link that goes bad, or even content that becomes irrelevant, and you have hundreds of follow ups in your queue, it can difficult to prune those from your communications.
If you use broadcast emails only, make sure you do set up at least one follow up email - your welcome message. You don't want someone to subscribe to a bimonthly email newsletter the day after yours goes out and have to wait two weeks before they ever hear from you. So send out a welcome follow up email and reiterate which days they will be hearing from you.
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