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If you’re not playing this card, your chips are bound to land in your competitor’s stack.  In other words, you’ll lose.
Look, a wheelbarrow full of money will get you a 30-second spot on the Super Bowl broadcast. You have my permission to do any or all of the above, but if you want to communicate directly with people who actually grant you permission to market to them, get in the email game. If you’re prone to number crunching you’ll discover email trumps social media and search for conversion—in a very big way. You accomplish this by asking the people who visit your site to give you their email address. This email opt-in form will generate a high response rate because it asks only for your name and email address. Your landing page should offer a free resource you make downloadable or instantly available online.
Your blog is an ideal venue for getting new subscribers, that is, if you set it up to do so. Having an email list is one thing, but creating a list of loyal and enthusiastic readers is the real goal.
Neuroscientist George Lowenstein gave us research on the “information gap theory,” which teaches when people encounter things that pique their interest, but don’t reveal “the goods,” they are compelled to delve further. The most popular type of email, especially for businesses who consider themselves content marketers, is the enewsletter. If you create a lot of content, digests are easy to compose and highly useful for getting extended mileage from your content.
Autoresponders—often called “drip campaigns”—are created for the purpose of lead nurturing. The use of autoresponders addresses a common challenge in email marketing: attention attrition. Email service providers make it easy for you to create autoresponder series and schedule them the way you like (e.g. Transactional emails are triggered by a specific action contacts take and are usually a fulfillment of a request.
Recipients generally anticipate transactional emails, so the open and click-through rates are high.
Spam filters work differently, so there are no hard and fast rules, but there are general tips for avoiding them. A proven way to increase ROI in email marketing is segmenting your email database into groups with specific interests and sending unique messages to each.
Whether your company is big or small—and your lists are big or small—the practice of segmentation is likely to help you succeed in making customers feel you’re tuned into their specific needs. Think about the questions and concerns newcomers will have and create a special onboarding track to answer their questions, tell them about the resources you offer, encourage dialogue and possibly even move them further down your sales funnel. When you join an email list, you’re far more hot-to-trot for reading the emails you’re sent. As I mentioned earlier, email offers the tremendous advantage of being thoroughly measurable. It’s easy to test your email in a variety of ways, so there’s no excuse to not do some testing. My email service provider is Campaign Monitor, which I chose because their templates looked sweet and I stick with the service because it’s the best I’ve tried. If your subscribers are in all kinds of different businesses and located around the world, you may find there’s no perfect time for sending the same email to everyone on your list.
In the early goings of your email marketing campaigns you’ll want to consider testing what information is presented and how.  Variations in terms of how the email is laid-out are test-worthy. You’ll also benefit from testing your call to actions: what they are, how they look, how many to include, how often they are presented, etc.
If you do direct response email, you’re likely to have an assortment of ideas regarding offers: free trials, discounts, multi-product kits, bonuses and various incentives. In effort to save you time, money and humiliation, I’ll leave you with a list of mistakes email rookies make.
The low prices and easy entry into email marketing inspires many businesses to have a hack at it. Email is the purest form of permission marketing and the most effective way to boost your bottom line and grow your business. Review the email tactics and techniques offered in this paper and win big with the ace of online marketing.


Barry FeldmanFounder at Feldman CreativeBarry Feldman, founder of Feldman Creative, is a prolific writer with 25 years of experience bringing his clients' online presence to the next level through copywriting and content marketing creation and consulting. He writes and educates clients on online marketing on The Point and on many other sites across the web.
Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Do Entrepreneurs Need a Marketing PlanPosted on November 25, 2014 by Joshua • 0 CommentsApple, Inc.
Now, I know none of you fall into this category, so chances are you probably need a marketing plan. Executive Summary: An elevator length synopsis on how the company plans to reach its vision for the year. Strategies: Keeping all of these element in mind you are able to craft several strategies marketing your business. The type of business you have and the way your business is conducted should factor into the choices you make. For example, an edition of your newsletter might contain a portion of a blog post, a special offer, an announcement, and a link to a survey. For example, your email may capture all or most of the content you’ve published in recent weeks.
Most of the content I include is of the curated variety, that is, it’s been published by a company other than my own. If you spend a good deal of time learning about subjects relevant to your audience, it should be easy for you to create digest emails that list valuable resources such as books, eBooks, podcasts, videos, etc. You may have a product, service, event, or new information asset you want to inform your readers about. The extreme focus of an offer email lends itself to tracking and analysis which should help inform subsequent marketing and sales decisions. Your prospects are sent a tightly connected series of emails introducing multiple pieces of content over time.
That is, your messages speak to a specific program and thus, focus on a singular conversion goal (sign-up, try, buy).  With marketing automation tools, you can advance your autoresponders to nurture leads more effectively with “if” scenarios.
Though they most commonly play in the ecommerce space, transactional emails can be a response to a reservation for a webinar registration, a product demo, or even signing up for an email list. As a marketer, you can take advantage of this type of email because the recipient has just actively engaged, so it’s wise to provide a specific call-to-action. If you have a longer gem you feel you have to share with your reader, it might work just fine as the headline in the actual email. They recognize the email communications they typically create for established subscribers might not be a perfect fit for new registrants. If your business has “interest groups,” say for example, by gender-specific products or price points, you’re bound to create a far more satisfying experience for your readers by treating them more personally.
By assessing the performance of specific sends, email series, and campaigns, you can establish benchmarks and continuously refine and improve your tactics.
A step beyond click-through, conversion indicates the recipient performed a desired action such as filling out a form or buying a product. The percentage of recipients that open your email is meaningful, but for technical reasons, a bit elusive, and therefore unreliable. You shouldn’t be overly alarmed by a small percentage of unsubscribes because the goal is to send email to those that really want it. Doing so will give you valuable insights into your prospects’ behavior and preferences and help you perpetually improve results. Even so, testing time-of-day delivery for a few emails is likely to be a worthwhile exercise to help you determine the time of day that provides higher open rates.
You may find a significant difference in response rates when you compare early, mid, late-week and weekend deliveries.
When you have different ideas about what to write, split-testing versions of the copy will help you determine which style or message resonates best with your readers.
Consider testing masthead designs, number of columns, lengths, images, color schemes, fonts, and styles. Test similar emails that do and don’t contain the recipients’ names to see which performs better. An especially test-worthy variable is where the CTA is located… at the end, beginning, both, in a sidebar? Investing the time to test offers with a sample of your email database, could have a significant affect on the return you do or don’t realize.


They fail to notice open rates have slipped, their list is shrinking, or their emails are bouncing and getting marked as SPAM. It’s the only channel of online communication that remains private and provides a direct connection to your prospect. Regarding email marketing, what if you are a start up and are yet to get traffic to your site, can you create an email list through social or other channels ? This descriptive map can be really extensive and will undoubtedly take weeks if not months to create but the time will be well spent. Getting more eyes on your marketing plan will provide you with insight you otherwise may not have thought about before. Budget even more wisely and you can splash your story all across the web, ramp up your SEO and go crazy on social media. You may have occasions to offer a variety of links, however, email studies will prove a single or extremely limited number of choices for next steps foster greater results.
Also, because they usually include links back to your website, enewsletters are effective for creating traffic. Readers tend to like when you compose digest emails that highlight your most popular or useful content.
This is definitely a popular format, however, I’ve made mine unique in that each edition addresses one specific topic, such as brand advocacy, LinkedIn, website design, etc. Though offer emails are generally sent to everyone on your email database, you may see better response rates by strategically segmenting your list by some type of category. The behavior of the recipient (clicked, or didn’t; purchased, or didn’t) dictates the specific email message that will be delivered next.
When a delivery rate is uncharacteristically low, it’s a pretty sure bet your message was flagged as spam, which is obviously something you’ll want to revisit. Take your delivery rate from each month and divide by the number of email addresses you had to begin with.
However, as means of comparison from email to email, your open rate is an indicator of the success of your subject line, so it should never be ignored. You need permission from every recipient otherwise what you’re sending is SPAM, which may not be against the law, but is unethical and a complete waste of time.
Essentially, the reader has reached a “now what” stage and you make it clear what the answer is: subscribe. You want to understand this percentage to (1) tackle delivery issues (email addresses going bad at a high rate) and (2) track the growth of your list. Serious email marketers never lose sight of CTR and try hard to trace the reasons why some are higher or lower than average.
Of course you can live without this metric, but if your email aims to sell, you should take conversion rate seriously. You may be sending email too often or somehow not meeting the expectations of your subscribers. And then, go take advantage of email marketing, the most powerful form of marketing available to you in the digital age. These behemoth companies would not be the multi-billion dollar companies they are today without an effect marketing plan. If you are satisfied with the position you are currently in and have no desire to grow or expand yourself or your business then you may not need a marketing plan. And, if the problem appears to be consistent and significant, you’ll want to re-assess your opt–in process because you’re collecting bogus emails that have no value. Please use the comment area below to ask questions or contact me if you’d like help with your email marketing. It takes work to build a good list of prospects and contacts.) I like the idea of segmenting– going to do that with my next email campaign, thanks to you!
Responsive is key but sometimes the fancy HTML designs are less effective, it depends on your audience.
They also didn’t wait until they reached massive success to create a marketing plan; the plan is the reason they reached their current status.
For quite a while I switch to an all text version that increased my open rate and my direct reply rate.
Now I am using an all text HTML version that looks cleaner but still looks like I hand typed it.



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