Effective Email Marketing
Lesson 37 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Effective Email Marketing
Lesson 37 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Lesson Info
37. Effective Email Marketing
Lessons
The definition of strategy
03:39 2The 4 stages of marketing
03:16 3The difference between strategy & tactics
03:46 4The 6 laws of marketing
09:56 5Understanding Creative & Distribution
02:16 6The 4 marketing P’s and how to use them
05:08 7SWOT Matrix and how to use it
02:28 8Porter's Five Forces
04:4360/40 Law of marketing
04:04 10The marketing funnel
06:27 11Analyzing your competitors
07:14 12Deciding your target audience
06:59 13Creating your marketing objectives
11:42 14Pricing your products perfectly
08:16 15Watch this before arranging your marketing strategy
02:21 16Awareness, finalizing your awareness tactics
03:52 17Partnerships and affiliates (free tactic)
09:40 18Blog writing & SEO
07:26 19Podcasting
07:10 20Public Relations
05:58 21Giveaways
07:18 22Word of mouth
06:21 23Valuable courses
08:09 24Social media overview
05:28 25YouTube
09:36 26TikTok
03:58 27Twitter / X
04:48 30How to create better content in half the time
07:54 33Why start-ups should never use paid advertising for awareness
06:21 34Education & Consideration
01:33 35Workshops & Webinars
08:39 36Social Proof
06:55 37Effective Email Marketing
05:34 38Utilizing FAQ Sections
05:31 39Portfolio & case studies
07:39 40Leveraging product comparisons
03:26 41Tips to increase desirability
07:22 42Harnessing the power of Google reviews
05:20 43Sales & Conversion
02:28 44Psychological tricks to convert customers to buying
08:25 45Building a list of customers ready to buy
08:46 46Irresistible Offer
08:31 47Persuasive Sales Page
07:35 48Promotions & Free shipping
04:24 49Improving conversion rate (PIPE FRAMEWORK)
06:39 50Customer Retention
03:43 51Expanding your product range
07:18 52Asking for feedback & refining your product
03:37 53Loyalty programs and the subscription model
06:43 54Gifts & Surprises
05:02 55Finalizing your marketing strategy
07:40Lesson Info
Effective Email Marketing
So how effective is email marketing in the modern day? Well as it happens very and this is because when you look at social media platforms, there's this big romance with having a huge following. But that is only because the following is evidence and obvious to the people who are actually viewing your profile. But the reality is even if you have the biggest social media following, it doesn't mean that those people are willing to buy from you. And it also doesn't mean that you actually own your audience. This is because you could have a youtube channel, for example, and that could get shut down through the powers of youtube within seconds. However, your email list is completely different, your email list, you actually own it and nobody can ever take it away from you. But how do you actually get started with email marketing? Well, the first step to successfully achieve objectives in email marketing is to actually build your email list. This can be done through gaining awareness through an...
y of your tactics that we've already discussed in the awareness stage. And then ultimately asking them to subscribe to your email list and maybe give them a free gift or a free PDF or something that they find valuable to incentivize the action. And the next step, once you actually start growing your email list is to segment your email list. For example, let's imagine your IKEA and you are wanting to build an email list of two different types of audiences. The first are interested in sofas and living rooms and the second are interested in kitchens. The smart thing to do would be to create some sort of asset or some sort of PDF or tool that would be desirable for those two different types of people. Because ultimately, if you're looking to furnish your kitchen, you're looking at very different pieces of furniture and solutions as opposed to someone who is looking to furnish their living room. And by having those two different types of people within the CME a list, but segmented to basically make sure that you have one person that's interested in kitchens separate to the other person that's looking to furnish their living room. You can communicate more effectively with the two people in a way is more relevant to what they are looking to achieve. Now, once you have your email list and it's segmented, the next step is to start delivering quality content. Now, in regard to quality, what I simply mean is valuable content, valuable content that the person can actually use to make their life easier or essentially help them find a solution to challenge they're currently facing. Obviously, the content that you'll be creating will be relevant to the product or the service that you're selling. So just keep in mind that the more valuable your content is, the more likely your target audience are to trust you. Now, once you've built your email list, once you've segmented them and once you've driven home some quality content, the next step is to adjust. Now, this is the same with any tactic. When it comes to marketing, you need to measure and adjust as you go. This is the only way to get improvement and to actually understand what's happening and why some things are successful and some other efforts are failing. Ultimately, you want to learn as much as possible to make sure that you understand how to email your target audience better to get them to do what you want them to do. Now, there are a few pros and cons when it comes to email marketing. The first being that you can be super personal with your emails, email platforms such as Milton, for example, make it super easy to see a dear Scott or dear John or dear Sarah or dear Susan or whatever their name is to basically make it feel a little bit more personal to them. And the next positive of email marketing, you segmented your audience correctly is that you can be super targeted with your messaging. Again, going back to the IKEA example, if someone's interested in a kitchen, then you know that they're interested in that particular solution. So you can be super helpful, you can be super direct with your communications. And lastly another great positive when it comes to email, marketing is automation. So you essentially can automate absolutely everything and just have emails come and go as you please without you even having to lift a finger once you've set everything up. So those are the pros of email. But what are the negatives? What are the potential issues that may pop up? Well, the first is that a lot of mails from businesses that come to a personal email address end up going into spam, that means they never end up getting read and they're essentially just ignored and never seen ever. And then the second con is if it does actually enter your inbox, then it very rarely gets any time unless you are extremely good at building relationships with your customers, which is obviously recommended. Your email is most likely going to get about 0.2 seconds of their attention before they delete it or archive. But if you are great at communicating through email, then the quality of your content is essentially the only other con. It does take a little bit of time to actually create that content to actually send it out. And to be well thought through brands like airbnb Starbucks and Amazon have all mastered email marketing and they know the power of it because they know that they actually own their audience. But the secret to email marketing is to nurture the relationship and to ultimately answer all of the questions that your customers may have in an indirect way to essentially make them feel at ease when they are thing about buying from you. One thing that I will say is never ever, ever spam a customer. It will lead to potential legal issues and also just a very very unhappy customer overall. Now, in regards to scoring email marketing, after assessing it, I would give it a 10 in regards to cost because it liberate costs nothing unless you sign up to something like mailchimp, which costs around 20 to $30 a month in regards to set up, I give it a seven because it does take a little bit of time to set up but not too much. Writing an email can only take so long in regards to maintaining email marketing, I would give it around a six simply because it does take a little bit of time to maintain it. But ultimately, once you have your template in place, all you have to do is change some words and some images. And lastly, in regards to return on investment, I will give it a nine. Simply because you own your audience, you can have a direct correspondence with the person. And as long as you play your cards, right, you can really nurture potential customers into paying customers fairly easily and quickly. Anyway, I hope this lesson has helped you understand, email marketing just a little bit better. And I look forward to seeing you in the next video.
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