Sad Fact: Your email marketing database degrades by about 22.5% every year (“High Expense”). To fully understand this, pencil down the starting total number of your email list in the beginning of last year, then take away any new subscribers within last year’s period. That number is the number of the old subscribers still on your link. Unfortunately, calculate the number of people who left your original list and check the percentage of the total number of people who left you during that period. Simple math should show that [0.2% average (opt-out rate per email) x 110 email per year (2 emails per week) = 22%!!!
Businesses understand to move to a more profitable bottom line, it requires 2 basic factors: Increase the Top Line (Sales) as well as, at the same time, reduce Expenses.
Important Note: On Landing Pages, when asking for their email, just ask for their first name, their email address, and their phone number.
The world moves towards texting and just around the corner, mass texting would be the email marketing of today. Young people only text: they do not read emails any longer.
Many successful organizations have already moved to using both email and mass texting marketing already.
A. Using Email
- Create a remarkable email content. Your content needs to be amazing as well as entertaining. Value is not the only ingredient for a great email to be shared.
- Encourage subscribers to share and forward your emails. In the body of your email include social sharing buttons and an “email to a friend” link. Before the signature line, include a “Subscribe” CTA link so that the people receiving the forwarded email could easily opt-in.
- Segment your email list by buyer persona – specific emails get higher open and higher share rates.
- Reinvigorate a stale email list with an engaging opt-in campaign encouraging contacts to re-opt-in and promise to remove all contacts who do not respond. This is an old hack to improve your deliverability and increase the odds of your email getting shared with those outside your current contacts database.
B. Using New Content
- Create a new super value lead-generation offer – a free e-book or whitepaper and host it on a landing page asking people to opt-in. Post an opportunity to share with others on the “Thank You” page (after opening the share, it should return the newbie to the original opt-in page).
- Consider using QR codes on your products (offline sign up capability).
- Create a new free online tool or new resource that makes your users’ lives easier, they have to opt-in to get it. Post an opportunity to share with others on the “Thank You” page (after opening the share, it should return the newbie to the original opt-in page). Remember, you could upgrade or revamp an older tool and/or resource. The most important item of the offer is how easy to apply (ease-of-use) and if your fans would see results instantly (instant gratification).
- Start with a blog post that offers general advice on a topic, then offer “bonus” content with more advanced tips that they can access by submitting their email address via a landing page. Post an opportunity to share with others on the “Thank You” page (after opening the share, it should return the newbie to the original opt-in page).
C. Using Social Media
- Use your social media accounts to host a free giveaway contest in exchange for contact information. Encourage entrants to click through to your website and sign up using their email address. Post information on the winners. The more valuable the giveaway, the more engagement possible.
- Promote one of your lead-gen offers on Twitter. Create a twitter campaign.
- Promote an offer through Facebook that requires an email address. Add social sharing buttons to the landing page and thank-you page to encourage your leads to share those offers with their own networks.
- Add a call-to-action button to the top of your Facebook Business Page (Sign Up).
- Use your Facebook Business page or LinkedIn Page to post links to the same gated offers you might also host on your blog posts. You can also do the same to relevant Facebook and LinkedIn group discussions.
- Add hyperlinked “end cards” to your YouTube videos that encourage people to subscribe to your channel via their email address.
- Promote an offer through your Facebook “Event” that requires an email address. This is different because it would add a deadline to this event (FOMO Effect). Add social sharing buttons to the landing page and thank-you page to encourage your leads to share those offers with their own networks.
- Add an offer to your podcast as an ad (front, middle and/or at the end of the podcast) or a personal invitation from you, the host, to subscribe to an offer.
D. On Your Website
- On certain pages of your website, ask website visitors for feedback or include a form that asks visitors what questions they want to ask you or might have about your business.
- Create a live chat tool that invites questions and asks email addresses from people who have stayed on your website for a certain amount of time.
- On your website’s “Homepage”, your “About Us” page, and your “Contact Us” page, keep your offer up front; include a call-to-action on multiple pages.
- Create a blog that readers can subscribe to; you can then upgrade to more actionable email campaigns over time.
- Guest blog to other websites; ask if you could offer a giveaway with a signup call-to-action. You might have to offer reciprocity.
- Include and ask for client or customer reviews on your website (it would be advised to offer to reward them – be careful on the type of reward).
- Include opt-ins in the footer of common pages, like your blog.
E. Using a Partner
- Run a promotion on a partner’s website. You might have to offer reciprocity.
- Run a promotion on a partner’s newsletter. You would definitely have to offer reciprocity.
- Host a co-marketing offer with a partner – split the leads you generate.
- Be an affiliate to a promotion. Participating in summits is the current greatest opportunity to offer a freebie with a signup.
F. Using Traditional Marketing
- Host your own offline, in-person event (meetup, seminar, educational panel).
- Host an online free webinar.
- Add QR codes to everything.
- Collect emails in your brick and mortar store (telemedicine clients as well).
G. Using Podcasts, Interviews and Facebook Lives
- Podcast: Your podcast should offer a call to action with an opt-in. Change frequently.
- If you are a guest on a podcast, ask if you could offer a call to action with an opt-in to a great giveaway. Change frequently.
- When doing an interview, pause and offer a great giveaway (possibly related to the topic or not) which would require an opt-in.
- If you are being interviewed, ask if you could offer a call to action with an opt-in to a great giveaway. Change frequently.
- When doing a Facebook Live, pause and offer a great giveaway (possibly related to the topic or not) which would require an opt-in.
- Being a guest to a Facebook Live event could be a chance to offer a call to action with an opt-in to a great giveaway. Change frequently.
COO Bottom Line Strategy
Small Business Strategist
Visit our website: http://www.bottomlinestrategy.com/blog
P.S. Ensure the people who get the forwarded email on your email list do not click the unsubscribe button—they will be removing the original recipient from the list, not themselves!!!
P.P.S. While you’re here, please enjoy my free recipe book, 6 Immune-Supporting Soups