E-MARKETING TECHNIQUES
E-marketing techniques can be broken down to pull and push marketing. Pull marketing is a passive technique by which online shoppers take the initiative requesting specific information on the Web. Search engines, product/service advertising, e-coupons, and e-samples are part of pull marketing. For example, e-marketers can register their e-commerce sites, products, and services with search engines such as Google and or Yahoo, thereby enabling online shoppers to search for product/service information using Google or Yahoo and link to their sites. Similarly, e-marketers can also register their e-coupons and e-samples with e-coupon sites such as ecoupons.com and e-sample sites such as yes-its-free.com.
Push marketing is a proactive technique that enables e-marketers to "push" their product/service information to Web visitors or shoppers without their requesting it. Banner advertising, pop-up advertising, e-mail promotion, and spamming belong to push marketing. For instance, e-marketers can rent designated space from Internet service providers such as America Online or MSN for their banner or pop-up ads. Using animated graphics, appealing messages, and links, e-marketers try to lure visitors to their sites to buy their products or services. Many Internet users, however, find such ads annoying and employ software that blocks pop-ups and banner ads.
E-mail promotion is widely used by e-marketers to send new product/service information to their registered customers. For example, airline companies periodically e-mail their registered customers about their e-fares and promotional vacation packages. Spamming refers to sending millions of e-mail promotions to recipients who have never asked for the information. These recipients' e-mail addresses are often purchased or swapped with other businesses. Spamming is at best unethical and at worst illegal.
COSTS AND BENEFITS OF E-MARKETING
E-marketing can offer more competitive prices than traditional marketing because e-marketing reduces costs by not having to maintain physical store space and by strategically placing distribution centers throughout the country
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Sound good?
Then let’s dive into the most comprehensive guide to email marketing on the entire internet.
Table of Contents
Why Email Marketing?
Getting Started
Growing Your Email List
Choosing an Email Service
Segmenting Your Email List
Improving Email Open Rates
Automated Email Marketing
Frequently Asked Questions
The Importance of Email Marketing
We’ve covered the biggest question, what is email marketing, but haven’t gotten into why email marketing is so very important for your business. Let’s talk about that now.
Despite the rise of social media and unsolicited spam email (which is never a good marketing strategy, by the way), email remains the most effective way to nurture leads and boost customer loyalty.
There are many reasons you should make email marketing one of your top priorities, but here are the top 3:
1. Email is the #1 communication channel. Did you know that at least 99% of consumers check their email on a daily basis? That can’t be said of any other communication channel.
2. You own your list. On any social media platform, your account (along with all your fans and posts) could be suspended or deleted at any time, for any reason, without notice. However, you own your email list. No one can take those leads away from you.
3. Email just converts better. People who buy products marketed through email spend 138% more than those who do not receive email offers. In fact, email marketing has an ROI (returns on investment) of 4400%. That’s huge! And if you are wondering if social media converts even better, think again: the average order value of an email is at least three times higher than that of social media.
Email is simply the best way to make sales online.
How-To: Email Marketing
Wondering how to get started with email marketing? Email marketing is made up of several moving pieces, but that doesn’t mean it has to be complicated. Here’s how it breaks down…
You start with your list. OptinMonster has made it super easy to start collecting leads right away, even without an email marketing service, with our Monster Leads integration.
With Monster Leads, you can begin building your email list, and even begin reaching out to leads, while keeping your leads stored safely inside your OptinMonster dashboard. Then, when you’re ready…
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You add an email service provider. There are a ton of them out there, but we take the guesswork out and make it really easy to choose the right one for you and your goals.
After those two steps, it’s just a matter refining your lists and your messaging so you’re reaching your audience and really connecting with them. Plus, you’ll be able to set up some automation in your email service which will make things much easier for you.
Ready to jump in? Let do it!
Growing Your Email List
What most people do when they want to build an email list is to put an optin form on their website and hope that people sign up. Unfortunately, this strategy usually doesn’t work very well.
To grow your email list, you need to attract people with a compelling offer. You need a lead magnet.
Lead Magnet Blueprint
What is a Lead Magnet?
A lead magnet (a.k.a. an optin bribe) is something awesome that you give away for free in exchange for an email address. It doesn’t have to cost you anything to create; most lead magnets are digital materials like PDFs, MP3 audio files, or videos that you can create yourself at minimal or no cost.
It can be absolutely anything you want, so long as it provides value to your visitors for free.
Some popular lead magnet examples are:
ebooks
A cheat sheet of tips or resources
White papers or case studies
A webinar
Free trials or samples
A free quote or consultation
Quizzes or a self-assessment
A coupon
The possibilities are endless!
For even more lead magnet ideas, check out our list of lead magnet ideas to grow your email list.
What Makes a Good Lead Magnet?
You already know that a lead magnet needs to provide value for free. But if you want your lead magnet to be highly effective, here are 5 criteria for you to consider:
1. Easily consumed: Lead magnets are only effective when the audience uses them, so if you deliver a 300-page manifesto, you won’t gain traction.
2. Actionable: Lead magnets need to provide an actionable tool, skillset, or useful information that your audience can apply.
3. Creates noticeable improvement: People continue to buy products and services if they work well. Your lead magnet will become successful if it’s as valuable as your products and services.
4. Relevant: If you’ve done your homework about your prospects, you’ll have no trouble coming up with a lead magnet subject that solves problems.
5. Immediately available: People love instant gratification, so give it to them right then and there. Check out 4 Ways to Deliver a Lead Magnet to see how easy it is to get your lead magnet out there using OptinMonster.
Let’s take a look at a few real-life lead magnet examples.
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We also suggest that you create content based on Pareto’s 80/20 rule, which means that your promotions should comprise of 80% informational content, and 20% promotional content. All of the content you publish should be relevant, interesting, and unique. 4. Social Media Marketing Social media marketing is a very powerful tool. It allows you to communicate with your industry, customers, and market in a personal way. You can utilize social media to generate engagement and interaction, boost traffic to your website, and develop a larger base of customers. Utilizing different social media platforms for different purposes also creates a rich presence for your company that diversifies your abilities, efforts. This will ultimately help you cater to your customers’ needs in a way that grows your business over time. Maintaining a solid tone and personality of your company through social media is very important because consistency is what will create trust within your audience. In order to develop and maintain brand recognition and authority, make sure your outreach efforts are unified by ensuring your team is on the same page with your company’s communication style. 5. Email Marketing One of the most effective forms of reaching out to your customer base is through email marketing. Although you have to be very careful about the content within your emails and who is included in your outreach, the reason email marketing has been around for so long is because it works. In order to reach your audience most effectively, provide useful content within your emails. Make them as personal as you can, offer valuable promotions, and use it as an opportunity to socialize. Open up about what your business is doing, any events you are attending, new features or products, and be transparent about your company. You want to relate to your customers on a level that gauges their interest and keeps them engaging with your emails. As always, make sure you are monitoring the analytics of your email marketing efforts. One great tool that can help you with this is the Google Analytics Dashboard, which is a free solution that gives you useful data about your email marketing efforts. You can also track users who entered your website from your email campaigns with the previously mentioned tool, Mouseflow. All you have to do is set a custom URL that users “visit” when entering your site, and their entry page will contain that unique URL. A great way of doing this is to append UTM variables to your URL. You can use Mouseflow filters or the search feature to find users whose sessions contained your custom URL. From here, you can save and export the list, perform analytics, and watch how they interacted on their site. You can also filter your heatmaps for this data to analyze how they engage with each page of your site, which elements they find most attractive, and more! 6. Search Engine Optimization One of the most important and manual methods of optimizing a successful eCommerce website is making sure it’s optimized for search engines. With today’s Search Engine Optimization (SEO) standards, it’s now more important than ever to make sure your website is constantly updated with rich and relevant content, promotes a good user experience (UX), and is optimized to be as error-free as possible. The content within your website should be rich, reliable, and provide information to the public that is useful and relevant to what they’re looking for. For example, if you have an eCommerce store selling camping supplies, it’s wise to provide detailed product information and possibly even host sections of your website that offer generous amounts of content that elaborates on the topics of camping, supplies, or related subjects. Using keywords within your content in a genuine way will also flag your website as a matching result in search engines when users are looking for something specific. 7. Pay-Per-Click Marketing There are three basic elements to any pay-per-click marketing campaign: the ad, the offer, and the landing page. All three must be in good harmony and synchronization if you want to maintain the interest of the lead. The landing page must be a continuation of your ad, delivering what was promised as the reward of clicking on the ad, in order to take the visitor through your conversion funnel. It must also be customized for keywords to appear somewhere near the top of search engine results. Keep the landing page free of distractions and unnecessary bells and whistles. Also, keep in mind that your landing page is the most appropriate place to boast your product benefits to the customer. 8. Optimize Your Marketing Efforts for Mobile Devices It is absolutely crucial to make sure your website is responsive to any user layout. Mobile users are starting to dominate the sea of internet use, and it’s important to accommodate their needs to provide a good user experience (UX) for everyone. People who visit your website do not want to be redirected to an app or web version of your website, they want the full-meal-deal. So, make sure you deliver what they are expecting and make the investment to enhance your website so that it’s fully responsive. You can also use mobile marketing techniques to target mobile users specifically. One of the most popular marketing trends is called geo-targeting, which advertises to mobile users based on their location. This technique enables you to reach out to customers who are within a specific distance of your business, and provide them with an incentive to stop by or make a purchase. 9. Target Wearable and VR Technology Targeting wearable and Virtual Reality (VR) technology is a trending technique that grabs users in a new and exciting way. People are still getting used to this technology, and are not yet overwhelmed by or habituated to advertisements. Your target audience for these mediums will be very refined, as these users are the part of the population that carries the latest technology at the palm of their hands at all times, keeps up to date with trends, and doesn’t mind dropping some extra cash for items they desire. Although creating campaigns that are designed for these technologies can be expensive, the right approach can be worth the initial investment because a filtered audience is more likely to convert. 10. Launch Stores on Multiple Platforms Consumers have become the power player in the eCommerce industry. Which means your business needs to stand out in a unique way. Because of this, it’s more important than ever to customize your user experience (UX) to cater to the needs of your audience. Make your outreach efforts personal by taking the time to learn about your customers. People love it when they feel special, and if you make sure to add personal touches like addressing your prospects by name, sharing videos and pictures of your employees, and being transparent about your company processes and procedures, you will reap the benefits of a loyal customer base. All of this adds to the overall ‘face of the business’. This will hopefully make its way to the hearts of your customers. 11. Retargeting Customers who have already shown an interest in your website are more likely to make a later purchase. Retargeting is a technique that tracks customers who have visited your website and displays ads to them while they’re browsing the internet with the intent of getting them back on your website. When these visitors enter your website again, they are far more likely to make a purchase. To effectively manage a retargeting campaign, make sure your ads are as specific as possible. Was the customer looking at a specific product? Make sure the ads displayed to them are ads of that specific product and link to the page of the product. Just like with Search Engine Optimization (SEO) and Pay Per Click (PPC) marketing, it’s important to display the information the user is looking for the instant they click on your ad.
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