1. Fingding The Right Email Marketing Tool

With so many alternatives on the market, it can be tough to find the one that is right to fulfill your needs and goals without spending a small fortune on trying them all, one by one, but in this chapter we are going to show you what are the best options available and why they stand out. Here are our top picks.

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MailChimp

We are going to start by recommending what is perhaps the easiest one to get started with, and it is, in fact, the one that we will be using to execute our email marketing tasks throughout this training.

It is free to get started, and it offers its users a campaign builder that makes it easier to create campaigns that suit your message.

“MailChimp” will also allow you to automate your email marketing efforts with pre‐built marketing automation tools that will help you make room for easier to integrate strategies, and to put your data to work with personalized campaigns and 3 advertising channels that you can leverage to reach new customers.

With so many alternatives on the market, it can be tough to find the one that is right to fulfill your needs and goals without spending a small fortune on trying them all, one by one, but in this chapter we are going to show you what are the best options available and why they stand out. Here

Click here to access my exclusive Ebook Email Marketing Tips And Tricks

Aweber

“Aweber” is a recognized email marketing platform that has helped lots of big and small businesses to find their audience, get more customers and reach their goals.

Its powerful features include marketing funnel automation, built‐in HTML product promotion and newsletter email templates, high‐converting sign up forms, multiple integrations, list importing capabilities, email marketing tracking and subscriber management options.

Constant Contact

“Constant Contact” is one of the most beginner‐friendly email marketing tools available on the market right now.

Features such as professional customizable templates, automated email series, behavior‐triggered messages, automated list management, and real‐time tracking tools, will let you send great looking emails that drive big results in no time.

GetResponse

“GetResponse” is an email marketing platform that describes itself as an all‐in‐ one platform designed to help you grow your business because it offers you access to a complete suite of marketing channels and tools to compliment your email marketing efforts.

This complete marketing platform will let you use email marketing features that will allow you to grow your lists, increase conversions, and optimize audience engagement with beautifully designed email autoresponders, high‐converting web forms, laser‐sharp segmentation and unique delivery tools.

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To top it off it will also let you create and publish high‐converting squeeze pages and promo pages the easy way with a drag‐and‐drop editor.

You’ll also be able to enhance your customer communications beyond email with a complete webinar marketing solution that will allow you to get more leads, conversions and sales.

Lastly, it will allow you to simplify your efforts by letting you plan, build, and manage individual customer journeys with marketing automation.

ConvertKit

“ConvertKit” is another powerful email marketing platform that mostly serves professional bloggers, writers, authors and dedicated online marketers. It is mainly designed to allow you to offer content upgrades with any sign up forms and to manage auto responder series for high converting drip email campaigns.

Some of its features include easy to embed, customizable opt‐in forms that can help you turn your casual readers into customers, a reporting dashboard that displays subscriber data and sign‐up conversions, automated email workflows, drag‐and‐drop sequence builder, tag‐based segmentation, and one‐off broadcasts.

Alrighty then! Now that you’ve seen the best the market has to offer, make sure to pick the one that best suits your business goals as well as your personal needs. Next up we will be showing you how a marketing email is structured, so make sure to tune in!

2. The Anatomy Of A Marketing Email

Hello there everyone! We are very well aware that writing marketing emails can be a shot in the dark sometimes. We say this because it takes repeated practice to get at least one type of email right, and that can happen right when most of your subscribers have long lost interest in your emails.

But it is precisely the enormous amounts of trial and error that we have gone through which has allowed us to develop and refine the elements of a winning marketing email that will encourage your leads to open them up just by seeing your subject lines, and in this chapter we are going to show you the anatomy of the perfect marketing email.

Getting started

To get started creating your marketing emails we recommend you to just sign in to your email marketing tool of choice and then to go from there. In our case, we are going to use “MailChimp”, so we simply start on our MailChimp dashboard.

Now, something else that we recommend you to do is to create templates for your marketing emails. This strategy will help you to save time every time that you decide to test or launch a new email campaign, as you’ll only have to select your templates and then to modify the information in it according to your new campaign’s needs.

We are going to show you this process from our MailChimp account, and although the actual steps might vary from platform to platform, the basic workflow is the same. So we start by clicking on the “templates” tab located on the top left‐hand corner, and then we are going to click on the “create template” button.

Setting Up The Elements Of A Winning Marketing Email, One by One

Now as you can see on the following page, we are going to be able to select whether to use a pre‐designed layout or template for our marketing email template or to code one of our own. For this example case we are going to select a layout that allows us to include all the elements of a winning marketing email, so we select the “educate” layout by clicking on it.

The reason why we chose this email layout is because it has all the elements of an engaging marketing email positioned from top to bottom. So start taking notes, because we are going to show you each element, one by one.

A winning marketing email starts with the header, where you have to include your business’ identity, or in other words, your business logo, so we will simply start by deleting the “logo” button on the header. Then we are going to select and drag the “image” element to this header, and then we are going to click on the “browse” button to select our business logo from the library.

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Once we select our image we are going to click on the “link” option on the image panel to the right to insert our business website URL address in the “web address” field.

Inserting your business website URL in the header logo will allow you to use your logo as a sort of call‐to‐action button that can help you to catch those leads that do not usually read marketing emails.

Alright, so let’s move on to the text box below. In this text box we will find the first two most relevant elements of any marketing email: the headline and the copy.

The headline is simply a brief text that serves two purposes. The first one is to tease the content of your emails, and the second purpose is to act as an extension of your subject line. In our example case, we are going to edit our headline to include our headline, which will read: “killing diabetes with food is easier than you think”.

There are two important elements that you have to include in your headlines. One element is one or more relevant keywords whose purpose is to grab the attention of the recipient. In our case, we are using the “diabetes” keyword to grab the attention of our niche audience.

The other element is curiosity‐inducing headline copy. The idea is to craft a headline that makes your recipients curious enough as to make them want to open your emails. In our case, we are using the “killing diabetes with food” phrase to make our healthy‐eating conscious audience curious.

Now we are going to edit our email copy. Email copy is a brief but compelling description of your business, your products, your content, or your offers. Now, engaging email copy has three elements: the description of a problem, acknowledgement of the problem, and the offer of a solution to said problem.

That’s what will allow you to make your recipients either to click through your call‐to‐action or your links. In our example case, our email copy will read: “Unhealthy eating is a problem for everybody. Whether you are going through diabetes or just trying to get your eating habits right, we know how difficult it is to tackle first hand. And we also know how difficult it is to find helpful information among the noise.

That is why we have created the most accessible library of information and online resources for those that want to live a healthier, longer life.”

Ok, so right below your email copy you have to include a call‐to‐action that leads recipients where you want them to go first. In our case, we want to send recipients right through to our website, so we simply click on the call‐to‐action button and enter our website URL in the “website address” field.

Now we are going to replace the text in the “button text” field to include our own call‐to‐action text. For this example case we are going to use the “Yes, I want to get better!” text in our call to action because it reads as a first‐person positive affirmation.

Now, one thing that will really help you to improve your open rates as well as your email engagement rates is including links to content in your marketing emails, right below the main copy and call‐to‐action.

This strategy works because it helps your recipients stay up to date without them having to go to multiple websites a day to get their information fix. That is why the best approach is to include a mix of original content that leads to articles in your own blog or website and curated content that leads recipients to third‐party blogs or websites.

As you can see here, our layout allows us to use up to three blocks to insert teaser links to content. So what we are going to do is to insert two links to two of our most recent blog posts.

We can do this by first going to our website and opening one of our blog posts. Then we right‐click over the post’s header image and copy the image address. Now we go back to the MailChimp editor and click on the first “image plus caption” block. Now we move to the content panel to the right and click on the “replace” option, and then we click on the drop‐down menu located on the top right corner to click on the “import from URL” option.

Now we paste the image address in the “import URL” field and click on “import”. Awesome! The post’s header image has been added to our article link block. Now we go back to our website post to copy the subtitle and the first paragraph in the post’s page.

Now we go back to MailChimp and replace the text in the article block with the text we copied from our post. Lastly, we will go back to our blog post to copy the post’s URL from the browser’s address bar, then we will go back to MailChimp, where we will click on the “link” option on the header image to insert our post’s URL on it. We’ll simply have to paste our post’s URL in the “web address” field and to click on “insert”.

Awesome! Now we are going to apply the same steps in the second article link block below to add our second most recent blog post. To recap, we will simply go to our website to look for our other blog post. Once inside it we will copy the

image address, and then we are going to go back to MailChimp, we will click on “replace” and then we’ll click on “import from URL” in the drop‐down menu on the top right corner.

Click here to access my exclusive EBOOK: Email Marketing Tips And Tricks

Now we are going to go back to our website post to copy the subtitle and the first paragraph under the header image, then we will go back to MailChimp to paste it over the placeholder text in the article link block. Lastly, we are going to copy the post’s URL from the browser’s address bar, then we will go back to MailChimp to click on the “link” option, then we are going to paste the URL in the “web address” field and then we are going to click on “insert”.

Now, we are going to delete the last “image plus caption” block so we can edit the contact information in the footer. This is a crucial element to include on every one of your marketing emails, otherwise you might be in violation of local SPAM laws.

We scroll down and click on the “footer” block to edit our contact info. We start by editing the “current year” and “company” spaces to include the current year as well as the name of our business.

Now we are going to add our business address under the “our mailing address is” text, and we are going to leave the unsubscribe options below at their default values. We repeat, these three footer elements are mandatory to include if you don’t want your marketing emails to be flagged as spam.

Now that we’ve finished our template we will simply have to click on “save and exit”, then to name our template and to click on “save”.

And that’s it! This is the basic anatomy of a marketing email, and you can easily create any marketing email variation that fits your marketing goals following these guidelines. In fact, we set up this example email just so we had a template that we can repurpose with new content when we need to.

And this is just the beginning! In our following chapter we will be showing you how to create an awesome looking lead magnet that will help you to keep your lists growing, so make sure to tune in!

3. Creating A Lead Magnet

Hey there folks! It is a well‐known fact that people will not hurry to give something in exchange for nothing, and this applies to email marketing. What? Do you think that people will simply join your mailing lists because you’re awesome? Well, the harsh truth is that only a small fraction will, and that you’ll need to convince the rest to do it.

And how do you convince people to give you away their email addresses? The answer is with lead magnets. Lead magnets are incentives that you use in exchange for people’s email addresses. That means that people will have access to these incentives when they sign up through your opt‐in forms. The most common lead magnets are the following:

Guides and Reports

Guides and Reports are a favorite among email marketers because they’re the easiest to set up. With just the right amount of information, you’ll be able to set up a brief eBook with condensed original content and to offer it as a free eBook to new subscribers.

Cheat Sheets

Cheat Sheets are one‐page blueprints that are mostly designed as infographics in formats that are easy to print.

Free Template Packs

Free template packs make awesome lead magnets because they can be used for professional purposes, and they can fit any niche. For example, if you run a blog about social media ads, you can create and offer Facebook Ad templates. If running a graphic design blog, you can create and give away free web design templates and mock ups. And so on!

Video Guides

Video guides generate much more engagement than any other type of lead magnet, but they’re also the most difficult to set up. Yet if you have the means and the skills to produce brief video guides or presentations, we recommend you to totally go for it, as they are perceived to offer greater value because they’re less time consuming and allow you to be more direct with your message.

Discounts and Trial Periods

Promoting a 20% discount for new email subscribers is one of the most effective ways of achieving two marketing objectives in one shot: getting a new email subscriber and generating a new sale. Best of all, a one‐time consumer is very likely to become a repeat customer down the line, so this strategy works three‐fold, and is mostly recommended for ecommerce marketers.

Trial periods are based on a similar tactic: if you allow a user to benefit as much as she or he can from using a program or tool, or from accessing your content, or from attending paid webinar sessions, but only for a limited time, they’re very likely to convert once their trial periods are over.

Software Downloads

Offering free access to lite versions of useful software, games and apps through your opt‐in pages is a great way to generate new subscribers too.

Setting Up A Lead Magnet The Easy Way

Now that you know what a lead magnet is and which are the most effective ones, we want to show you how you can actually set one up easily using the basic tools in your computer.

You’ll simply need to create or outsource the creation of a piece of relevant content in the form of a numbered article, you’ll need your company logos, and a word processing program that can import your files as a PDF, such as Microsoft Word, which is the one that we will use for this example.

Open a new document, and start by entering the title of your guide. We recommend you to follow the same guidelines that you’ll apply in your marketing email headlines. In our case, we are going to title our guide as “The 5 Secret Healthy Lifestyle Choices For The Diabetic”, to add an intriguing punch to it.

Click here to access my exclusive EBOOK: Email Marketing Tips And Tricks

We’ll leave your choice of font and size to your discretion, but we recommend you to use large, bold fonts that contrast with the background. Now right below the title we are going to include our company logo, which, as you can see, fits beautifully.

Right below the logo we are going to insert the name of our business in italics, at a smaller size. On the following page we are going to insert a table of contents, which will be easy because this a 5‐piece numbered article.

Now on the following page we are going to insert a brief introduction, then we will jump to the next page to insert our article in its entirety.

Finally, on the last page, we are going to insert an invitation to keep reading on our site, with a link to redirect the subscriber there.

Lastly, we’re going to click on the “file” tab, and then on the “save as” option. Now we will browse a location where to save our finished lead magnet on our computer, and then we will click on the “save as type” drop‐down menu to select the “PDF” option, and then we will click on “save”.

Awesome! Our new lead magnet has been saved and exported as a PDF, and we are ready to start distributing it to new subscribers. Follow these simple steps and you will be able to create several variations of your lead magnet for different campaigns. Next up we will be showing you how to set up a campaign from scratch, so tune in!

4. Setting Up Your First Email Marketing Campaign

Hey there my friends! Let’s continue working on our award‐ deserving email marketing strategies. This time around we are going to show you how to actually set up an email marketing campaign for the first time, easily, the right way.

Please note that for this chapter we are going to use our MailChimp account, and although the actual steps may differ a little from one email marketing platform to the other, the basic process keeps on being the same, so you’ll simply have to take notes in case you’re using a different email marketing tool.

Alright, so we will start on our MailChimp account, from where we are going to click on the “create campaign” button. Now, MailChimp will allow you to set up three types of email marketing campaigns from the get go.

First you’ll be able to select the “create an email” option to create a simple email marketing campaign. The second option available is to “create an ad”, which will allow you to reach specific types of contacts with Facebook and Instagram ads, as well as with Google remarketing campaigns.

Lastly, you’ll be able to select the option to “create a landing page”, which will allow you to design a landing page to collect email addresses in exchange for a valuable piece of content or product.

In this chapter we are going to show you how to create a basic email marketing campaign from scratch, so we are going to select the “create an email” option.

Now as you can see, there are several types of email marketing campaigns that you can set up.

You can start with a “regular” email campaign that you can edit according to your preferences. You can set up “automated” campaigns, which are based on subscriber behavior. You can set up “plain‐text” campaigns to fire off quick communications, and lastly, you’ll be able to set up “A/B test” campaigns that will allow you to test up to three variations of the same email under the same campaign.

In our example case, we are simply going to select the “regular” campaign type. We start setting up our new campaign by naming it in the “campaign name” field, and then we click on the “begin” button to continue.

Now we have to select who we are going to send this campaign to, so we click on the “add recipients” button, and then select a subscriber list from the “choose a list” drop‐down menu. Because this is a general content email that we want to send to all of our subscribers regardless of activity level, we are going to select the full “subscribers” list, and we are not going to segment it.

Before we save our choice, we are going to check the “personalize” option and then we are going to select the “first name” or “FNAME” option from the “merge tag” menu. This will allow us to send personalized emails to each of our subscribers.

Now we click on “save” to continue. Now we have to click on “add from” to make sure that our sender’s information is up to date. We recommend you to always use your name, your company name, or a combination of both in the “name” field. Now that we’ve made sure that our sender’s info is correct we will simply click on “save” to continue.

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Now we are going to click on “add subject” to enter our campaign’s subject line. Because we are going to send a content‐focused campaign, we are going to use the “Did You Miss Any Of This?” question as our subject line.

Also, we are going to add personalization to our subject line. We can do this by inserting the “*|FNAME|*” tag at the beginning of the subject line preceded by the “Hey” expression. It will read as “Hey, First Name, Did You Miss Any Of This?”.

We are now going to click on “save” to continue. Now we have to design the content for our email by clicking on the “design email” button. Now, as you can see, we have the option to select from a wide variety of email layouts, templates, and previous campaigns to get started.

For this example case though we are simply going to select the marketing email template that we designed in a previous chapter for this exact purpose, and we can find it by clicking on the “saved templates” tab.

Now we will simply have to click on it to select it, and on the following page, we will then click on “save and close” to continue. Awesome! This campaign set up is now finished, and now we simply have to either schedule it, or send it right away.

For this example case, we will send it right away, so we will simply have to click on the “send” button, and then on the “send now” button. And that is it! Our subscribers will start receiving this campaign soon.

Next up we are going to show you how to create a high‐converting squeeze page to collect new email addresses the easy way, so tune in!

5: Setting Up A Squeeze Page

Hey there my good friends! In our previous chapters we showed you how to create a compelling lead magnet that you can use to convince people to join your mailing lists, and we also showed you that you can build opt‐ in forms from where you can offer your lead magnets, right from your email marketing platform.

And in this chapter we are going to show you how easy it actually is. For this example chapter we are going to start once again on our MailChimp account, from where we are going to click on the “create campaign” button to get started.

What’s great about using your email marketing platform to create your squeeze pages is that you will be able to integrate them right away within your campaigns, as opposed to creating a standalone squeeze page that you’ll later have to link to your campaigns.

Now we are going to click on the “create a landing page” option. As you can see, MailChimp allows us to create two types of squeeze pages: a classic “sign‐up page” to capture email contacts and a “product page” that we can use on an online store.

For this example chapter we are going to set up a classic “sign‐up page”, and we have to start by naming our new landing page in the “landing page name” field. Then we have to select a list where to add new contacts that sign up through this particular page.

In our case, we are going to select our “subscriber” list, so we can later segment them according to their data and behaviors. Now we are going to click on the “begin” button to continue.

Now we have to edit our new squeeze page, and we are going to start by adding our business logo on the header of the sign‐up page by dropping an image block on it, and then using the “browse” button to insert our business logo there.

Click here to access my exclusive EBOOK: Email Marketing Tips And Tricks

Now we are going to click on the “color” button to change the page’s background color, which will allow us to center the focus on the signup content.

Now we are going to edit the headline space to insert a variation of our lead magnet’s title in the form of a question, and it will read as “ Would You Like To Learn The 5 Secret Healthy Lifestyle Choices For Diabetics?”.

Now we are going to edit the copy space to instruct leads that they will get the free guide by signing up to our mailing list.

Now we are going to edit the signup form. We are going to Start by checking the “first name” box and making it a required field. Now we are going to replace the text in the “button text” field with “Yes! Let’s Do It!”.

Lastly, we are going to click on the “confirmation” tab to change the confirmation message to “Thanks for joining the DCME Family!”. Now we simply have to click on “save and continue”.

Before we can publish our page, we will have to click on the “add page title and URL” button so we can add a page title that will appear in the browser’s page bar. In our case, we are going to use our lead magnet’s name to title the squeeze page, so we’ll simply insert the name in the “untitled page” field, and then we will click on “save”.

Now we are going to click on the “publish” button. And that is it! Now you have a fully functional squeeze page that you can embed on your site or share on social media. We are going to give you some advice about how you can actually generate traffic to your squeeze pages in our next chapter, so make sure to tune in!

6. Sending Traffic To Your Squeeze Page

Ok everyone, so now you have a killer squeeze page, an awesome lead magnet, but how do you reach people that could be interested in joining your mailing list? This isn’t as easy as it sounds, because you could end up showing your squeeze page to people who will not find value in what you have to offer them, which means that they will not be encouraged to give you their email addresses.

The best approach then is to use a combination of organic and paid strategies that will allow you to send the right type of traffic to your squeeze pages. Here are the ones that have worked wonders for us so far.

Insert Your Squeeze Pages Into Social Media Posts

This is perhaps the easiest and cheapest way to send traffic to your squeeze pages, as you will simply have to create keyword‐ rich social media posts where you can add your squeeze page for easy click‐throughs.

To give you an example, we are going to paste our squeeze page’s URL into this Facebook post. Once it is inserted, we are going to insert a reformulation of our lead magnet’s title in the form a question to induce curiosity, and then we are going to post it.

Now, this strategy is mostly effective when you have a significantly large social following, but you can also use niche keywords and tags in your posts’ headlines to help your potential audience to find you through organic searches.

Click here to access my exclusive EBOOK: Email Marketing Tips And Tricks

Promote Those Social Media Posts To A Hyper Targeted Audience

Now, you can easily reach a very large chunk of your audience for cheap by promoting social media posts

where you insert your squeeze pages. This strategy works really well because, in the eyes of your audience, you are simply promoting free content to engage with.

Facebook is a particularly good platform to promote your squeeze pages because it allows you to hyper target your audience. You will simply have to click on the “boost post” button on your post and then to click on the “edit” button corresponding to the “people you choose through targeting” option in the “audience” section to choose who you will target with your promoted posts.

Insert Your Squeeze Pages Into Your Site

Who is a more qualified audience than the people that are already visiting your site? Depending on your website set up, you will be able to program your squeeze page to appear to website visitors. In the case of WordPress sites such as ours, you will simply have to install a landing page plugin that can allow you to easily insert your sign up forms, such as the “Popup Maker” plugin and the “MailChimp” plugin.

Create A Display Ad Campaign

You can also use the “AdWords” campaign manager to create a display advertising campaign to promote your squeeze pages on similar niche sites and to people searching content using your niche keywords!

So with these strategies we give a close to Section 2! But don’t worry! Because in Section 3 we will be teaching you how to nurture all the leads that you’ll be getting from applying the strategies in this section. See you there!

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