INTRODUCTION

I have read so much recently about email lists used for internet marketing, and there seems to be a new post somewhere every day on how it is “dead” or no longer relevant.

Based on a lot of offline sales activities and experience over the years, I am sure that this kind of talk is malarkey, intended more  to get a reader to pull up and read the post of the writer, as opposed to any serious belief that email marketing is dead…

From my personal experiences I have seen it is just the opposite…

I think email marketing is more important than ever!

Important in that , if done incorrectly, it loses relevancy for the receiver, does not result in the desired action, and causes you to fail at online marketing!

On the other hand, if done correctly with forethought, it can lead to just the opposite: More desired actions that are taken by receivers of your mails, more sales, and more profits for you.

This is part one of a three part series on the subject of email marketing. As I was putting the whole training together, I realized that breaking it up was a more rational approach,  since it is quite long and detailed. I hope you enjoy all three segments, take the tome to go through them carefully, and can take something away from my effort that will add to your own online marketing program!

So, without further ado, let’s get started…

 

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Email Marketing is More Than A List

I think it comes down to a statement as simple as this (My words…):

“It is important HOW and WHEN you present your information that makes email marketing either relevant or not, and successful or not!”

Email marketing has been relevant since its infancy, and remains so today. Pay no attention to those who may say otherwise, it remains a powerful way to establush and build a relationship with your leadsI

For me it goes back to that age old adage in the online marketing world:

Here’s my thoughts and quote on the subject: 

“The money is in the list, it’s true…BUT the ART of knowing HOW to develop and use the list is what CREATES the money, NOT the list in and of itself, is the magic “juice” of email marketing . The list is just a bunch of contacts.”

Ok now that you have an inkling on what we are looking at with email markering, let’s drill down some more in this first part of the training today…

 

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What Is The Goal, Tell Me Again PLEASE

The true goal of having a list is to build a relationship with each member of that list. This is not a relationship in the traditional sense of the word, as in becoming friends or more, rather it is a professional one.

In all my years of selling offline, which were considerable, this relationship building was a key focus. Of course this was not done through emails much in the days when I was selling $4 million dollars of product a month, because email itself was a relatively untapped resource at the time, it was in its infancy.

The same way that we built the relationship back in those days so long ago now, through face to face contact on a regular basis, is the best way to approach how you frame your mails and campaigns (series of related emails) to your list of subscribers – you creat the mails with the planned intent of providing value,  gaining their trust, their confidence, and eventually a sale, and then follow on sales.

You have to use many skills to do this properly, and I am going to mention a few below. These can be incorporated individually or in totem, but I urge you to have a good hard look at each and see if they would help you and your online marketing program.

 

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Just What is Email Marketing?

We are going to start at the beginning and, step by step, go through the process, from making an offer, to ways to build the relationship, and finally how to monetize that relationship in a moral and responsible manner.

This is a unique kind of advertising that gives you the ability to invest one time to get a clients contact information, and then connect again and again with that client at little to no additional cost.

Doesn’t that sound good?

The only “costs” other than an investment in an autoresponder tool to organize your mails and campaigns are your own efforts to do this in an intelligent manner.

The time spent creating the planned marketing campaigns that you can send out to the contacts again and again are an additional hidden cost, but remember you are investing in yourself and your business.

That one time subscriber to your list can literally make you money for years and years if you do this well enough….potentially for a lifetime.

It is that powerful!

This brings me to this thought:

“So Email marketing is dead? I don’t think so!” 

Think about yourself and your online activity and email inbox…Likely you are subscribed to many online marketers who send you seemingly endless email marketing campaigns with offers for the next big thing they want you to buy.

I know I get them all the time. In my quest to gain knowledge on how this online marketing differs from offline and traditional (for me) marketing, I was buying quite a few products that promised “instant cash” or “thousands of leads” etc. Largely a waste of time, many of those products and tools…

Well now you are going to join those herds of sellers sending emails.

What will be the difference though is that you will do this in a more planned, measured, and moral manner than many you are competing against.

You are going to get better open rates for mails you send, and even better, you will have a higher action taking rate and conversion rate too…

You are going to offer value to these leads by sending relevant information that they need and can use. You are not going to hard sell all the time, not even half the time.

This concept is just like offline marketing I did face to face. You have to spend time with the clients using email marketing through sending a series of emails that build the trust and confidence first, and only then present what you are promoting or selling.

This is then, the art of the offer I speak of in the title, and the whole of what you should take with you after reading through this…

Your goal should be…

Setting up and operating an ethical and moral program where you are able to provide valuable and relevant information to your subscribers, building a relationship with them, and then offering products that meet the high standard you have set for your business.

 

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How Does Email Marketing Work?

The steps involved are really not complicated (and this screws some people up because it is NOT complicated) when you look at the process.

Here are the initial steps:

 

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Step 1 – You ask people to join your mailing list in exchange for something of value that is relevant to what they need  (i.e. a tool, a newsletter, a guide, some software, free training, etc).

I have training on this aspect of the email marketing process if you are interested…You can find it HERE:

===> LEAD MAGNETS TRAINING <===

 

 

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Step 2 – They agree and opt-in (share) their name and email address, normally accomplished through an opt-in page.

NOTE: If you are interested in how to create opt-in or bonus pages for your lead magnets that will draw in subscribers, please see the following two articles:

 

Landing Page Monkey A Relook for 2016

===> LPM and LPM Review and  Bonuses <===

 

Commission Gorilla

===> CG Review and Bonuses <===

 

 

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Step 3 – They confirm through a follow up email that they take action on,  confirming  they want to be a member of your list, and you then have permission to offer them additional information and ultimately market your promotions to them through emails.

NOTE: I will go into a lot more detail on how you will set this up in part three of this training. If you want to see that portion now, please CLICK HERE

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At that point you now have their permission and opportunity to connect to this person, and this permission remains in place, as long as you keep a good standing relationship with them. This means you can contact them over and over again.

Think about that. In the old days, if I wanted to follow up with an established client, I had to call him, send him information, or go to his location to see him. Thank goodness these days are gone, although I still think they are appropriate to use for offline businesses today.

But in the online world, much of the advertising allows for contacting the client one time, that’s it. Think PPC, or facebook ads, or paid traffic, etc. One time contact for each amount spent…

This means you have only one chance to recoup the money invested, and your earnings per click can be very low if you have not planned properly. The cost of the sale can be high.

They do help you build you a list, and they can build your brand, and they can make you money, so there is a place in the marketing world for such methods, no doubt…

 

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Costs For Email Marketing

Now let’s look at the costs associated with email marketing…To understand this we have to understand the process…

Email Marketing Flow

Looking at the process of email marketing we can see then clearly the points at which there is a cost and specify the type of cost it might be as depicted in the 5 step process below:

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Step 1. WEBSITE VISITOR ===> sees something you are offering in exchange for contact information  ===>  this leads to…

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Step 2. The VISITOR decides to join YOUR list as a subscriber ===> this leads to…

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Step 3.  YOU then offering Subscriber information plus various promotions through a series of emails ===> this leads to…

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Step 4. Subscriber reading your mails, reading and using your information, and when offered, buys your promotions ===>

and finally, this process leads to sales (again and again) and…

          checkmark - Effective Email Marketing or "The Art Of The Offer"Step 5.  SALES AND PROFITS…checkmark - Effective Email Marketing or "The Art Of The Offer"

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Costs You Will Incur

Other than the time you spend creating effective sets of emails and the autoresponder monthly cost (this cost can range from $0 to $15, $25 or higher as your list bets bigger and bigger) there is NO cost!

Does that sound like a cost effective way to market your products and services? I think so…

 

dollar camera - Effective Email Marketing or "The Art Of The Offer"WHY Email Marketing Is Effective

Whether you knw this or not, email marketing is STILL the most effective way of marketing online! The three main reasons this has been the case for a number of years and remains the cae today are as follows:

(1) Pay acquisition cost once, have the contact and sales forever

Think about that for a minute…

Unlike a typical paid advertising campaign, whether an article, video sales letter, sales page, etc. with email marketing you have the opportunity to contact people over and over again.

You set up an effective lead magnet to attract them to sign up for your list (whatever that costs in time and material), then you can continue to contact them again and again…for almost NO COST.

Compare that to a PPC campaign done through Facebook. You may end up paying $.15 per click, but there are too many that come to your offer page, but leave and are gone forever.

For every 100 people you get to click on your advertisement, there are 3 that subscribe – this means that your three subscribers have cost you $5.00 each.

Not to mention you have lost the other 97 people that clicked on your offer but did not take action. You will not see them again, nor be able to contact them. They are gone.

This is not a very effective campaign compared to an email campaign, where you are building a relationship and sending offers again and again over time to people that know you! This is a targeted list and a lot more effective way to market over time.

(2) Email Marketing Can Be Applied To EVERY Niche

One thing that email marketing has over some other marketing methods is that it can be done within ANY niche. Sure, you can make money within most niches with other marketing techniques, but email marketing allows you to cross-promote relevant products to a niche as you have on-going communication with your subscribers.

If someone is interested in weight loss, they may be interested in a wide variety of items (cooking utensils, workout gear, etc). If someone is interested in a bird feeder, they are likely interested in bird feed, photography of birds, bird watching, etc. Having an email list gives you this opportunity.

Any industry, any niche…YOU can build a list within it!

(3) Email Marketing Should Be Automated

If you have a list of 3000 people, do you seriously think that you can write that many in a day? How about 3 times a week? How about a campaign series of 5 emails over a week period?

This is simply not possible nor effective. You need to automate. Period.

So you get a system in place that automates  first converting your visitors that are subscribing into leads, and through follow on emails that contain valuable information and some promotional offers, turns the leads into your customers, and this again and again over time!

Once you have an effective system that works well, and you know this because you have tested it, then it’s all about scaling up your email marketing campaigns. You continue to get more traffic, more leads, and more sales. If your email marketing system is converting on a small scale, it will convert on a large scale.

I will mention some tools to automate the whole process. Of course some attention will have to be there to make sure it remains working properly, but then all you have to do is essentially watch it perform for you.

It will make you money like a machine…

Basically you need to address the following 3 steps to develop a highly successful email marketing campaign:

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Step 1 – You must put together an irresistible initial offer

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Step 2 – Once your visitors subscribe you must build the relationship through developing trust and confidence

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Step 3 – Promote offers that your subscribers need and will value, and will act on generating you sales and profits

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To get the above steps completed effectively, you will need to understand how people work and how relationships in the email marketing setting work.

I will cover these points in detail plus more in the next section of this three part email marketing training.

PART TWO TRAINING – If you want to continue on to the next section, Part Two. you will find it here:

===> EMAIL MARKETING TRAINING PART TWO <===

 

PART THREE TRAINING – If you want to have a look ahead at Part Three, you will find it here:

===> EMAIL MARKETING TRAINING PART THREE <===

 

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Making Money Online

CONCLUSION

Time is money, as the picture above depicts, so I want to assure you that I will not waste your time nor your money. This training is absolutely free…It IS worth the time you will spend going through it…

There is a reason I titled this series as it is: What we are creating with our email marketing training is truly more than a simple quick gesture or attempt to get up and running.

If you are going to have an effective program this becomes Email Marketing, or “The Art of the Offer” which is a whole new and higher level than just throwing something together and sending it out to people.

There is some addiitional training that is available following this three part series, and if you are interested in that, at the end of part three I tell you more about it…

As we drill down further into how we develop the relationships with our subscribers in part two,  and then go into actual samples of emails that are effective and ineffective, how to write them effectively for your email marketing campaigns in part three, you will gain a complete up to date picture of email marketing and campaigns.

See you over at the next training segment!

 

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FINAL POINT

As always I am interested in getting your feedback on this somewhat evergreen subject that some people pay far too little attention to. Your experiences and questions are welcomed too of course! Please add them below in the comment section!

Thanks!

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Favicon Photo from Dave

 

15 thoughts on “Effective Email Marketing or “The Art Of The Offer”

  1. Creating emails is very hard for me. That is what attracted me to your post…I am not disappointed and will be checking on the other two you have in this series as well. You have already helped me a lot and thanks for that! It’s definitely aided me!

    Great job.

    1. Hi Penney,

      Glad that you took the time to add your comments here…Sorry about the delay, I have a glitch that caused a few comments to go into the wrong folder, and I am catching up now that I have discovered this…This three part series was exactly intended to help people get an improved idea on what to write, how to write, and what to put where in the emails and campaigns. Please do check out the other two trainings in this series and also look at the rest of the site, there is a lot that can help you!

      Cheers!
      Dave

  2. Good day! Interesting set of articles you are posting on email marketing. I have a better understanding now of the psychology behind the marketing method, and I look forward to the last section of the three posts where you say you will be going into the actual writing the emails. This is hard for me and I am hoping that you can provide some good training on that. The autoresponder portion will also be of interest to me….Thanks!

    1. Thanks for stopping by and I think you are understanding why I say this is really creating a system, one that requires thoughtful planning and using creativity to make it effective. The Art of the Offer is the state of mind needed for your approach to email marketing! Please add in any other thoughts or ideas you may have as we go along, feedback and input is appreciated and welcomed! Cheers! Dave

  3. Hi there! I could have sworn I’ve visited this web site before but after going through a
    few of the posts I realized it’s new to me. This article on email marketing is very informative and helpful. I learned some new things and will be checking out the entire 3 part series you are publishing on the subject. I see also that you are offwring a free eBook on the siubject, and later will have an eCourse too on email marketing and email marketing campaigns. When will these be available, I saw the download link is not yet active for wither of these…Anyway I’m definitely pleased I found your site and I’ve bookmarked it so I can check back often!

    1. Hi Adolph, hard to say if you have been here before, but I AM glad that you have now bookmarked the url so you can get back here quickly and often! As to your questions on the free eBook and the email marketing course, they will be live soon, I am finshing up the editing and the details for bith as I write this. The idea is that you will get a lot of free information right on the site, more that you can receive through subscribing to my page, and if you need even more training that will take you to the top, there is a paid option. This formula will be used for 30 topics that I have decided to expand on over time here, and these will be rolled out as the year goes on and they are completed and ready to be published! Cheers! Dave : )

  4. First of all I want to say awesome blog! I had a quick question which I’d like to ask if you don’t mind.
    I was interested to find out how you center yourself and clear your thoughts before writing.
    I’ve had a difficult time clearing my thoughts in getting my thoughts
    out there. I truly do enjoy writing but it just seems like the first
    10 to 15 minutes are wasted simply just trying to figure out how to begin. Any ideas
    or hints? Cheers!

    1. Hi Jeannie,

      Thanks so much for your laudatory comment. It is appreciated, believe me!

      To center myself as you mention I usea mind mapping exercise…It gets me through those blocks you mention. These are moments I think all of us go through at one time or another…

      The drill that I go through when this happens is for me just taking a few moments, stepping away from whatever I am doing, grabbng a piece of paper and some coloered pens or pencils, just start brainstorming with a twist – and that is the mind mapping exercise I mention…

      You can see in more detail what I am talking about either here ===> http://davesweney.com/mind-maps-how-to-create-one-easily or you can check out a shorter version I have here: ===> https://my.wealthyaffiliate.com/davesw/blog/what-are-mind-maps-and-why-use-them.

      Either of the posts will walk you through step by step how to go through the exercise….

      Best of luck!!

      Cheers!!
      Dave : )

  5. Hi there! Very interesting article. Although I have a website, I haven’t considered e-mail marketing yet. But, recently more and more often I read articles or see people that recommend highly e-mail marketing. Do you recommend any good company to control your campaigns? I only know of Getresponse, what do you think of it? Thanks.

    1. Hi Effie,

      Thanks for the stop by and feedback. Yes there are so many things to consider when first entering the online marketing world it can be quite overwhelming. Email marketing will be a critical part of your affiliate marketing program as well as any other area of online marketing. It has and remains the most used marketing method for a reason – if done correctly, it works!

      There are other strategies that you can use such as PPC or similar, but this is one that ties easily into using the leads you get from your sites organically or otherwise to move them from a lead into a sale. Once you have that lead, you can sell to that lead again and again, as long as you are providing value and solving theor problem.

      Regarding autoresponders I use GetResponse as well, but there are other good ones out there, each has their upsides and downsides. They are all pretty good in my mind, they must be doing something right or they would not be in business long!

      Cheers!

      Dave : )

    2. Hi Effie!

      Thanks for the kudos, this was an interesting subject for me to write about. For me, email marketing is a natural extension of the web site and posts, where you can build that relationship with the prospect through various stages to the point where you are a trusted source for solving their problems and can advise them through offering products in some cases, and more often than this help them inprove their own agendas, whatever these may be.

      As to which autoresponders I use there are a number that are available, I also use GetResponse, which worls well for my purposes. I would advise doing a google search for the available options and ratings from several sites to see which might be best for the purposes of your program.

      Best of luck and thanks so much for stopping by!

      Cheers!
      Dave : )

  6. Hi Dave

    Thanks for the training and I admit this is one of the more difficult issues for me, yes I get what you’re saying that email is important but then I look at my own responses to being constantly asked for email addresses and then receiving updates which I glance at the title of but never actually read.

    I am willing to persevere and willing to undertake courses such as this but I’m wondering how you can persuade people to sign up without being so intrusive and risk damaging that early relationship you are just beginning to develop with a new visitor to your site?

    1. Hi Marie,

      Thanks for stopping by today and providing such insightful comments to the subject of creating an effective email marketing program for your online business!

      I know exactly what you mean by getting to many emails in your inbox, I would bet right now I have 10,000 unopened emails that at some point I will simply delete.

      Information overload is happening all around us and that inbox thing is sure one area it applies! How to cut through all the competition and make sure that yours are opened and receivers take action with?

      That is a million dollar question, literally, because there are many rich marketers who have asked the question and then come up with solutions to get effective use out of their email marketing program.

      It begins I think by providing something of value to the prospect. I have a post on that which may help you determine how to put this together. It can be found here on the site, just click on the link and you will be taken there: ===> http://davesweney.com/top-10-things-you-need-to-kn

      Also, just to let you know, there will be two more parts of this subject coming on the site over the next 3 days. The second part will be posted tomorrow (working it now) and two days later I will post the third part…In this three part series I will drill down more on the email marketing concept, plus going throuh some examples and what to watch for and include as you develop your campaign and write the series of emails supporting them.

      We will also go over the different autoresponders that are out there just to give you an idea of the choices and what they offer.

      Basically to answer your question as to how to convince people to open your emails, you have to provide something to them that is of value. Something that will solve a problem, answer a need they may have, or promote something you know they could use.

      Then once you have these things, it is in how you present it to the reader as to whether they will (1) open your mail, and (2) take action on your call to action. It is all about trust and confidence – if they have it with you, and you give them reason for that, then this type marketing will definitely work.

      For that new visitor you mention, your first mission is to build that trust up. You are right, if you just rush in and sell, sell, sell, you likely are going to be disappointed. Providing additional valuable information that is relevant and that they can use is essential at first. Only after you have this established can you then promote anythin to them.

      Please come back and read the other two sections of this training, I think they would be of value to you!

      Cheers!

      Dave : )

  7. Thank you for the article. I have been also reading about the importance of the email marketing recently. Still, I haven’t found any step-by-step guide how to do it effectively and what do write in the emails. Did I understood right that you will be publishing some training 4 Feb 2016?

    For me, this email marketing thing has just seemed quite hard.. But I need to study it more. Take action and learn. 🙂

    1. Hi Roope,

      Good to see you here again on the site. I do appreciate it…

      Yes effective email marketing is a segment of online marketing for which there seems to be a lot of guidance, but it is all in bits and pieces, and not a front to back explanation. I also have not found a good all in one site or set of posts that takes you through the steps and includes some practice exercises.

      Also you are correct in the series on effective email marketing. This is the first of a 3 part series, and the last two parts will be published on 4 Feb and 6 Feb. This is really a precursor to a course that is almost finished that I am developing now for those folks that may be interested.

      When I do get it up and available, I will market it using PPC and through the money site here. There will be a more complete set of instructions on how to develop your email marketing program, along with some valuable handouts and worksheets to do some practice.

      This is in tandem with several other courses that are in various stages of completion and roll out. As I study and immerse myself ever further into this online marketing business, I see holes in the training that I can help fill in for folks that are looking for such information.

      Some of those upcoming courses include creating effective sales funnels, for which I also posted a 4 part series here (part 1 link here, and you can get to the remaining 3 parts from the first part of the tutorial). Start here for that introduction course, which is completely published already – (Click the link and you will be taken directly to the page)…

      ===> https://my.wealthyaffiliate.com/davesw/blog/creati

      I am even considering adding in several live events as part of the course through the social site Blab. You can read about that new medium here ===> http://davesweney.com/learn-easily-how-to-blab-to-… …I think this will give those you sign up a chance to work out some of the kinks they may be having with their email marketing program.

      Cheers!

      Dave : )

Comments are closed.