Ultimate Guide to Email Marketing for Business

Susan Gunelius

Description

Send Better Email. Build a Better Business.



With more than 2.6 million email messages sent every second, it's becoming harder to stand out in inboxes—not to mention in a sea of spam, which accounts for 67 percent of those emails. Marketing and strategic branding expert Susan Gunelius gives you the tools you need to grow your list of email subscribers, keep them engaged, and turn them into lifelong customers.



By focusing on building a strong foundation first, you'll learn how to develop a comprehensive email marketing program designed to evolve with your business. Then, Gunelius shows you how to convert subscribers into buying customers and vocal brand advocates with the techniques that marketing professionals use to build their businesses and increase their revenue using email. You'll learn how to:

• Use free content to encourage people to subscribe to your email list


• Develop conversion funnels that drive people to buy from you or sign up for your webinars


• Save time and keep subscribers engaged with your brand with email automation


• Boost conversions with list segmentation techniques designed to get the right message to the right people at the right time


• Test your messages and analyze your performance using key metrics to improve your results


• Win back customers with automation and personalization strategies designed to build a one-on-one relationship with your audience


• Understand the laws and deliverability rules you must follow and tools to help you along the way

Sujets

• Entrepreneuriat
• Emprendedor
• Entrepreneur
• Communication médiatique
• Marketing digital
• Marketing et communication
• Economics
• Business
• Direct
• Marketing
• Marketing stratégique
• Communication digitale

Informations

• Publié par: Entrepreneur Press
• Date de parution: 15 mai 2018
• Nombre de lectures: 21
• EAN13: 9781613083833
• Langue: English
• Poids de l'ouvrage: 2 Mo

Extrait

Entrepreneur Press, Publisher
Cover Design: Andrew Welyczko
Production and Composition: Eliot House Productions
2018 by Entrepreneur Media, Inc.
All rights reserved.
Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for permission or further information should be addressed to the Business Products Division, Entrepreneur Media Inc.
This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting or other professional services. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.
ebook ISBN: 978-1-61308-383-3
Contents

Acknowledgments
Foreword by Jason VandeBoom, Founder and CEO, ActiveCampaign
PREFACE
Your Power Is in Your Email Marketing List
CHAPTER 1
The Evolution of Email Marketing
The Birth of Email Marketing (and the Challenging Teen Years)
Email Marketing Today (Look Who s All Grown Up)
Why You Should Invest in Email Marketing
Introduction to Email Marketing Tools, Processes, and Terminology
The Role of Email in an Integrated Marketing Plan
CHAPTER 2
The Marketing Funnel
Email Conversion Funnel Campaigns
The Consumer Buying Cycle
Creating Buyer Personas to Boost Funnel ROI
Bringing It All Together for Email Marketing
CHAPTER 3
Know the Laws and Deliverability Rules
The CAN-SPAM Act of 2003
Understanding the Importance of Email Deliverability
CHAPTER 4
Choosing Your Tools
1. Contact Management
2. Message Design and Setup
3. Content and Delivery
4. Email Management
5. Account Administration and Help
Making Your Final Decision
CHAPTER 5
Types of Email Marketing Funnels
Selecting an Email Marketing Funnel
How to Build an Email Marketing Funnel
CHAPTER 6
Growing Your List
Step 1: Develop Relevant Opt-In Offers
Step 2: Create Effective Online Opt-In Forms
Step 3: Drive Targeted Visitors to Your Online Opt-In Forms
Step 4: Show Your Offer to Your Visitors
Step 5: Improve the Results of Your Online Opt-In Forms
CHAPTER 7
Creating a Lead Magnet
Good Lead Magnets vs. Bad Lead Magnets
Steps to Creating a Lead Magnet
Moving from Lead Magnets to Email Marketing Funnels
CHAPTER 8
Developing an Email Marketing Conversion Funnel
Key Considerations When Developing Email Conversion Funnels
Steps in an Email Marketing Conversion Funnel
Email Conversion Funnels for Acquiring
Email Conversion Funnels for Nurturing
Email Conversion Funnels for Selling
Email Conversion Funnels for Renurturing
Improving Your Email Conversions
CHAPTER 9
List Segmentation
How to Get Information to Use for Segmentation
Segmentation Strategies
Unique Segmentation Strategies for B2B Companies
Using Personalization and Dynamic Content
Personalization and Dynamic Content Strategies
Segmentation Improves Relevance and Results
CHAPTER 10
Writing an Email Message
Copywriting Tips and Tricks to Improve Your Email Messages
Writing the Parts of an Email Marketing Message
Writing Different Types of Email Marketing Messages
Improving Your Copy and Your Email Marketing Results
CHAPTER 11
Autoresponder Messages
Creating Your Autoresponder Strategy
Autoresponder Offers
Autoresponder Triggers
Integrating Autoresponders into Your Overall Email Marketing Strategy
CHAPTER 12
Measuring Performance
Email Marketing Tracking Strategies
Key Performance Indicators (KPIs)
Testing Your Email Messages to Improve Performance
Connecting Your Results with Your Goals
CHAPTER 13
Handy Resources and Swipe Files
Links to Software and Resources Mentioned in Chapters 1 to 12 (and More)
Limited-Time Offer Promotion Sequence
Automated Email Message Sequences Copy Samples
Single Message Email Copy Samples
Put What You ve Learned into Action
APPENDIX
Email Marketing Resources
Email Marketing Tools
Marketing Automation Tools
Opt-In Form Tools
Landing Pages
Design Tools
Images, Icons, and Fonts
Infographic and Data Visualization Tools
Email Deliverability
Facebook Contest Tools
Video and Audio Tools
File Storage
Online Course Publishing
General Form Tools
Survey Tools
Miscellaneous Software and Online Resources
Websites and Blogs
Books
Downloadable Resources Mentioned in Chapters 1 through 12
Glossary
About the Author
Index
Acknowledgments

T his book is dedicated to my husband, Scott, and my children, Brynn, Daniel, and Ryan, without whom I never would have started on this journey as an author and business owner. It s been a crazy ride, but I wouldn t trade a day for anything. The best is yet to come.
I d also like to acknowledge my literary agent, Bob Diforio of D4EO Literary Agency, for his guidance and support as well as the entire team at Entrepreneur Press and Entrepreneur.com . This book would not have come to life without every person s help to get it into readers hands.
Finally, I d like to thank my parents for paying for my undergraduate degree in marketing, which started everything, and thank you to my former colleagues who challenged me, taught me, and gave me the tools I needed to be successful throughout my marketing career.
Foreword by Jason VandeBoom
Founder and CEO, ActiveCampaign

E ven today, decades after email s invention, email marketing remains the most effective medium for reaching your customers, and it s an integral part of shaping their experience of your business. While communication continues to evolve, email remains an important part of the mix for businesses. It s a fast, effective way to send and receive asynchronous messages, both personally and professionally.
For a business like yours, it s ideal because you can make your email campaigns:
Targeted to your audience . You re able to send an email to the exact group of contacts who would be most interested. Just as important, this means you re not sending that message to people who would have no interest.
Personalized for each individual . Your message can be dynamically tailored so that different individuals see different message content depending on what would be most relevant to them.
Perfectly timed based on each person s behavior and other insight . Email messages can be triggered to send based on any number of factors, such as making a purchase, clicking a link in a campaign, visiting a specific web page, and more. Marketing automation has taken email marketing to the next level.
These are strengths no other marketing medium offers. You can t do all this with radio or TV ads, search engine traffic, display ads, or social media platforms. Ultimately, these unique advantages are only important because they help you create a better experience for each customer at each stage of the customer lifecycle-as someone progresses from new lead and transforms into an outspoken advocate.
Part of creating a better experience is learning about your contacts needs and interests so that you can send better campaigns. A customer is going to have a better experience with your email marketing when they re receiving content and messages that are relevant and interesting to them. The great thing about these intelligence-driven campaigns is that you ll send fewer emails. When you do, counterintuitively, you ll achieve better results because you ll see better engagement and you ll have a stronger relationship with your list of customers.
Unfortunately, customer experience often takes a backburner for a focus on what works. This is unfortunate because what works and positive customer experience work hand-in-hand, and effective marketing is the natural end product of an overwhelmingly positive customer experience. Focusing on creating the best possible customer experience simplifies decision making for you as a marketer. It s a straightforward rule of thumb that applies just as much to marketing as it does to business in general-if you do what s in the best interest of each customer, you ll end up with a growing, passionate, and outspoken customer base.
Preface
Your Power Is in Your Email Marketing List

A s an entrepreneur or marketer, your success lies very much in what you can control, and one of the most valuable and powerful things you own and control is your email marketing list. The growing acceptance of permission-based email marketing has turned what was once considered a spammer s tactic into a core marketing strategy for businesses of all sizes. You can harness the power of your email marketing list to grow your business, and this book shows you exactly how to do it.
Today s consumers are inundated with messages at every moment of every day. From traditional media like TV, radio, and ambient experiences to social media, online advertising, online video, and, yes, email marketing, the amount of communication clutter people are exposed to on a daily basis continues to increase. Standing out in a crowded world-both online and offline-is more difficult than ever. Making matters worse is the constant changing of th