Email remains one of the most effective marketing channels for businesses, with an average ROI of $44 for every $1 spent (That’s a 44 RoAS). This is why email marketing is an essential part of any successful marketing strategy. In this article and video, we’ll explore what to expect with email marketing, from gathering email addresses to crafting engaging content and measuring success.
Gathering Email Addresses (Email Generation)
Before you can start sending marketing emails, you need to build your list of email addresses. There are several ways to do this, from collecting them on your website to buying lists from third-party sources. However, it’s important to note that buying email lists is not usually recommended. Not only is it often against the law, but it can also damage your sender reputation and lead to high rates of unsubscribes or spam complaints, which in turn will make ALL your emails go into the spam folder or the promotions tab.
Instead, consider using opt-in forms on your website to collect email addresses organically. This means that people actively choose to sign up for your email list, typically in exchange for something valuable, such as a discount or access to exclusive content. You can also offer incentives for current subscribers to refer their friends, family, or colleagues to join your list. We have two actively running right now which we will discuss in the case study.
Gathering Email Addresses Case Study
The first one on this list is for my agency, Profitable Pineapple Ads. This is an established brand that makes just short of $2 million per year. Our strategy here is to write blog articles (like the one you are reading today) and then add a pop-up that might give them something of value, such as a free Amazon PPC Masterclass or a free Audience Building Masterclass or another piece of content around the problem that they are looking for.
With this strategy we’re gaining around 10 leads per day. I’m okay with 10 leads per day as the average lifetime value for a client of ours is $20,000+. A couple things to note with this. I mentioned above to never buy an email list. I did this within a month of writing this article and you can see my average total open rate all-time is 48%. Whereas in the last month it has dropped to 34%. DON’T BUY EMAIL LISTS 🙂
You can also see our net new subscribers are going down. We are getting more unsubscribes than those subscribing. This is a result of buying an email list. DON’T BUY EMAIL LISTS.
Now let’s look at the second business, which is our nonprofit, Eye Believe Foundation. As a qualified nonprofit, we receive a grant of $10,000 per month in free Google Ads spend. We use the Google Ads Grant in two ways. The first way is to drive awareness for our foundation in hopes to collect donations. The second way is we team up with brands (it could be your own brand) and discuss the problem that our product solves. We then drive Google Ads traffic to this blog, which has affiliate links to the products. The brand that we teamed up with then gives us a donation every month. We also collect email leads by having them opt in to something the solves the problem that our product solves.
Here is an example of an article that we drive traffic to and promote products, which then turns into the brands of those products paying us a donation. With this article alone we do almost $1,000/month in donations back to our charity because we are promoting that brand (which we used to own, but have since sold).
Now why would you want to do this?
External traffic is highly valued by Amazon. Amazon will reward your listing for driving external traffic and you can skyrocket keyword rankings. However, external traffic may not convert as well as Amazon PPC due to potential hesitation to transition from external sources, which can hamper sales conversion. Google is a search engine for information and products which has a higher conversion rate than Facebook but not as high as Amazon. Nonetheless, even with lower conversion rates, external traffic can increase organic ranking on Amazon.
At our agency, one of our mottos is “businesses for the greater good.” We believe that creating a nonprofit organization is one of the most powerful ways to make a positive impact in the world. That’s why we wanted to let you know about the Google Ads Grant program. As a qualified nonprofit, you can receive grants of up to $10,000 per month in free Google Ads spend.
If you’re interested, we offer a full range of services to help you start a nonprofit organization and apply for the Google Ads Grant program. Our team can guide you through the entire process and get you set up to start running effective ad campaigns, and we use these ads to promote your product or service. This ultimately increases donations for your nonprofit and increases sales to your product. By creating online awareness and encouraging people to support your business by purchasing your products, you can generate donations and further support your nonprofit’s cause.
We do this by creating a website for your nonprofit, writing blogs around the problem that your product solves, then driving this $10,000 per month in free Google Ads to your product.
If interested in starting your own nonprofit, apply to work with us here.
Crafting Engaging Content
Once you have a list of email addresses, it’s time to craft engaging content that will keep your subscribers interested and engaged. This includes writing compelling subject lines that grab the recipient’s attention and entice them to open your email. It also means creating a personalized message that speaks to your target audience’s pain points or interests, with a clear call-to-action that encourages them to take the desired action.
There are several types of emails you can send, including newsletters, promotional emails, event invitations, and follow-up emails. The key is to make each email valuable to the recipient, whether that means providing useful information or offering a special discount. My favorite type of email to write is called the triangle of insight, which I learned from Travis Sago. Excuse my beautiful schematic 🙂
The Triangle of Insight is a strategy for creating email content that resonates with the reader. It involves sharing wisdom and deeper understanding rather than just information. To do this, you need to identify the symptom of hell (i.e. the problem your reader is facing), the vision of heaven (i.e. the solution you are offering), and the obstacle in between (i.e. what is preventing them from achieving the vision of heaven).
One way to create effective email content is to use stories or metaphors/analogies that remind readers of their issue. For example, if you are selling a natural dry eye remedy, you could use the story of Santa Claus driving his sleigh and compare it to the importance of being able to drive to see loved ones. Or, if you are selling a product for improving kissing, you could use the story of a passionate movie star kiss that reminds readers of what they want.
Another approach is to use a hammer example, where you tie your product or service to a related issue or project. For example, if you sell hammers, you could promote them for building a birdhouse or a bathroom remodel.
Overall, the key is to create content that connects with the reader on a personal level and offers a solution to their problem. By sharing wisdom and deeper understanding, using stories and analogies, and tying your product to a related issue, you can craft effective email content that drives engagement and conversions.
Here is an Example of the Triangle of Insight
Subject: Do you feel like you’ve tried everything?
I was at Starbucks this morning and it made me think of you and all of the choices we have for dry eye treatment. At first, I thought I just wanted a simple, black coffee (the usual, in my case). But then…I look up at the chalkboard on the wall and see the Cascara Latte. Their newest offering is marketed as not too strong and not too sweet, the perfect semi-sweet pick-me-up. I then hear the barista call out “S’mores frappuccino for Sarah!”…really? Now I’m thinking I definitely need this frosty, refreshing drink to cool me off on this unseasonably warm March day in South Carolina. So many choices!
My point is, we often get so wrapped up in the many choices we have in life, and this often leads to analysis paralysis. We want to try it all RIGHT NOW in search of something that will give our dry eyes relief. The deal is, we need to get back to the basics. When’s the last time you evaluated all of the things you’re using for dry eye relief? Are you even sure what you should be doing, or do you have so many treatments going on that you’re not sure what’s working and what isn’t?
That’s where we come in. I prescribe our Dry Eye Omega-3 to EVERY. SINGLE. PERSON. who comes to us with dry eyes. The beneficial nutrients and omega-3s in our formula are an effective, baseline treatment. If you’re not yet using our Dry Eye Omega-3 or you’re trying to save money with a Walmart brand fish oil, head on over to our website and pick up a bottle (or 2).
You owe it to yourself to get back to the basics!
Another Example of the Triangle of Insight
Subject: Are your dry eyes making you depressed?
Last weekend, I thought of you while watching Inside Out, a wonderfully funny movie about the emotions we experience. I noticed how unbelievably happy Joy is…WITHOUT FAIL! Now, I understand that she is the embodiment of our “happy” emotions and will always be happy, but her delight literally emanated from the screen.
I’m pretty sure that you’re searching for that kind of joy and positivity in your life, but you may have lost it because your eyes are so painful that you can barely get out of bed in the morning. Is this you? Of course, you can’t complain about this to your friends and family. You have to get up, go about your day, and put a forced smile on your face until your head hits the pillow again that night.
What if I told you that you could have real happiness back in your life? Just like Joy, you can become that positive person you’d love to be AND find much-needed relief from your dry eyes. If you’re not already taking a pharmaceutical grade omega-3 for dry eye, you need to begin one today. If you’re trying to save money with a Costco brand fish oil, get rid of it! The beneficial nutrients and high quality oils in our Dry Eye Omega-3 are an effective, baseline treatment that is proven to improve the comfort of your eyes, improve your overall well being, and ultimately bring some of the joy and positivity back into your life.
Is it a cure-all? No. But it will increase your comfort, improve your quality of life, and maybe get you out enjoying life again.
One of the benefits of email marketing is the ability to track your campaign’s success through various metrics. Some of the most important metrics to track include open rates, click-through rates, conversion rates, and unsubscribe rates. This information can help you understand which emails are resonating with your audience and which ones are falling flat.
It’s also important to segment your email list and tailor your messages to specific groups. For example, you might send a different email to a first-time customer versus a long-time subscriber. This allows you to provide more personalized experiences and increase the likelihood of conversion.
While email marketing can be highly effective, there are several common challenges to be aware of. One is the risk of spam complaints or being marked as a sender of unsolicited emails, which can damage your sender reputation and prevent your messages from reaching subscribers’ inboxes. To avoid this, make sure you always obtain permission before sending marketing emails and provide an easy way for recipients to unsubscribe. Also, instead of just getting them to “click here to buy now,” try having a call to action that is a “reply to me if you’re interested in…”
Another challenge is the constant evolution of email technology and best practices. For example, some email clients may automatically filter emails into spam folders based on certain criteria, such as excessive use of capital letters or certain trigger words. It’s important to stay up-to-date on the latest email marketing trends and best practices to ensure your messages are being delivered and opened by your target audience.
Email marketing is a critical component of any successful marketing strategy. By gathering email addresses organically, crafting engaging content, and measuring success through relevant metrics, businesses can drive conversions and build lasting relationships with their subscribers. While there are common challenges to be aware of, following best practices and staying up-to-date on email marketing trends can help ensure your messages make it to the inbox and resonate with your audience.