If you have ever heard the phrase, "The money is in the list", online marketers are referring to an email list. The list is made up of people who subscribed to get a free offer, receive a newsletter, download a catalog, etc.
If you have the right offer, and can get it in front of the right audience, you can build a massive email list.
In terms of a company email list, subscribers are typically referred to as leads. The best internet marketers and businesses know that the single most important activity they can engage in is lead generation.
Email marketing is hands down the best way to generate leads, build relationships with them, and turn them into paying customers or clients.
But getting the lead is one thing. Turning those leads into customers typically requires a lead nurturing process that utilizes additional emails to build trust and move your leads along the buyer journey.
Many companies simply capture leads to their email list and send out a company newsletter every once in a while. They push products and toot their own horn, never offering any value-focused information that helps their leads make an informed decision.
The "insider" online marketers know that the path to bigger profits is to convert as much website and landing page traffic as possible into leads and then nurture those lead into becoming loyal customers or clients.
I know companies with hundreds and even thousands of leads on their email lists, and they basically let their list sit there and rot. Or they send out offers and content that is of no interest to their audience. And they don't use best practices in their email marketing. Their email campaign open and click rates decrease, unsubscribes increase, and eventually the list just dies.
"Insiders" setup automated email sequences that nurture their leads on autopilot for a certain period of time, and then they continue to deliver helpful, relevant content, mixing in product info, offers, etc. just at the right times. This is how you convert leads into customers and enjoy bigger profits!
Below are a number of tried and tested email marketing tactics that are almost certain to help you grow your business if you follow a few simple rules.
Let’s start with what email marketing is and is not, and why it has been such a success story over the past 20 years.