The quote “The money is in the list” was used when I started out in Internet Marketing (make money online) but when I think about it, the same is true in realestate, financial planning, banking, just about any other business.
Building a database of clients/leads that you contact and update with information about your business, provide them with information that can help them or offers they might be interested in. The email list you want to create is a list where you offer your subscribers something they want and not just any random service, product or offer. You identify and analyse your interactions, well basically using Customer Relationship Management (CRM) and building a ‘buyers list’.
So how do I build a buyers list? Seriously, help me out guys… Well anyway this is what I’m trying to do.
1. Choose An Autoresponder
Well it seems like the place to start is by getting some readers that find my blog, to subscribe to my mailing list. So I need an autoresponder. I chose AWeber as they have a 30 day free period. I had watched some how-to videos and the interface seems pretty straight forward.
Other internet marketers have also recommended Mailchimp and Getresponse as great alternative autoresponders.
To start with I needed to create a list and then a sign up form, so my steps:
- Select ‘Create A List’, enter business details – pretty straightforward (enter company name, website address, sender name and email address)
- Give the list a name, something that identifies what the list is for or who might be on the list, customer, an affiliate or maybe giveaway/freebie lead.
- Update and configure your confirmation message. So I chose the pre-approved title that has the subscribers name, the introduction message in the body can be modified (but I left as is) and updated the closing part of the email with my details.
- Design a sign up form. Whether you are using something like OptimizePress or Leadpages on your page for a sign up form, you still need to create a sign up form with AWeber. I stayed with the basic design of it, as I am using Leadpages to create my opt-in forms/boxes.
- Configure form. Set form name, I just named it what it was. Ebook giveaway. Choose what thank you page to display and what to display if they are already subscribed.
- Publish options. There are 3 different options here. I just saved, as I don’t need to publish this form I just need to use it for intergration from leadpages and leadboxes. The Options on how to publish to your website are below.
Sweet job done!
Oh wait.. another couple of things.
I need to setup a welcome message.
7. Select ‘Messages’ from the drop-down menu on the top navigation bar and then select ‘Create a Message’ button. Select how you would like to create your email.
8. So I really just looked at the welcome emails of other internet marketers that I’m subscribed to and did the same. Welcome the new subscribers, show them how to whitelist my emails, tell them what they can expect from me and then finish up in this case with a download link to what they subscribed for, an ebook.
OK now I think I’m done with AWeber for a while.
2. Start getting those subscribers.
People need to sign up for my autoresponder series.
So I have created a sign up form on my blog using leadpages (you can do this with your blog, social media channels or websites), with the hopes to begin generating leads and building the right list of subscribers for my emails.
When creating the form, make sure to explain what your new subscribers (hopefully) can expect from your emails and how they will benefit them.
So I found a great example sign up form from theSkimm, it lets the subscriber know the value of signing up “easier to be smarter,” why is it ‘smarter’ because everyday they will receive all the top news stories of that day. It also does a very clever thing of putting a negative slant on not subscribing “No Thanks, I prefer to be miserable in the morning” both of these points are something that I will adopt with my sign up form.
When I thought about creating a sign up form I was anxious, thinking no one will want my freebies or be a subscriber on my list. But how else are you going to build something and try and give readers value? I think theSkimm makes it very difficult to resist signing up with its eye-catching image and design, a great call-to-action, succinct copy and being really creative, I will be using it as a guide when I update my sign up forms.
3. “Bear Hug” Personalise Content.
Bear hugging someone is personal, you wrap your arms around them and let them know you are happy to see them and it is great they are here. So that is what I will be trying to do with my emails. I found this article on Marketing Land about why we should be personalising emails; their study shows open rates are 9% higher when personalised over just writing for a large generic audience, it also shows a 41 percent higher click-through rate.
When I get an email that is just ‘Hi David’ and then something generic, I ‘click delete’ but if the email has info that I really want e.g. the business has identified that I want a training course in a niche or I have purchased something from them in the past so they send me similar products or offers, keep me up to date with information in my niche or answer my questions, I keep reading and often purchase.
So when I put myself into my subscribers shoes they want relevant and authentic content. It should grab their attention and speak to them directly, answer their questions about their interested niche and align with their personal interests.
So I really need to get to know my new subscribers…. which means I need to look at my demographics and identify what they want from my emails.
4. Providing Free Valuable Content.
The saying seems to be ‘Content is King’, so with that in mind I’m going to be trying to find good articles and post them here and also send them to my email lists, giveaway content that addresses specific problems and helps build trust with my subscribers and hopefully allows me to maintain a healthy relationship with them.
I’m looking forward to sharing my passion and knowledge for starting an online business and making money online and hopefully it helps solve peoples problems. Now I have to set up a series of emails for my new email list that have interesting and helpful information.
AWeber has a ‘Legacy Follow Up Series’ and a ‘Campaign Beta’ where I can and have added additional emails to my first list. A mixture of posts with interesting and useful information, some with offers and cross-sells. I had better make sure to check and track my email open rates, click through rates and unsubscribes, then look at how to segment my lists to send out more targeted emails.
5. Segmentation of Email Lists.
The idea of segmentation is, you can divide your subscribers into highly-specific subgroups based on demographics like age, geographic location, occupation and interests. You then look at sending them an automated series of emails that are designed for their unique interests.
So thinking about it, maybe I could have on an opt-in form for a free ebook, also ask if they are interested in receiving information and training on copywriting. Then I could send them different automated emails that are inline with this specific option.
So I can create a list with blogging and copywriting information, offers and products and then send the other list just info, offers and products about blogging.
So back to AWeber I went, setting this up is very straighforward. So just under the ‘Subscribers’ tab, and choose ‘Manage Subscribers’, choose your search criteria under ‘Select Field’ and for example I could select Message opened on one of the broadcasts sent out and then save this as a “segment”, name it, and save it. Then to look at this new segment, I open up the ‘Manage Subscribers’ screen and then under the ‘By Segment’ category, I can then send broadcasts targeted to that sub-group.
Segmentation of lists looks to get more conversions than emails to a wider general audience as the messages are more relevant and targeted. Hopefully by doing this it will increase my ROI while actually providing more value to my subscribers. So for me and you other email marketers, it’s a win-win!
6. Increase ROI on Campaigns by Linking Them.
So finally how do I keep my audience engaged after I have setup a short introductory automated list or any list? It looks like in AWeber when an email series ends, I can just add the subscribers to another automated series which is pretty sweet.
I can just tag all the subscribers who reach the end of my first intro email series and move them into another series automatically. After that series ends, I can continue moving them into a third, fourth, fifth and so on series.
Thinking about it, the benefits of doing this are:
- Keep my subscribers engaged over a longer time period
- Target the right content for the right people
- Encourage re-purchases for past customers
- Enables me and you to create a more personalised experience for my subscribers based on how they engage with my messages
This is really good to know when starting out.
Philosophy of Email Automation is “Work Smarter, not Harder”.
Using AWeber for email automation is really a small investment when I look at the potential returns. It looks like when used properly, email automation can create a deeper, more trusting and personalised relationship with my audience and also saves me time while increasing conversions.
What do you guys think? Have I missed anything? How do setup your autorepsonder and how do you segment your lists?
Please feel free to share your thoughts and questions in the comments below!
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