Monday

Email Marketing – My Switch to GetResponse (for better subscriber opt-in boxes)

Email marketing falls under the content marketing umbrella. It’s permission based content along with ‘some’ (minimal) promotion that you send through emails to your subscribers’ inboxes. But, in order to create and build a list, and market to it, you need an email marketing service provider.

There are lots and lots of these providers online, such as:

  • MailChimp
  • GetResponse
  • Constant Contact
  • iContact
  • Benchmark Email
  • AWeber

And, they vary in price and features.

The Switch

I used iContact for quite a while and liked their service. The only drawback to iContact is they only offer generic and outdated opt-in boxes (web forms).

While you can change the color of these boxes with HTML color codes, unless you’re tech savvy (know coding), you can’t change anything else, such as size, design, and copy.

And, the HTML you get when you create an opt-in doesn’t format to WordPress blog posts. There is a plugin for this, but you need to go into the WP’s theme’s coding to use it.

I can get by with some tech stuff, but to reformat the iContact opt-in boxes is beyond my skills. This bothered me. I’d see great looking opt-ins on other websites and wondered how they did it. Then I got the answer.

Pro copywriter and marketer Colin Martin told me about GetResponse. He’s used it for years and loves it. And, it provides ‘grabbing’ and engaging opt-in templates that you can tweak to make your own.

This was just what I was looking for. So, I jumped onboard.

Then came the work. I had to export all my iContact contacts to GetResponse. Actually, it wasn’t really a lot of work. These services make exporting and importing pretty easy.

Email Campaigns

After my contacts were imported, I started creating my subscriber campaigns. A campaign is a particular group of subscribers that you send targeted emails to.

I create a campaign for each of my websites where I collect subscriber email address from those who want writing and marketing information and/or the free offer I give.

One of the purposes of this strategy is to know which sites are attracting subscribers and which aren’t. It’s always good to know how your marketing strategies are working.

I also have campaigns for specific businesses or websites. For example, I have a health website that has nothing to do with my primary sites on writing and marketing. I also have a website that offers writing services for natural healthcare professionals; again it has nothing to do with writing and marketing information. So, those sites get their own campaigns. Meaning, I send different targeted messages to them.

I have all my campaigns up and running.

The Autoresponder

The next step was to create autoresponders for new subscribers. This was a bit more time consuming because I have an eight email set-up (autoresponder series) for each campaign for the first month. Then the emails will go to once a week and for a couple of campaigns once every other week or once a month.

The Newsletter

The newsletter or information email is what sustains your email marketing. It’s the valuable content that you send regularly to your subscribers.

Now, the basics are all transferred and set-up.

Other Features

There are many other features email marketing services offer, like segmentation, and even features that have a subscriber sent to a particular list or website if they click on a particular CTA.

Summing it Up

Email marketing builds a relationship with each of your subscribers – this in turn builds trust. Email marketing also helps build your expert authority as the ‘go to person’ in your niche or industry. The IMPORTANT thing is to give your subscribers valuable (useable) information on a regular basis. 

Definitions:

Segmentation is the process of segmenting (dividing) the subscribers in your email database. According to HubSpot.com, segmentation is about “tailoring the content in your emails to individual groups of contacts.”

It’s kind of like campaigns, in that you break contacts into specific groups, but it takes it a step further. It’s a fine-tuning process that you can use within your campaigns.

To read more on segmentation, read:
Why List Segmentation Matters in Email Marketing

CTA is an acronym for call-to-action. The CTA is the desired action you’d like your website visitor to take. It might be to opt in to your email subscriber list, it might be to buy your product, or it could be some other action.

What service do you use? How do you like it?
If you don’t have an email marketing service provider yet, or if you’re thinking of switching to one that has more options and features, you have to check out GetResponse today.





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MORE ON CONTENT MARKETING

Content Marketing and Animation – A Successful Combination
Email Marketing – The Subscriber Email List Bare-Bottom Basics
Do You Still Need a Website as the Core of Your Online Platform?



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