To achieve an effective email marketing campaign, you need an email autoresponder system. An autoresponder captures and handles the email details of your potential customers and is an important tool used for keeping in touch with your subscribers on a regular basis.
There are two ways you can stay in touch with your subscribers. You can set up a series of follow up emails that get sent out automatically over a set period of time once somebody has signed up to your list. Or, you can send out what's known as a broadcast email where a message is sent out to your entire list at the same time, regardless of when they signed up.
Let's evaluate how effective email marketing is implemented by making use of follow up emails and a broadcast email.
Sending Follow-Up Emails.
Your follow-up email marketing campaign is a series of emails that you have already pre-written and loaded into your autoresponder. They are sent out automatically whenever somebody opts into your list.
Statistically, it takes an average of 7 emails before most subscribers will take any action. A successful email campaign comes from delivering value and developing a relationship with new subscribers as quickly as possible. Your first follow-up email should be warm and friendly welcome message. You want to say thank you to the person who has signing up. If you offered a free report or gift in exchange for their email address, make sure you provide it in that first email.
Sprinkle your regular follow up emails with some special perk emails. This could be a free report on a relevant subject or an invitation to an exclusive webinar. Don't just continually send out sales messages. Pre-load your autoresponder with a series of helpful emails that will create a desire for your subscribers to want to know more.
Sending Broadcast Emails.
You have to build a relationship with your subscribers and by sending emails that are in 'real-time', about things that are happening now will enhance your success. You can do this with broadcast email marketing where you send out a message to all your subscribers at the same time. Everyone will receive the same message whether they've been signed up to your list for days or years. This type of email message is particularly effective if you have some new product or service you want to let your customers know about, or if you're having a sale.
News that is urgent or important can be quickly sent out with a broadcast email message. For instance, if you uncover something that could have a negative impact on your target audience, it would be regarded as a good manners to get the information to their inbox as soon as you can.
Some email marketers prefer sending broadcast emails because follow up emails have to be routinely checked. If you have a follow up series that contains a link that no longer works, or contains content that become out of date, it can be time consuming to delete those from your communications, especially if you have hundreds of follow ups in your queued in your autoresponder.
If you use broadcast emails only, make sure you do set up at least one follow up email - your welcome message. You don't want someone to subscribe to a bimonthly email newsletter the day after yours goes out and have to wait two weeks before they ever hear from you. So send out a welcome follow up email and reiterate which days they will be hearing from you.
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