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Category: Permission Marketing

Getting started with email marketing

Mailchimp on SkillshareMy favourite email marketing service provider Mailchimp has a brilliant new 1 hour class on Skillshare to help you get up and running with your first email marketing campaign and/or email list building project; better still…it’s free!

In this great new class you will work on your own assignment to create your first email marketing campaign. You’ll learn about the basics of email marketing, setting campaign goals, what content to include, what types of email to send and how often you should send, all supported by case studies of real email marketing campaigns.

In addition to this you will also learn how to build a subscriber list, segment your subscribers to give them a more personal experience and how to write, design, send, test and analyse your campaigns.

It’s free and it’s on Skillshare here.

Building a Responsive Email List

How to build a responsive email opt in listI’ve just uploaded my new eBook to help you to start building a Responsive Email Opt-in list.

You can get your free copy by joining my email list here

Inside this special subscriber only report you will learn:

  • The tools you need and how you can do it for free
  • How to build a High Converting Squeeze Page
  • Generating Maximum Profits from Your Squeeze Page
  • Developing Your Brand through list management
  • Segmenting Your Lists For Better Targeting
  • How to keep your list hot and responsive
  • Links to lots of free resources to make your list building easier.

Get your FREE copy of Responsive List Building Secrets here.

How to start an email opt-in list

Get Permission to Market with an Opt-in email list

The most valuable business commodity in the world today is…Attention and nowhere more so than on the Internet

On the face of it, using the web to do your marketing is very attractive, the overheads are low and scaling up effectively adds zero further cost after initial set up.

The downside is of course that everybody’s doing it. In the past, expensive TV advertising was expensive because paying the money guaranteed you some exposure to the kind of people you wanted to expose your offer to.

These days, there is a lot of noise out there in web world and it is increasingly difficult to grab someone’s attention.

Due to the difficulty in getting attention, I rank it as the number one most valuable commodity for your business, but running a close second is permission.

Permission marketing is a phrase coined I think by Seth Godin, but increasingly the de rigueur way of doing business on the internet.

In its simplest form the process works like this:

  1. Attention: you’ve finally hit the hot spot and attracted someone’s attention to your offer.
  2. Permission: they sign up to be on your opt-in email list and depending on what you told them at the outset, this can be taken as permission to keep in touch.

So how do you go about getting someone on your opt-in list?

Or indeed, how do you even start an opt-in list?.

Well first off the rank, is that you simply don’t fool around trying to collect email addresses and mass emailing them on your own.

If you are even partly serious about this, you must get yourself an account with a reputable email marketing company. I can recommend both aWeber and mailchimp having used both to good effect.

These companies are set up to offer you a complete email marketing solution. If you attempt to send mass emails through your normal account you will be switched off immediately by your ISP.

Having got yourself an account with a good email marketing service, you need to create an offer that will be attractive to the people you are targeting and this is where the scarcest Internet commodity comes in: Authenticity

Authenticity is so rare that it comes as a genuinely nice surprise to people when they encounter it.

Make sure that what you are offering in return for their permission is of high value to them, not in monetary terms, but in the value it can bring to their everyday life or business if you are marketing a business service or product.

Make double sure that you tell them upfront what they can expect from you after the permission is granted. Remember that even genuinely valuable information can be a pain if it arrives too frequently.

You can then set up a sequence of auto-responder messages with your email provider to go out to people on your list on a regular basis. You can also do one off broadcasts from time to time if you wish.

In addition to the above you can set your system up to send out a weekly blog broadcast so that you can encourage your readers back to the site with snippets of what they might have missed.

Don’t push products at people every time you contact them; provide authentically useful and valuable information to them, and sales orientated material on no more than a 5:1 ratio.

Remember that having their attention and their permission is a very valuable thing and instead of throwing all of your toys at them in one go, try to think of ways that you can continue to impress them and encourage their confidence in you and/or your business.

Think of ways you can encourage them to start or keep doing business with you through the addition of special services just for your list members.

This could include setting up a members only area that you encourage them to get involved with, or a members forum on a protected page of your site. These features then become marketing tools for attracting the attention of others and hopefully their permission too.

Look at this process with long term eyes and you will soon start to build a loyal following that will continue to come back to you time and again with their needs and wants.

Happy list building for now.

Tomorrow I want to show you how to up the ante on list building by using your facebook profile as a list building tool. Be sure to look in as its a very cool thing I want to show you.

Meantime if you want to get on my list its clear how you do that on this page. When you sign up I won’t bombard you with rubbish but I will immediately send you 3 premium eBooks which will not only help you with list building but with your success on the web generally.

Every Friday I send out the Famous Friday Freebie email to my list members and this week, its a biggie: I’m sending out a whole pack of eBooks that will help you with almost every aspect of your business marketing on the web.

You can get on my list here.

If you need any help with anything web, wordpress, opt-in or marketing related give me a bell on 07939 149103 or drop me a line.

Photo thanks to: Maurice via Compfight, thanks Maurice you’re a gent!

What do you want me to do?

don't waste hard won traffic, make it obvious what to do with colour and design

The most valuable and hardest to get resource on the web is Attention, followed closely by Permission.

The attention of like minded people and their permission to keep in touch with them by email.

You know from bitter experienece how hard it is to get people to your wesbite.

The hours of tweeting, connecting on facebook (you do include links back to your site when you do that don’t you?), offline networking, SEO tweaking and blog post writing do pay off eventually.

However, I am still overwhelmed by the number of sites I come across where there is no obvious reason for the site being there in the first place.

Look at your analytics and the number of one page visits will tell you how many people are getting to your site then immediately leaving again, usually because they can’t see a good reason to stay.

Getting people to stay on your site is crucial to building a readership and an audience for your business, but how do you get them to interact with your site?

The first thing to do is make it obvious.

Have a look at the front page of this site and try to guess what I want visitors to do.

When someone lands on this front page I want them to give me permission to stay in touch with them by email.

To achieve that here’s what I do:

  1. First of all I want to give them something interesting to read about and for the majority of my readers that will be something novel about blogging, website design and probably wordpress related. I usually try to help my readers to learn how to do cool things with their wordpress site for free or on a DIY basis…they like that.
  2. Secondly if they scroll down the page, they will see that there will be something interesting to read on a regular basis; I try for daily in that respect.
  3. Last and most importantly I make it obvious that I want them to do that. I do this by making my main sign up attraction obvious, which means:
    1. it must be above the fold (so they don’t have to scroll to find it)
    2. It must be obvious which means contrasting colours to the main site design
    3. there must be a good reason. For people who might otherwise be just surfing, I have a clear and very valuable offer on the top right of the page. This should be attractive to most people who find 4donkeys by organic search, its a pack of 3 premium eBooks giving excellent information on building your website’s success.

For regular readers who haven’t signed up yet, I have a less obvious but very clear sign up box on the right of the page, which explains 3 things:

  1. Exactly what I will be sending them if they give me their permission.
  2. How often this will be. Famous Friday Freebie will obviously be once per week and in addition to that I will send “occasional” valuable stuff like tips and offers. I take great pains to be very very clear about this, because I don’t want anybody to be annoyed by what I send them.
  3. I make it clear that I won’t be a pain in the ass by drowning them in spammy junk.

These principles hold true for any web page, blog post or article.

So when readers click through to the free offer page, there is nothing else to do but sign up; there are no links out of the page, so they either sign up or leave or hit the back button.

When you write a blog post, write it for the people you really want on your site. The headline of your post has the sole purpose of getting people interested in reading the first line of the post and the first line should make them want to read the second and so on.

Be genuine, if you don’t believe it yourself, don’t say it.

If you don’t think the item is valuable, don’t sell it or even give it away.

If you haven’t experienced it, don’t say you have.

If you don’t ask permission to keep in touch, you are wasting a huge amount of energy.

The Famous Friday Freebie today has at least a £20 value and will give you a clear strategy for getting results with Twitter, Facebook and Social Media in General. If you’re not on the list by 15.00 BST, you wont get it and the offer wont be repeated.

Photo thanks to @Doug88888 via Compfight, cheers Doug