What are the benefits of email marketing?
Easy to set up: all you need is a good auto responder
Cheap: maintaining a list of contact and sending emails is inexpensive
Hyper targeted: you can easily segment your list to send very targeted emails
Easy to track: the open rate, click through rate, and the conversion rate of your campaigns are easily measurable
Efficient: with an estimated return on investment of 41x, email is the most efficient marketing medium on the internet (source DMA 2011)
Who can use email marketing?
Every business. All you need is a form to collect email addresses on your website or in your shop.
What are the tools I need?
An auto responder and an email opt-in form (supplied with the auto responder).
What is an auto responder?
An auto responder is a piece of software enabling you to automate the collection of email addresses and the delivery of emails.
Let's take an example: you have on your website an opt-in form that offers your visitors to sign-up to your email list in order to get information on your products, be notified when you publish something new on your blog, or to receive a free ebook.
When a visitor signs-up, his email address is automatically saved in a database by the auto responder. You can then order the auto responder to send a specific sequence of emails to the new subscriber.
Emails sequence example
At sign-up: thank you for signing-up email with a link to download a guide
Sign-up + 1 day: email asking if the subscriber found the guide useful and if he has some questions about it
Sign-up + 3 days: email coming back in greater details on one specific point covered in the guide (a problem your client might face)
Sign-up + 5 days: email with a commercial offer answering the problem raised in the previous email
As you can see, the idea is to create a sequence of emails that will inform and educate your potential clients on a problem before offering them a solution (your product or service).
The emails sequence allows you to build a relationship with the person before sending them a sales letter. Hereby increasing the chances of success of your offer.
You could choose to send these emails manually but that would take you quite some time to keep track of which email in the sequence needs to go to who. The auto responder takes care of that for you. In other words you set it once and forget it.
Which auto responder should I choose?
There are many auto responder to choose from and most of them do the exact same thing, therefore it is more a matter of choosing one that you are comfortable with than anything else.
From those we tested/use we recommend either using AWeber or Constant Contact:
AWeber is a great auto responder used by many bloggers and The Business Plan Shop. They offer a 30 days trial for $1.
Visit AWeber .
Constant Contact is another well known auto responder. The thing we like about them is that they offer a generous 60 days free trial and have coaches that can help you get started.
Visit Constant Contact .
Why not MailChimp?
MailChimp is another very famous auto responder.
We are using MailChimp for part of our activity but are not happy with it and are going to switch 100% on AWeber.