10 Reasons Why You Suck at Email Marketing

Did you know than an email open rate of around 20% is considered very good?

Or that a click through rate of 2 to 4% is considered typical? (depending on industry)

Look at this 2016 stats for three different markets…

Daily Deals/E-Coupons: 13.87% Open rate and a 1.81% Click rate

Education and Training: 21.96% Open Rate and a 2.75% Click Rate

Hobbies on the other hand enjoy some of the best open rates and click-through rates.

Hobbies: 28.85% Open rate and a 5.41% Click-through rate

It may not look good – but this is the reality of Email Marketing!

Indeed, some marketers and brands are excited if they get more than 1% of their list clicking on links.

Does that sound familiar?

Let’s face it, when you are off the mark on your emails, it has devastating consequences.

The biggest is the hit you’re going to take to your bank account.

No one likes that.

But the ripple effect can continue on. Bad email marketing campaigns can not only shrink any potential income, but they can also damage your brand.

It’s unbelievable how many marketers and brands are willing to blow lots of money that should be coming their way because their email marketing is terrible.

Thankfully, there are ways to fix that.

You don’t have to be one of legions of marketers and brands who suck at email marketing.

If you’ve been seeing dismal numbers on your email marketing metrics, there are reasons behind them.

Today, I’m going to show you 10 reasons why your email marketing sucks (and how to fix it).

Let’s go.

#1. You Don’t Know Your Audience

If you don’t deeply understand who you are speaking to before you even start emailing, you’re sunk already. Your subscribers have given you something precious, their email addresses, don’t take advantage of that.

When you’re list is full of 25 year old guys who are into kettle-bells and they are suddenly offered a product on losing baby fat, you’ve set yourself up for disaster. Now your list knows you don’t know anything about them, so don’t be surprised by not only a loss of trust, but also a tidal wave of unsubscribes.

Avoid this by paying attention to what your audience likes and responds to. Since you are selling them on your product or service, you should have already done your due diligence and have a good idea of who you are targeting.

#2. You’re All About Selling

Yes, the end goal of pretty much any email marketing campaign is to get your subscribers to buy a product or service. We all know that, but that doesn’t mean you need to be selling them round the clock. In fact, if you are, you’re blowing it.

The best email campaigns work out a balance and lead their readers on a journey towards the sale. They warm up potential customers by offering them value, telling stories and building a connection with their readers. Then, when it comes time to actually buy, the decision for your reader is often a no-brainer.

#3. Your Subject Lines Stink

You’re never actually going to sell anything with your emails if no one opens them. Some of the biggest culprits of a bad email marketing campaign are poorly written subject lines that don’t inspire anyone to actually click.

Rather than sending out emails with boring subject lines, you can do better. Try thinking creatively, be interesting, engage a bit of curiosity and ask questions to start. You know what makes you want to click when you see an email in your inbox, use those same ideas with your own campaigns.

Just fixing this single issue alone can help increase your click through rates because you’ll have more people actually opening your emails.

#4. You’re Inconsistent

Now, you don’t have to send your newsletter every Tuesday at exactly 4:37pm to see success, but you need to establish consistency with your email marketing campaigns for the best results.

If you email too often, you run the risk of overwhelming your subscribers and losing them. If you email once every 6 months, then your readers are never going to remember who the hell you were in the first place. Let your subscribers know when (and how often) they can expect emails from you, with both campaigns and newsletters.

#5. You’re a Brand, Not a Person

Part of connecting with your readers is being approachable (and yes, even likable). People like to know there is a person behind the brand not just a automated robot, so stop hiding that in your emails.

When you use your brand name in your “from field” it can send the wrong impression, turn readers off or even make them think they are getting spam.

You know what happens then, right? Email meet trash bin.

Instead, use your name front and center and use your personality to build a relation with your readers that enhances the brand.

#6. You Have Terrible Copy

Copy is a lot more than just dropping a few clever words down on the page, clicking send and calling it a day. Your entire campaign can be won or lost in your copy, and most people are losing…badly.

Here’s where you can be better. Start by studying. There are plenty of masters of copy out there who can help you improve your content dramatically, making it fun and easy to read. Guys like Gary Halbert, Dan Kennedy and Gene Schwartz are all people who you can learn from.

If you don’t have the time, or the skill, to tackle email copywriting then outsource it to an expert. Improved copy will not only pay for itself almost instantly, but will also save you the time and headache of getting it right.

#7. You Don’t Test

Come on, you have to know by now that testing everything you send out is really important. So why aren’t you doing it yet? If you’re afraid to see the numbers, it’s time to get over it and start testing and tracking, now.

Once you do start testing, the data you collect can lead to a wealth of information about your list. You could see that while you have great open rates no one is clicking, or that you have bad open rates but high clicks, or just bad everything, ouch.

You can’t start improving your email marketing until you have an idea of what’s not working. And you’re never going to know that until you take a deep dive into the data.

#8. You Don’t Make it About Them

Getting your email subscribers to take action in your emails involves hard work. Too many brands and marketers make their emails all about them, not their potential customers, instead of what they like and want to say.

Move away from the pack and make your emails all about your readers. Find (by testing) and understand what drives the passions of your email list. And then appeal to that.

Some of the biggest and most successful email marketing campaigns are those that have a cultivated an amazing relationship between the brand and the list. It’s these customers who will always keep coming back for more.

#9. You’re Not Using Call to Actions

Congrats, you have an amazing subject line that drives opens, the perfect product or service for your list, and great copy.

Guess what? Nothing is going to happen if you aren’t sending emails that have a clear purpose and direction.

One of the most vital parts of any email is how you tell your readers to do something. That means buying a product, signing up for a webinar, downloading an ebook, you name it. If you aren’t specifically telling your readers to do something they won’t do anything and you miss out.

#10. You Aren’t Following Up

This is a two fold issue for many brands and marketers. And neither is very good.

On one hand, some brands and marketers send out their first campaign and then…crickets. They don’t follow up on the campaign they sent. And then there are those who don’t respond to their customer’s emails.

Both of these are huge mistakes. You’ve spent so much time building up a relationship with your list subscribers and then you blow it by not paying attention when it counts. You should always (always!) reply to any emails from people on your list. And don’t leave your potential customers hanging by disappearing after your first campaign.

Bonus: #11. You’re Not Collecting Emails

All of this advice is for nothing if you haven’t even begun collecting email addresses from potential customers yet. If that’s the case, you can’t start doing this soon enough, like today.

Set up your website to grab opt-ins and build that list. This is one of the most important things you can do from the very beginning to help pave the way to marketing riches from the start. You’re never going to have success in email marketing if you have no one to email.

So, get on it!

Want To Master Email Copywriting?

Want to write emails that get a response?

Want to really connect with your subscriber?

Want to make more money, either as an email copywriter or promoting your own products?

Then you need this…

4-Week Email Copywriting Masterclass

John McIntyre will show you in 4 Weeks, How To Create A Brutally Effective Email Autoresponder Sequence That You Can Sell To Clients For $200 to $1,000 (Or Hey, Use It To Grow Your Own Business)

The post 10 Reasons Why You Suck at Email Marketing appeared first on How To Make Money Online.

Today I want to share with you how you can create your own email list and teach you how to earn money from it.

The great thing about having a list is you can always be making money, all you need is an offer that you can sell to your mailing list and then send it to them.

For example, last month when I was in Cyprus I emailed my list a promotion and was able to pay for my entire two week trip, all it took me was 5 minutes.

The thing with blogging is that your traffic can drop and advertisers come and go; but if you look after your ‘list’ it’s yours forever.

If you were to lose your blog today you’d have nothing to show for it, your advertisers won’t continue paying and readers will quickly realize you no longer exist. However if you had an email list you would carry on making money. Personally 80% of my income comes from sales generated from email marketing and my eCourse. This is by far the best approach to making money blogging I have come across.

Right now I am using pretty much any means possible to grow my list because I understand how important it is.

The main ways I grow my list are through my popup opt-in box and also my squeeze page.

Below is my step by step guide to email marketing:

The only decision you need to make is how much money you really want!

How To Make Money From Email Marketing and an Autoresponder Series

Step 1) Create a “hook” so people sign up for your list

When I created WebDesignDev back in 2006, I had my programmer create a custom newsletter tool which worked to the extent I thought that newsletter software should work (send emails and that’s it).

There were many issues with this, but to keep a long story short, when it comes to email marketing, there is a lot more to it then sending an email.

When I started my next site in late 2006, I made sure to get this right and paid for a well known email marketing tool called Aweber. All the biggest Internet marketers where using it, so I decided to invest the $19 to get started. (You can now start using Aweber for $1.)

Frankly working with Aweber is probably one of my best business investments I have ever made.

When I first started I simply said, “Sign up For Retireat21’s Newsletter”.

I think I got around 4 or 5 weekly sign ups doing this, it wasn’t very good.

A couple months later I decided to offer a FREE eBook about making money online and opt-ins went up straight away to around 4 or 5 per day and it grew from there.

I realized that to get more people on my list I had to almost “bribe” them to sign up.

A few examples of good incentives would be, FREE reports, eBooks, eCourses, tools, tips, etc.

A lot of people aren’t keen to give away something too good, but remember, the better it is, the more sign ups you will get and the more money you will make.

A few things to remember when creating a hook:

• Make it stand out with a good title – copy is incredibly important because if people can’t see the benefits of signing up, they simply won’t!
• Add an eBook design – this helped a lot to make it stand out and make it look like there was real value to the FREE eBook.
• Social Proof – if you have thousands of subscribers or more, include it in your copy. If your readers see you have a lot of sign ups, they will think they should too because everyone else has.

Step 2) Setting Up Your Email List

Once you have decided what you will offer people to signup for your email list, you have to go and set it up.

Like I mentioned above, we use and recommend Aweber. It’s by far the best and has some great features for you to work with. Once you have ordered Aweber, login and we can start.

If you have done that, here’s what to do next:

At the top of the page, you should see a link called Manage Lists, click this and then in the top right corner, click Create A List. Fill out the form and click Save List Settings.

Next, we need to create a opt-in form so people can sign up for your mailing list on your website, in the header, click Web Forms followed by Create Web Form. Fill out the form and click Next, an example of one of my forms is below:

You will notice that I have added a custom thank you page URL, I recommend you all do this.

An easy way to set one up is to go into your WordPress Admin and click Pages, followed by Add New, now add a page to thank your new subscribers.

Now you will see a preview of what your opt-in box will look like. This section isn’t very important as the best tools for growing your list just need you to connect your Aweber account with their software. More about this further down.

Step 3) Setting Up Your Autoresponder Series

The next thing you want to do and straight away is set up your first autoresponder email for when people sign up.

To set up your first autoresponder, go back to Aweber and put your cursor over messages and a drop down box will appear, click Legacy Follow Up Series. Now click Create a Message – you will now be able to set up your first autoresponder email.

It’s all quite self explanatory, you can choose to customize it in a few ways such as use code like {!name_fix} to input the name of the person on your list who will be receiving it.

A good thing to do on your first email if it’s not a eCourse is to just simply introduce yourself and mention all your important pages on your website.

The most profitable follow up series I ever wrote was a guide about how to start making money blogging. It was a 7 day eCourse, where the subscriber would receive a new email every day automatically for a week.

Why do I think it was so successful? Three reasons:

1. It was good enough to sell
2. They had time in-between each day to implement advice
3. To implement, they had to buy products through my affiliate link

There is a big difference between offering a FREE report or eBook and giving away a eCourse.

You see with a eCourse, the reader knows that you will email them regularly and so they won’t get annoyed when you email them daily. So often once someone signs up for your mailing list they will unsubscribe because they have got what they want and don’t want to be spammed.

Even if you don’t intend to create an autoresponder series, you MUST set up at least one autoresponder email to welcome them when people first sign up. This is the time when they are most interested and have showed that they want something from you.

Autoresponders can be used in lots of different ways, myself I use it to provide my FREE eCourse to teach everyone how to create a blog. Some people set up a year worth of emails to be sent out, some daily, some weekly but each time it refers them back to their website to have another chance at making them money.

I have one friend who uses his list quite often to promote affiliate promotions, every time he gets a good response from an email, he will add it to his autoresponder as he knows it performs and will likely make more sales when new people sign up for his email list.

Step 4) How To Get People To Subscribe To Your Email List

Like I mentioned at the beginner of this article, I started by getting 4 or 5 subscribers a week. Then I offered a free eBook and started getting 4 or 5 subscribers a day.

After this, I started offering a great free eCourse and because I was getting more traffic, I was able to get around 25 new subscribers daily.

One day, while talking to a guy who was getting millions of website visitors a month to his site, he mentioned that he gets the most email subscribers from a popup.

The following week, I looked round for some software to do this and I couldn’t find what I was looking for. So my designer created me a custom popup.

The first day we had it on IncomeSup, we got around 125 new subscribers. It increased our opt-in rate by over 500%!

The following month we developed it into a tool that anyone could use and we called it PopUp Domination. Make sure to take a look at it if you are serious about growing your email list fast.

Here are 9 other ways to grow your email list.

Step 5) Making Money From Your Email List

With my eCourse, before I even get them to sign up, I make them know they need to spend money on Domains, Hosting and a Blog Design. Some people even buy before they sign up, because I make it feel like the course is conditional on them buying the products.

Once they buy and they sign up, they will then be taken to a thank you page. This is where a lot of people go wrong, your thank you page is probably the most important page because they have already taken action and are interested right now!

This is where I make sure they know to confirm their email address but also I let them know again to buy a domain and hosting. On this page I always cut out the navigation which is on the main site so they have to scroll through the page first to see what I have to say before there is a link to go back to the main site.

Sending Out Affiliate Promotions

Here is where you can make more money in a single day then your blog makes in a month (actually 2 minutes is all it takes to send).

I recently sent out a couple promotions for product launches related to my site. Both had upsells and both had recurring revenue built in. Two things I recommend you look for when choosing something to promote as that can bump up your earnings a lot.

I made around $2000 from the two emails and both had recurring payments so since then I have earned several thousand dollars.

It’s super easy and your list doesn’t have to be big, mine was a 4 month old list I built from a new blog.

Another great thing about participating in product launches are the affiliate contests where you can win prizes if you perform well as an affiliate.

Rules to Follow When Finding and Send Out Affiliate Promotions

• Always look for the best offer, for example you can sell a eBook were you will get a commission, but you would be best to find a offer that has a recurring revenue program built in so you don’t just earn today, you earn for months and years to come. For example the promotion I talked about that I did in Cyprus just over a month ago, I have since earned around $1000 in follow up payments from the recurring revenue program. Another great thing to look out for is up sells, on some promotions I make more money from just the up sells then the course itself.
• Don’t send to many promotions out, typically you can get away with around 3 a week and no one gets to cross but I try to limit to once if it’s a direct promotion but most of the time I don’t send out ones at all because I know my eCourse performs well.
• Make sure you send promotions for target products, if you can’t send many emails because you are worried people will drop out then you want to get the best results possible. Wait for a promotion that fits 100% with your business.
• Send out emails before the launching offering the affiliates FREE reports, this is huge! Basically they give you an affiliate link which you can promote to your list and when they sign up for it and get a FREE report or eBook they are now signed up through your affiliate link so when they email the there list about the launch of the product and anyone you send for the FREE eBook buys, then you make a commission, this way you don’t look like your pushing the sale yourself.
• Be the first to promote, so often dozens of affiliate will email a new promotion on the same day, the first person is more likely to get the most sales. This is because a lot of lists have the same people on them so you want to be the first one to let your mailing list know.

No Leakage Means More Money

This is something I picked up from James Schramko who was one of our first interviewees on this blog.

We sat down on the last day at Yanik Silvers underground seminar and we compared blogs. I had double the amount of traffic as him so naturally he thought I would be making more money then him, surprisingly he told me he made around 20x more than me!

After I went through his website I didn’t quite understand how, he had no text links, no paid reviews and no advertisers. He later shared with me that it’s all in the list. He explained if your list is so much more profitable than selling adverts on your blog, then why bother selling adverts?

You see he worked out that instead of sending people to other peoples websites through adverts and reviews and instead getting people on his list, he would make more money. This is where “No Leakage” comes in, if there is a way for your reader to leave your website, then there is less chance they will sign up for your mailing list.

A great example of this is IncomeSup, the only way you will leave is if you go through an affiliate link or if you get bored and press the X in the top corner.

Another great benefit of using the no leakage rule is, you don’t devalue your content. Readers typically don’t like adverts, do you?

Best Practices For Email Marketing

You now have all the information you need to set up and start earning money from your mailing list. I thought I would finish by offering a few rules I run my list by, to make sure I make the most out of my list and get the best results.

Rule 1: DON’T SPAM!

Rule 2: Try not to share your list, often for new product launches they will get you to send pre launch emails to get them to opt-in for a FREE report, this is a bad idea because then they basically get a copy of your list although it’s a great way to convert more sales.

OK, not everyone will agree with that one and there are times when I will share the list, but the above point is well worth remembering — at least some of the time

Rule 3: Be personal, your a human being (I hope) so come across like one and not a spam bot.

Rule 4: Be consistent in what you offer your readers, if you are offering great blogging tips then don’t just “wack” up a post about blogging just because you have to, make sure everything to provide has true value.

Rule 5: Be consistent in how often you email your readers – I get some readers who actually email me asking me why they haven’t got an email today. I try to update them Monday, Wednesday and Friday.

Rule 6: It’s not all about the money, don’t promote something just because you want to make money but because your readers actually need it – and because you would personally buy it!

I hope today’s post has helped!

Read more: ‘14 Ways to Get More Clicks In Your Emails’

The post Making Money with Email Marketing and an Autoresponder Series appeared first on How To Make Money Online.