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E-mail marketing is hands down the most powerful and effective form of online marketing. Nothing comes close. Seriously. Even search marketing with all its hype and tried-and-proven success can’t even hold the candle to just how effective list marketing can be. It’s easy to see why, survey after survey, marketing firms keep putting e-mail marketing at or near the top of their advertising preferences. Here are the reasons why.
Through e-mail marketing, you can get in front of the eyeballs of your audience members anytime anywhere. That’s right. You can be at a beach in the Bahamas somewhere writing an e-mail update. Plug that in to your e-mail service provider and your audience, regardless of where they may be in the world and regardless of what they’re doing, are sure to get your e-mail. After all, most people check their e-mail inboxes. Isn’t that awesome?
This enables you to sell more products. Since you have a de facto relationship with people who voluntarily got on your mailing list, you are able to keep the conversation going. You don’t get just one bite at the apple in trying to get list members to buy. Every time you send an update, you get a chance to convert some of your audience members into buyers.
Through e-mail, you also get to keep in touch with the needs of your audience. It’s like you’re plugged in to what they need, what they’re looking for and the problems that they face. After all, that’s the reason why they joined your mailing list in the first place. They’re looking for solutions and answers that your list can provide.
This enables you to keep a steady flow of traffic to your blog or online store. Now, this traffic may not convert right there and then but the fact that it is constant enables you to get many bites at the apple. You don’t just get a one-shot chance at converting online traffic. That traffic can come back again and again with each and every update that you spend.
If you’ve heard great things about social media, you might want to think again. Social medial marketing faces many challenges because of the evolving algorithms of platforms like Facebook. As the years go by, Facebook is sending less and less organic traffic. Even if you have a big Facebook fan page with a gigantic following, you’d be lucky for your page posts to reach a tiny fraction of your following. It’s getting worse and worse with each passing year.
With e-mail marketing, you have a higher chance of reaching your complete mailing list instead of being at the mercy of these changing social media platform algorithms. It really all boils down to how well you write your headlines and how targeted your list recruitment is. If you did your homework and you played your cards right, you stand to reach a much larger percentage of your list audience. This is not the case with the typical Facebook fan page.
Finally, with your own e-mail list, you stay in control of your access to your audience. You can even download your list members’ e-mail addresses as you move from one e-mail service provider to the next. This list is your asset. It’s not going away anytime soon.
Given all these amazing reasons, it’s no wonder lots of old-school online marketers say “The money is in the list.”
But wait… If you have just jumped in with both feet into e-mail marketing, I’ve got some bad news for you. You’re probably going to fail. There, I said it. You can fail by:
Putting up a list but it doesn’t attract many members.
Attracting enough people to your list but most don’t open your e-mails.
Building a huge list of people with many opening your e-mails - but most don’t buy anything.
The sad reality is that the vast majority of people who try their hand at e-mail marketing have very little to show for it. They spend money every single month on their e-mail service provider only to come up empty handed.
Failure in e-marketing comes in many different forms because people try many different things. Marketers also have many different circumstances and priorities. However, they all lead to the same place: very low to no income!
If you want to get into e-mail marketing and enjoy the amazing passive income it can produce for you, you are reading the best book to get your started. Seriously. No other book comes close because almost all other books out there try to pump you up about e-mail marketing. They get you all hyped up but they leave you high and dry. How come? They do not step you through a systematic and methodical way of doing modern e-mail marketing.
Let me tell you the old tricks no longer work. Get rid of them. Don’t get excited by them. Otherwise, you are just setting yourself up for failure. Unfortunately, almost all the other e-mail list marketing books out there keep rehashing the same stuff.
In this guide, you are going to get just what you need to succeed in the highly competitive yet also highly lucrative world of e-mail marketing. Put simply, I will step you through the process of putting up a modern e-mail list - one that is engineered to succeed from the ground up. I have trimmed all the fat off. There is no fluff in this book. Instead, you’re going to get clear, easy-to-understand concepts that you need to wrap your mind around for you to be successful.
Chapter 1: Identifying the Target Audience for Your Marketing Campaign
If you have a fuzzy idea of who your target audience is, you are going to fail with e-mail marketing. You really are. You might as well give up now if you are chasing after some sort of vaguely defined market.
Audience identification is crucial for niche list marketing. You cannot just target everybody. You have to drill down to a specific population of people who are trying to solve a fairly narrow set of problems. This is how you define their needs. By directly addressing the needs of these individuals, conducting enough consumer research and speaking their language, you would be able to convert a high percentage of them from website visitors to list members to product buyers.
It is crucial that you go from raw traffic to dollars in your bank account. Otherwise, you’re just wasting your time. All the traffic in the world is not going to add one red cent to your bank account unless you target a specific niche market and give its audience the solutions that they are looking for.
Finding the Right Audience
So, how do you know which audience you should target? There are many different audiences out there. All of them cluster around a specific range of needs or problems. Well, it all boils down to commercial value of those needs. There are many problems out there that people are not going to pay top dollar to solve. Sure, people are looking for the right DVD set of headphones but there is a limit to people’s budgets. Different problems have different priorities.
You need to find a niche that has enough commercial value. One way to estimate this is to use Google AdWords Keyword Planner and do cost-per-click research on keywords related to your niche. If you notice that advertisers are willing to pay a lot of money per click on those keywords, then you’re in a good spot. Chances are there is enough commercial demand for that niche. People are willing to pay a significant amount of money to solve problems related to your niche.
It’s also important to make sure that you are targeting a niche that is big enough. Sure, there are lots of advertisers willing to pay a tremendous amount of money for “structured settlement” keyword traffic. We’re talking about more than $20 per click. The problem is the volume of searches for that niche is actually quite low.
Make sure the niche you are targeting has enough demand as indicated by Google Keyword Planner. This tool not only tells you how much advertisers are willing to pay per click but it will also give you an estimate of the volume of searches for keywords related to that niche. You’re looking for a nice combination of decent commercial value with decent traffic volume.
Finally, you should also pay attention to competition levels. If you pick a niche that is extremely competitive with gigantic brands monopolizing pretty much all the search volume for keywords related to that niche, you probably are going to have a tough time making inroads. You should look for a niche that is somewhat competitive but no so competitive that there’s absolutely no space for newcomers.