There is a horrible rumor going around that marketing your products and services via email has lost it’s effectiveness. I beg to differ. I do agree that the marketplace has changed drastically in the last few years. People are taking massive action to prevent and reduce so called “spam” emails and will not arbitrarily give out their email address. This means that when someone does give out their email information, they are genuinely interested in your product or service.
This is the age of relation marketing. People are much more wary of over hyped sales pages promising the moon. Today’s marketing savvy prospects require a more subtle approach. You need to give them something in return for their information. Even pay per click prospects need to be handled differently. The days of sending an AdWords prospect directly to a sales page are over. OK, some people are still doing it, but they are losing sales.
The proper technique to maximize your convert ions is to send them to a landing page, normally called a squeeze page in marketing circles, where you give them a free report or a free trial of your product in return for their email information. They enter their name and email into a form that triggers your auto responder which will send them a series of emails that they have agreed to receive. Instead of going directly for the sale, you have signed them up to your newsletter where you can send them future offers and information relative to your niche.
There are different schools of thought on how to handle this. Some people say you should spend more time earning the prospects trust and send them several emails with help full information to establish yourself as an expert in your niche. You don’t try to sell them anything until the third or fourth email in the series. There are other marketers that believe in always having some kind of offer in every email. The results will vary based on the niche. The best thing to do is to test, test, test, and test some more.
Set up two identical squeeze pages where one subscribes to an auto responder using the direct approach and one that subscribes to an auto responder that uses the more subtle approach. Take the extra effort to test your results and you will be rewarded. The truth of the matter is that most people don’t make the extra effort and then wonder why they don’t get good results. Find out what works and then stick to it.
Another form of email marketing is to use safe lists. A safe list is just a membership site where people accept emails from other members and in turn get to mail their offers to the membership. The most popular safe lists are credit based, meaning that you earn credits to send your emails by reading other member’s emails. You still want to use the same approach with safe lists. Send them to a squeeze page and collect their info. You want to make sure that you use an attention getting subject line and title to your squeeze page. Safe list members are looking at your page to earn credits, not because they searched for your product.
Email marketing is not dead, only the methodology has changed. I promote a very popular affiliate product through click bank. The owner of the product gives his affiliates a lot of valuable tools to use including auto responder messages and a squeeze page. My sales conversions tripled when I started sending prospects to the squeeze page instead of directly to the sale page. Not only did I make more sales, but most of the prospects are still on my list and I send them offers for other products as well.