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5 Strategies to Maximize Your Email Marketing Revenue

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Emailing your customer database is free and is one of the easiest and most effective ways to increase the lifetime value of your customers. Without additional ad spend or acquisition costs, even small improvements in your email marketing conversion rates can make a big difference to your bottom line.

Zak Columber helps online business owners increase revenue through systematic customer research, well-crafted email copywriting, and authentic storytelling. His clients have routinely seen a 20 to 30 percent increase in sales from implementing his strategies, and some have even doubled their sales. One customer saw his sales multiply by 2.66 without spending more money on paid traffic channels or burning his email list.

Since email is the primary sales channel for many online businesses, small improvements here can have a huge impact on your bottom line. I interviewed Columber to find out about the top five strategies that online business owners can use right away.

1. If you can’t send good emails, don’t send anything

If you send bad emails that don’t connect with your readers, you are actually hurting your bottom line. Why? Because you’re wasting your customers’ time and energy, which will likely prevent them from buying from you in the future.

As Columber explained, “Imagine meeting your significant other’s parents for the first time. You’re nervous, so you talk too much and begin to exaggerate your political views, religious beliefs, and other hot topics. As an awkward silence fills the room, you realize you shouldn’t have said anything at all.”

He added, “That’s bad email marketing. It repulses people and repulses them. You had better not send anything at all.” So the question is: how do you send good emails? This brings us to strategy number two.

2. Do your homework

Doing your homework means doing systematic customer research to make sure you understand your customer’s buying journey. You want to understand the pain that caused them to seek your solution, what goals they had when buying, and how they felt before and after the purchase. You should also try to learn how their lives were affected by their purchase, and pay attention to the specific language they use to describe all of this.

“You might think this is a lot of work, and it is,” Columber said. “But it’s an investment in your bottom line that you’ll enjoy for years to come.” To do this, you first want to contact your best customers and ask them to chat with you for twenty minutes. Do this until you have prepared at least seven interviews. Why seven? Columber has found that you need at least five solid interviews to create a customer avatar, and it’s inevitable that one or two of the calls won’t be as helpful as the other.

During the conversations, you should ask the key questions that reveal the buying data you need. Important questions include: “What is the main reason you bought something?” and “How has your life changed for the better since you bought our product?”

Compile these interviews into a customer avatar; a fictitious profile of your ideal customer. Find the common patterns in your customer’s buying journey.

3. Think of your emails as reusable assets, not disposables

Since you took the time to do your customer research, you will now find it much easier to create emails that drive sales. You know exactly the corners, hooks, pain points, and desires you want to address in your posts.

And since these emails are based on solid data, think of them as sales assets, not “one-size-fits-all” messages. As Columber said, “If you create a really amazing evergreen email sequence, you can set it up once and have it working for years.”

But what about launches? Columber explained, “If you send the same launch series of ten emails to your list every month, you burn that list. But if you only launch a particular product a few times a year, you could be using the same emails every time. .” Finally, for broadcast emails, Columber said, “At the end of each month, take the 20 percent of your broadcasts that convert the best and add them to the end of your evergreen streak. Now you get tons of use of proven emails that will serve your business forever.”

4. Use a “hotlist” during your launches and evergreen streaks

“This strategy will give you more revenue with every promotion you do without burning your list,” Columber said. Here’s how it works: When you do a launch, you add a tag to each subscriber who clicks on the link to your sales page. Then, in the second half of the launch, send additional emails to these subscribers and only to these subscribers.

Why? Because these people are interested. They are hot leads. They want to hear more. And as long as you know they’re interested, the more marketing messages you send out, the better.

For example, let’s say you’re launching a product that you make available for a week. It opens on Wednesday and closes at midnight the following Wednesday. On Sunday, Monday, Tuesday, and Wednesday, you can send a second email to your hotlist in the afternoon, while sending your regular, list-wide sales messages in the morning.

These emails should address smaller angles that you can’t address in your normal marketing. For example, your money-back guarantee policy, any bonuses on your offer that could be lost on a sales page, or a short email asking if your audience has questions about your offer. Write between 100 and 300 catchy words to convince someone.

5. Create urgency through your marketing

This strategy is simple, but as Columber said, “It’s more important than anything else on this list, other than doing your homework.” Creating urgency means answering the question, “Why should I buy your offer now, instead of later?” for every marketing campaign you send out. with something compelling.

If you don’t have a good answer to this question, your business will generate far less revenue than it could. The easiest way to create urgency is to do a launch model where doors are close to your offer on a certain date. Then you close the doors for at least a month or two. “It’s simple, it’s easy to understand and it works.” Kollum explained. “They have to buy now or they miss.”

Another proven strategy is to offer a time-sensitive discount. Columber said: “It’s simple and effective. But you run the risk of creating a situation where people simply wait to buy until they see a discount.” Finally, a more advanced strategy involves offering special bonuses when customers buy before a certain closing time. Columber stated, “This is the hardest strategy to execute well because you have to provide a bonus that people care about. I wouldn’t recommend making this the main strategy. Instead, use this as a complement to one of the first two options.”

By doing your customer research, you can send excellent emails that generate both immediate and long-term revenue. By seeing your email marketing as an investment, you can create sales assets that will serve your business for years to come. Making sure your offers are urgent will help keep customers buying, and you can use a hotlist strategy to increase your sales without burning your list.

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