23 Oct Email isn’t dead – build your list and land ideal clients
Is email marketing really dead?
It can be tempting to dismiss email in the age of Instagram, Pinterest, and LinkedIn. However, email is still one of the most powerful ways to build your audience. In this post, I’ll talk about what makes it such a great return on investment. Then, I’ll share my tips for building an email list that will help you land the ideal client.
I’m not sure about you, but I actually enjoy getting emails from certain people. There’s something to be said about the personal connection that email provides. It’s something that is often missing from social media platforms like Instagram.
Another advantage of building an email list is that unlike social media, an email list belongs to you. Building your brand on Facebook and Instagram is like building a house on rented land – you’re at the mercy of changing algorithms and constant updates. Since you create and nurture your email list, you have more control over how to communicate your message.
The stats say it all: building your email list pays off
Not convinced that email is worth your time? Well, the numbers show that it pays to invest in email. According to the latest stats from email service providers and digital marketers, email reigns supreme in terms of customer conversion.
While social media allows you to build a large base of potential clients, this doesn’t necessarily translate to sales. These platforms prioritize the most relevant post for each user, which makes it difficult to even appear in your followers’ feeds. It’s no surprise that platforms such as Facebook and Instagram clock in with the lowest conversion rate of just 0.59%.
Next on the list are search engines, such as Google, Pinterest, and YouTube. They perform better than social media platforms with an average 2.49% conversion rate. While this is certainly an improvement, the buy rate for email marketing is nearly double, at 4.24%. If you need any more convincing, recent stats from the marketing automation company Campaign Monitor also shows that it pays to invest in building your email list. They found that email produces an average of $44 for every $1 spent.
You might now be thinking that it’s time to start building your email list, but also wondering where to start. Not to worry, I’ll explain what makes an email list and how to build your own using some tools that you are likely already familiar with.
What is a lead generation funnel?
Simply put, this is marketing speak for a three-part system that you’ll use to attract people to your email list. Your lead generation funnel is designed to attract your ideal clients.
Here I’ve included a slide that shows us how the funnel is built. First, you have an opt-in, or the freebie you provide to clients in exchange for their email address. This is your chance to create a “wow” experience. The second component is the landing page, which is the website where you ask for their email address. Finally, you’ll draft a welcome email, which further introduces you to your new subscriber.
Just these three things are needed to generate leads via email. In the next section, I’ll go over each component in a bit more detail. Soon enough you’ll be on your way to delivering even more value to your clients’ inboxes.
Building your email list in three steps
Step 1: How to create your opt-in your audience actually wants
Your opt-in is the freebie that you give your subscribers in exchange for them signing up to receive your emails. You might make the mistake in thinking that since the opt-in is free it doesn’t need to deliver much value. It’s time to shift that mindset because opt-ins are really your opportunity to wow your subscribers and eventually convert them into paying clients. Before taking action, I recommend spending some time thinking about the type of freebie that you want to provide.
It’s a good idea to think about delivering $50 to $100 value to your client. Yes, it takes time to create that value, but it’s important to deliver a real transformation. With all the competition in today’s market, your opt-in is your chance to stand out from the rest.
Step 2: Building a landing page that drives traffic and converts
After creating your opt-in, it’s time to think about the next element of your lead generation funnel – the landing page.
The landing page is where people will go to download the freebie, and it’s your first chance to make a positive impression. I built the landing page shown below for my free opt in. While I built it using ClickFunnels it can also easily be done using MailChimp.
I also provided a mock-up of the course creation road map freebie. Providing a visual of the actual “thing” to clients is one way to increase conversions. Generally, we tend to be more likely to provide our email address when we are able to see a physical copy of what we’ll receive in return.
The landing page doesn’t need to be complicated. Mine has a simple set up – I ask my clients for their email address, which once entered sends them immediately sends them to a “thank you” page. Here’s another example of a landing page I built using MailChimp.
A custom domain for your landing page
Setting up your landing page on a custom domain is another way to increase your impact.
With a custom domain, you’ll have an easier time promoting your free opt in. For instance, if you are featured as a guest on a podcast you can easily say the custom domain, for example, “go to coursecreationroadmap.com to download my free workbook” or in a guest blog you can simply type the link to your landing page in your author bio to help listeners find you more easily.
Taking this extra step is worth it, as it allows you to direct more traffic to your page and track visitors. Setting up a custom domain is not incredibly complicated. It can be done in around one hour and involves your domain provider.
After building your landing page, it’s time to think about step three of the lead generation funnel – the welcome email.
Step 3: Welcoming your subscribers to your world
The third and final component of the lead generation funnel is the welcome email. Even if copywriting seems daunting, don’t overlook the importance of this step. On average, welcome emails have a 58% open rate, while in my experience normal emails can run anywhere from 20-40%. You might not be planning to launch your course for another couple of months, but sending a welcome email is a golden relationship-building opportunity.
According to MailChimp, one of the top reasons that people unsubscribe from email lists is because they don’t remember having subscribed in the first place. Even if you’ve created a valuable freebie, going a step further to couple it with a welcome email sequence will engage your audience rather than leaving them hanging for months. If you want to retain your clients, do not overlook this important step.
Now it’s time to take your email list up a notch
Email marketing is anything but dead. It continues to be one of the most effective marketing techniques while also being relatively simple to put into practice. With a little planning, you can take your email list to the next level to land your ideal clients and increase sales.
Need help getting started? Book a FREE discovery call now to learn how I can help.