Some people in the content marketing industry are saying that email lists are a thing of the past and that email marketing is dead.
This is not the case – not even close…
Building an email list is just as important today as it’s ever been.
When it comes to reaching your audience for a small amount of time every day, social media might be your preferred method with the use of a daily news feed…
BUT… when it comes to converting prospects into customers, email marketing still does a better job.
In email marketing your audience is key, front and centre of everything you send, and obviously like most businesses your customers have different issues and requirements.
This specific issue or requirement must be used to segment your list to make your email series relevant, there is technology out there that will do this for you now…
Then, as Ryan Diess suggests in his book ‘The invisible selling machine’ you can build your email series in 3 steps:
Welcome emails – these 2 or 3 emails (initial hurdles) are to get the subscriber to like you, trust you and to know you and what you are sending them.
Engagement emails – maybe 4 more hurdles where you make offers and suggest your subscriber might like to buy – don’t rush or push – keep your content relevant and focused on the subject of your lead magnet.
Ascension emails – The final series of emails that turns buyers into multi buyers and offers additional opportunities. This is where the real money is made!
Remember: email marketing segmentation is about more than just converting. It’s about understanding your audience better and how to better serve them in the process.
You should be using email marketing segmentation – because it works.