But nobody wants to be pushy and obnoxious. And, if you are, the chances anyone will buy from you get smaller.
Here are some ways to build trust with your email marketing campaign, create a bond, and build a relationship that leads to purchases.
Grow your own qualified email marketing list
It will be your best source of income. You’ll need to nurture it and grow it. Here are some tips on how to build your own qualified email list. RSS subscribers are good, but it turns out that email is better (ha! the direct marketers were right all along – the money is in the list).
Set up outposts on social media
Put up free books or reports on your site, on Facebook, Google Plus, or scribd. Include links back to your site and an invitation to sign up for your newsletter (and get your big bribe report).
Check how you’re doing. Track open rates and click throughs (how many people click on your link). If your list is big enough (over 2,500 names), “split test” it (break it in two and see which half gets better results), Try different subject lines or different calls to action. Only change one thing at a time.
Different groups may be buying different things from you. Segment the email list (break it up by type of purchase, or profession, or location or whatever is most appropriate) and send them offers that are the most relevant.
Talk to your subscribers (not at them). Invite them to contact you if they have questions or feedback. Send a welcome message when they sign up.
The same tip goes for social media. Don’t just post and leave, and don’t focus solely on selling.
Use those social media outposts to be helpful. If your followers ask questions, answer them. Post answers to questions you see elsewhere, or from your own customers. Don’t be pushy! Nobody is on Facebook to see your marketing offers (there are enough ads there already). Then, invite people to sign up for your list to get more answers, and more information they need.
Share your thoughts
Got questions about email marketing? Wonder what the difference is between a email newsletter and an auto-responder? Ask here.