The ROI on email marketing is high than any social media platform. It has the best return for each $1 spent and you own the list rather than renting it.
As you will have noticed in 2016, organic reach is near zero on Facebook as they want you to pay to play. If you are a savvy business owner you will have been utilising social media to get people on to your email list.
By building a relationship with your audience and being consistent you will have created a money-making list. The small businesses that are killing it with email marketing are the ones that learn, test and adapt regularly.
They create an email marketing system that works for them to create and distribute awesome content to their list and keep to their regular routine.
How would you like to create the perfect email marketing system for your business?
I know you are busy and time is money, so without further ado let’s get started.
Create a Habit
We know that business live or die by their daily habits. You have to show up every day to be top of mind and make a difference to people’s lives. If you like money you should be emailing your list at least once per week.
If you don’t have time, in basic terms you need to make time.
You could start with once per week, providing a newsletter or roundup type email that gives the reader the best content from the week. Then you can build up to twice per week up to daily emails.
So how do you create this habit? You time block obviously!
You can create a lot in 30 minutes twice per week once you have your systems in place.
Mondays – Plan content and research topics
Tuesday – Write 2-3 emails
Thursday – Write 2-3 emails
Sunday – Track open and click through rates (monthly)
Create Your Content Hub
As part of your social media systemisation we create a hub of relevant content that you can access quickly and easily at any time. Perhaps you are on the train and an amazing idea comes to you, you have to have a system in place otherwise you may lose the idea forever.
Having a hub where all your ideas, 3rd party content and past articles you will never be short of ideas. You can also use a range of tools to make content curation and creation even easier.
Some tools I use on a bi-weekly basis to see what’s popular are
Buzzsumo – a content discovery tool which shows you the most popular content by topic.
Nuzzle – this tool analyses content that has been shared by your connections on Twitter and Facebook.
Twitter and Facebook Trending – you can easily create popular content using trending topics which are relevant to your audience.
Twitter and Facebook Lists – you can create a newsfeed which is filled with relevant content shared by industry influencers which is highly targeted for your audience.
If you need some help thinking of killer content ideas check out this blog which talks you through the systems I use >> https://kellymariewest.com/killer-content/
Decide your Ratio and Schedule
So now you have your hub which is jam packed with ideas of what to post. Now you need to create a constant schedule so you know when you are posting what.
There are a few ways you can do this but ultimately you have to do what works for you best.
There are a few types of emails:
- Promotional emails
- Interesting stories
- Round Up emails
- Testimonial emails
- Lists / How to emails
- Advice giving emails
I would go for the 10% promotional posts, 50% unique content (yours) 40% 3rd party content. Depending on how often you post whole determine how often you post what.
You can have set theme days too if you prefer.
Friday Round Up
Your audience doesn’t have to know the themes of the day, its to make your life easier. If I say create a months worth of content ideas you will probably draw a blank.
What if I say create 4 x motivational posts, 4 x tips for your audience, 4 x nuggets of wisdom, 4 x testimonials, 4 round ups of your content and other people’s.
Now that sounds more manageable right?
Analyse Your Numbers
You should know a lot of your business figures off the top of your head. If you don’t you should be able to easily access them.
Do you know how many people subscribe to your list daily, weekly and monthly on average?
Do you know how many people on average unsubscribe on a daily, weekly and monthly basis?
Do you know what your open rate is, your click through rate and how can you improve these?
If you don’t know your numbers you cannot improve on them. Just a 1% increase at each stage can make a big different to your overall bottom line.
If you have no clue where to start with your numbers, don’t fret I used to be like that too. You can only ‘wing’ it for so long though, becoming a proper business owner means knowing your numbers. Once you know what you are looking for it’s very easy!
If you are completely stuck email me at Kelly@kellymariewest.com with the subject line: What are my numbers?
So if you are ready to get serious with your email marketing here are you top takeaway points:
- Create your habits for creating, research and scheduling intent
- Have a content hub for ideas and inspiration
- Commit to your schedule and themes
- Plan your content in advance
- Analyse your numbers regularly