Email Marketing Checklist
There are a number of different things you need to do to set up an email marketing campaign. This checklist will serve as a step-by-step system that will help you set up your campaign from beginning to end.
- Domain – First, you need a domain name for your squeeze page. This will serve not only to host your opt-in form, but also to host your downloads.
- Hosting – If you don’t already have hosting, you’ll need to get some to host your domain. HostGator.com is a popular choice.
- Squeeze Page Design – A good squeeze page design is essential. You can get a custom design done for under $100, or you can use a template. You could also use a clean CSS template if you don’t want to use a fancy design.
- Squeeze Page Copy or Video – You will also need a way to lure visitors to join your list. You’ll need a really great headline, plus either a fantastic video or some very compelling bullet points.
- Incentive Offer – You will need to offer some sort of incentive to get people to subscribe. This could be something as simple as a 10 page report that offers some “top secret” information, or as complex as a complete course of some sort.
- Autoresponder Provider – Obviously, you will need a provider to send emails through. I suggest signing up to one of the bigger providers, as they can offer higher deliverability than smaller providers. Try aWeber.com or GetResponse.com.
- Deliver the Incentive – You will need to build a page to send people to after they subscribe. This page will host a link to the download, as well as potentially having some sort of advertisement for your own product or an affiliate product.
- Schedule Autoresponder Messages – Once everything else is in place, be sure to set up some messages that will be delivered every day or two for a while after someone signs up. These should offer some value, such as articles and resources, but every 3-4 messages you can include a marketing message for your own product or an affiliate offer.
Creating a Successful Incentive Offer
The offer you make as an incentive to sign up to your email list can make or break the success of your email marketing campaign. If your offer is a good one, you can greatly increase the number of subscribers you get. If your offer is poor, you will be wasting good traffic.
A successful incentive offer is one that offers value people would happily pay for. If you think of your incentive as nothing but a “freebie”, that is the kind of value you’re likely to deliver. Instead, try to deliver a product you believe people would pay for. When people get a high-quality product they would have paid for, they are likely to think, “If his (or her) free stuff is THIS good, imagine what the paid products must be like!”
Some people just slap up a 10 page report and expect that to be good enough. Sometimes it is. If you’re offering really valuable information that most people don’t already know, it can be more than enough. However, the average short report alone isn’t usually good enough. It’s a very good idea to offer bonuses to go along with your report in an attempt to make your offer more appealing.
Either you can reveal those bonus items on your squeeze page, or you can wait to mention them until after people subscribe. You might get more opt-ins if you mention it ahead of time, but you will get more loyalty from those who do sign up if you offer it without mentioning it.
Videos have become increasingly popular as incentive offers. Many people love video content, because they find it easier to digest than reading. However, if you’re going to offer video content, be sure to offer a readable version for those who have slow internet connections or feel they can read faster than they can watch a video.
Always remember that a successful offer is about providing value people would pay for. If you do that, you will have a good opt-in rate, and you will increase the quality of the list you build.
Essential Components of a Successful Squeeze Page
Your squeeze page a very important part of your email marketing system. It’s not enough to simply throw up a page asking people to opt in. People are very suspicious of entering their email address because of spammers, so you have to give them a very good reason to opt in.
- The Design – There are two schools of thought about squeeze page design. Some say a beautiful design gives an air of professionalism, preferring to put a lot of effort into a really nice design. Others say a plain CSS design draws attention to the headline and other content elements. It’s a good idea to test both types to find out which one works best for you.
- The Headline – The headline is absolutely vital. In fact, it’s probably the most important part of a squeeze page. Your headline should generally be red, enclosed in quotes, and it should be mysterious and intriguing in order to get people to read the rest of the page.
- The Bullet Points – Standard sales copy shouldn’t be used on a squeeze page. You don’t want people to get bored and leave before they reach the opt-in box. Your bullet points should tell people a little about what they will get if they sign up to your list, but they should also be a bit mysterious. Curiosity is the best way to get people to sign up.
- The Offer – In order to get people to join your list, you need to offer them a bribe of some sort. Most people offer access to a free report, but increasingly people are offering other things such as videos or software. Don’t just offer basic information. You’ll want to give them something really valuable.
An optional component that can boost your opt-in rate is a video. A well-produced video can work very well to convince people to join your mailing list. You can convey the same information you might in your bullet points, but a video makes it easy for people who don’t like to read to find out what you’re offering.
Putting a little effort into your squeeze page will really pay off in the end. If you can double your opt-in rate, you will build your list twice as fast as you would have otherwise!