How to use email marketing correctly

When email marketing campaigns are well developed, their ROI (Return on Investment) is impressive… Especially when compared to other marketing campaigns. And it’s no coincidence that most of Hotmart’s Top Producers use its email databases to boost their sales.

According to the Direct Marketing Association, email marketing campaigns have an ROI of around 4,300%.

We have prepared this article on email marketing developing the basic notions that will be fundamental for your evolution as an infopreneur.

What is email marketing?

It is the use of email as a direct marketing tool that directly impacts those who receive the message. We can use this tool to send a note, to send a call, to create a relationship with the audience and, of course: to sell your online courses.

What does email marketing do to be so effective and special?

In addition to having a low production cost, there are many factors that contribute to the success of this tool. Here they are :

Studies prove that email marketing is still the type of campaign with the best cost/benefit;

Emails with quality content turn readers into subscribers and engaged fans;

You are more likely to bring your audience to your site and your social network;

You can create a good relationship with your audience and, in exchange, receive sincere feedback that will be useful in your next strategies.

Know a few email marketing services

Before putting together your entire email marketing strategy, you need to pay for an email sending service.

Different from your personal messaging, these services allow the recording and sending of mass messages and they provide reports that will be essential for you to better understand your audience and to improve your sales strategies.

Below is a list of some of the most used email services by the Hotmart community:

There are plenty of other options that you may find useful. Look for the one that offers more solutions to your needs.

Common Email Marketing Terms

Certain terms are recurring when working with email marketing. It is therefore essential to be familiar with these terms so that you can make the most of our advice. Here they are :

Autoresponder: it is an automatic system of sending emails where Producers and Affiliates can configure strategic emails for those who enter the list.

SPAM: are messages that email services detect as invasive or impertinent. If the message is considered SPAM, it will not go to the user’s inbox.

Squeeze Page: page where there is an email capture form. In most cases, it is the primary strategy for list growth.

It’s not just about sending emails, it’s about sending them to the right people. Your list should be made up of an audience that has an interest in your topic and can potentially buy your product.

We therefore advise you not to use ready-made email lists to build your database. This type of list does not convert as much as a list built by yourself. The ready list can also be considered as SPAM.

To build an email list, we have some tips that will help you have a quality email database.

Use squeeze pages on your website

Squeeze pages are form boxes on your website that invite the user to subscribe to your email list.

These boxes can appear in different ways. At the top of the page, on the sides, in your blog posts.

It is important that they are attractive and that do not require a lot of information from users: name and email address are sufficient.

Offer bonuses

One of the most effective ways to get a potential buyer’s email is to offer free content in exchange.

We use the term “bait” because you use free content to “fish” the email and later work on the relationship with the potential customer.

The “bait” can be an e-book, infographic, access to a webinar, or any other great content that can be distributed for free and is related to the product you want to sell.

Create a capture page

Offer a bait on a capture page, also called a Landing Page. This page should be simple and you should highlight the email capture opt-in.

Do not place a lot of information on the page and use a good title to induce the visitor to insert his email.