Recently I’ve immersed myself in getting better at writing emails as I believe this is the cornerstone of an affiliate business from where 90% + of the income is generated. In this post I want to share a summary of what I’ve learned so far from a number of diverse sources and trainings.
Mastering email communication is not just a skill, it’s an art. As someone deeply involved in this field, I’ve come to realise that the most crucial element to any successful email marketing campaign is knowing your customer. This understanding not only shapes the content of your emails but fundamentally shapes how you engage with your list.
Know your Audience
Delve into and define your ideal customer. Consider their demographics such as age, occupation and gender. Understanding their fears, goals, and daily challenges allows you to craft emails that speak directly to their needs and interests. Creating an avatar of your ideal customer can be a helpful exercise, even give the avatar a name. Imagine writing each email to this one person, rather than a faceless crowd, to enhance the personal touch
Email marketing is more than just sending out promotions and newsletters; it’s about building a relationship. Your email list is your most valuable asset. You can reach people directly and see tangible results from your efforts. This direct line to your audience is powerful, provided you understand the person on the other side of the email.
Speak Their Language
Content is king, but context is queen. Regularly engaging your list with content that is not only relevant but also timely, ensures that your audience stays interested. This can be as simple as sharing stories from your daily life or insights from your professional experiences. Using a story-based model, can significantly increase engagement. Stories allow for a more personal connection, making your emails not just informative but also enjoyable to read.
Deliverability and Open Rates
None of your efforts matter if your emails don’t reach the inbox. Understanding factors that affect email deliverability, like avoiding “spammy” words and phrases, can help ensure your messages are received. Furthermore, crafting compelling subject lines is an art that can drastically improve your open rates. These should provoke curiosity or offer immediate value, prompting the recipient to read more.
Consistency and Frequency
The frequency of your emails also plays a crucial role in building a rapport with your audience. Most experts suggests aiming for daily emails however when starting out and especially if you have a 9-5 job, 3 a week could be a good target to start. Starting with two to three per week may be more feasible while maintaining quality and relevance, but I would suggest that you need to send 1 email every week as the very minimum. This consistent contact helps build a routine and expectation, keeping your audience engaged over time.
Ethics and Transparency
Transparency is vital in affiliate marketing. Always be clear about your affiliations and the benefits you might receive from the products or services you recommend. This honesty fosters trust and respect, ensuring that your audience feels valued and not just seen as potential sales.
List Hygeine
Regular list cleaning is crucial to remove inactive subscribers and maintain a high engagement rate. This not only helps in better targeting but also improves the overall health of your marketing efforts. As painful as it may be to see your list shrink, remember that a smaller, more engaged audience is more valuable than a large, disinterested one.
Some people suggest that you delete people who have not engaged with your emails for the past 30 days, Personally I would suggest at least 60 days, I’ve actually been transferring subscribers from my ConvertKit account for over 30 days. These are people who open the daily emails that I’m now sending so that I can close my ConvertKit account and save a few dollars. There are still 700 out of a total of 1700 who were on the list when I started cleaning it. People who open the email and don’t unsubscribe will get transferred and deleted from ConvertKit. I’m currently still getting a 10% open rate and remember these people have not opened my emails in the previous 30 days. The plan is to continue that process till I get no opens for a couple of days and that’ll be the signal to stop emailing that list.
The Role of Testing and Adaptation
The best way to get good at email marketing is to keep doing it. Like everything in marketing, it’s all about testing. What works for one segment of your audience might not work for another. Regularly testing different email formats, subject lines, and content types provides insights into what resonates best with your audience, allowing you to refine your approach continually.
Final Thoughts. It’s a Continuous Learning Curve
As I continue to delve deeper into various trainings and books, and seek guidance from mentors and also specialists in email copywriting, the learning never stops. Being on the mailing lists of top figures in your niche, for example in the the making money online niche, mailings from people like Seth Godin and Gary Vaynerchuck, provide constant inspiration. As I get over 100 emails a day already (mostly junk), I’ve set up a separate Gmail account that I use to join lists of the people whose emails I want to check out, not for the content but the style.
In conclusion, effective email marketing doesn’t just happen, it’s a meticulous blend of art and science. By understanding your audience, engaging them with high quality, valuable and personalized content, and maintaining ethical practices, you can transform your email list into a powerful asset. Remember, in the end, the goal is to build relationships, not just lists. This approach not only enhances your marketing efforts but also builds a foundation of trust and loyalty that can lead to long-term success in the competitive world of affiliate marketing.
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