SPQ 007: What are the Best Email Marketing Practices as an Author?
Alexis of AlexisGrant.com asked about best practices for email marketing. In this episode, Steve gives a behind-the-scenes look at how he markets his habit books via email.
Email marketing is the lifeblood of Steve’s marketing, but there’s a lot that goes into it. The first thing you need is a lead magnet, or something you give to people who sign up for your email list. Steve uses AWeber, LeadPages and an opt-in box to collect email addresses and market to his list of subscribers. He currently has several traffic sources: Kindle books, SlideShare, Twitter, Facebook, and Pinterest. In the future, he wants to test YouTube, podcasting, and paid traffic.
Opt-in rate is the number of people who have signed up for an email list compared to how many people visited the landing page. If 100 people visit the page and 35 subscribe, that’s a 35 percent opt-in rate. Steve’s opt-in rates range from 35 to 65 percent, which are fairly high. Traffic from his Kindle books converts well because these people have already read his books and shown interest in his niche.
You must figure out how to get more subscribers without increasing your traffic.
There are three ways to do this:
- Switch your offer. If you currently offer a free book, consider offering a free audiobook to see if more people subscribe.
- Test your templates. LeadPages allows you to easily switch the templates on your landing pages.
- Test new headlines. Opt-in rates sometimes increase by 5 to 10 percent with a simple headline change.
Autoresponders are another important tool for email marketing. An autoresponder is a series of messages delivered in a specific sequence. Steve does an introductory autoresponder sequence with light offers. The warming sequence usually lasts from five to 14 days. He sends a short introductory message, a personal message, and a list of tips and tools.
Eventually, Steve sends subscribers broacast messages to let them know what is going on with his business. For example, he sends a broadcast message when he releases a new book, when there is a new post on Develop Good Habits, and when he is offering free or discounted content. He also sends broadcast messages when he wants to poll his audience or solicit questions from readers.
Here’s a screenshot (in Aweber) of how Steve segments his list and sends email only to the people who have completed his autoresponder sequence: