The presence of an email marketing infrastructure is of paramount importance for an online business to succeed. As popular online marketers say, the money is in the list, and it is true.
You will find many successful bloggers and marketers stating that they earn most of their revenue by sending targeted emails to registered subscribers, leading to higher click-through and a better earning opportunity.
Check out this link for an informative post on how email marketing is going to evolve in 2014.
What is Email Marketing Infrastructure?
The email marketing infrastructure is a setup; a vehicle with the potential to propel your online business forward. Your website may have thousands of visitors and subscribers but if you are unable to generate sales from them, there is something wrong.
If you have an email marketing list already but stuck with dismal email performance, check out this post which cites some reasons to help you analyze the current email marketing infrastructure and possible solutions.
How to Build Email Marketing Infrastructure?
To build your email marketing infrastructure, you need a platform and since it is not possible for every business to create a custom one, it is perfect to rely on third-party entities offering the same service.
Your choice of an email marketing service provider will depend on a sole factor – your business requirement.
Do you need to send thousands of emails weekly? Do you need a ‘pay-as-you-go’ plan? Do you need a custom plan? Do you need email newsletter designing? What should be the frequency of autoresponders? How will the software target and segregate email lists?
…and so on! These are some of the questions you need to ask yourself first.
Email marketing is an automated process 99% of the time and you need a reliable infrastructure. To completely automate the process, you need to setup the following:
- Lead Capturing Funnel: You need a website or a blog to capture leads. To capture leads, you can use baits like a free eBook or any other freebie.
- Newsletters: To engage with the subscribers, you need to send out periodic newsletters so that the subscribers know you care about them and not using the email ids to only send out product recommendations.
- Email Sequences: Something similar to newsletters but a bit different because newsletters can be about your blog posts, giving the subscribers a recap but email sequences can be a targeted series. For instance, some marketers offer email series or tutorials guiding the subscriber with building a blog or getting started with affiliate marketing, and so on. The choice of topic depends on your niche audience.
- Autoresponders: This is very important. Autoresponders are a system that sends emails to subscribers at certain time intervals. Email sequences, as explained above, are best manageable with email sequences.
These are the basic four factors. Big brands have an entire email marketing team working in tandem with other departments.
To sum up, if you want your online business to reach anywhere, you should start with setting up a robust email marketing infrastructure right this moment!
Remember two things: you won’t get back the lost time and second, your loss is someone’s gain.
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Build your Email Marketing Infrastructure in 2014