Email marketing is one of the most tried and trusted ways of building a business. Many large organizations have started off with nothing but an email list. In this post, we will be talking about how you can use email marketing to grow your network marketing business.
From the time of inception until now, email has grown more and more as a means of connecting with people from all around the world, especially in a business sense. Though it has proved to be a powerful tool, surprisingly, it took network marketing companies quite sometime before adopting it.
Email provides a means of automating your marketing efforts and exponentially grow your business with minimal effort. Don’t mistake minimal effort for easy and laid back though. What this simply means is that you can do the work of 100, 1000, or 10000 people all from a central point.
You will need to put in the work to make things happen though.
Why is Email so Effective?
There are a number of reasons why email is so effective for promoting your business. Here is a list of just a few of these reasons.
It is great for relationship building
When it comes to marketing or promoting your MLM business, the aim is to take someone who knows nothing about you and convince you to join your company. In other words, you are taking them through a journey from point A (Cold prospect) to point Z (a new recruit).
In order to do this, you will need to build a relationship with them. Dan Kennedy, one of the most brilliant copywriters we have seen puts it this way:
“You want to move from unwelcome stranger to welcome guest”
What this means is that you will need to lower the invisible barrier between you and your prospect over time. This is done through repeated contact with your cold prospect. In the online marketing world, it takes about 7 contacts at a minimum before someone makes a buying decision.
That figure has actually grown over time due to the decreased attention span that most humans have now. That coupled with the many options available to us online has made it very difficult to market to people.
Email gives us the opportunity to reach out to people and gradually build a relationship to the point where you become a welcome guest.
Email Establishes you as an Expert
When you conduct email marketing the right way, you will be viewed as an expert in the eyes of your audience. We will show you how you can go about doing that effectively later in this article. Just to give you an idea though, you will be sending out a particular mix of emails to help you become an authority in the eyes of your audience.
Allows you to Build a Community for Future Offers
Let’s face it, the network marketing business field is not always the most stable. Many companies have come and go and you probably have had to jump from one opportunity to another and each time you did, had to start from scratch.
When you build an email list, you will not be starting from scratch. You will have an audience to whom you can promote your new offer and get up and running a lot quicker. Think of it as building an asset that can pay you for many years to come as long as you take good care of it.
Each Subscriber is Worth $0.50 to about $3 per month
When you nurture your list well and develop a good relationship with them, each email on your mailing list is worth approximately 50c to $3 per month. It means that if you have a list of 1000 people on your list, you can expect to earn anywhere from $500 to $3000 each and every month.
It doesn’t mean that everyone on that list will buy but what it does mean is that you will average that much across your mailing list when you do your work the right way. More on that later.
Pitfalls of Email Marketing in the Current Environment
It’s not all a bed of Rose’s tough. There are also pitfalls that you will need to navigate in the world of email marketing. Let’s take a look at some of them.
Email Now Has Low Open Rates
There are ways of working around this, as we will share later, but generally speaking, people don’t read as many emails as they used to anymore. Part of this boils down to the fact that there is just so much in their inboxes now and most of them are promotions.
This has led to people becoming blind to them. It’s the same as banner blindness that most of us now have when we visit websites. Our eyes quickly skip over any banner ads that are on a website and go straight to whatever content we are looking for.
We only stop to look if it’s something that immediately grabs our attention. It’s the same with emails. We usually just skim through our inboxes and go for the ones that grab our attention. For that reason, you need to master the art of getting your emails opened. More on that later.
Main Email and Spam Email Addresses
Some of us have taken some form of action in addressing the issue of email inboxes being flooded with irrelevant emails. They have set up the main email account and a spam email account. Whenever they sign up for something, they use their spam email address and reserve their main email address for the important stuff. The unfortunate thing is that spam email addresses are only ever opened very rarely.
It means that your marketing efforts are doomed from the beginning if they give you their spam email.
Fake Email Addresses
There are 2 ways of opting into a mailing list. The first way is what is called double opt-in. It means that someone has to confirm that they have signed up with their email at your opt-in page if they are to receive what you are offering them.
They receive a confirmation email contacting a confirmation link. Once they confirm, they will begin to receive your emails
There are a few challenges with double opt-in sign-ups. A good percentage of people who sign up do not click on the confirmation link meaning that they will not receive your emails. This can be due to their own inaction or spam filters especially if they use Gmail. Your email may be sent to the junk mail/ spam folder meaning they never get to see it.
The second way is single opt-in where they only have to enter their email once and don’t need to confirm. At face value, this seems like the more desirable option but this method can also be abused by people putting in fake email addresses.
It means that your list will consist of a considerable number of fake emails that bounce every time you send out broadcasts.
People have pretty much seen it all and not interested in what you are saying. That’s why you need to be very creative in your emails to grab and hold attention. If you do what everyone else is doing, you will get the results that most are getting…..crickets.
Gmail Email Filters
If you use Gmail, you will know that it filters emails into the main inbox, social media folder, and promotional emails. If you use an email autoresponder, your emails will end up in the promotions folder.
Those rarely ever get read meaning that the chances of your meals getting seen, let alone read, are pretty slim.
How to Make Your Emails Stand Out
There are things that can be done to get your emails to be seen and read. In this section, we will be covering these methods.
Ask to be White Listed
When someone signs up, set it up that they get a message with instructions on how to handle your email. Ask them to look for a confirmation email in their email inbox as well as spam/junk mail folder if they can’t find it in the main folder.
If it’s in their inbox, have them add it to their address book. If it’s in the spam folder, they should mark it as not spam.
Subject Lines are Key
The one thing that will cause your email to stand out from the rest is the subject line. Your subject line has to grab your readers’ attention from the get-go. This is the greatest part of your battle. Everything else becomes easier once your email is opened. Take time to learn the art of creating great headlines.
Subject lines are indeed the headlines of your email. They pull the prospect in. Without that, all your other efforts are in vain if nobody reads your email in the first place.
You have 8 Seconds!
After you get them to open your email, you need to keep them engaged and interested enough to read through your email. The first paragraph has to build up their interest so that they read all the way through your email.
You essentially have 8 seconds to do this. That’s basically the attention span that human beings have now. Make the most of them.
Now, I want to talk about the formula that you will use to create your emails in order to ensure that your emails are opened, read and make people take the action you desire them to take.
The AIDA formula
The subject line and attention or interest steps make the first 2 parts of the formula. AIDA stands for:
This stage is where you grab the prospect’s attention. This is done through a compelling headline. There is a science to creating headlines that we won’t be able to cover in this article. There is a lot of information available online that can help you master this area. It’s worth the effort as it will pay back in a big way further down the line.
I also urge you to go and download Headline swipe files. These are basic examples of headlines that have worked well in the past which you can model for your email subject lines.
This is the first paragraph or first 8 seconds of your email. At this stage, you want to capitalize on the attention from the subject line and convince the reader that they want to read the rest of your email.
This is a very important part of your email and you need to make the most of it. Sell the benefit that they will get from investing time reading your email.
This is the body of the email where you build desire in your prospect. In this section, you will need to use what are know and psychological triggers to build an emotional connection that injuices desire in the mind of your prospect.
In the last part of your email, push your prospect to take an action. Don’t assume people will know what to do. Ask them to order now, call you, or take any other action you want them to.
That is the 4 step formula for creating winning emails. Google the AIDA formula and learn more about this process.
So, how often should you email your list? Everyday. Yes, you read that right. It has actually been proven that a daily email regime is actually the best way to go. You would assume that it would be counterintuitive but that’s the fact of the matter.
To keep things fresh for your list, you will be sending out 3 types of email. They are:
- Relationship Building
Relationship Building Emails
This type of email is where you connect to your list as a friend. You talk about your personal life as well as give them valuable stuff that they can benefit from. In other words, think of them as your friends and give them information or things that you would naturally give to your friend.
You will be surprised at how well this works at creating a strong bond between you and your mailing list.
This is where you educate your list in relation to network marketing. Offer kick-ass value through these emails. It means you will need to do a lot of study and research so that you give them super valuable information.
In these emails, you promote offers to your list. Please make sure that you promote things that actually give value to your list and not just because you will get a high commission. Going contrary to this rule is the fastest of losing the trust of your list.
Make sure to block off time over a weekend and write emails for the following month or two.
If you read 5 books on a particular subject, you will automatically be in the top 4% on that topic in the whole world. I’m not sure if that applies to fields like brain surgery but it’s true for every other field out there.
Study the heck out of your field and aim to give great value. Here is a list of topics to study if you want to learn more about email marketing and make a lot of money through it:
- Psychological Triggers
- Email Marketing