A lead magnet (a.k.a. an optin bribe) is something amazing that you give away for free in exchange for an email address. This doesn’t have to cost you anything to create– most lead magnets are digital materials like PDFs, MP3 audio files, or videos that you can create yourself at minimal or no cost. It can be absolutely anything you want, so long as it provides value for free.
For the design element, odds are that unless you have an artistic background, you’ll be either using a pre-existing template from your printer or having it designed by a graphics designer. The templates from your printer will more than likely have an effective eye flow and a solid ratio of graphics to text – if you go the designer route, be sure to get several mock ups and again seek the opinions of those around you whose opinion you value. And finally, print quality should be self-explanatory – be sure to go with a printer that offers some sort of guarantee on quality, or at the very least one that will offer you a refund or reprint if you’re not 100% satisfied. The last thing you’d want to do is have to settle on a poorly printed mailer to save costs.
Even better was the fact that we had built the Foundr brand up to the point where we had people actually ask to become an affiliate of ours. Our very brand became an important leveraging point for us because we had developed it to the point where people would want to become associated with our brand. Obviously this didn’t happen overnight and it took many years of work to get us to that point, but it was a great side-benefit to all the success we had achieved so far.
The new digital era has enabled brands to selectively target their customers that may potentially be interested in their brand or based on previous browsing interests. Businesses can now use social media to select the age range, location, gender and interests of whom they would like their targeted post to be seen by. Furthermore, based on a customer's recent search history they can be ‘followed’ on the internet so they see advertisements from similar brands, products and services,[38] This allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capabilities up until the digital era.
Maggie Aland is a staff writer for Fit Small Business and editor of the Marketing and Reviews sections. She writes on a variety of marketing topics, ranging from newspaper ads to how to market your business on Facebook. Before joining Fit Small Business, Maggie worked as a marketing associate at a niche publishing company. There she was responsible for determining the marketing plan and keeping up with the budget of 10+ B2B products. Her experience includes email, direct mail, social media, events, and more. When not editing or writing, you can find Maggie looking for the best brunch spots in NYC.
In addition to linking to Letter Shoppe's designs (available on merchandise that is ultimately sold by Redbubble), the email campaign includes an endearing quote by the Featured Artist: "Never compromise on your values, and only do work you want to get more of." Redbubble's customers are likely to agree -- and open other emails in this campaign for more inspiring quotes.
If you want to operate an email blast campaign as a part of your marketing strategy, then you need to send the emails out regularly. If it is too long between emails, then the recipient might not even remember what your content has to offer. However, you do not want to send them too frequently. If the consumer is getting an email from you every other day, then they might get annoyed and stop reading altogether.
Generating your own list of email contacts who have opted in to receive content from you doesn't just comply with legal regulation and protect your brand reputation. It also presents you with opportunities to grow this list through genuine relationships with new customers. We've already written a post of clever ways to go about doing this, which you can check out here. But below are the basic best practices that have a very big bang for their buck when it comes to consistently growing an email list.
The Nielsen Global Connected Commerce Survey conducted interviews in 26 countries to observe how consumers are using the Internet to make shopping decisions in stores and online. Online shoppers are increasingly looking to purchase internationally, with over 50% in the study who purchased online in the last six months stating they bought from an overseas retailer.[23]

In addition to satisfying legal requirements, email service providers (ESPs) began to help customers establish and manage their own email marketing campaigns. The service providers supply email templates and general best practices, as well as methods for handling subscriptions and cancellations automatically. Some ESPs will provide insight and assistance with deliverability issues for major email providers. They also provide statistics pertaining to the number of messages received and opened, and whether the recipients clicked on any links within the messages.
So what is an email newsletter anyway? An email newsletter is very much the same thing as a traditional newsletter, the only difference is that it is transmitted to the consumer through the use of email. The business obtains a list of potential consumers that may be interested in their service, they create a newsletter for that group, and then they send the mass email out to all of these people.
Email marketing is one of the most cost-effective ways to promote your business, whether your goal is to build your brand or sell more stuff. Our field guide provides everything you need to know to make the most of this platform. Learn how to create an email marketing plan, design effective emails, and test them. Then discover the power of automation and how to measure the success of your emails.
Email marketing has evolved rapidly alongside the technological growth of the 21st century. Prior to this growth, when emails were novelties to the majority of customers, email marketing was not as effective. In 1978, Gary Thuerk of Digital Equipment Corporation (DEC) sent out the first mass email[1] to approximately 400 potential clients via the Advanced Research Projects Agency Network (ARPANET). This email resulted in $13 million worth of sales in DEC products, and highlighted the potential of marketing through mass emails. However, as email marketing developed as an effective means of direct communication, users began blocking out content from emails with filters and blocking programs. In order to effectively communicate a message through email, marketers had to develop a way of pushing content through to the end user, without being cut out by automatic filters and spam removing software.
Couple your sign-up boxes with a clear description of “what’s in it for them.” Let customers know exactly what to expect when signing up, and sell the benefits for being on your email list. This can be as simple as promoting the general advantages of the channel — such as being able to receive information and offers faster and that it’s eco-friendly.

Now that you’re all set up to starting collecting emails, the fun part begins (when I say ‘fun’, I actually mean ‘hard’). If your site receives a good amount of traffic and you have a truly compelling offer, this shouldn’t be too difficult. However, if you’re like most business owners, you’ll need to look outside your own audience to start building your list.

Note: If you want to attach additional files, such as a .pdf, we recommend that you store these files on a cloud storage service, such as Dropbox or Google Drive, and linking to these files within your blast. We do not support file attachments to an email blast as these file types tend to be larger, increasing your chances of triggering spam filters and preventing your blast from reaching your recipients.
Use custom campaign URLs. Google provides a tool where you can create your own unique URL for your particular marketing campaigns. You may include parameters such as your medium, source, content, term, and campaign name. As soon as you have a customized link, you may use it in its complete form or shorten it by using a link shortening tool such as bit.ly.

Offer a reward for customers who buy something from you and show that they checked in at your business on Foursquare using their mobile device. When they do this, they’re telling everyone in their network that they’ve done business with you. Each month, reward the person who gave you the greatest exposure by offering a discount, and asking for their email address.

“I am a big believer in the intersection of online and offline marketing and this can be a big win with direct mail marketing. If you can provide users with a strong enough incentive to visit your website then you can then integrate follow up strategies like remarketing and email nurturing. As marketers we have to try and break down the wall between traditional advertising and digital as often that intersection is where the best results are.”

Ensure that your email meets spam guidelines. The CAN-SPAM Act are laws that govern how you can craft emails. To stay compliant with the act, there are several things you must include and things you must avoid doing to ensure that your emails aren't considered spam.[9] For one, there must be an unsubscribe button somewhere in the email so that people can opt out of receiving them. Another rule is that recipients must know who they are receiving the email from, so include an accurate header or reply address where they can point their concerns or comments.[10]
Simpson says that he can tell when a brand hasn’t put effort into designing a mail piece, but he can also tell when it puts in too much misguided effort. Direct mail shouldn’t look like a beautiful magazine ad, he says, as this kind of mailed content tends to draw little response from consumers. Instead, direct mail pieces should have good copy and the right offer for the right demographic. 

E-mail promotion is widely used by e-marketers to send new product/service information to their registered customers. For example, airline companies periodically e-mail their registered customers about their e-fares and promotional vacation packages. Spamming refers to sending millions of e-mail promotions to recipients who have never asked for the information. These recipients' e-mail addresses are often purchased or swapped with other businesses. Spamming is at best unethical and at worst illegal.
If you’re going to get in the habit of pitching often, try to put yourself in the reader’s shoes. Ask yourself if your messaging is consistent with the expectations you’ve set. As I said before, Amazon does this well because they send relevant offers based on my buying habits. Those that send blind offers are far more likely to lose permission to keep doing so.

Unsubscribe rate. Unsubscribes are always going to happen no matter what, and that’s usually OK because those people probably would never have bought from you anyway. However, a high unsubscribe rate can indicate that you are losing potential customers. Check the following: Why did people subscribe to your list in the first place, and are you delivering on that promise? Is the content of your autoresponder highly relevant to the segment it is being sent to? Are you sending too many sales emails with too little value emails?

People read and subscribe to newsletters because they feel like there is something that they are getting from the content. If you overload an eblast with pitches to sell products and links to affiliate sites, the reader is going to tune out. Inform the reader and get them to your site by engaging them with a topic that relates to the product or service. Check out these golden rules for email blasts for more information on how to keep your readers happy.


In a typical email marketing scenario, an organization builds an email list to reach or inform established and prospective customers. An email list may be complemented by a marketing database that allows for customization, data mining, precise targeting or other purposes. However, ubiquitous and unsolicited email, also known as spam, has made it difficult for ethical email marketers. Most email and Internet service providers (ISP) have significant filters to block spam, so getting legitimate messages across is easier said than done. Given this, email marketing has evolved into a specialized niche in digital marketing.
Have a few different buttons on your email template: separate social media buttons that produce pre-written social posts linking to a webpage version of your email, and an "Email to a Friend" button that transfers the email into a compose window so your contacts can instantly forward the message. Just make sure your email has an opt-in button so each new viewer can subscribe to more emails from you if they like what they see.
The benefit of that is when you do need to announce a new product or sale, you can count on the fact that you’ve already been in touch, having built a relationship over several weeks/months, and are much less likely to annoy your readers. Of course, it’s important to schedule your autoresponder sequence on specific days so that you know when you can afford to send an email. More than one per day and you’re probably mailing too much.
Does the difference in these terms and their definitions matter? No, of course not, it's semantics! But it is interesting to see how the scope of Internet marketing vs Digital marketing has changed over time. In my books, when discussing alternative definitions, I explain that, no it doesn't really matter, but the scope and responsibility is important to make the most of managing the opportunities. So the scope of digital marketing activities should be agreed within a business and/or between a company and its agencies. The biggest difference is whether digital marketing is simply seen as about communications (online marketing) or whether it is broader, looking at underpinning marketing technology and options for new online business and revenue models.
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