Guerilla marketing is all about marketing on the cheap — using creative brains instead of cash brawns to identify and reach your audience.
Email, not the sexiest tool in the marketing shed, is an underrated, overachieving guerilla marketing tool that if you are not using — and pronto — you are losing.
Friends, we already talked about how to magnficentify your subscriber list, but if you don’t remember, click through, take a quick refresher and come back for the sizzle to go with that steak.
Once you are up and running, systems in place, building a bright and beautiful subscriber list, it’s time to use it to your best advantage — for fun and profit.
This post will tell you all about:
- What email marketing is and why it is important
- 10 Steps to a basic email marketing system and
- Guerilla marketing with email best practices
What is Guerilla Marketing with Email and Why is it Important?
The basic idea behind email marketing is that you build a subscriber list and then nurture and grow the list through offering high quality content.
Eventually, once you have built trust, you can make compelling offers to your list (audience) to buy your high quality products and services.
Trust requires consistency, so set up a schedule of content production and publishing, and then stick to it.
High quality is important, so don’t try to do too much.
Why You Care
The reason you care about email marketing is that it is a more targeted, successful form of marketing than most others.
If people have taken the time to join your list, it’s because they are already, at least a little, interested.
By leveraging their interest and building their trust, you can convert your audience to paying customers.
10 Steps to a Basic Beginner’s Email Marketing System
Here’s what to do:
- Use an email subscriber form with a clear call to action that makes signing up easy
- Make sure people understand what you’re offering (newsletter or blog, for example) and then offer it consistently
- Use social proof by including testimonials near the sign up form
- Offer an incentive (such as a free download) to join
- Send the email from a human — such as yourself (you’re human, aren’t you?)
- Send a summary of your content and a link to your website each week at about the same time
- Send a thank-you note
- Send a — personal — follow up email to those who have not responded or clicked through after a few days (put a reminder in your phone or schedule this in your calendar)
- Make it mobile (more and more people check their email from their phones. Do you?) and
- Use analytics to make sure it’s working
Fortunately, for bright and beautiful beginners like you, emails service providers such as MailChimp (my personal fave) can provide some form of all of the above.
It may take a minute (or quite a few) to get it all configured, so just tackle each of the above steps one at a time.
Don’t be afraid to get help because, yes, it can be frustrating to set up an email marketing system from scratch!
Guerilla Marketing With Email Best Practices
Here are some tips and tricks that marketing pros know make the best of your website visitor’s experience and helps you win converts:
- Use an email service provider so you can track your campaigns (and, as you progress, access a wealth of other useful and important information). It’s the pro way to go!
- If you get a bounced email, use your best guerilla marketing instincts and find your man (or woman) through Twitter or LinkedIn and build towards an invitation to rejoin
- Send personal emails to hot prospects — it’s worth it
- Use 1 to 2 typefaces — only — so your email looks fresh and contemporary
- Include your logo in the upper left hand side of your email
- Learn to write short, snappy and descriptive subject lines
- Make the body of your email short and easy to read
- Have a landing page for opting in that also includes your logo and social media buttons and
- Send a test to a friend to make sure everything makes sense
Get started with this system and these tips and you will start to see results. Or your money back.
What have you learned about email marketing? What do you think the challenges will be?
Crestodina, Andy. Content Promotion Strategy: 33 Ways to Drive Traffic. Orbit Media. June 26, 2012.
Crestodina, Andy. 5 Email Marketing Secrets. Orbit Media. October 3, 2012.
Vaughan, Pamela. 9 Email Marketing Best Practices to Generate More Leads. Hubspot. September 1, 2011.