Developing a targeted email list is essential for your boat dealership.
An email list enables you to create announcements that go out to your entire subscriber base. They can feature a blend of information and content about your business, inventory, events, and promotions.
You can also use your email list to ask for feedback regarding your business and customer service.
This information will help customers and prospects stay up to date with your business, establishing you as a trusted source in the marine industry.
It’s exceptionally easy to build a list, even if you’re new to online marketing. The trouble comes when people approach list building in such a way that it hinders their chance to fully monetize their mailing list.
Let’s take a look at the most common mistakes made by business owners using email marketing.
Email List Mistake One: Not Using a Professional Autoresponder
An autoresponder is a tool for that allows you to quickly collect names and e-mail addresses, and automatically follow up with those specific individuals. Normally when you are building an email list, it’s smart to give away a free guide, audio, or video so when prospects subscribe, they get something of value in return. For example, offer them a list of tips to keep their boat in the best shape.
After the person signs up for your list and downloads the free piece of content, the autoresponder can be set up beforehand to automatically follow up with the individual educating them about other topics you would like to share with them.
One of the most important steps you’ll ever take as an email marketer is in choosing to power your mailing lists by establishing an account with a professional autoresponder provider.
There are many different reasons why setting up a remotely hosted autoresponder account is important, including:
Increased Deliverability
There is no sense in spending time crafting a high-quality broadcast or email if no one is able to receive it.
By setting up your mailing list with an experience autoresponder service team, you can rest assured that your emails will make it to their destination.
It’s their job to maximize deliverability rates and help you connect to your subscriber base quickly and easily.
Professional autoresponder providers typically offer a quick “email check” prior to sending out your email that will analyze your mailing and determine whether it’s likely to be filtered by anti-spam tools. This enables you to quickly edit your email so that it is far more likely to be received into your recipient’s inbox.
Safeguarding Your Mailing Lists
Professional autoresponder providers offer frequent back-ups of your database, in the event, it becomes corrupted or inaccessible.
This is extremely important because the last thing you would want to do is spend the time and energy developing a massive list of subscribers, only to lose it all.
Your autoresponder service provider can handle all requests to unsubscribe, helps you comply with CanSpam regulations and provides you with the ability to write as many newsletter messages as you wish, and set up the dates and times when you want them to be published.
This means that you can write all of your messages at once and have them trickle out to your subscribers on specific dates.
Important Features
If you are interested in maximizing your open rate and overall response rates, you need to utilize the different features available within your autoresponder account including your average open rate, opt-out rate, response rate, and whether any complaints have been sent in regarding your recent mailing.
Keeping a pulse on your subscriber base and how well they respond to your broadcasts will help you improve your mailings. Campaigns will be tailored so that they directly communicate with those who have subscribed to your lists.
You can review detailed statistics for your entire newsletter by logging into your autoresponder administration panel. Most autoresponder services should offer enhanced features, some with the option to upgrade for access to advanced tools.
Please note that it is quite difficult to switch autoresponder providers once you have established a mailing list, as your subscribers will have to re-subscribe to your new list.
Keep this in mind when you begin building your lists and choose to create an account with a reputable autoresponder company right from the start.
Please contact us to find out which autoresponder we prefer to use.
Email List Mistake Two: Poorly Structured Squeeze Page
A successful email marketing campaign starts with a well-constructed squeeze page. This is the page that encourages your visitors to give you their email address.
Your squeeze page is the ‘doorway’ into your email marketing system. If it fails to convert visitors into subscribers, you will struggle to build your lists. Your squeeze page needs to be very clean and simple.
You want people who visit your website to be given ONE option only; to subscribe to your newsletter or mailing list.
Minimize any external links, and really emphasize your opt-in form.
Limit the amount of graphics on the squeeze page. This will ensure that it loads quickly and doesn’t distract visitors from the objective.
In order to create an effective squeeze page that encourages visitors to subscribing to your list, consider the different types of incentives that you can offer. When it comes to listing the benefits, you need to be clear and concise.
Make sure they understand ‘what is in it for them’, and what you are offering. Offer something that will assist them whether it is a guide with boating information, a private viewing, a discount on a service, etc.
When creating the body content for your squeeze page, consider underlining, highlighting, or colorizing important information This draws attention to the areas of the squeeze page that you want website visitors to pay special attention to.
Savvy marketers feature an incentive on their squeeze pages that provides a special offer to subscribers.
You could offer free:
- Ebooks
- Sample Products
- Video Guides
- Tutorials
- Guides
- e-Courses, Newsletters, Magazines
This a very effective method of building your list. However, make sure that whatever you decide to offer is directly targeted towards your niche market.
A squeeze page should look professional with a clean template and simple layout. If you aren’t familiar with HTML and editing code, it may be easier to purchase a pre-designed squeeze page template that you can easily edit and customize to suit your needs.
Again, we can help you to set up your mailing list forms.
Email List Mistake Three: Failing to Build Brand Awareness
It’s important to build brand awareness and develop a relationship with your subscriber base. The more your list members trust your boat dealership and recommendations, the easier it is to convert them into repeat customers.
You should also register your own domain names and set up professional hosting accounts that can house your squeeze pages and websites. It’s important that you establish an online presence and give people clear direction as to how they can reach you or find out more about you.
There are many providers online that offer domain names and hosting accounts. We offer our advice if you
re unsure about which one to use.
Email List Mistake Four: Failing to Deliver Quality Content
This is perhaps one of the biggest mistakes business owners make when running their list campaigns.
While the objective of building email lists is to effectively monetize them, you need to earn the right to send out promotional based emails.
This starts with building a relationship with your list. Offer high-quality content, free tools and resources, and material that is helpful and well-received.
Once you’ve connected with your email subscribers, maintain that relationship by balancing solid, high-quality content with any promotional emails you send out.
One way of maximizing open rates and responses is to over-deliver on quality content. Do this even when you don’t have a scheduled launch of a new boat or service that you are planning to promote.
People tend to notice habits. If the only time you seem to contact them is when you have something to sell or promote, you’ll quickly lose trust and credibility that you earned from previous communication.
Keep this in mind whenever you create a new email campaign or broadcast.
Consider whether your email truly offers value and is written so that it genuinely benefits the readers. If you build a solid brand and relationship with subscribers, you’ll subsequently build a very responsive and loyal customer base.
Email List Mistake Five: Letting the Email Lists Run Cold
Stay in constant communication with your email list. You don’t necessarily have to email them every day, but consider creating a posting schedule. By doing so, you get into the habit of connecting with subscribers regularly while demonstrating consistency. Your subscribers will then begin to expect your emails on certain days, and you’ll see a dramatic increase in your open rates.
The more consistent you are with broadcasts, the easier it will be to condition subscribers to accept promotional based emails and advertisements in between mailings containing free content and resources.
Email List Mistake Six: Failing to monetize
While it’s very important to provide your list with fresh, useful information, you are in the business of email marketing so that you can build a profitable business. Get into the habit of monetizing your list right from the start.
Here are a few ways to quickly monetize your lists:
Affiliate Products
You can promote third party products to your list, where you will earn a commission each time one of your subscribers purchases the product using your referral link.
Sell Advertising Space
There are many benefits of offering ad space within your newsletter. Set your price structure based on the number of subscribers you have. Consider the exposure that you’re able to offer to potential advertisers and sponsors. Finally, increase your prices as your list grows.
Once your list has grown enough to make it worth their while, consider solo mailings at a higher price.
With offering ad space within your newsletter, you are in full control of the types of advertisements that you accept. For example, if you have your own product line, avoid promoting competing products.
To set up a successful advertising program, you need to have detailed statistics and demographics regarding your subscribers.
I recommend building your list to at least 1,000 subscribers prior to offering advertising space. This ensures that you can offer greater value to potential advertisers who are looking to maximize exposure for their products and services.
Why Is Email Marketing So Relevant and Important?
The answer is very simple. Everyone has an email address which they log into several times a day. Most people with smartphones are signed into their email accounts 24/7 with push notifications enabled. Email is a much more personal, direct, and reliable way to get in touch with most people.
Advantages of an Email List
Building an email list is probably the best thing you can do for your website and boat dealership. Email lists drive more traffic and higher user engagement rates than any other platform.
Why? Because when someone subscribes to your email list with double opt-in, they are really interested.
Email Lists are Personal.
Your message is intended for the user, and it lands into their inbox. It is very direct, personal, and casual. They can ask you questions directly in private with confidence. You’d be surprised how many people don’t want to ask questions on public forums where everyone can read them. Email also allows users to build a one on one relationship with you.
Email Lists are Purposeful.
To receive your email, users needs to signup for your email list and confirm their email address. Anyone doing that much work is obviously already interested in hearing from you. They are much more receptive and responsive to your message.
Email Lists are Targeted.
The user has already shown interest in your products/content. They’ve given consent to learn more by receiving your emails. Therefore, they’re more likely to pay for or spread the word about your boat services. Since you already know what they like, you can deliver them highly relevant content and offers to get better results.
To summarize, email works a lot better than any other online marketing tool. It has a higher conversion rate than social media and other marketing channels.
If you don’t have a mailing list or you don’t know how to create an effective email marketing campaign, contact us. We can help your boat dealership increase its leads.
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