There are two ways you can establish yourself in order to have your site become well-known, grow a large user-base and earn the potential to make decent profits.
And it is not the usual time-wasting, “almost sold out but you’re in just in time” or “usually it would cost you $999 but for you, just $99” formula X being constantly advertised in long sales pitch pages.
The first one is
Search Engine Marketing, such as Google AdWords and YAHOO/Bing Network, those ads you see right on the top of your Results Page when you type a keyword.
Here’s an example with the keyword “Hotel”…
It depends on how other search engines do in order to decide which ad will go to which position but Google does it through a bidding system with the keywords selected. The highest bidder for any given keyword will get the top positions. Generally speaking, the odds of being put there are directly proportional to the amount of money you’re willing to spend on the ad.
That so happens to be the catch: advertising has costs, which may or may not be viable, depending on the site.
The second one is Email Marketing.
What is Email Marketing?
As the name goes, you are sending emails of posts from your site, a promotional campaign you have created or something similar, directly to readers who agreed to receive your emails.
Email Marketing allows you to advertise products, let people know what’s new around you and what other media you’ve set it up to post, without having to do it manually and constantly.
Suppose you wanted your readers to get the new blog post in their inbox so they wouldn’t miss it. This function is already native in many Email Marketing Systems. You only need to configure the email template (the general look and layout) and drop the RSS link of your blog.
In this regard, and if you have a series of posts or emails already arranged to be delivered, this service will do the sending for you, 100% hands-free while ensuring you won’t disconnect from your regulars.
How do I know if I need an Email Marketing System?
Let’s go through this by parts. First…
Who shouldn’t have an Email Marketing System?
As always, webmasters who haven’t finished building their sites, sites with poor traffic or with posts being made on an irregular basis should probably fix those issues instead since this will, more often than not, require a financial investment. To get the most bang out of your buck, you absolutely need to ensure there will be something new coming into play on a regular basis to justify the service you hired.
If you don’t already have subscribers, that’s not a problem. Amassing them through your website is entirely possible and relatively simple. The TRI started its email marketing like that.
Spammers should go without saying and unless you own an e-store, overly commercial webmasters should also reconsider getting one. In the latter case, it’s a matter of changing the approach.
Who should have an Email Marketing System?
Even if a site is new and doesn’t have traffic but it is complete, has a few posts of its own and more of them coming then this is a definite plus.
The reason why I believe the lack of subscribers in an initial phase is not a concern is due to the quality vs quantity difference. 10 active subscribers are more likely to bring more life to the said website than 100 that barely read the emails in the first place.
Benefits of having an Email Marketing System
Actively gets more users
Accelerates social growth
Increases recurring traffic
Apart from the set of tools already given by the provider, like analytics, free images, integration with other platforms, surveys, etc.
With this, we’ve covered that not using Email Marketing Systems for website promotion may result on webmasters missing out on plenty of positive aspects that would help their startup grow another notch.
But these platforms have to be operated in the manner they were intended to. Using them incorrectly is worse. What follows below is a set of actions that can be considered misuse of this service.
1 - Misusing your Mailing system
Mass mailing, incorrectly connecting to social networks or send many emails over a small timeframe will lead to a high volume of unsubs and complaints. Too many of them will make you talk to yourself or have you removed from the Mailing system.
If you use the RSS to email feature consider making a weekly digest of your posts instead of sending them every time they are published. This avoids flooding your readers with numerous mails and unsubscribing of valuable members.
2 - Emulating a Mailing system
That is using your personal email (@hotmail.com, @gmail.com [except for business] @yahoo.com) to contact people. Not to mention that in some jurisdictions, this is not allowed on top of looking unprofessional.
Auto-responders start from free to 20, so there isn’t any need for this. And most filters will simply throw your emails away from the inbox.
3 - Buying email lists
Email lists you’ve purchased belong to users which did not agree to receive your newsletter and have not signed up for it via an opt-in form and confirmed the subscription. Some mailing systems send a confirmation email users must click in order to receive the first email.
If they didn’t, this almost guarantees your emails will end up in the spam box, because the user never had the chance to whitelist the sender, and will get you ignored or blocked from the recipient.
Also, since they cost around $800, it’s a very poor investment given that conversion rates are bound to be extremely low due to the above fact.
Finally, if these email addresses are submitted to an Auto-responder Service and accumulate enough complaints, the account might be closed.
This article raises some questions, along with the fact I’ve stated we’d thoroughly cover Email Marketing. But for the sake of keeping the series focused on the most common mistakes Affiliate Marketers do, we will not address them here and will make the appropriate posts on the Portal instead. in a timely manner, we will approach subjects such as…
How it works
How to choose a suitable Email Marketing System
Best ways to generate sign-ups and increase conversions
Not using Email Marketing Systems – The Conclusion
If you don’t want to go through the trouble of acquiring and setting one up, there are alternatives for that, especially if you use WordPress.
Some plugins can deliver the new posts by email but to have a more refined control of how and when they are delivered and to create a complete campaign and segmentation of your subscribers, I don’t see another way that will be as effective.