Have you ever wondered how to turn website visitors into paying customers? Together with Bev, an email automation strategist and ConvertKit consultant at Personal Tech Fairy, we discussed what email marketing is and how it relates to your website! We also talk about what information to capture when people sign up for your email list and how to segment your email list.
What is Email Marketing?
Forget spam. Email marketing is all about collecting email addresses with permission to build relationships with your audience. It’s a powerful tool to nurture website visitors and convert them into fans (and customers!) by providing valuable content.
Building Your Email List
When visitors sign up for your list, what information should you capture? Bev recommends at least:
- First Name
- Email Address
You can also consider optional fields like last name and a segmentation question (e.g., “Are you interested in X?”).
Segmentation vs. Personalization
Segmentation is like dividing your friends into groups based on shared interests. Email marketing uses segmentation to send targeted messages based on interests or demographics. Personalization takes it a step further, tailoring content to the individual.
Let’s say you run a website design business. You can segment your list by industry, sending targeted emails like “Build a website that showcases your health and wellness expertise!” But what about existing clients who already have websites? That’s where personalization comes in. You wouldn’t send them a “build a website” offer, right? Bev uses a cool technique: sending information to everyone but excluding existing clients from irrelevant promotions.
Link Triggers: Targeted Engagement
ConvertKit lets you tag subscribers who click specific links in your emails. This lets you send even more targeted content! For example, someone who clicks a link about improving their website can receive a relevant blog post you wrote on the topic. It’s a great way to repurpose existing content and keep subscribers engaged.
Remember, personalization can also involve not showing certain content. By understanding your audience, you can craft effective and engaging email marketing strategies.
Podcast Guest Expert
Bev Feldman is an email automation strategist & ConvertKit consultant at Your Personal Tech Fairy, where she transforms your tangled email funnels into a system that’s streamlined, simplified, and effective so that your emails land in the right people’s inboxes. Her approach is grounded in understanding the nuances of your business and your values so that you can automate with heart.
