5 Strategies to Maximize Your Email Marketing Revenue


Emailing your customer database is free and one of the easiest and most effective ways to increase your customer lifetime value. With no additional ad spend or acquisition costs, even small improvements in your email marketing conversion rates can make a huge difference to your bottom line.

Zak Columber helps online business owners increase revenue through systematic customer research, well-crafted email writing, and authentic storytelling. His clients have regularly seen their sales increase by 20-30% thanks to the implementation of his strategies, and some have even seen their sales double. One client saw their revenue grow 2.66x without spending more money on paid traffic channels or depleting their email list.

Since email is the primary sales channel for many online businesses, small improvements here can have a big impact on your bottom line. I interviewed Columber to find out the five most important strategies online business owners can use right away.

1. If you can’t send good emails, don’t send anything

If you’re sending bad emails that don’t connect with your readers, you’re actually hurting your bottom line. Why? Because you’re wasting your customers’ time and energy, making them unlikely to buy from you in the future.

As Columber explained, “Imagine you’re meeting your partner’s parents for the first time. You get nervous, so you talk too much and start sharing too much of your political views, religious beliefs, and other hot topics. So an awkward silence fills the room, you realize that you should have said nothing at all.

He added, “That’s what bad email marketing is. It pushes people away and pushes them away. You would have done better not to send anything at all. So the question is, how do you send great emails? This brings us to strategy number two.

2. Do your homework

Doing your homework means conducting systematic customer research to make sure you understand your customer’s buying journey. You want to understand the challenges that led them to seek your solution, what goals they had when buying, and how they felt before and after the purchase. You should also find out how their life has been affected by their purchase and notice the specific language they use to describe it all.

“You might think doing this is a lot of work, and it is,” Columber said. “But it’s an investment in your bottom line that will serve you for years.” To do this, you will first need to contact your best customers and ask them if they are ready to chat with you for twenty minutes. Do this until you have at least seven interviews lined up. Why seven? Columber has found that you need at least five solid interviews to create a customer avatar, and inevitably one or two of the calls won’t be as helpful as the others.

During calls, you need to ask the key questions that will reveal the purchase data you need. Key questions include “What is the main reason you bought?” and “How has your life changed for the better since you bought our product?”

Compile these interviews into a customer avatar; a fictional profile of your ideal client. Find common patterns in your customer’s journey to purchase.

3. Think of your emails as reusable resources, not disposable messages

Since you’ve taken the time to do your customer research, it will now be much easier for you to create emails that drive sales. You will know exactly the angles, hooks, weak points and desires to address in your messaging.

And since these emails are based on solid data, you should think of them as sales pitches, not “one and done” messages. As Columber said, “If you create a truly amazing evergreen email sequence, you can set it up once and let it run for years.”

But what about launches? Columber explained, “If you send the same ten email launch sequence to your list every month, you’re going to burn that list. But if you only launch a certain product a few times a year, you could use the same emails every time. Finally, for broadcast emails, Columber says, “At the end of each month, take the top 20% of your broadcasts and add them to the end of your evergreen streak. Now you get tons of proven email uses that will serve your business forever.

4. Use a “hot list” during your evergreen launches and streaks

“This strategy will earn you more revenue with every promotion you make, without burning your list,” Columber said. It works like this: each time you launch, add a tag to each subscriber who clicks the link to your sales page. Then, in the second half of the launch, send additional emails to those subscribers and those subscribers only.

Why? Because these people are interested. These are hot leads. They want to know more. And as long as you know they’re interested, the more marketing messages you send, the better.

For example, let’s say you are launching a product and making it available for a week. It opens on Wednesdays and closes the following Wednesday at midnight. On Sunday, Monday, Tuesday, and Wednesday, you can send a second email in the afternoon to your favorites list, while sending your normal list-wide sales messages in the morning.

These emails need to address smaller angles that you don’t have room to address in your normal marketing. For example, your money back guarantee policy, your offer bonuses that might get lost on a sales page, or a short email asking if your audience has any questions about your offer. Write between 100 and 300 compelling words to get someone over the line.

5. Create urgency through your marketing

This strategy is simple, but as Columber said, “it’s more important than anything else on this list except doing your homework.” Creating urgency means that for every marketing campaign you send out, you have to answer the question “Why should I buy your offer now, rather than later?” with something irresistible.

If you don’t have the right answer to this question, your business will earn far less revenue than it could. The easiest way to create urgency is to create a launch template where the doors close to your offer on a certain date. Then you close the doors for at least a month or two. “It’s simple, it’s easy to understand and it works.” Columber explained. “They either have to buy now or miss out.”

Another proven strategy is to offer a one-time discount. Columber said, “It’s simple and effective. But you run the risk of creating a situation where people just wait to buy until they see a discount. Finally, a more advanced strategy is to offer special bonuses when customers buy before a certain cut-off time. Columber said, “It’s the hardest strategy to execute well because you have to offer a bonus that people care about. I wouldn’t recommend making it the primary strategy. Instead, use it as a complement to one of the first two options.

By doing your customer research, you can send great emails that generate immediate and long-term revenue. By viewing your email marketing as an investment, you can create business assets that will serve your business for years to come. Making sure your offers are urgent will ensure customers buy, and you can use a hot listing strategy to increase your sales without burning your list.


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