WorkbookEMAIL MARKETING FOR ARCHITECTS

01 | GETTING STARTED

• Email marketing is the act of sending informational and promotional messages to your subscribers by using email.

• The use of email to develop relationships with potential clients.

• Everyone has an email address• Builds relationships and credibility• It is inexpensive and highly targeted• More effective than social media• You own your list• It drives traffic and is easy to track

• Cold Leads: Never heard of your studio

• Warm Leads: Already know your brand and work

• Hot Leads: Built a relationship with you and are ready to make a decision

WHAT IS EMAIL MARKETING?

WHY EMAIL MARKETING IS IMPORTANT

THE MARKETING FUNNEL

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BroadcastAn individual email sent to a group of subscribers in your contact list.

Follow-up series or –sequenceAn automated series of emails sent to new subscribers.

CampaignAn email campaign is a group/series of emails target to achieve a specific goal.

Lead/Opt-inA person who subscribed to your email list.

Opt-in formThe form on your website where people can enter their contact information.

Lead magnetA value offer that visitors can download in exchange for their email address.

Open rateThe percentage of people that have opened your email.

CTR (Click through rate)The number of subscribers that have clicked a link in your email.

Conversion rateThe percentage of people who complete a desired task through email.

DEFINITION OF THE KEY TERMS

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• Never add people without clear consent• Provide the option to unsubscribe• Display your physical address• Check your country’s legislation • Use double opt-in

Your email service provider will help you.

• Collect email addresses via sign-up form• Stores the contact information and names for you• Allows you to send bulk emails• Tracks the results for you• And helps you to stay compliant

• Mailchimp• MailerLite• Aweber• ConvertKit• Active Campaign

• An email service provider (ESP) is a company that offers email marketing services…

• …such as bulk email services, creating a subscriber list, tracking information, creating forms and so on.

• Because you cannot just send bulk emails via a regular email provider such as Gmail.

FUNDAMENTALS OF EMAIL MARKETING

WHAT DOES AN ESP DO?

POPULAR ESP SOLUTIONS

WHAT IS AN EMAIL SERVICE PROVIDER

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ESP RECOMMENDATIONS

HOW TO PICK YOUR ESP?

We recommend to start with Mailchimp or MailerLite as Email Service Providers if you are just starting your list.

• Don‘t overthink • Choose one and integrate it• Go for a free service if you are a beginner• Start building your list today• You can always change your service later

Pick an email service provider (i.e. Mailchimp or MailerLite)

Set up an account with your email service provider

ACTION STEPS

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02 | GROWING YOUR EMAIL LIST

LEAD MAGNETS - DEFINITION

YOUR EMAIL MARKETING SYSTEM

Your Email Marketing System consists of several elements that you should integrate on your website to set up your lead generation process.

A lead magnet is a marketing tool that generates leads by offering a long-form resource in exchange for a user’s contact information.

Lead magnet ideas:

• eBook or guide• Pdf magazine or portfolio• Checklist or toolkit• Project case study• Webinar or workshop

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CRITERIA FOR AN EFFECTIVE LEAD MAGNET

QUESTIONS TO ASK YOURSELF

• Quick to produce• Provide a solution to a problem• Easy to digest and implement• Relevant to your work• Instantly accessible• Provide high value

• How do you want to position your firm?• What type of clients do you want to attract?• Will the lead magnet be interesting to them?

Tips:• Experiment with several topics• Implement, test, analyze, adapt

Using the examples in the course, try to brainstorm a few ideas for your lead-magnet below:

YOUR LEAD MAGNET

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OPTIN FORMS - DEFINITION

TYPES OF FORMS

An optin form is a signup form that is generally embedded on website pages, landing pages, or blog posts to collect email addresses of the visitors.

Types of optin forms:

• On a page• Pop-ups• Bars• Slide-in• Sidebar/Widgets• Under post

On a page

Bars

Sidebar

Pop-up

Slide-in

Under post

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LANDING PAGES - DEFINITION

WHEN SHOULD YOU USE A LANDING PAGE?

HOW TO CREATE A LANDING PAGE?

A landing page is a standalone page on your site that is designed to convert visitor’s into leads.

It has a form that allows you to capture a visitors information in exchange for a desired offer.

• Full page dedicated to your email list sign up• For a specific marketing campaign• Address different market segments• Have a shareable link for social media• Running AB split tests

• Custom coded template• Website page builder• Using ESP landing page builder • Mailchimp • MailerLite

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THANK YOU PAGES

THE PROCESS OF A DOUBLE OPTIN

After subscribers enter their information in your sign up forms they are led to a thank you page. Here they can download your lead magnet and you can also connect them to your brand.

You should actually have two thank you pages in place. The user would be re-directed to the first thank you page after entering the name and email address.

Then a confirmation email would be send out to the subscriber. This is part of the double optin process which is necessary to be GDPR compliant.

After the user confirms the subscribtion by clicking the link in the email he or she would be re-directed to thank you page 2. On this page they can download the lead magnet.

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THANK YOU PAGE 1

THANK YOU PAGE 2

HOW TO CREATE A THANK YOU PAGE?

• Reminder to confirm the subscription

• Check the spam folder

• Inform them that they have to complete this step to get your material

• Say thank you!

• Provide your lead magnet download file

• Tell them what to expect next

• Ask for social shares…

• Design it using your website builder

• Use Mailchimp or MailerLite thank you page builder

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LIST BUILDING TIPS – WEBSITE

LIST BUILDING TIPS – SOCIAL MEDIA

• Have several sign up forms on your website• On your pages (homepage, project page, about page)• Website menu and footer menu• Sidebar of your blog (if you have one)• Under your content, (blog articles)• Experiment with slide-ins or pop-ups

• Link in bio (Instagram)• Promote your lead magnet• Share your content• Banner, about page, links (Facebook)• Profile description (LinkedIn, Pinterest)

Integrate some of the tips above on your website

Integrate some of the tips above on your social media chanels

ACTION STEPS

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LIST SEGMENTATION

WHAT COULD YOU USE IT FOR?

WHAT COULD YOU USE IT FOR?

• Advanced email marketing strategy

• You can have multiple lists within your Email Service Provider (ESP) or organize subscribers into segments

• Segmentation offers the ability to divide your main email list into different subgroups

• Understanding your audience (potential clients, press/media, job seekers, collaborators)

• By segmenting your list, you can address each segment differently and customize your content

• Design your „customer journey“: Send individual broadcasts and automations

• Within your Email Service Provider (Mailchimp, MailerLite etc.)

• Each Email Service Provider has a slightly different system

• Easy start: Create different lists for different optin forms, e.g. a separate lead magnet and newsletter list

• Let‘s say you have a general newsletter opt-in form on your website.

• In your introductory email, you ask your subscribers what their main struggle is by offering 3 different options to choose from.

• The subscriber will respond by clicking on the link they identify with this will tag them into a segment and will trigger a unique email sequence.

EXAMPLE

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