Full Email Marketing Guide


What is email marketing? Email marketing is the process of collecting emails of leads and sending them emails from your business. What this usually looks like is providing some kind of valuable content for the lead in exchange for their name and email address. Then the business will send the lead the piece of content that they were promised along with some kind of nurture and sales email sequence. A nurture email sequence is used to keep your businesses in the mind of the lead and a sales email sequence is used to offer your products and services to the lead. There are over 4 billion email users worldwide and this is projected to grow over the years, not slow down. If your business can get in your prospective customer’s email inbox, that is a HUGE asset for your business and will lead to growth and revenue generation. Here are some main reasons why email marketing needs to be a part of your business’s marketing strategy.

Email Marketing Converts

As a business, one of your main goals is to convert leads into paying customers. Email marketing is a perfect way to convert those leads. The ultimate goal of email marketing is to convert these leads into paying customers. Email marketing is one of the most efficient ways to do this too. The average click-through rate of an email campaign is around 3% compared to a tweet at around .5%. That’s a 600% increase. Looking at search engines, 2.49%, and social media, .59%, email still beats them at 4.24%. Another benefit of email marketing is that it is highly measurable. You can use campaign monitors to view metrics like opens, bounces, clicks, forwards, shares, and more.

High ROI

When you’re investing in services to grow your business, you want to make sure that it has a high ROI. Email marketing yields an average 3800% return on investment for businesses. So every $1 spent on email marketing, the average ROI is $38. . . Think about that for a second. That’s insane! You won’t get this anywhere else. So why is this? I think it’s the relationship you build with your leads. If you watched the SEO module you know that three of the SEO rules were: Serve the best possible content for your audience, create a positive website user experience, and prioritize VALUABLE content on your website. Well, this also pertains to email marketing. If you nurture your leads with emails that follow those guidelines, you’ll turn them into paying customers when it’s time to ask them to buy.

People Prefer Email Marketing As A Communication Channel For Professional Business

Most people prefer using social networks as a personal form of communication with their friends and family. With email, it is a more professional medium and people would rather receive information about products and services they are interested in here. MarketingSherpa did a study where they found that people had 55% more promotional content through email than social media.

Email Marketing Is Here To Stay

Some platforms may surpass email marketing for some time. . . but not in the long term. Take MySpace for an example. . . in 2005 & 2008 I, it was the largest social networking site in the world and even surpassed Google in 2006. Where is MySpace now? Imagine if your business invested a significant amount of time and money into building an audience on this platform only for it to disappear in a year or two. That would be catastrophic. Email has had a long time of stability and is only projected to keep growing consistently. Not only that, it’s not complicated! If you aren’t tech-savvy, you don’t even need a developer to help you.

How To Start Email Marketing

Now that we know why you need email marketing, I want to go over exactly how you can get started, collecting emails, and creating a sales and nurture campaign. You can do all of this by yourself and don’t need a developer. Here it is, step-by-step:

Getting Ready

To begin email marketing, you need email marketing software to manage your email campaigns. There is a lot of email marketing software to use, free and paid. I could do a full breakdown of email software, but I think Metrics Media’s “Best Email Marketing Software in 2021” video covers this topic greatly. The link will be posted in the description and the popup tag in the top right of this video. Watch that video and choose the software that best suits your business. Follow a tutorial on how to sign up for the software that you choose.

Once you choose software and finish signing up, you need to make sure that you have the best chances of getting in your lead’s inbox instead of their promotions tab. This is called deliverability. One great way to increase your deliverability is to add SPF records in your DNS Settings. Now, unfortunately, the way of doing this varies depending on your email provider and your domain provider. If you have a developer helping you, tell them you need this done and they will know what to do. I bring this up because of how important it is. Think, how often do you check your email promotions tab? I never check it.

The last thing you want to do is study your software. This can be boring but I know firsthand that if you try to skip out on this step, you will be losing valuable tips that can improve your email marketing deliverability and conversion rates. Also, it’s a good idea to make sure you know your way around the software that you are using. I recommend watching videos, spending time clicking around in the software, and just getting comfortable with the interface.

Collecting Emails

Now that your software is finished and set up, it’s time to collect emails from your potential customers. This is called lead generation. This is the fun part because you get to see your email list building fast right in front of your eyes! It’s like magic, instead of having to cold-call hundreds of people, they will come to you… and if you do this right, they are already pre-qualified for your services. There are many different strategies for lead generation and I’m going to cover a few of my favorite ones, but there’s one thing that all these strategies need. A piece of free valuable content that is relevant to your business in exchange for their name and email. This is something that you should not half-ass. When you are creating this piece of content, make sure it solves a problem that your audience has. Make it so useful to them that they have to have it because it wouldn’t make sense for them to not get it. Here are a few valuable pieces of content you can provide to your leads:

  1. A really helpful pdf that walks the reader through a problem and how to solve it. For example, if you own a fitness business, you might want to provide a free PDF titled “5 Easy Habits For Fat Loss” for your audience. In the PDF make sure to address their problem and give them a clear plan to solve the problem. This is a quick, cheap, and effective piece of lead generation content that could only take a couple of days to create.
  2. A free, insightful, and engaging live Webinar that addresses a specific problem and walks the viewer through exactly how to solve this problem. At the end of the webinar, you should position your product or service as the solution to solving their problem. Webinars are great and have a high conversion and satisfaction rate. These are more complicated to make but there are thousands of tutorials on exactly how to do this on YouTube. Also, it doesn’t have to be “live” there is software out there that lets people register for your “live” webinar every 15 minutes.
  3. Create a video series for your audience that can help them solve their problems. For example, create 3 pre-made videos where you address the customer’s problems and send those videos via email over a week. This engages those who signed up and keeps your business in their mind for at least a week!
  4. A quiz with a piece of personalized content will be sent to the person who took the quiz once they complete it. This is personally my favorite way to generate leads for a few reasons. The first is that people love taking quick quizzes. This is more of a survey but make sure you call it a quiz because it’s more appealing. The second reason is that you can qualify your leads in this quiz by asking qualifying questions. For a fitness business, a good qualifying question would be if they are interested in being coached. Third, you can personalize the content being sent to the person depending on their quiz answers so that they receive content relevant to themselves! Lastly, you can pair this quiz with any piece of content that you want to give to your audience. At the end of the quiz, they should submit their email and name so that you can collect that information.

Once you have this piece of content created, you’ll need to create a campaign to automate sending this piece of content to your audience once they sign up for it. Once again, doing this varies with each email marketing software so you’ll have to look up a tutorial on how to do this with your email marketing software. Usually, you’ll have to click a button that says Create New Campaign. There you will name your campaign, create a group that the campaign will be sent to, create a subject line, and then you’ll be able to design the email. In this email, you’ll provide them with the content you promised in exchange for their information. For example, if you offered a free PDF, the email would look something like this: Hey FNAME, Thank you for your interest in our PDF. You can download it by clicking the button below. Under this is an image of the PDF, and under the image is the Download button. This button should be a direct download link to the PDF. Once you finish designing the email, send yourself a test email to make sure that it looks correct and functions properly.

Now that you have this campaign ready, it’s time to offer it to your audience in exchange for their name and email address. The easiest way to do this without a marketing expert is to use your Facebook Page to run automated ads to your web page where they can sign up for that piece of content. The two things you’ll need for this are a website and a Facebook Page. You can check out the Facebook Page Module and the Website Module on exactly how to get those two things set up if you haven't already. Let’s go over how the website should look like then how to set up your Facebook Ad.

There are two things we need to do with the webpage. Create the design and connect our email marketing software to the form on the webpage. First the design:

  1. The page design should only contain 3 main elements. An image or video, CTA text, and a form for them to input and submit their info for the piece of content. I recommend using an image instead of a video. Next to the image should be text that tells the visitor to download the free content. Under this text should be a button that leads to a form or a form asking for their name and email address with a submit button. For example, if you are a fitness company and you are giving a free PDF called “5 Easy Habits For Fat Loss”, you should have an image of the PDF on the left, text on the right that says something like “Download our 5 Easy Habits For Fat Loss PDF so you can start shredding that fat off”, and a form under that text asking for their name and email with a button that says download. Nothing else should be on this page. No nav links, no other images, no distractions. Only these three things.
  2. The next thing you need to do is connect your email marketing software to the form on your website. Unfortunately, this step is going to be different for everyone watching this video so I can’t tell you the exact steps on how to do this. If you are using a website builder like Wix, Squarespace, or Shopify; they allow you to easily integrate with some email marketing software like Mailchimp. Look at the tutorials on how to do so on their website or YouTube. If you have a custom-built website, you’ll need to look up tutorials on how to create an embed form with the email marketing software you chose. It’s not hard but it can be intimidating because it will most likely require code. If you have a developer, they can do this for you.

Once you have the web page created, you need to get your Facebook Ads set up to send leads to your web page. Here’s exactly how to do this on desktop:

  1. Click the Pages icon at the top of your Window and click the page you want to run this ad on if you have multiple pages.
  2. Click Ad Center text on the left panel. Once you do this, click on the Create Ad button. Here you can choose some different ad options. If you are doing this yourself and you aren't experienced with Facebook ads, I recommend using Facebook’s Automated Ads. Otherwise, just click Create New Ad.
  3. Once you choose one of these options, Facebook will walk you through exactly how to set up your Facebook ad. Answer the questions asked and provide your audience information to Facebook to target them. If you are using Automated Ads, you can create different Ad Versions for Facebook to use. This is why I recommend Automated Ads if you are new to Facebook Ads. You can create up to 6 Ad Versions for no extra cost and Facebook will test them to see what works best and what doesn’t work. Facebook will then use the successful ones more.
  4. Make sure that the Goal you choose is to Get More Traffic then enter your website’s URL in the text input below this option. You can click on each ad to add a Headline, description, and button label. Make sure the headline is something that catches the audience’s attention. For the description, you need to draw the audience into a story. Talk about how their current problem makes them feel, how you’ve felt that before, how they will feel after it’s solved, proof that others feel that way after it’s solved, and position your free content as the solution to that problem. The button label will vary depending on the content you’re providing. If it’s a PDF or an eBook, it’ll be Download; if it’s a webinar, it’ll be Sign up. Choose a button that makes sense for your free content.
  5. After this is done, choose your daily budget, duration, and Ad placements. For your daily budget, obviously, the more you spend, the more interactions you’ll get. A good starting point is $5 a day. This is a little for a specific reason. If you aren’t an expert, then you’ll need to pay attention to the analytics. With $5 a day, it’s enough for you to study analytics and improve your ad. Do this for 2 weeks and improve your ad with the analytics. Once you do this and increase your conversions, up to your budget. For the duration, this is up to you. In this case, Lead Generation ads are usually continuous and get stopped manually. For placements, you can choose which platforms you want your ads to display on.
  6. Once you finish setting up your ad, click promote now. Congratulations! You’ve just finished setting up your first email campaign. Facebook will take a few minutes or hours to approve your ad. A secret tip to having better-performing ads is to edit your ad every day (even if you make no actual edits) so that Facebook can re-review your ad. This will make Facebook promote the ad more because it will act as a “new ad”. When you want to review your ads, click on the Ad center like we did earlier and study your analytics there. You can also go to business.facebook.com to view those analytics.

Nurture Campaign and Sales Campaign

Now that you have a lead generation system in place to collect emails while you sleep, you need to create a sales campaign to sell your products and services to your customers and a nurture campaign to always stay in your customer’s minds. Both of these campaigns are a series of emails that are automatically sent to the email subscribers in a group on a set basis after they subscribe to your email campaigns. This is usually a paid feature in most email marketing software but if you are using MailerLite, it’s free. You’ll have to watch a tutorial on how to do this because it varies from software to software. Make sure to test each email before you turn on this automation to make sure they are working properly. Let’s get started with a sales campaign first

What is a sales campaign? These emails are meant to sell your products and services and should have a Direct CTA at the end of each email. There is no other objective in these emails. After they receive their free piece of content, this automation needs to happen within the next day if not a couple of hours. I recommend creating 5 emails for this sequence. Pre-write them in Google Docs. This is how they should look like:

  1. The first email should address the lead’s problem and then position your products and services as the solution to their problem.
  2. The second email should be a customer testimonial. This can be a video or text with images. What this email does is show social proof that your products and services work.
  3. The third email should address objections. Objections are the reasons why your leads wouldn’t do business with you. Brainstorm some common objections customers may have with your products and services and help them overcome these objections.
  4. The fourth email should explain to your leads why your products and services are different from your competitors. Try to get them to look at your business through fresh eyes.
  5. The last email should be a hard sale email. Only ask for the sale here. We want your customer only to think about whether to accept or reject your offer. This is a great time to bring up a limited-time offer. Is this opportunity going to expire? Is the bonus that comes with your offer going to expire? If so, bring this up in a PS and you’ll have great success.
  6. Once you finish creating them in google docs, upload them into your email marketing software and add them to your lead generation automation.

What is a nurture campaign? These emails aren’t meant to hard-sell your products and services, but more to help your subscribers with valuable information about solving their problems as it relates to your business. So going back to a fitness business, their nurture campaign would be a series of emails providing helpful information about dieting, weight loss, exercises, and other emails relating to fitness. These emails should be sent regularly such as once or twice a week or even once a month.

  1. Sit down and brainstorm a list of potential emails for your nurture campaign. I recommend creating emails that will last for a year. So if you’re sending emails once a month, create a total of 12 nurture email subjects.
  2. Once you have these subjects created, go to google docs and write out full emails. I can’t stress this enough, make sure these emails are valuable, or else they will just unsubscribe.
  3. Once you finish creating them in google docs, upload them into your email marketing software and add them to your lead generation automation after your sales sequence.


Email Marketing keeps you in the mind of your customers and leads, generates leads for your business, and converts lead to paying customers, therefore growing your business and generating more revenue. If you neglect this, you will miss out on a HUGE opportunity. If you follow through and get started with Email Marketing, your business will have:

  • A lead generation machine
  • Strong Credibility & legitimacy because you are positioned as an expert
  • A strong foundation for your business online
  • A money-making machine for your business
  • An automated email sequence to turn leads into customers

Get started on this ASAP. You now have all the steps to starting with email marketing. While we don’t do Email Marketing for all of our client’s, we do select a few to provide this service to. If you want to save yourself time and effort, contact us and my team will do it for you along with other services to help your business convert your website visitors into paying customers. Click the “Get Started” button, or go to pickasite.com/get-started.