I want to talk to you about sending email through WordPress. When you get blog subscribers, do you know:
- Where those blog subscribers are kept?
- How they receive updates about your blog when you add a new blog post?
- Can you easily tell whether they read those emails?
- Are any subscribers also commenting on your blog posts?
- Do you know how else they are engaged with your website? organization? or what their interest may be in becoming your customer?
Sadly, most WordPress users cannot answer those questions with “Yes!”
If you use the facilities of WordPress to allow people to subscribe to your blog (or if you have installed any one of the many plugins that make it easy to get subscribers to your blog), those subscribers are held within the “Users” information within WordPress. Most WordPress blogs will then setup so the email that goes out letting people know there is a new blog post, will send right off the server running your WordPress site.
Beware! If you’ve got it set up to just send right off the server where you’re running your WordPress, there is a big problem: you have no idea who of your subscribers is engaging with those emails or your blog posts. You have no visibility into that at all.
Why is that an issue? Well, if you are interested in using your blog to promote lead generation and acquire more customers (which is the overall goal of most business blogs), then sending any sort of communication that cannot be tracked, so you can gather intelligence on those “leads” who are actively consuming your content, you have no idea whether your content is hitting the mark and accomplishing its goal.
You’re staying in touch with your subscribers, but you don’t really know anything about them and you’re not using that intelligence and that interest to help you grow your business. That’s a fundamental issue. Most businesses that we know that are running WordPress know how many subscribers they have but they don’t know who is most engaged. You’re writing your blog posts but you’re not really using them to your best advantage.
You don’t want to send emails blind like that. That’s the first thing. You want to be able to send emails and have them go out so that you use your blog as a mechanism to help you grow your business, so that you use your blog to gain intelligence about your leads and about who’s most engaged. That’s what you want more than anything. You want that intelligence. That’s one thing we’re out to help you figure out and help you solve.
WP Marketing Engine eliminates the issue. Why? Because you get full tracking and full metrics from every email. We help you set up your blog newsletter so that you can send emails on a regular, automated interval, which allows you to focus on writing your blog posts. You can relax, knowing that update emails are going to go out regularly. As long as you’ve got your blog posts publishing, then the email is getting sent. That not only keeps you top-of-mind with your leads, it’s also a measurable communication that helps you know how you’re doing, so you can improve.
The second thing we solve is keeping your subscribers in a centralized lead database. Why is that important? Because WP Marketing Engine will track everything they do – when they visit your site, what emails they click through, what PDF’s they download, and more! That’s going to help you understand the 20% of subscribers and leads that will deliver 80% of your revenue. You want to know that. Imagine how that will help you focus your sales follow-up?!
The third thing we solve is this: you have no idea who your blog commenters are. Why is it that when people comment on one of your blog posts, that person is not captured as a lead? WP Marketing Engine changes that. I know that if you have a small blog you don’t get that many commenters. Mostly it’s spam stuff that you’re managing and removing. But every now and then, you get a great comment, and it’s legit. You want to track this and know who these people are. They are engaging with your content! They are interested in a dialog on the topic of that post! With WP Marketing Engine, approved commenters become leads in the system. This means you can send blog newsletters to them, you can invite them to your webinars, you can email them and offer them your new downloads so that you keep them engaged, you keep them coming back. And you can see and measure how they engage – what are their activities? That’s a really, really cool thing.
Imagine the enhanced power you will have, with the bonus of:
- Knowing who your subscribers are and how they are engaging with your blog content and other marketing.
- Being able to automate and personalize your blog newsletter, so it goes out on a consistent basis, with only your latest blog posts (since the last newsletter).
- Understanding who your blog commenters are and capturing them as a lead.
- Having a centralized lead database, so no one falls through the cracks.
How could those four things help you get better results from your marketing activities? That’s just the tip of the iceberg given what’s included in WP Marketing Engine.