If you are wondering whether email marketing is something you should invest time, money and effort in, here’s a little bit of information that might be of interest to you:
“More than half of marketers say email is their most effective channel in generating revenue” – BtoB Magazine
So, if you were at all unsure if email marketing is worth it, this should emphasise its importance – it still is one of the most potent ways of interacting with potential customers.
Below you will discover an effective way to communicate with your audience and turn them from strangers into satisfied customers.
What is Email Marketing?
Email marketing is a low-priced way to advertise yourself and your company by sending a commercial message, usually to a group of people, using email.
Sounds pretty straight-forward, right? Luckily for you, it is! Promoting your services has never been easier and it’s a great way to develop relationships with potential customers.
Emails allow you to keep your customers informed and you can tailor your marketing messages to attract your audience’s attention. Of course, you’ll want to stand out from those awful spam messages that no one reads, so have a read and determine how you can focus on building a sizeable email list.
We think it’s important to have a clear purpose when asking for an email address. Most users will be wondering:
- What do I get when I give you my email address?
- Are you just spam?
- How often will you email me?
- Will you send me relevant information or more junk?
You need to answer these kinds of questions when you ask them to enter their email address. It’s best you don’t exaggerate, promote with unlikely statistics, be too ‘pushy’ or give too much ‘hype’, as these methods don’t usually work.
In 48 hours, no matter what sign I select, I am not going to know EVERYTHING. This is something I do know – *Delete.*
Campaign Monitor states that emails with personalised subject lines are 26% more likely to be opened. So, when reaching out to your client base, make it as personal as you can.
Another bad example of email marketing:
$10,000 per week? Puh-leese. – *Delete.*
You might find that some people are unresponsive after subscribing and that could be because your emails are going into their ‘spam’ section. Unfortunately, sometimes this is unavoidable, so it’s always good to influence your customers to ‘Whitelist’ you. This basically means you’ve been added to their address book – woohoo!
How do you persuade your users? Simple, just ask them! There are two ways you could go about doing this:
- On the page they sign up and at the top of each email, especially on the initial thank you and first follow-up email, say something along the lines of – “To ensure emails are delivered to your inbox, please add [email protected] to your address book or your safe list”
- Send them a dedicated email which provides more in-depth instructions on how to ‘whitelist’ you.
Now that they have subscribed, you’re in business! But don’t get cocky, you’ll need to remind yourself that the people you’re using email to communicate with have trusted you with their personal information; they deserve your respect!
Remember… they are the ones in control, and they don’t have to listen to you.
Don’t go rambling on about things that don’t relate – receiving marketing emails can irritate people if it is irrelevant, too frequent or unwanted. Making the email fit the client base is key – eConsultancy found that 74% of marketers say targeted personalisation increases customer engagement. Your aim will be to share information that lets them know more about you and/or your company, but only if it’s interesting.
Consistency and expectations
There is no rulebook about how often you can make contact with your potential leads – and even if there was, we all know what rules were made to be… In general though, you should be cautious not to over-do it with the number of emails, as you don’t want to make your presence felt in someone’s inbox for all the wrong reasons.
It’s important to make an impact and live up to what you promise. A consistent follow up can make all the difference, so remember to tell your potential customers what you will provide and when you will provide it, and stick to that. You want your contact to be strong and decisive, not reminiscent of a bad tinder date: mismatched, overbearing and full of information you didn’t ask for about the next-door neighbour’s cat.
Take advantage of autoresponder sequences, it’s something to make your life easier and it does just that. In case you’re not sure what an autoresponder is – it’s a piece of software that allows you to schedule content to be delivered to your customers automatically, on a consistent basis, over the course of several months.
The first follow-up email, from when they subscribe, is so crucial – send it promptly as a way to introduce yourself before setting up the remainder of your email sequence.
Autoresponders have great benefits, one of which is that when the time comes that you need to announce last minute information or a new product, you can count on the fact that you’ve already been in touch, seeing as you’ve built a relationship over time. But, again, don’t over-do it – if you find yourself asking “is this email too much?” then it’s probably one too many.
Your email list is one of your most valuable resources, so learn how to treat it right – the cost of doing so will pay for itself. 75% of adult online users say that email marketing is their preferred marketing method, so when it’s done well, it can really work for you.
“Email is 40 times more effective at acquiring new customers than Facebook or Twitter” (McKinsey)
So, when you think about how best to reach out to the many people online, it’s easy to see that making email contact work for you and your customers is crucial.
I hope you have found this blog informative, good luck! 🙂