If you’re in business then you’ve most likely tried email marketing or been the recipient of a mass of email marketing campaigns. Many of us see the advent of email marketing as a replacement for all the old style junk mail we used to get throwing hand the post and most of us simply delete or set up a rule in our email system to trap this “SPAM” before it even reaches our inbox let alone read it.
If this is the case then you may be wondering why email marketing still happens and even more wondering why it’s so effective!
You see we all imagine that because we think the email marketing we all receive on a daily basis is so much junk mail or spam, that every one else will feel the same way about our own email marketing efforts. There is an alternative view though.
That alternative view could see your business reaching new heights in terms of marketing reach and in sales and profit. How?, I hear you ask. Well just take a look at some of these FACTS about email marketing:
• 77% of consumers prefer email for marketing communication
• 44% of people who received a targeted email acknowledged buying at least one item du to a promotional message
• Emails convert 3X better that Social Media
Considering those facts alone would tend to direct us to email marketing as a primary source of new business but when we consider that there are at least 116 other Facts about email marketing you might not know then you’ll surely be a convert to the email marketing method of getting new business.
Take a look at this Infographic from http://websitebuilder.org that lays out 119 Facts about Email Marketing. Make sure you scroll to the end of the Infographic to read how email marketing can work for your business.
Email Marketing Works
I think you’ll agree that there are a great many reasons contained in that Infographic that will at least start to change your thinking on weather email marketing works. If you’re unsure about the direction you should be headed in your marketing campaigns then you really should be considering email marketing as a tried and tested tool to gain you more attention, more enquiries and more sales.
Using the information from the info graphic you can start to see where your products and services can start to appeal to your audience, even if you have a small email list of potential customers, getting your emails in front of then with the right type of offer and information will have then asking for more and telling their friends about your business and indeed in some cases sharing the email with their contacts too.
Email Marketing Is All About Your Strategy And Approach
Maybe you’ve tried sending emails to your list ion the past and have seen literally ZERO returns for your effort and so have given up at an early stage. The problem that most people come up against is that they don’t really have a plan and the emails they do send out are fairly random in nature and in content.
You see like any relationship building process, and email marketing is a relationship building tool, you need to tell your story in an interesting way.
As an example, I’ve worked with a small business for about 10 years, their whole sales process is based on email marketing. More correctly theirs is an email Sales process because the way they work is to send out 2 emails a week to the same list asking them to buy the product. It’s a single product based on a very niche market.
The point here is that for over 10 years, that same email has generated sales every month and enough to keep the business afloat. But I’m not suggesting that this is the approach that you should take.
The approach I have seen work best is one that offers value at every stage of the process. What you’re trying to do is to create a feeling of trust between those on your list and you and your brand. This is done by offering valuable information in exchange for nothing at all; apart from them remaining on your list.
Responses to your email marketing may at first be scarce of even non existent but if you have a process and a strategy you can maximise the responses over time and really build strong relationships with those on your list.
Engagement is a key factor and knowing what people on your list are interested in is vital to your campaign success.
What’s the Most Effective Way To Send Email Marketing?
If your list is very small then there is a temptation to send emails to them from your desktop email client (Outlook, gmail, or Mac Mail) but this is a very ineffective way to start your campaign. It’s not that your email will get blocked or even dismissed as another message to multiple recipients that does not concern the person receiving it. The big problem this that method is that you just can’t track what is happening to your email at all.
What you need is a third party email marketing system like MailChimp, GetResponse or Constant Contact, to name a few. Many of these are free for small lists so there really is no excuse not to use them; especially as MailChimp has recently (mid 2017) upgraded their free accounts to include some automation and allows a list as big as 2000 email addresses with 12,000 emails a month.
Why does email marketing work?
This is a question I’m often asked, but it’s usually qualified like this, “why does email marketing work for others but my campaigns don’t get a response at all?”
Does that sound familiar to you? Well it did to me until I started to realise the emails I was sending out were not marketing emails at all, they were more in line with a hard sell sales message. No wonder people ignored me and started to unsubscribe.
The big thing to remember about your campaign is that you MUST offer value to your audience no matter what medium you’re using to deliver your message. Simply saying “buy my stuff, it’s really good!” just won’t cut it.
If you’re not sure what offering value to your readers will do, try reading Gary Veynerchucks book “Jab, Jab, Jab, Right Hook” which lays out the way your interaction with your audience should work. The use of the word “jab” in that title refers to offering value or giving your audience something with no expectation of anything in return, the “right hook” bit is all about offering value but asking for something in return; maybe you’ve been sending emails for a while with industry news of clever how to guides and then you send out a new email offering a small low cost product like an ebook for say $5. If you’ve got the value right in your previous emails then your audience are more likely to want to see your products and will also trust that it’ll be of value to them.
Take another look at that infoGraphic I listed earlier and see if you can upscale your email marketing campaign performance.