Getting started with email marketing
Email may seem so last decade, but it’s still the number one driver of sales and profits worldwide. If you want to grow your business, here’s why you need to embrace email marketing…
When email first appeared in our lives 20 years ago, it was a revolution. But since those early digital days, so much has changed, not least the explosion of social media, email’s sexier, snappier cousin. Email, it seemed, was left behind in a world where tweets, posts and pins ruled.
But, perhaps we’ve been a bit too hasty in dismissing email as an effective form of communication – according to Rob and Kennedy of the Email Marketing Show, the biggest drivers of sales and profits worldwide is still through email marketing.
There’s no doubt that gaining your 5000th ‘like’ on your Instagram feed can give you more of a thrill than carefully curating your Mailchimp list, which might not even reach 50 in the early days, but don’t be deterred, insist Rob and Kennedy.
“The numbers on the list are not that important,” they confirm. Indeed, if you have 50 people on your email list that regularly spend hundreds of pounds with you, then it doesn’t matter how many likes you may or may not have on your Twitter account. In fact, Rob and Kennedy claim to know someone who makes 6-figures sums with just 400 people on her email list.
The figures show that taking the time to grow an email list can certainly pay off in the long run.
If you’ve fallen out of love with email, then 2020 might just be the year to rekindle your relationship – here’s why:
7 reasons to use email marketing
Relevant content drives relationships:
What sets email marketing apart from the rest of social media is that it is about targeted relationship building. Emails should be relevant and personal, so much so that the recipient actively looks forward to receiving your communication. They may even feel compelled to reply to your email because what you write has touched them in some way.
You keep control:
While it’s quite a giddy feeling to communicate with thousands of people on social media platforms, remember that you don’t actually own any of the data of the people you are talking to.
This means you can’t connect with them if that platform gets taken way for whatever reason. With an email list, your recipients have actively given you consent when they sign up to your email, which means you know exactly who you are talking to plus you have their details – and consent – for further communications.
You can really be yourself:
When you communicate on social media platforms, you generally send out a blanket post to capture all your followers. With email, you can personalise the content to allow your voice to shine through. People like to see some of your personality and email gives you the chance to be authentic while delivering relevant content. Stay true to your voice.
Emails are simple:
When you communicate via social media platforms you are at the mercy of someone else’s algorithms. Rather than creating great content, the temptation is to get caught up in what the current algorithm says and the challenges that poses. Writing an email to your customer list is much more straightforward – it should be like writing to your friend.
It’s a two-way relationship:
People look forward to receiving your emails because the content is relevant. They might be interested in learning something or taking a look behind the scenes at your last event.
They might just want to hear about your day or your take on a piece of global news – whatever it is, they entered into an informal contract with you when they first signed up to your email so do your part and keep them engaged. That’s how a relationship bears fruit.
You set the rules:
This is your email list so what you say goes. Be open with your emailees – tell them what they are going to receive, how often and why it’s going to be useful to them. Set expectations beforehand – that way you know that the people who are engaging actively really do want to be engaged with you.
Email can complement social media:
Engagement breeds engagement so the more exposure you have to people the better. Use social media to drive people across from channels you don’t own the data for to the email that you do. Use offers and incentives to get people to sign up to your email, then deliver on your promises.
If you’ve been inspired to shake up your email habits and want to know more about all aspects of email marketing, listen to our podcast here, or catch Rob and Kennedy on the Email Marketing Show every Wednesday