What is email marketing and why should you care.
Let me start by saying what email marketing is not:
1) It is not just about sending marketing messages by emails
2) It is not about collecting emails from different sources i.e buying databases and then blasting them with promotion content
3) It is not about sending unsolicited emails
If you are doing any of the above, then you are violating the CAN-SPAM ACT and that is something to be concerned about.
Now let’s look at what email marketing is:
Email Marketing is Permission-Based Marketing
“Permission marketing is the privilege (not the right) of delivering expected, personal and relevant messages to people who want to get them.” Seth Godin
When done right, email marketing converts prospects into customers, and eventually into loyal and raving fans.
There is a theory being circulating in the digital marketing space, if you want to be successful you need to go BIG on social.
Twitter, Facebook, Instagram, Pinterest, Snap Chat, and now even Tik Tok...
This can’t be farther than the truth.
Digital marketing channels like these can change dramatically with no prior notice.
The strategy that works today does not work tomorrow.
The ALGORITHMS control everything about your news feed.
Posting on social media does not equal to all your followers seeing your posts.
I wish that is how it worked, but ALAS it does not and it has been that way for years now and it isn't going to change.
Only 2% of your Facebook followers see your posts in their News Feed.
This is because Facebook limits the reach in the News Feed.
After all, they want you to boost your posts or run ads, as that is how they
We need to constantly reinvent the wheel on social...
What worked yesterday may not work today.
With email, we do not have the same problem.
When you email, it is there in that person’s inbox until he reads it or deletes it.
If you email to 1000 people, then it will reach the inbox of an average of 900 people.
But when you post on a social site on which you have 1000 followers, then it may just reach 20 people.
The difference in the reach is HUGE
Plus spamming your way to growth through social invites, unsolicited dm’s
just won’t cut it.
If you are still not convinced on why to use Email Marketing, then look at these statistics
- Email marketing has a potential return on investment of up to 4400%
- Out of 100 people with active email accounts, 91 percent of them check their email every day.
- More than 50 % of people who were surveyed said that well-written email campaigns compelled them to buy stuff they otherwise would not have bought.
Email marketing helps you build relationships on a personal and
on a deeper level.
You can write your emails in a way that the reader feels you wrote it just to them.
You can achieve this by a combination of great writing and segmenting your audience based on their actions.
Laser focussed targeting is one thing that social media can never do.
The most important of it all,
Email marketing is a portable asset.
It is an asset owned by you and not by someone else.
No company can get up tomorrow and put a halt to the reach of your emails.
let’s discuss the advantages of using email marketing for your business.
1) You own your list:
You must have heard the horror stories of people who have had their social media handles deleted without any prior warning or intimation. One morning they wake up and see that their account is now no longer active.
They spent thousands of dollars and so much time on building that social media audience, but now all is gone never to come back.
2) An email has a larger reach:
With over 2.4 billion monthly active users on Facebook, we can be tempted to believe that social media is the most effective way to market our business.
But here we rarely talk about the number of people that have email accounts.
In 2018, the number of global e-mail users amounted to 3.8 billion and will grow to 4.4 billion users in 2023
Email is the global currency on the internet and anybody online has an email account.
With the recent and ongoing data breaches, plenty of people are exiting some social media channels for good.
3 ) Email delivers your message:
Many clients ask me should I build an email list first or a social media audience as the first step when I am just starting out.
My answer always is to build that list.
There are two key reasons:
First, 90% of emails get into the intended person’s inbox, while only 2 % of your social media posts reach the people who are following us on social.
4 ) Email drives conversions:
Most marketers are laser-focused on driving conversions.
The goal of all marketing activities is to turn potential customers into paying customers.
And for conversions, email is the most powerful channel there is.
5) EMAIL MARKETING RESULTS are measurable:
With good email marketing software, you have real-time access to metrics like opens, clicks, bounces, unsubscribe, etc
This helps you in evaluating your campaigns and changing to them based on user behavior.
6) It gives the reader the control:
For many, social media is something they like to keep only for friends & family.
Email is meant for business and people don't mind receiving emails as they have the choice there on what they want to read.
When people check their emails, they are more ready for business talks and are paying attention to what you have to say,
Studies show 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media.
7) Email is an open platform:
Email isn’t owned or controlled by one particular company.
Many companies provide services that you can use for email marketing.
With so many email marketing platforms being available to us, no one party can make changes that would have a widespread effect on us business owners.
If you invest the time and money into building and nurturing an email list.
You’ll be able to nurture and market to this list for years to come, which is priceless, as there are many people who are on your list for years before they buy from you.
8) Email is not going anywhere:
There have been so many social media platforms that have come and gone over the years.
Imagine investing significant amounts of time and money to build an audience on a platform only to find it disappearing later from the face of the earth.
On the other hand, the email goes a long back.
The first promotional email campaign was sent in 1978 to 400 people, and email has been growing consistently since.
Email Marketing is for people who want to be in business for the long haul, it is not for people who want instant results.
Nurturing your audience is a major component of email marketing and nurturing takes time.
The costs of email marketing is tiny when you compare it to other forms of advertising, think any form of ads or paid promotion.
10) Easy to set up:
When it comes to email marketing, you can start simple and get complex later, there are different email marketing platforms you can use based on the level of complexity you want with your campaigns.
Automated email sequences are a marketer’s best friend, one that works for you when you are busy doing other things.
They make the reader feel you are in it with them, without you having to be taped to a laptop all the time.
With email automation, you need to do the work of mapping them and setting them once and they keep working for you at the backend like a good employee.
There is an email software for everyone.
Let's discuss what are the use Cases for email marketing
- Brand Awareness: Keep your company and your services top-of-mind so that when they or someone they know needs someone who has the expertise you have; your name comes to their mind.
- Content Promotion: Use email to share great valuable content with your subscribers.
- Lead Generation: Build your email list by sharing something in exchange for an email address.
- Promoting your offers: Promote your products and services via emails.
- Nurturing: Develop the know like and the trust factor by showing up constantly and nurturing them with great valuable content.