Email marketing is a tried and trusted means of building trust, developing leads and growing sales. But why is it so effective?
While social media channels, video content platforms and innovations in VR receive more hype; email still leads the way when it comes to getting tangible results.
The latest report by the Content Marketing Institute reveals that email newsletters are the highest-performing content type for securing and nurturing leads.
Here are 4 reasons why…
1. It’s a direct link to your audience
If someone’s signed up to your email communications, it means they want to hear from you. What you do next is crucial. It could make or break a sale.
Take the chance to engage with them, develop trust and, overall, be useful to them. The only competition you have to overcome is the other emails filling their inbox and their own precious time.
The key word is ‘useful’. That requires you to understand your audience and what it is they want. And then deliver it. Then, when the time’s right, sell them your product in a persuasive manner.
One study has shown that more that 72 percent of U.S. adults indicate a preference for companies to communicate with them via email.
2. It’s a chance to develop a lead
Safe in the knowledge they are receiving your communications, you’ve got the chance to take your time. Want to persuade someone to purchase your product or service? Do it, but don’t over-do it.
I’m a great believer less is more when it comes to email marketing. I know from my own experience that I rarely read the emails that come into my inbox. I’m busy. You’re busy. Everybody’s busy.
And the ones that are constantly filling my inbox are the ones I’m less likely to read.
Because I’m guessing they can’t be special. There’ll be another one tomorrow!
So, choose quality communication over quantity. Take time to nurture the lead, serenade them if you need to and be creative about it.
There are plenty of best practice rules about how to land sales via email. For example, as a marketing consultant I might set-up a four-part email course outlining how to create more effective emails. The advice would be super-practical, and very helpful YET still leave room for more.
Finally, at the end of the course I offer them an in-depth ‘paid-for’ course or consultancy service where I offer one-to-one guidance to shake up the company’s email marketing.
In other words: I’ve been useful and sold my service all at the same time. Could your company be doing something similar?
Do you need help developing your email marketing? I’m here to help.
3. It builds your credibility
Email marketing can help you become more familiar to potential customers. When they receive your emails, they are reminded about your company and the service you provide.
Assuming you are creating and sending high quality emails, it will also build your credibility. This is essential for businesses of all sizes, but particularly small and medium-sized businesses who lack the humungous marketing budgets of large organisations.
The more they learn about your business, the more helpful they find your emails, the more likely they are to make a purchase now or in the future.
It also helps if your email should sound like it’s coming from a genuine human being. Not a ‘bot’ or faceless corporation.
So, finding the right voice and personality is an important step on the path to success. Someone’s inviting you into their inbox, so treat them as an individual and build up a rapport with them.
4. It’s low cost, high reward
It’s unlikely you can afford multi-million pound advertising campaigns. Even direct post campaigns can set you back a lot of money.
Email marketing is a cost effective, highly rewarding pursuit. At least, when you do it well. You’re communicating with a willing audience. All you have to do is get the sales funnel right, create useful content and send your message at the right time.
As well as the obvious benefits of nurturing leads and growing sales; it also works neatly with your other marketing channels. Do you offer a brilliant new video channel? Introduce them to it via your newsletter – and vice versa. Got a great new blog post? Again, offer them a link.
But don’t forget: being useful is the top priority. So, don’t just link them to any old flannel. If you’ve written an average blog post don’t link them to it. Quality content takes longer (hence my earlier scepticism about high volume emails), but the rewards are also higher.
If you’re going to fill up someone’s inbox, make sure it’s with seriously good content. That way, your subscribers are more likely to open your emails when they next receive them.
5. It’s easy to measure results
Some marketing efforts are difficult to assess. But emails provide clear results. Need to know how many people are opening your emails? How long they spend reading them? Whether they click on a link? Whether they buy a product or service?
Most email marketing platforms will give you this information.
Based on these findings you can then adjust your approach accordingly. For example, if people aren’t opening your emails, maybe the subject line needs a bit of work. If your subscribers are opening the emails but not clicking on the links, perhaps the copy (or call-to-action) isn’t persuasive enough.
Need help setting up your email marketing platform? I’m here to help.
Kickstart your email marketing
If you are struggling to get the most our of your email marketing – or haven’t yet started – then I can help. As a freelance copywriter, I’ve launched newsletters for accountancy firms, created sales funnels for business advice services, and written monthly editorials for marketing publications.
Whatever your email marketing needs, I can help you drive results.
Tell me about your business: Mel[at]copymel.co.uk