Heard people talk about it but wondered, what is email marketing?
Then let’s get that answered for you.
In it’s most simplest terms email marketing is the use of email communications to promote your business, share information with your audience and to sell. It’s also been going a really long time, pretty much since the birth of the internet to be honest and this is why it won’t ever fade away.
You might here some people say that email marketing is dead. It really isn’t.
It still converts 5% more than social media and even after GDPR coming in last year and us refreshing our lists and how we manage data – it’s not going anywhere fast. Yay!
This is exciting because it really can be one of the most fun and rewarding ways to grow your business.
Email Marketing builds on the know, like, trust factor.
We are living in times where data is a big topic. How companies use and process data is coming under scrutiny (watch The Great Hack on Netflix to get a taste of this) and we are naturally becoming more informed and more protective about how we hand over our data. So when someone voluntarily gives you their email address when joining your mailing list for your newsletter or to get your amazing offer or freebie, they’re not doing it lightly. They want what you have to offer.
It’s usually through an initial exchange like this, joining your newsletter, downloading your freebie, that the relationship begins. This is where the nurturing of your audience starts and unlike Social Media this is an already warm audience who wants to hear from you – how do we know this? Because they gave you the permission and they want to hear from you.
Over time you can use email marketing to nurture this relationship and soon the fan can move along the status to a customer, a returning customer and then potentially an advocate for your business.
Getting started with it
I know, marketing is such a big beast and there are always new things to think about and explore for your business. I always go on the golden rule of researching, planning but not procrastinating. I’ll explain a bit more about that.
Like with any marketing activity you could just dive straight in. However when this happens something quickly follows – overwhelm. This happens from not actually know what you want to do with this activity. Then the worst happens…nothing. You might create a sign up form for your website, get people sign up to it and then you do nothing. We don’t want that happening.
Another case maybe that you choose an email service provider – Mailchimp, Mailer Lite, Active Campaigns and so on but you quickly discover that it doesn’t let you do what you wanted it to, it might not connect to your website at all.
What I like to do is think first about what I actually want from doing email marketing and this gives you your strategy. This helps everything become so much more clearer.
If you know what you want to use email marketing for, what journey you’re going to take people on, what service or product your freebie or discount might link into, what your newsletter will deliver and how often it’s going to be so much easier to make email marketing work for you. You’ll also be able to choose the right platform to support you too.