Email Marketing 101
This post is curated for small business owners, content course creators, service-providers who wanted to grow their business in the digital world.
Did you know that email marketing is the most effective channel in B2B marketing? Yes, you read it right. It is even better than social media! But before I gush on how underrated it is, let me give you the basics on what is it about.
What is Email Marketing?
It is the use of commercial email messages to promote products/services to your email subscribers.
Try visiting an online shopping website, you will always see a sign up form like the one below.
Email subscribers are the people who signed up on your website or social media page who had given express permission to receive email communications from you. With this, you can send them emails to inform, promote, or increase your sales.
Why should you use Email Marketing for your business in 2021?
- Emails are forever. It is the currency in the online world. Social media/apps may come and go, but emails will be here forever. Remember Myspace, Friendster? Imagine if you used these platforms in advertising and connecting, you will lose touch with all your followers, your community of loyal customers.
2. There are 3x more emails accounts than there are in Facebook & Twitter combined. In 2019, global email users accounted for 3.9 B users. In 2023, it is expected to grow to 4.3 B active users. Half of the world’s population.
There’s also a study proving that consumers prefer emails. According to the survey, an overwhelming majority of people said they want emails from companies they are interested in.
3. Most potent marketing channel when it comes to conversion. The e-commerce software firm Monetate found that 4.24% of visitors from email marketing buy something compared to only 2.49% of visitors from search engines and .59% from social media.
4. Emails are more direct and personal to your audience so you can build relationships better.
It removes the noise and clutter that social media has and allows hyper-targeted and personalized messages. In turn, it will help you retain your audience and INCREASE REVENUE.
Who is email marketing for?
Small, medium, or big company. It is for ALL kinds of businesses and organizations that relate with people.
e.g. Ecommerce, Coaches, hypnotherapist, Yoga/Dance/Music studios, Service industry, Transportation, Tourism, Pet shop, etc.
Just like these big companies: Uber, Paypal, Netflix, Kate Spade, Airbnb, Tony Robbins Masterclass. (Take a look at their websites and subscribe to their newsletter.)
They are investing in email marketing and reaping the rewards from it. A lot of case studies on the internet can prove that.
Where can I use Email Marketing?
You can use it in promoting your products and updating them on what’s new with newsletters.
For example, if you are a yoga studio, you can promote your classes, workshops, retreats, yoga teacher certification.
With email campaigns, you can meet buyers at whatever stage of the journey they’re in. 90% of people are not ready to buy from you when they see you on social media. Email marketing solves that problem by nurturing the relationship.
It is like dating and getting to know someone before you ask them to marry you, right?
How can I use Email Marketing?
1, Choose an email marketing software.
-Mailchimp, Klaviyo, Active Campaign, SendinBlue, Drip, Omnisend, Mailerlite, etc.
2. Grow your email list.
-Create an opt-in popup form on your website
-Design your landing page with opt-in forms
-Reach your target audience with FB or IG ads to collect their email addresses
3. Start by sending a welcome email
4. Send email sequences that are personalized and NOT salesy!
5. Convert those email lists into buyers by sending the RIGHT MESSAGE + RIGHT TIME + RIGHT PLACE (where they are in the sales funnel)
What are the things I should know about?
There are a lot of things to consider before sending your first email, such as:
-Ensure that the content of your emails is not spammy.
-Ensure the deliverability, practice email hygiene –clean the list every 3 months.
-Ensure that you comply with General Data Protection Regulation (GDPR) law.
-Make the unsubscribe button easy to access
-Ensure that you are maximizing your email list potential and not destroying it.
-Do not burn your email list by sending TOO many promotional emails. That is not what email marketing should be. Promotional emails will gain you short-term revenue, but it has HIGH UNSUBSCRIBE rate after some months.
Remember… email list is one of your business’ assets!
It can be turned into GOLD when done the right way.
If you don’t have an email marketing plan, you’re missing out on sales possibilities and opportunities to develop client relationships.
References:
https://www.campaignmonitor.com/resources/guides/why-email/
https://www.statista.com/study/14578/e-mail-marketing-in-the-us-statista-dossier/