Let’s remember a simpler time in internet marketing- everything was new and anything was possible- the days when email had just arrived on the scene. The best way customers and prospects were reached online was through this most important medium. Email marketing has advanced over the years and become even more valuable for businesses, and it’s important to understand how it should be used for marketing purposes.
Email marketing is a digital strategy for companies to send out information to customers and future prospects. Email marketing is considered effective when it is able to convert those future prospects into actual customers, as well as keeping first time buyers as loyal consumers. So why use email marketing? How exactly does a company go about using it?
Why Email Marketing Is Important
Your first thought may be a little negative when considering email marketing. Who wants unsolicited junk email from the same company three times a day? But there are better ways to go about using it as a business owner than simply spamming your prospects.
Did you know email is still the number one communication channel? The most recent studies say 91% of consumers check their email on a daily basis. Especially with apps making email so accessible, it’s no wonder!
Did you also know that email marketing converts better? Email marketing has an ROI of 4400% as of 2016, and people tend to spend a lot more on items marketed through email. Email actually converts much better than social media.
Why should people sign up for your email list?
Answer: A magnetic hook or lead. Many companies get people to sign up through contests, future discounts, quiz results, tips or information about a subject, blog posts, and more. Having a good lead attracts people to your email list. A good lead needs to be relevant, easily consumed (not a long email with too many pictures and stories to navigate), and bring value to the customer.
Building an email list is an obvious first step you have to take with email marketing. The best ways to go about it are at trade shows and live events, as well as a landing page on your website where people can easily locate a sign-up form and are incentivized to do so through a free offer or resource. Of course clients, co-workers, friends, and family are perfect candidates as well. Make sure people are willingly signing up, and you are not just spamming all the business cards you’ve picked up over the years.
Strong subject lines are also important. Studies have shown that consumers will immediately junk the email simply based off the subject line. Subject lines should be simple, but still attractive, and straight to the point. The subjects should not sound “salesy” with words like “clearance” or “discount.” Using bait-and-switch or deceptive phrases is another way to make the spam folder. People should also be able to easily unsubscribe or opt out of emails.
Timing is another concept to think about when sounding out a weekly email to subscribers. What time are most of your subscribers awake? Do they stay up late? When do YOU usually check your emails? Some say 10am on Wednesdays is the best time, but ultimately if you’re targeting business people that work a 9-5, 11 o’clock at night is probably not the best timing.
Stepping out of the time capsule of the beginning days of internet marketing means knowing how to make email marketing work for your business. We hope this post has been a helpful start! While you’re at it, feel free to sign up for our newsletter at the bottom of our page.