Why do you need Email marketing when you have Facebook, Twitter and Snapchat? Everybody seems to be hooked to social media and nobody is reading fancy emails.
Is that really so?
Then why is it that people are twice as likely to sign up for your email list as they are to interact with you on Facebook? [Source: Forrester]
This is the fifth part of the Small Business Owners series I started recently.
In the previous months, I covered the topics of Social Media, Facebook Advertising, Amazon Kindle and Live Events. Today, I’d like to talk to you about the importance of your ideal prospect and customer’s inbox. Let’s have a closer look at the impact of your email marketing.
Grab (And Keep) Your Audience’s Attention
Can you imagine a world without annoying notifications? A world where you can actually focus your attention on one particular task and message?
That environment is your inbox.
And if you deactivated all the sponsored ads that appear at the top of your main email overview or at the right hand side, then you’re “safe”. You have no more excuses to not being effective and productive. What a revolutionary concept in today’s day and age.
How do you grab your audience’s attention?
With a relevant headline that’s click-worthy or newsworthy.
And how do you keep their attention once you got it?
By providing something of value.
This can be in the form of helpful how-to information, a checklist with guidelines, a story that strongly resonates with your audience and provides interesting new insights and perspectives, or an irresistible offer.
You know your target audience best. Create an autoresponder series (a set of email follow-ups) that goes out every time somebody joins your email list.
5 Eye-Opening Email Marketing Stats
The following stats will underpin the importance of email marketing as a valuable tool for small business owners.
- For every $1 invested in email marketing, the average return is $38. [Source: Direct Marketing Association]
- According to 80% of small- and medium-sized retail professionals in the US, email marketing drives customer acquisition and retention. In contrast, organic search (62% for acquisition, 36% for retention) or social media (51% for acquisition, 44% for retention) are rated effective by far fewer respondents. [Source: eMarketer]
- 72% of consumers prefer communication with companies to happen through email. For example, 48% of people preferred postal mail, 34% preferred television ads and less than 20% preferred social media, mobile apps or text messages. [Source: MarketingSherpa]
- 86% of consumers would like to receive promotional emails from companies they do business with at least monthly. 61% of consumers enjoy receiving promotional emails weekly. 15% would like to get them daily. [Sources: MarketingSherpa, Statista]
- Personalized promotional emails deliver 6x higher transaction rates and revenue than non-personalized emails, yet 70% of the brands included in the study failed to personalize their email messages. [Source: Experian Marketing Services]
It looks like the rise of the latest “threats” to email marketing – spammers, smartphones, WhatsApp, Facebook, Twitter & Co. haven’t caused major damages to email.
On the contrary, Mark Twain’s famous quote “The reports of my death have been greatly exaggerated” applies stronger than ever.
How to Choose the Right Email Marketing Software for Your Business
Here’s a list of questions to help you navigate through the maze of email technologies and providers:
- Is the program intuitive and easy to use?
- Can you create professional-looking emails with just a few clicks (no coding required)?
- Can you easily create automated email follow-up sequences?
- Can you easily segment your list based on specific interests or actions?
- Does the email provider enable you to do A/B split tests (e.g. Test your headlines)?
- Can you easily track the performance of your communications?
- Does your email marketing software integrate with other tools (e.g. Webinar software)?
- What types of customer support do they offer (24/7 live chat, email or phone support)?
- What pricing packages do they offer (e.g. based on number of subscribers, different small business and enterprise pricing plans)?
- Do you want an email marketing software with CRM?
The list of marketing automation CRM providers is quite long. Some of them are easy-to-use (e.g. ActiveCampaign) whereas others require you to go through training before being able to use the software appropriately (e.g. InfusionSoft, Ontraport).
Integrate Email Campaigns with the Rest of Your Marketing Channels
Using email as an isolated tool can only take you so far.
Therefore, if you want to increase the impact of your marketing efforts, you must properly integrate email marketing into as many marketing channels as you possibly can.
Integrate social media into your email strategy.
Encourage visitors to subscribe to your blog via email (remember, they can also subscribe via RSS but then they won’t be on your list).
Optimize your emails for mobile devices.
Add a QR code to your business card and entice people to grab a valuable report by providing you with their email address.
Feel free to experiment and make sure you track and analyze email metrics to be able to improve the performance of your overall marketing strategy.
How do you leverage email marketing in your business to gain new, lost or recurring clients?