Email marketing, if done right, is your secret marketing weapon.
As small business owners, we want to make the most of every marketing opportunity. So why do so many business owners brush it aside? I’m guessing it’s a combo of things. Time is one. What to write is second. Even if you know it’s the most effective and affordable way to reach out to your captured audience. Remember, they signed up for your content.
When emails and newsletters are written to delight and engage it has the power to deliver personalized messages that trigger them to take action. And that my friends is your secret marketing weapon.
Email marketing can be your virtual salesperson working hard to build brand awareness and grow your customer base. That’s your secret weapon.
I’ll be sharing five reasons why email marketing is alive and well. So, whether you’re a start-up or an established small business, keep reading to learn how email marketing can help take your business to the next level.
Let’s start by saying, my business tribe, Email Marketing offers the trifecta: possibilities, practicality and payoffs. Here’s why you should prioritize email to help grow your business.
- It’s Cheap like Dirt: Unlike print, TV or radio, email marketing costs next to nothing. Yes, you can pay for platforms that help you automate, analyze and beautify the content you send out, but even those are a pittance in the bang-for-buck equation. The ROI is “chef’s kiss.”
- Target Your Audience: Email marketing allows small business owners to target their messages to a specific audience. A great feature many email providers, like ConvertKit, give you is the option to segment your email list to send specific messages to specific subscribers based on what content makes sense and where they are in the customer journey. You can avoid sending people content they won’t value and increase your open rates!
- Build Those Relationships: Email marketing keeps you in front of customers and prospects, reminding them you’re there when they need you. Sending out relevant and engaging content establishes you as a go-to authority when they need you. If you’ve been generous with your knowledge and kept readers entertained, it will be you they think of when they need what you offer.
And while we’re talking content, using a clear brand message makes it easy for readers to know exactly how you make life better. (Read more about brand messaging here.)
When your marketing message is easy to grasp, and you sound like a real-life human, it’s not a big stretch for people to picture you in their world. For instance, I’ve had readers tell me, “…my sarcasm is my special sauce”. (I’m touched!) The more they hear from you and see what you stand for, the more they’ll feel what it would be like to work with you. (And we both know you’re a delight!)
- Get More Sales (If you’re into that kind of thing.): Email marketing gives you a space to promote your products, services, and special offers to your subscribers. Just be careful not to sell too soon in the email relationship. Take the time to develop that relationship by positioning yourself as a generous authority and creating curiosity about your offers. I often see people jump too quickly into the “pitch .” But slow down, slugger. Eventually, of course, you’ll want to share offers and opportunities to work together but think about getting to know each other first by sharing value through downloads, FAQs, success stories, and relevant food for thought.
- Know What’s Working – so you can do more of THAT: Most email marketing software have reports you can access, so it’s easy to measure and track. It is safe to say if you are on free versions, you won’t have all the features you would get with a paid package. But from MailChimp to ConvertKit, you have a lot of information at your fingertips. You can monitor open rates, click-through rates, conversion rates, and other metrics to evaluate the effectiveness of the campaign or nurture sequence you have in place. These reports help you to make data-driven decisions to improve your results by changing your content – like a real smarty pants.
If those five reasons don’t have you convinced, let’s look at the marketing leaders who preach the power of email marketing:
Amy Porterfield, for example, has built a million-dollar company by teaching her audience how to build an email list. (Here’s a podcast episode where she answers 6 List Building Questions.)
Donald Miller, in his book Building A StoryBrand, talks about the importance of email marketing as a critical part of every effective sales funnel.
And as for little old me, well, I’m just a lady in Halifax who helps hundreds of small businesses turn leads into clients with a strategic marketing plan – including email marketing.
And the three of us also agree that the power of Story can be activated throughout every aspect of our marketing – email included. (Read more about how to use the StoryBrand framework to engage clients here.)
Email marketing is not dead.
And if it doesn’t seem to be working for you, make sure you’re not spamming people’s inboxes with offer after offer.
Don’t underestimate the ROI of email. The key is understanding your audience enough that you are clear on the problems they are trying to solve and the content they like to read and refer to. Inject some pizazz and your own personality, and you’ll be rocking.
If you’re struggling to get your email strategy together, I’d love to help.
