In an era dominated by social media, the term “email marketing” may sound a bit old fashioned.
But you’d be absolutely crazy to choose not to follow suit with every other business that relies on email marketing to nurture leads and grow their business.
So what is email marketing, and how does it work?
Email marketing is just a catchall term given to communications from a business to its customers and potential customers via email. If you’re looking to build brand and customer loyalty and convert leads into long-term customers, then email marketing is for you.
Here are a just a few common email marketing examples:
- Automated welcome/thank you emails
- Tutorials on how to utilize the service
- Free media and guides
- Birthday promotions
- Sale promotions
- VIP discounts
In a broad sense, any email from a business to a consumer can be considered email marketing.
But why email?
1. Everyone has an email address.
According to the Radicati Email Statistics Report, there were 3.9 billion email accounts as of 2013, and they expect that number to skyrocket to nearly 5 billion by the end of 2017.
Can you name one person you know who DOESN’T have an email address? Most online services like banks, online retailers, social media sites, schools, and other businesses require your email address to even be able to conduct business with them.
And not only does everyone have at least one email address, but most people have a work email which they check regularly during business hours.
2. Email is personal and adaptable.
While sites like Twitter and Facebook are great for PR, chances are you rely on emails to conduct actual business and close sales.
Email just engages people in a way that social media can’t.
Social media is cluttered with cat memes, click bait, and business advertisements that are broadcasted to people by the millions, and you probably scan most and scroll past the rest to get to what your friends are posting.
But your inbox is much more personal — you only give your email address to friends, family, and businesses you trust. Emails from businesses can feel like they really were meant just for you when written well. Plus, most of us don’t just let emails pile up. We sort through all of them, scan for important information, and delete the ones we have no interest in. After all, we don’t want to miss anything important in our email.
So an email from a business has a staggeringly higher chance of being seen, compared to a social media broadcast that can only be seen by the people who happened to be around at the time you posted it.
Your emails can also adapt to the different types of leads on your email list. With many email marketing services, you can track and analyze the activity of your email list, such as links they’ve clicked on or forms they’ve filled out.
You can then segment your email list and use that information to tailor your emails for different groups of leads based on what works for you. Customers who have ordered from you multiple times are probably going to get very different emails than a prospect who has never clicked on any of your emails.
Good, adaptable email campaigns are incredibly effective for building credibility, growing relationships with your customers, and closing sales.
3. Email marketing is inexpensive follow up.
Have you ever heard the statistic that 95% of leads that visit your website are not ready to purchase at the time they visit? It was a shocking reality first introduced to marketers by Brian Carroll, author and Executive Director of Applied Research at MECLABS.
How then are you supposed to build credibility, stay in front of your prospects, and close sales if your prospects aren’t ready to buy when they come to your website for the first time?
I’ll give you a hint. The answer starts with “email” and ends with “marketing”.
All you need is a form to get leads, an email marketing service, and some good email copy. Create an email drip campaign, and watch your conversions skyrocket.
Everyone in sales knows that personalized follow-up is key to converting leads into customers. And with email, you’re able to automate your follow up with immense numbers of people at once for only a fraction of the effort.
Email marketing is a vital part of any business. With effective email marketing, you’ll be able to stay in front of your leads and close more sales. Use it wisely, and elevate your business to the next level.
Want to get started with email marketing? Here’s my complete beginner’s guide to email marketing to give you a head start.