How many of you out there feel you are constantly battling your email inbox? Every time you turn on your email, there is so many messages you feel you can't get through them all in a day. And then it manages to get worse as more emails continue to come in throughout the day, just as you think you have a handle on it. Many people, including my clients, experience this daily struggle. This fight to the light at the end of the tunnel tends to make them resistant initially to incorporating email marketing into their strategy. They fear they're going to lose customers by "spamming" them.
While I absolutely, 100% empathize with this fear, I do, however, understand and have seen email marketing convert into sales faster than any social media platform. This is the main reason why if you're going to spend the majority of your marketing dollars on anything, it should be your email marketing.
Allow me to illustrate the main benefits you can experience when you implement email marketing effectively into your business marketing.
Email Marketing is Cost-Effective
One of the best parts about email marketing is it's very affordable. With email, you don't have to worry about the cost of printing like you do with direct mailers. If you run a small business or start-up, your marketing budget may be limited in the beginning, which means you probably only want to spend money that you know you can make back or even double. This makes email marketing the more attractive choice when you're on a budget.
Email Marketing has a better ROI than Direct Mailing
Did you know email marketing provides a larger Return On Investment (ROI) than direct mailing? According to Chief Marketer, direct mailers will give you a 7% ROI while email marketing will give you a 28.5% ROI. That is almost 3x your return on investment compared to direct mailing.
This percentage is higher because of two things: 1.) The majority of people check their emails every day, which gives your company a better chance of staying at top of mind for your customers and 2.) It's incredibly easy for a consumer to make a purchase through email. This is because the consumer will just need to push a button versus having to actually pick up the phone, go online or into a store to take advantage of a direct mail deal.
Email takes out the legwork for the consumer, and these days, everyone is always looking for easier ways to do nearly everything. When you see this strong conversion rate, it's a no-brainer that you would want to focus your marketing dollars on email marketing.
Better Tracking Capabilities
With any type of marketing, you want to be able to track its effectiveness so you know what's working and what's not. When you are promoting your business through a direct mailer, it is difficult to track how effective that specific campaign is. How do you know how many people took advantage of the promotion, how many people just threw your card in the trash or whether the campaign converted into website traffic? Unfortunately, it is nearly impossible to track direct mailers, however, using email marketing programs such as MailChimp, Constant Contact or Get Response, you can track the effectiveness of your email campaigns.
The stats you can review on these email programs include how many people opened your email, the links people click on, if any emails bounced or if anyone unsubscribed. When you have this data accessible to you, you can better understand what's working in your email campaigns and what may need to be tweaked.
Email Requires You to Take Action
All of us do pretty much the same thing when we get an email. We either reply, forward or delete. No matter what, email requires you to take action, which is also why it's the best sales conversion vehicle for businesses, especially small businesses today.
Helps You Build Relationships with Your Customers
No business is able to be physically in front of their customers every day. And what about the customers that have stopped doing business with you, how are you going to reach them? Luckily, email marketing has made it very easy for businesses to keep in contact with both of those groups and even be able to reach potential customers.
When you make your emails about the information your customers want to know about and you make it personal, you create an effective way to stay ahead of your competitors, to keep your current customers happy, to possibly drive past customers back to your business and to even attract new customers to you.
What About The Content?
In the following weeks, I will break down the subject of email content and the do's and don'ts of creating email campaigns your customers will look forward to receiving, and I'll even give you more detail on the top 3 email marketing programs, so you can choose the best one to use for your business.
I Need Help With Email Marketing
If you're looking to utilize email marketing in your business and you don't know where to start or how to make it worth the cash, I'm here for you. I have helped many different types of small businesses learn how to create email campaigns that their customers are actually reacting to. One of my clients is even getting paid training opportunities out of her email campaigns!
I offer email marketing training in my "Get Me Started" package. Check out the details of that package by clicking the button below.