Email marketing is alive and well.
Email marketing is a very important piece of your overall marketing strategy. Emails that show up well and are mobile-responsive are essential. It is important to understand that people DO open their emails. If they don’t open everyone every time, that is okay. By using email marketing, you are reaching out and reminding your customers that you exist. Even if they don’t open each one, they will see the subject line and your name. Don’t overdo it; depending on your industry, once a month may be enough. Here are some stats:
- Return on investment is huge – for every $1 spend, you get a $38 return
- 80% of professionals say that email drives customer acquisition and retention
- Facebook is necessary but not as easy to get engagement – people are twice as likely to sign up for your emails versus engage with you on Facebook
- 61% of consumers enjoy receiving promotional emails weekly (keep in mind the type of business you are)
- 38% would like emails to come more frequently – again, not if you are a law firm, doctors office, etc. A restaurant? You bet.
- Personalized emails get 6x the transaction rate – making a sale is key, right?
- 88% of smartphone users regularly check email on their phones – no surprise here
Be sure to use an email service provider for your email marketing. There are tons of them: AWeber, MailChimp, ReachMail, Infusionsoft (not going to be the best choice if starting out) and many more. We have used several and have come back to Constant Contact. Their emails are all mobile responsive and easy to create, and they offer great customer service and email features. You do not want to use Outlook or Gmail for your email marketing. A professional service provider has all the compliance taken care of. Opt-Out features are there.
You need permission to email someone and you don’t want to risk a lot of people saying it was Spam. You should be fine emailing your clients. Let them know that you will be sending them a valuable email. Let them know how often. For non-clients who you have emails for, with Constant Contact, you can send an Opt-In email. The other services probably have a similar feature.
A valuable email is key. What’s something of value? It depends on your industry but here are a few ideas:
- If you have offers/discounts.
- Information that is useful. Think about what you would want to read. Link over to the balance of the blog on your website.
- Events that you have.
- Announcements about the business and/or the staff. Did someone have an anniversary? New hire. Birthday celebration, you get the idea.
- News about what is happening locally in your town or city.
- It’s all about value for THEM but its good to include some interesting stuff about the company/staff.
- New products or services – ask for feedback.
- Do not Sell all the time – 20% of the time.
- Watch your reporting – what day and time do you get the most Opens/Click-Throughs.
Don’t miss a great opportunity to acquire new customers, retain the ones you have and drive revenue. Here’s a link to sign up for a free trial with Constant Contact. Give it a whirl. It’s a great idea to match your social media marketing with your email marketing. People need to see something several times. Go for it.