There's this one digital marketing tool that is super easy to use, has a great conversion rate and doesn't cost anything to use.
No it's not Facebook.
I'm not referring to Twitter.
And it's definitely not that saw hanging on the wall.
It's time to tap into the power of EMAIL!
Email might be seen as an outdated method of marketing- almost as old as handing out flyers or making cold calls. However, just as those two previous marketing tactics remain effective, so does email marketing.
What's the magic in it?
You have an interested audience.
Everyone who is in your database is there for a reason- be it they purchased something from you before, they signed up for a coupon, or they are simply interested in hearing from you. It's not like social media, where just because your post was seen by someone, it means that they are interested in it. Though the CAN-SPAM regulation might have seemed like a blow to the stomach to some. But for honest businesses and marketing companies that organically cultivated their databases, it was a breath of fresh air. So don't worry if people unsubscribe more time to time, as it means that the quality of your list is just getting better.
You know they get it
If someone is "unplugged" for the weekend, chances are that they wont see that cool video you posted or that photo that went up on Instagram. However, you have a winning possibility if you sent an email. While they were gone it was just chilling in their inbox, ready for when they return..
You can ask them to do something
Emails are great for plugging in CTAs (Call to Action). Show them a new product, [SHOP (your product) NOW], invite them to an event [SIGN UP NOW], or just tell them to check out your blog. People associate emails with "getting stuff done" more so than they do with social media. That's partially why they are willing to click on your CTAs. Another reason is that you have more space in which to tell them why they should "shop now" or "register today". You can lead them through a story or an explanation much more easily that you would on social media.
They are searchable
So let's say you were selling a cool sweater but it's hot today and I didn't feel like buying it. However, 3 days later when I'm freezing, a lightbulb goes off in my head- " oh, wait, there was that cool sweater they were selling!" and I can search by word or phrase in my inbox. This is not something that is easily done with social media, though Facebook's search bar is getting more and more use these days…
You can use it in every stage of the sales funnel
Whether you are just showing your products, selling, or nurturing your relationship, you can engage with your client at any stage of the buyer's journey. Don't expect to sell with every email, because not only is that unrealistic, it means that you are sending the wrong types of emails. Though it is natural for some of your CTAs (Call-to Action) to be "Sign Up" or "Add to Basket", it's also good to socialize with your audience a bit. It's healthy to send them an interesting article you recently wrote, let them know about some important industry-related news, or even just give a little insight with what's going on in your company right now. People love transparency and feeling like they know you personally.
Now you know more about email marketing, it can be the secret weapon in your marketing toolbox. However, to start email marketing, you need one very important thing: an email list. If you don't want to miss that blog post when it comes out, subscribe to my friend list below and you'll be the first to unlock the secrets to building a relevant and powerful email list for your business.
If you have any questions in the meantime, don't be shy to email me or reach out to me on your favorite social channel.