Email Marketing – a newsletter and an email marketing sales funnel
There’s a common saying in digital marketing – the money is in the list. This is definitely true and email marketing is very popular. Email marketing is a direct marketing tactic that is generally used to achieve one of the following two results:
- Turn prospects into customers
- Turn existing or lapsed customers into repeat customers – to encourage them to spend more money with you.
All business owners should maintain an email database and engage in some form of email marketing. Email marketing is popular for a number of reasons. I have outlined a couple of these reasons below:
Email marketing is cheap – If you were going to send direct mail via post then you would pay per letter. Email marketing can be managed manually or you can use an email marketing platform to quite cheaply manage and send your emails. You can send thousands of subscriber’s unlimited emails each month for the same price that it would cost you to send 100 letters to 100 clients using traditional direct mail.
Email marketing is easy to track – Most email marketing software allows you to track and measure the success of your email marketing campaigns. You can track how many people that have opened your emails, you can track clicks on different links. Because you can accurately track what people are doing when they read your emails, you can put more effort into concentrating on what works and you can ensure that you don’t cover what doesn’t work.
Much of your email marketing can be automated – Email autoresponders are a great way to automate parts of your marketing program. For example, you might have an autoresponder series that means that someone who signs up to your email newsletter gets a certain series of emails over a few weeks. You can pre- write these emails and set them up so they are sent at a predefined schedule depending on the actions of your prospects.
It’s not all rosy though. It’s possible that, if done badly, your email marketing actions can be seen negatively. Only email those customers or prospects whose emails you have received legally. If you don’t this you may end up accused of Spam and falling foul of anti-spam laws.
You shouldn’t use every email as a chance to sell (they should include a call to action but you should make sure there is relevant content in every email.) If you are only sending out advertisements then you will soon be considered someone who isn’t providing value and you will likely see that your emails sit unopened.
Book in for a marketing strategy session today.
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