I get it, you hate email marketing. You probably think it’s the bane of your existence, spamming your inbox with rubbish you didn’t ask for, as you try to desperately block out every other bit of communication. If you’re nodding along, let’s just say you’re not alone. Email marketing gets a pretty bad rap, and with good reason. But just because email marketing is “old school” doesn’t mean it doesn’t work. In fact, it can be one of the most effective (and affordable!) ways to get the word out about your business and drive sales.
What is Email Marketing?
Put yourself in your prospective customer’s shoes for a moment. What is your role in this process? More importantly, what is your prospective customer thinking about when they’re in the middle of deciding whether or not to buy your product?
You want to make sure you have someone’s attention, so you reach out with an email. You might think it’s a dull, one-way communication where you broadcast your message and wait for someone to respond. But that’s not how email marketing works. Your prospective customers want to feel like you’re engaging with them, that you’re listening to their needs, and that you have something valuable to offer. In return for their trust, you agree to engage with them through email. What you say in that first email will dictate the rest of the conversation. So you need to make sure you have something valuable to say, and you need to say it in a way that makes your prospective customers want to continue the conversation. That means creating content that is both interesting and useful to them. It also means tailoring your messaging to address their needs. While you don’t need to tailor every email you send (unless your customer base is particularly tech-savvy and can distinguish between multiple messages), you should identify the primary concerns of your prospective customers and use that to guide the direction of your emails. This will help ensure you’re saying the right things to the right people at the right time. It’s a subtle art, but an essential one if you want your emails to be effective.
Why Should You Try Email Marketing?
Email marketing is a proven way to get the word out about your business and gain sales. A 2015 report from the Radicati Group states that email marketing is still the most popular digital marketing strategy among consumers, with 68% using the platform to seek or provide information about products or services.
If you’re reading this, I assume you’re already somewhat familiar with email marketing. If not, there’s a good chance you’ll still be part of the 66% of consumers who are utilizing the platform. If that’s the case, then you’ll know exactly what type of information you can expect to receive from this article.
But beyond simply gaining some insight into the platform, what would cause you to try email marketing?
There are actually several excellent reasons why you should consider email marketing. Here are just a few:
One of the best things about email marketing is that it’s cost-effective. A whopping 92% of businesses are reporting that email marketing is one of the most cost-effective digital marketing strategies. That means you can easily find a balance between your marketing budget and results. With all of the other marketing platforms you might consider, such as display ads, you’ll need to spend at least as much (if not more) as you would with an email campaign. What’s more is with most email marketing platforms, you don’t even need to run individual campaigns. You can simply set up automated email campaigns that will send out a series of messages to your customers on a schedule you choose. This can dramatically reduce your costs and allow you to get more done with your advertising budget.
An important aspect to consider about email marketing is that it’s targeted. The aforementioned report from the Radicati Group found that 68% of consumers prefer to receive information about products and services through email. That’s compared to the 20% who prefer to receive information through text messages and the 12% who prefer to receive information through social media.
So while the information might be freely available to everyone through social media, many potential customers are choosing to receive marketing messages through email. This makes it easier for you to connect with your customers and get the word out about your business. When used effectively, email marketing can be an extremely powerful tool.
One of the biggest time-savers associated with email marketing is the research that goes into it. More and more businesses are realizing the value of email marketing and are choosing to cut out the research and analysis phase. If you’re looking for a more streamlined way to reach your customers, then this could be a valuable option for you. Once you’ve established an email marketing platform you can start sending out promotional emails to existing and potential customers without needing to run extensive A/B tests to determine which email template or CTA (call-to-action) works best.
A lot of businesses overlook the value of credibility when it comes to marketing. While your customers might not really care about your product or service, they certainly care about how you deliver the information about it. When you attempt to sell your product or service through text messaging, many customers will see that as a bit suspicious. After all, you’ve never heard of them and you’d have no means of verifying their existence. That’s not the case with email marketing. Your customers know you and your company, so when you reach out with information it makes it easier for them to trust you.
Additionally, when someone hears your name, it’s automatically associated with trust. That’s because individuals generally have a good experience with people whose names they know. In an effort to gain credibility and trust, you could opt to utilize some of the well-known brands in your industry. By doing this, you’re telling your customers that you’re a member of that organization and that you’ve been vetted by them. What’s more is these brands generally have a good reputation within your industry, so you’re starting from a leg up in terms of credibility. In other words, your customers will believe what you have to say because they know you.
How to Disparage Email Marketing
Now that you’re intimately familiar with all about email marketing, it’s time to put that knowledge to use and gain some perspective on why you should probably dislike it. I assume you’ve decided that email marketing isn’t for you, but just because it isn’t for you doesn’t mean it’s bad. It just means it’s not for you.
While there are several effective ways to discredit email marketing, the below suggestions are perhaps the most efficient. Remember, you don’t have to dislike something to be able to use it effectively. In fact, if you find value in any of the below suggestions, then that’s all the more reason why you should consider trying email marketing.
1. Create a Fake Company
An effective way to discredit email marketing is to create a fake company. This could be something as simple as a made-up name or it could be a complete and total deception. For instance, you could create a company that doesn’t actually exist and have email marketing send out information about that nonexistent company. When the recipient of the email clicks on a link in the message, they’ll be led to a website that looks like your actual website, but it’s actually a website that you established for the purposes of this campaign. The idea is to make the email appear as though it came from a reliable source, but in reality it’s a marketing email sent out by a third party trying to gain your business. When you establish a presence on social media, you can begin to establish a persona there as well. Create a hashtag for your fake company on Twitter or Instagram and use the hashtag to engage with audiences there. When people tweet about your hashtag they’re actually talking about your fake company. The same goes for when you post to Instagram. As an added bonus, when your customers discover your fake company on social media, they’ll most likely think it’s a satirical site or maybe even a hoax.