In our connected world, businesses need a presence on social media to gain credibility and spread the word about their products and services. But just posting on social media is not enough; you need to build an engaged audience that trusts your judgment on what they’ll find valuable and interesting. This type of focused, targeted audience is known as a highly engaged email audience.
If you’re looking for ways to expand your business in an effective way, you’ve probably considered email marketing as a potential channel. After all, 68% of the population has an email address, and this number is growing every year.
Email marketing is a valuable tool for businesses of all sizes, and although it’s convenient to use, it’s not without its challenges. Here are just some of the major drawbacks to this traditional method of marketing.
Highly Targeted, Yet Inaccessible
When a potential customer emails you in order to learn more about your product or service, you’re able to quickly identify a reason for the contact. But this high level of interest doesn’t necessarily mean the person is easily accessible or amenable to your company’s influence. Consider the consumer on social media who happens to be interested in your product, yet doesn’t currently use it. While they might have purchased something from you in the past, that doesn’t mean they’ll still be interested in what you have to offer. In order to keep your customers coming back for more, you’ll need to find a way to engage with them on a deeper level.
The Disappearing Attention Span
In a world consumed by shiny objects, it’s easy for anyone’s attention to be drawn away from something as quickly as it came. Your customers are no exception, and they’ve got a hundred different things pulling their attention away from your emails at any given moment. This is why it’s so crucial you stand out from the crowd and catch their attention immediately.
Customers on social media get bombarded with content from business after business, resulting in an ever-expanding stream of information that looks very similar to the one they get on their phones every day. Email marketing is highly targeted, so when your email looks the same as every other business’ email, you’re limiting its effectiveness. In order to stand out, you need to offer something unique that will make the person reading it decide, “Hey, this is valuable information.””
Lack Of Accountability
The truth is, no one wants to feel like they’re not in control of their own life. If you tell someone they have to check their email for important notifications from work, they’ll feel like their productivity is being hampered. This is why you need to make sure employees understand the importance of this channel and how it can be used to improve their performance. Give them the ability to sign-up to receive important notifications via email, but also make sure they understand why this is a bad idea during busy season. Employees who feel like their individual performance is being judged based on their volume of replies or the number of customers they can bring in are more likely to perform worse, not better. This is why you must have a way to measure the effectiveness of your email marketing program.
Effortless, Yet Disheartening
The world is a cluttered place, filled with all the things we need to do each and every day. There are so many demands on our time, and it’s easy for any one of them to occupy our minds and pull our attention away from the task at hand. That is, until we get to the end, when we’re faced with a disappointing realization: that we didn’t get what we wanted because we didn’t make the effort to search for it.
No one likes to waste time trying to find something they need. Effortless searches and getting what you want is fun and exciting, but also takes a lot of the stress out of everyday life. You can take this to the next level and get someone else to do all the hard work for you. With automated email marketing, you can set up a series of emails to be sent to your list based on their behavior. For example, you can use email automation to send a follow-up email to someone who visited your website but didn’t make a purchase because they didn’t find what they were looking for on your site. The key to making this work is being able to measure the results of your efforts. It’s easy to get discouraged when you don’t see the results you want right away, but keep in mind: this takes time.
Email marketing is a highly effective tool for many businesses, but it’s also not free from criticism. Just because something is easy to use doesn’t make it effective, and you need to be diligent about finding the right approach for your business.