Attention spans are at their lowest online and finding your website again in a cold search might prove difficult (read: impossible). Additional communication is essential if prospects aren’t immediately sold on your product. If you ignore engagement and prospects don’t buy from you initially, you run the risk of your competitor down the street (or across the globe) swooping in the next time they look to buy your product but cannot easily find you.
But if you are sending multiple emails to potential customers over a given period, they will eventually come to you once they are ready to buy.
This is not just opinion by the way. This is proven success.
In fact, the Direct Marketing Association reports that the average return on investment (ROI) is $43 for every dollar spent on email marketing, making it the most effective marketing channel available.
Furthermore, email is a much more personal dialogue with a customer. Reading a sales pitch on a website or social media is like driving by a billboard ad. Each email you send is like a one-on-one conversation via their inbox.
And unlike spam which is sent out randomly, all of your leads intentionally opted into your list. This means they have enough interest in what you offer that they have taken measurable action to hear more.
And this isn’t just for those businesses that sell physical products. Accountants, dentists and other services industries have all effectively ‘sold’ their services through email.
How You Should Email
You should approach your email list with the mentality of providing a lot of value up front and making the sale down the road.
Initially you are building trust and establishing yourself as an industry expert that your prospects turn to when they need help or advice.
This can be anything. I tiny bit of advice. An observation you’ve made related to your industry. A comment you have on a famous person’s quote. Anything. Just make it entertaining and somehow relevant to your market.
A little tidbit goes a long way. Most likely you know a lot about the your industry if you have worked in it for any decent length of time. Use that to your advantage. What may seem basic or intuitive to you might be groundbreaking to another.
Once prospects think of you as their source for knowledge, it will almost feel natural for them to pay you money for more of whatever it is you are offering.
Also, keep your emails short.
Three hundred to five hundred words should do it. And break paragraphs down into one or two sentences. This is much easier to read and scans well too, especially on a phone.
Don’t feel the need to completely give away the farm in a single email either. Remember the point of this. You are emailing simply an appetizer so they come back to you later to buy the main course.
On that note, *always* be sure to include some sort of call to action in your email. Whether it’s to visit your website or a webpage, send in a response or yes, buy your product. Mix it up and make every email have a purpose. Remember what we talked about before. The key to marketing is engagement. Engagement is a two way street.
What about Social Media?
Emailing might not be as ‘exciting’ as the latest social media network, but no one can argue that it has survived longer than any other means of communication.
I do not mean to say that you should completely ignore social media. But you must choose where to focus your efforts.
Social networks are great for getting a lot of initial engagement and a great resource to build your prospects list.
But relying too heavily on social media puts too many variables outside your hands. A network you are on can all of the sudden change a business or advertising policy that seriously affects your strategy.
Also, readership and engagement come and go. It wasn’t that long ago that Myspace and Friendster were the most popular platforms. Look where they are now. You would hate to devote a lot of time (and money) on a social network just to see it go out of style.
Besides, that same study by the Direct Marketing Association reports that email conversion rates are 40x higher than both Facebook or Twitter.
There’s an expression that ‘social media is the cocktail party of marketing’. You get to tell a lot of people about your product or business, but don’t expect to make too many sales there.
Use your social media networks to draw people into your list, then make the sale via email.
If this seems like a lot to remember, then your right, it is! Like anything however with practice it all gets easier. And becomes more fun too.
The other option is to hire a professional copywriter to write your emails for you. If you higher a designer to create a logo, why not a copywriter to write email copy. Businesses do this all the time.
There are many talented copywriters who specialize in email marketing and know a lot of techniques and strategies that maximize conversions. Here at Bloominari, email marketing is one of the areas we specialize in. For more information about email marketing services and pricing click here.
So that’s it. If you lay down the effort email marketing will pay off for you in the long run. I hope this all was helpful and you begin to integrate email into your marketing strategy!
Source: McKinsey & Company