Email Marketing and Your Customers
85% of retailers consider email marketing one of the most effective parts of their funnel. It is an extremely effective marketing tool to use. Find out why.
We know that if you are using the internet and have found this article, you are aware of email marketing…but do you know exactly what it is?
What is Email Marketing?
One of the oldest sales techniques of digital marketing is email. It has been around since the start of the internet and will outlast most websites. Email marketing is a way for businesses like yours to reach customers. It can help you create or manage relationships with your customers and helps them stay informed about your products and services. There is a lot you can do with email marketing and it is one of the best ways to engage your customers on a level they use every day.
So, like snail mail before it, email marketing is direct to consumer marketing. The big differences are that email marketing is efficient and can be sent to hundreds of thousands of customers instantly, is cheaper and more environment-friendly.
Since email marketing has been around for decades, some people think it is outdated. However, statistics show why 85% of U.S. retailers consider email marketing one of the most effective parts of their funnel. It has evolved and is extremely useful to have in your digital marketing toolbox.
Email Marketing Uses
Email marketing helps keep your brand fresh in your consumer’s mind. You can let them know about recent changes to your company, offers, sales, or you can just engage with them by saying Happy Birthday. In fact, 28% of U.S. online shoppers subscribe to a store’s email list in order to receive product offers and news because they care about the brand. They want to be informed and email marketing is one of the best ways to stay engaged with your customers.
Services to Use
If you type in email marketing services into Google, you will receive over 3B results. There is a lot of software and automation tools that are made specifically for email marketing. Some of the big brands are MailChimp (we use this one at Future Design Group), ConstantContact, GetResponse, Drip, and AWeber to name a few. You can use most of these to not only send out emails but track open rates, click-through rates, and conversions as well as integrate forms into your website for quick enrollment.
When you look at an email marketing service, weigh the pros and cons of each. They are not all created equally.
Now, hopefully, we have answered what email marketing is and how you should use it but you may still be on the fence. Think about this, all businesses including yours can benefit from email marketing because it is inexpensive, easy to use and track, and typically inexpensive or free. If you are still on the fence after that, let me throw some statistics at you.
Benefits of Email Marketing
Usage – Over 94% of the internet uses email. Of that 94%, 75% of adults surveyed said they prefer email marketing to social media marketing. That is a big piece of the pie, why not take advantage of the sheer number of potential customers you can get from sending an email.
Use email marketing to strengthen your brand with your customers and reach a wider audience of people that are already showing an interest in your brand.
Visibility – Close to 52% of emails sent for marketing is opened within 4 hours. Of that, over 66% of emails in the U.S. are opened on mobile devices. So, if you are using SMS or thinking of using SMS for marketing purposes, email marketing may be the better, cheaper, and more efficient option.
Now, compare that to Facebook posts. Only about 1% of your followers will typically see your Facebook post unless you boost it using ad dollars.
Price – For every $1 you spend, email marketing can yield approximately $44. That is an extremely high ROI. On average, mid-sized businesses can expect to spend $9 – $1000 per month on email marketing if they self-manage their campaigns or $300 – $500 if they have a marketing agency manage their campaigns. Surveys show that 82% of marketers spend between 0% and 20% of their overall marketing budget on email marketing. So, again, email marketing can yield close to $44 for every $1 you spend.
Using Email Marketing with Other Marketing Techniques
Typically, email marketing on its own is a good tool but when used with other marketing it can vastly increase performance and bounce rates. You can create contests on Facebook and have the entrants sign up with an email address. After, you can use this new list to retarget interested visitors.
If you set up your Google ads right, you can create new leads using an email marketing list and even generate a look-a-like audience to advertise to that matches the people that signed up and are interested in your products or services.
How to Start Email Marketing?
Email marketing is a fickle market but if you do it right, you can build a high ROI list filled with people willing to learn about and invest in your business. Not every email will leave an impact on your subscribers, but you can create new methods of tailoring your emails to them and engaging with them on a level they may have never experienced with a business.
Create Your Lists – Any time you are trying to start an email campaign, you need to create a list and gather emails for that list. Not every email needs to be sent emails the same way…hence you need more than one list. Potential subscribers have different needs so place them in a list that meets those needs. Maybe you need a list for birthday reminders, maybe a list for new subscriber introductions, maybe another one for long-term customers. There are endless opportunities for making engaging lists for subsets of customers. You just have to have the right list for the right subscribers that get the right emails. Different demographics, different lists.
Build Your Lists – There are so many different ways to build your lists, but we like to focus on our best drivers: social media and our website.
- Social Media – We use promotions on social media to entice new subscribers to sign up. For example, you can host a social media contest where the subscriber submits their email address to be entered into a drawing to win a free service or product. You can use social media to offer white papers that can be downloaded with the submission of an email address. There are a few ways to go about it, but we have found visitors from social media are more likely to give you an email if they get something in return.
- Website – Using your website is a quick way to build your lists. If your visitors are on your website then they are already engaging with your company. You can use this trust as a way to ask for an email address. We use our marketing blog as a tool to showcase our expertise. If you are here, then you may be interested in getting insightful information on a regular basis, so for every article, we have a newsletter sign up form.
- eCommerce – In order to do business through eCommerce, you most likely are already collecting email addresses. This is probably the easiest of the list-building methods since you already have the email and they have probably already made a purchase on your website. Create a list with new customers, create another list with customers who have made multiple purchases, and then finally create a combined list to advertise new products or specials. Easy!
Create Compelling Content – Content is king! If you email sucks, you return rate and ROI will also suck. Tailor the content to your lists. DO NOT blanket email all of your lists the same emails and ALWAYS include custom-tailored names, and messaging. This means that you should use their name in laymen’s terms. When someone signs up, send them a welcome message, then a few days later send them an in-depth introduction. After a week, send them another email just checking in an introducing them to some of your products or services. Do this right and they will turn into brand ambassadors for you and help spread your list to their friends and families.
Follow-Up – Most companies forget one of the most important steps in email marketing. The follow-up. Once you have someone on your list, don’t forget them. Don’t just send them emails advertising your company…remember their birthday, remember their anniversary of joining your newsletter…or just check in on them from time to time. Email lists that are forgotten leave hundreds of thousands of dollars on the table. This could make or break your company’s marketing.
Don’t Spam Your Lists
Again, NEVER, EVER, EVER, EVER resort to spamming your lists. It is just bad email etiquette and can get you in a lot of trouble. For reference, look at the CAN-SPAM act to see just what it could cost you. Yeah, that’s right, $42,530 per email. Bad email practices can bankrupt your business, so please don’t spam. The rest of the world thanks you.
Email marketing is a time-consuming marketing technique and has to be constantly monitored and updated. IF email marketing is something you are interested in but worry about the time it takes to set up and manage it properly, you may consider hiring a digital marketing agency to do it for you. We know how to manage a great list and would love to work on yours. Let’s talk about your needs and see what kind of results we can get for your company.
If you are interested in learning more about how this topic can help your business, please contact our agency on our contact page or call us at 1-888-964-4991. We publish a new article once or twice per month so make sure to follow us on social media and allow for push notifications if you want to stay in the loop with our agency and digital marketing.