Email marketing has long been an enigma for many online marketers. They know it works, especially when it comes to lead generation, but that doesn’t change the fact that too many still don’t know what it can do for them or their business.
Think of it this way: you are creating a method that is similar to the physical ads everyone sometimes gets in the mail. The only difference is that this is going to people who have asked for it.
Effectiveness of Email Marketing
It’s understandable to be indecisive about email marketing at first. There are plenty of horror stories out there about people getting way too many spam emails.
Remember, though, that the people receiving your emails wanted these updates from you. They actively put in their information. So unless you actually spam their email inbox, there’s nothing to worry about.
What about the cost?
It should please you to know that the cost of email marketing is actually considerably cheaper than other kinds of marketing. Depending on the platform and plan you choose, your monthly fee can range from only $5 to $250 per month.
Things like TV commercials, on the other hand, can range anywhere from $5 to $100,000 just to broadcast them depending on how long they are going to air, how many screens they are going to appear on, and what platform they are on.
What about ROI?
How does at least 40 times your spend sound? Granted, this depends on the industry.
Some report more.
A lot more.
In fact, people are about 3 times more likely to buy from you through email marketing than most other platforms.
What are some other advantages?
There’s no limit to the time of day you can reach someone through email.
You don’t have to worry about someone seeing a billboard on the way to or from work.
You don’t have to worry about someone being in front of the TV to see your commercial.
It’s a simple message right into your audience’s inbox.
How Email Marketing Works
Once you choose a service to send your emails out, it’s time to see how it works.
Build an email list
Most email marketing platforms will have plugins your site can use as an opt-in form. On many sites, these show up as a light box asking people to sign up for a newsletter, or something similar.
Don’t try to deceive your potential subscribers. Be up front about what they are signing up for. Many email providers like Gmail and Hotmail could mark your emails as junk. If that happens, then your subscribers won’t see your content at all.
What kind of emails do you send?
There are plenty of different kinds of emails to send that can benefit you, your site, and your business.
Here’s a few you can consider:
- Welcome emails
- Nurture emails
- Cold emails
- Thank you emails
How should the email be formatted?
Just like with blogs, you need to make sure what you email people is high quality. To get you started on the right foot, here are some things to include with your email:
- Make sure it has an eye-catching subject line
- This will increase the likelihood that your email will be opened.
- It’s mobile friendly
- You might think it could be fun to include some fun graphics, but if it can’t be easily read on a smartphone, it’s not likely to be read through to the end.
- The body has the following:
- A clear objective
- Builds your brand
- Adds value to the reader
What are some things to be aware of?
First and foremost, it’s important that you don’t try to cheat the system. As tempting as it is, you shouldn’t even consider buying email lists. If you do, it more than likely will result in a violation of your chosen email marketing platform’s terms of service. At which point, your service with them would be terminated.
Be aware of different laws surrounding emails, especially if you are building an international audience. Places like the European Union can have regulations regarding potential spam emails.
Finally, only send emails when you need to. People are trusting you with at least some personal information when it comes to their emails. Don’t become the next spammy email horror story.
Testing Email Marketing’s Versatility
Now that you have your emails set up and have been sending them for a while, it’s important to see how they are doing.
One of the biggest indicators of how emails, and really any other kind of marketing perform, is through A/B testing. Even if the differences are small, they can make a major difference in how your marketing performs.
Always be willing to adjust, and don’t just assume that because you’ve written something fantastic, that it will result in the conversions you’re looking for. Keep experimenting and evolving when it comes to your email marketing.
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