What is Email Marketing? And Is It Worth Doing?”
Email marketing is the most effective way to reach, nurture, and convert leads into paying clients.
Why Is Email Marketing Important
Have you ever seen anything you were interested in online that was labeled as “free”?
If you have, you know most of the time if you clicked on that “free” item, it isn’t free.
The website advertising the free item usually asks for some sort of information from you in exchange for the item you clicked on.
This is usually meant to do one thing and that is lead you down a path to getting something that isn’t so “free” later on down the road.
The other reason companies do this is so that you can then be targeted with interest based emails that advertise products or services that are based around the type of item you gave your email information up for.
Except now they can advertise to you through your email inbox instead of online somewhere (and they know what interests you).
This is the central concept of email marketing.
Email marketing is an absolute essential part of any marketing plan for many reasons.
One of the top reasons as I mentioned above is that it provides you with important information about customers and their interests.
This enables you to email them about what they want to see more of and increase chances of a conversion or sale of some sort.
Email marketing is an effective method that should be used by any businesses trying to increase conversions and sales.
Oh, and did I mention that it’s actually FREE?
This method of lead generation and lead nurturing up to the point of conversion is used by pretty much all major companies and should undoubtedly be a part of yours.
So why should email marketing be a part of your plan?
Heres a short list of the many reasons:
1. There are no necessary marketing or distribution costs
2. Enables your business to strengthen relationships with your customers.
3. Increases returning website visitors and sales
4. Increases return on ad spend (since you cover marketing and advertising costs up front to acquire leads)
5. You find out what your leads want for the most part and increase the effectiveness of your sales process
How Does Email Marketing Help Businesses
Email marketing can be done in a lot of ways and for a lot of different reasons but there will always be key guiding principles to help you stay on track no matter your industry. Thats what we’ll go over right here
Let’s start with the main problems Email marketing can help your business get rid of or at least reduce. I’m sure as a business owner you’ve seen thousands of emails fly in and out of your inbox.
How many of those emails do you think you’ve sent to clients or potential clients that were similar to an email you sent to a different lead or client earlier on that month? My guess is probably a good amount of them.
Email marketing can help reduce this problem of having to type out similar emails that need to be sent to different contacts at different times. This happens through creating what we call email templates and then using those specific email templates for different situations you and your team deal with consistently in your business and industry.
This helps save a massive amount of time (and time equals money) not only for you but for the entire team helping run your business. Now picture having a huge list of email templates that you can readily send to anyone at any time for any problem or situation that arises in your business.
How helpful would that be? How much time could you spend on actually scaling or doing something more productive than using time typing (or tapping if you use a touch sensitive mobile device)?
Link this capability up with an ability to [capture leads online with content marketing] and you’re on your way to maximizing efficiency with your marketing and communication for your entire business.
The next step up from this is applying this “problem solution” mindset with email templates to your entire marketing approach and doing it for all the different products & services you provide.
When we discussed the “free” item earlier on in this post, I mentioned the ability to send personalized emails to leads based on what info they gave you and what item was exchanged in return for a personal email and possibly other information. Can you imagine what you would be able to accomplish with leads that were automatically categorized and labeled for you and your team?
Imagine this scenario:
You have three major products you sell, this is what the ideal situation would look like and how to get the most out of your email marketing (for this situation we’ll pretend that you already have a website properly structured and you have blogs, ebooks, downloadable guides, and videos about your different products and how they help your audience):
1. A happy visitor finds you through Google search and comes to the home page of your website and immediately clicks on the first service you provide out of three on your home page.
2. the visitor then reads about your service for about 15 seconds and clicks “back” because it wasn’t exactly what they thought it would help them with.3. The visitor then clicks on your second service page and stays on the page for 4 minutes and reads your entire page about the second service you provide.
4. At the end of the page they just read, the visitor sees a “free” 23 page downloadable guide / checklist on how to do the service you provide step by step and helps them solve a problem they were having.
5. The visitor then clicks on your free guide so they can download it and realizes that you are providing the guide for free but it’s in exchange for their contact information.
6. Thoughts go through their head about whether or not this guide is worth their personal information and they think to themselves “do I want to search the internet for more information about this kind of service and risk re-reading unnecessary information? or would I rather just get the searching out of the way and download this free and helpful guide in exchange for more possible helpful info getting emailed to me down the road from this company?”
7. The visitor then decides it’s well worth their time to download your free ebook about how to properly do the service that you provide as a business and they open it up to start reading not thinking anything of the email they just gave you.
To some this may sound counterintuitive but I promise it’s the most efficient model to follow when trying to sell anything.
This is because by the time people read a decent amount they start to realize that they need to invest too much money or effort to even try to understand and/or do the service that you provide at the same level you can, they usually get frustrated, throw their hands up and just call your company to do it for them. Thats what happens consistently.
This is the way the big companies really make their money is through great content that leads visitors down a path of turning into leads and then converting them with personalized emails sent to the leads inbox.
As visitors convert into leads, your website automatically categorizes or “buckets” your leads based on what ebook or guide they downloaded.
This then triggers a sequence of personalized emails that get sent straight to their inbox completely personalized with exactly what they’re interested in buying or learning more about.
These personalized sequenced emails that get sent to leads are are called email campaigns and they are essential to better understanding your clients and optimizing your marketing process.
That entire process you just envisioned happening on your website and in a customers head is the start to a perfect email marketing strategy and how it happens.
What to Do to Improve Email Marketing
Here are a few steps you can take to improve the email marketing process described above.
Be sure that before getting started with email campaigns
- Make sure your website is structured correctly and is optimized for search engines (If this isn’t done well first, you’ll be wasting time and money that you can’t get back and you’ll regret it later).
- Create good content to fill your website with that is easily understood by your target audience in all formats your audience could use (video, blog, ebook, infographic etc.)
If those two things are done follow these steps:
- Invest in some form of customer relationship management system (aka a CRM) if you haven’t already we suggest [mail chimp] for a simple and effective solution.
- Gather information from your sales team about what people usually ask during the sales process to start to understand your leads and clients better so you can create a process for your leads to go down through your email campaigns you create for each service or product you provide. If you don’t have a sales team, think back to your interactions with customers before they bought and how you convinced them to buy and use those same kinds of terms and phrases to create sequenced email templates.
- Strategize and lay out your customer journey from lead form fill out all the way up to the point of purchase.
- integrate your customer relationship managment system into your website so you can track conversions from email campaigns and other platforms
- Add all of the necessary ways to reach you and your company at the footer of your email templates such as social media links and video links to other related content.
- Create an A/B testing method for all of your email campaigns to find the best results.
- Make sure that you are only changing one variable in the email campaigns you send to your audiences at a time so you know that no other factors are impacting the outcome of your a/b test results.
- Have a method of tracking results as time goes by and your email campaigns become better.
- Use tagging methods to label audiences and ensure that there is no overlap in your email sequences being sent out.
- Test your email campaigns to make sure they are being sent and received properly
To recap on what you can expect email marketing to help with in your business, here are some of the main points we hit on:
- Increased website revisits this is a good indicator to Google
- Increased conversions
- A better sales process for leads to go through
- Increase in brand trust and customer loyalty
- Reduction in attrition rates
So, if you are wondering if email marketing is important and if it can help your business, I’m pretty sure you know what the answer is. But for those out there who need to hear it, yes, email marketing is a great way to help your business.
It’s an astounding strategy to use to help your business become more efficient with every process there is from internal communication all the way to sales and marketing.
Get started today with our 103 point seo checklist.