Why You Should Embrace Email Marketing in 2020
If you’re like most businesses, you probably have an extremely valuable asset that you’re not fully leveraging. You’ve been building this asset since day one, and now your business may have thousands of valuable assets collected, in the form of email addresses.
Yes. We Said Email Addresses.
Whether your email lists are full of casual contacts, qualified prospects, past and current vendors, or former clients (or all of the above), an email list is a valuable building block in an effective digital marketing campaign. And it can be one of your hardest-working marketing tools.
While some people associate emails with messages asking for a sale, email marketing allows you to do so much more. Sending email and e-newsletters can be great ways to share offers, announce company news, share industry information, and ask your contacts for opinions or input.
47% of Consumers Prefer Email Communications
The good news is that many people like getting emails. In fact, about half of consumers report that email is their most preferred media channel for brand communications, according to a study from Yes Lifecycle Marketing. People like getting information in emails and many respond positively to this type of communication.
If your business is considering transforming your email lists into marketing tools, it’s smart to understand expectations. And the first of these expectations that recipients require is a clear and easy way to unsubscribe. While it’s tempting to hide this feature or make it difficult to complete an unsubscribe request, remember that if your list recipients really don’t want to get your emails, making it exceptionally difficult to unsubscribe doesn’t help your brand. Tricky or complicated unsubscribe techniques actually harm your brand. So, make it simple, and don’t hide your unsubscribe function with small type or deceptive descriptions.
Not only is providing a clear unsubscribe option considered "best practices," but it also helps you know that the people who stay on your list are open to hearing your messages. These people respond best to honest, conversational, and interactive communications.
Make Emails Easy to Scan.
Do you love spending lots of time reading long emails? Do you get impatient when an email doesn’t get to the point? If so, you’re not alone. That’s the typical response to wordy or disorganized email communications.
So, it’s important to remember that the people on your email list do not want to spend a lot of time reading emails. Don’t expect them to spend a lot of time reading or scrolling through your emails. Cup O Content always recommends formatting emails with lots of subheads and images, allowing users to click through to read more about topics they care about. We recommend you keep your messages short. Make it easy to scan your email, to help your readers quickly find information that they find useful or enjoyable.
Make Emails Engaging
What should you say in your email? It’s not a brochure and it shouldn’t feel like one. Instead, start by sharing news and relevant information that is meaningful and helpful to your readers. Use a friendly tone but keep it brief. You can also include special email promotions, offers for courses, and more.
Of course, you can highlight products and services but think of your business emails as relationship builders, not transaction triggers. You want people to enjoy the information you are sharing and think of you as an industry leader. Unless you are an online retailer with lots of limited-time specials, resist the temptation to lead with a sale.
Don’t People Already Feel Overwhelmed by Emails?
You might think that maybe you shouldn’t bother with emails because so many people complain about overcrowded inboxes. While email marketing is a crowded field, you can stand out.
Pay special attention to your subject line, and test different subject lines to see which ones work best with your audience.
Never try to trick someone into opening an email with a deceptive subject line. While it may work once, it will make your unsubscribe rate spike (and recipients may even report you as spam). Instead, strive to create e-newsletters that deliver value using honest descriptions. Those are the emails that get opened, read, saved, shared, and clicked.
How to Use Email to Build Your Business
You can use emails in many ways to help you build your business and your profits. Here are five ways Cup O Content has helped customers build businesses using email marketing.
1. Increase Awareness
Awareness isn’t limited to logo recognition. Emails give you enough space to build your brand personality and to accentuate your point of difference. Of course, your email formats should comply with all brand standards, but don’t stop there. Offering relevant information is one of the best ways to get attention in a crowded marketplace.
2. Create Deeper Connections
Because you can send out emails on a regular basis, you stay top-of-line with your best customers and prospects. That means that when they are ready to buy, you are at the top of their consideration set.
3. Build Credibility
When you communicate professionally, consistently, and empathetically, you will earn and grow the trust of your target market. This lays the groundwork for you to promote and sell your products and services.
4. Cross Sell
Use email newsletters to keep your clients up to date with what’s new in your business. Or remind them of the breadth of your services. Share what you’re working on and keep them informed of all of the products, services, and programs you offer.
5. Increase Social Followings
By adding social media buttons or “Follow Me” links in your emails and e-newsletters, you make it easy for your clients and prospects to follow you or your business on social media. This increases your following and also deepens your connection with your audiences.
Wonder if Email Marketing is Right For You?
Don’t settle for formulaic approaches to email marketing. Your business deserves a custom solution that meets your needs and is designed to help you achieve your goals.
Cup O Content creates custom solutions built to meet your marketing needs within your budget. Contact us today to request a proposal designed just for your business.
Want to learn more about email marketing? Check out What is a Lead Funnel?