Ahhhh email marketing. Why do we LOVE and HATE emails so much?
We LOVE them because they allow for quick communication among clients, co-workers, and friends (am I the only one who emails my friends?)
We HATE emails because we can never seem to get our inbox to zero. If you’re like me, you probably have emails from nearly a decade ago (I just cleaned emails from 2012).
Email marketing isn’t going away. In 2020…
- 80% of business professionals believe that email marketing increases customer retention.
- 73% of millennials prefer communications from businesses to come via email.
- 78% of marketers have seen an increase in email engagement over the last 12 months.
Why it’s important for your business to send emails
Point blank, email marketing the MOST important thing you can do to maintain customer retention.
Not only that, but email marketing offers the best ROI (return on investment). It’s said that for every $1 spent, you return $38. That’s an astounding 3,800% ROI and a great investment!
How I’ve handled email marketing campaigns
I’ve handled a few email marketing campaigns along the way. Here’s what I did:
Connect an email marketing platform
My preferred platform is Mailchimp, but Contant Contact and others work well, too.
The benefit to Mailchimp is that it’s free for the first 2,000 subscribers. After that, it can cost as little as $9.99 a month.
For what you will be doing with email subscribers, this is more than enough. As an added benefit, you can take it for a trial run to see if email marketing is right for you (hint…it is!).
Create a lead magnet
Why would someone give their email address to you?
You have to give them something for value. Something of worth.
You create a giveaway, a guide, or a coupon. Don’t be afraid to get creative!
What I did: I created a guide about being a superhero for NathanRoten.com.
Create a landing page
Now that guide needs a place to sit, hence the landing page.
Landing pages should be designed without distractions so the user has no choice but to enter their email address. The irresistible lead magnet makes it worth-while for them.
What I did: I made a landing page for the lead magnet above. See it here: NathanRoten.com/superhero. Here’s a screenshot of what it looks like:
Position the lead magnet
Next, put the landing page everywhere! In newsletters, social media, email signatures…anywhere people can click it.
Admittedly, this is the hard part. It needs to go where people will click it.
CAUTION: Be careful how often you post your landing page. You don’t want to come across as a spammer.
Complete the conversion
When users arrive on the landing page, the hope is that they’ll sign up to receive the guide. When they do, you capture their email address to use for later marketing.
Why email marketing matters to your business
Here’s the big question: “Why does email marketing matter to me and my business?”
If you want to see a MASSIVE return on investment, then email marketing is for you.
- Inform customers of upcoming deals
- Promote products
- Announce new arrivals
- Send information quick
When you send an email, it goes directly to someone’s inbox. Unlike social media, an email goes directly to users and alerts them of an incoming message. It goes to someone who has the ability to pay for your products or services.
Don’t waste the opportunity for effective email marketing.
Let’s build something together.
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