Many people live and die by email. We get up in the morning and check our inboxes first thing. If you are uber-plugged in, like me, you check it all day long. Sometimes, it feels similar to opening the fridge several times in an hour. Maybe there will be something good to eat ready and waiting for me? Maybe there will be the email that will change my life in my inbox?
Indeed, while mortal human beings use email for simple communication, the world of digital marketing has long thought it to be a go-to resource for connecting and reconnecting with potential customers. And, for a long time, it was a very productive way of nurturing customers -- dripping on them, we in the biz might say -- and doing everything possible to remain top of mind.
Then, email became a naughty word. SPAM took over and people thought ill of email marketing. It felt somehow wrong to be in someone’s face all the time. We took to other means to connect -- and that’s one of the reasons social media became so popular as a means of creating community.
However, email is back and better and more effective than ever. This is true because, when you think about it, it’s a private form of social media. With a few words, I can send you a message customized for you that arrives directly in your inbox -- for your eyes only.
In fact, according to an article in Entrepreneur, “the power of email marketing -- yes, even in 2018 -- shouldn’t be underestimated. According to CRM giant Salesforce, email marketing earns a remarkable ROI: $38 for every dollar spent, or 3800 percent.”
In fact, research shows, one of the best ways to retain customers and spark interest in prospects is with a great eNewsletter filled with highly relevant content. Consider that once someone has engaged with you -- whether they made a purchase or simply inquired -- you can stay top of mind with them by offering info they can use. We aren’t talking about commercials. High quality content is content that informs, engages, excites and moves the reader to action.
Besides, as Harvard Business Review reports, customer retention is critical to a company’s success. “It can cost up to 25 times more to acquire a new customer than to retain an existing one,” the Entrepreneur articles notes adding that “enticing your website visitors to receive your newsletters regularly builds your brand, keeps it top-of-mind and drives continuous traffic to your site.
So, if you have a list of emails of people who have purchased from you before or simply inquired about your services, you can become a source of reliable and credible information to ensure they don’t forget you. When a past customer needs something you offer, they will remember you. If they are asked for a referral, they will remember you. And, when someone who “kicked the tires” but didn’t buy decides to get serious about a purchase, there you’ll be -- right in their inbox. They’ll remember you.
If you don’t have a solid email list to use, you can start to create a database by offering something visitors want and would be willing to offer contact info to receive. Think eBooks, discounts, whitepapers, access to some specific research, a webinar, a gift...the list of possibilities is endless. People want free stuff and it costs little -- and often nothing! -- to give it to them in return for their extremely valuable contact information.
You may need to create more than one newsletter and send it out to groups based on current customers and future customers. An eNewsletter must be creative and eye-catching. If you send a poor one out, you are likely to get people who unsubscribe or just ignore you.
To avoid being deleted, find someone who knows the ins and outs of email marketing. A company that will design, create and execute on an email campaign that will keep your customers and would-be customers engaged and involved in your conversation.
Hey, how about Harmonia Media? We’ve got you covered when it comes to content, design and strategy for kick-butt email campaigns. Contact us for a free phone consultation and let’s drum up some new business for you.
(This blog is part one of a two-part series on email marketing. Look out for part 2 where we discuss what goes into an effective eNewsletter.)