“Is email marketing worth it?”
I get this question a lot, more often from those in product sales, but still even those whose business provide a service find it necessary to ask this question.
The simple answer…
“100% YES!!!”
Here is why…
You own your email list, you do not own your likes and follows. You do not own your social media page(s), group(s), and profile(s). Do not allow social media sites to dictate whether you stay in business, because they changed their algorithm, locked down your page, or changed their posting rules.
If you decide to change business models, your list can move with you from business to business. Simply send out an email to your list informing them of the change and ask if they would like to remain on your list.
The second thing I hear when it comes to email marketing is…
“I have a list, but it’s really small with only about 3 people.”
That is awesome. When your list is small it means you can send out more personalized emails to your list, building up a stronger relationship with those early followers develops customers and clients for life.
Check out this post I wrote on building relationships in business.
The people on your list, do not know how big or small your list is unless you tell them. The content you share with them, therefore, should not change much whether you have a handful of subscribers or a hundred thousand subscribers the content you share will ultimately be the same.
As you delve into email marketing there are 4 email sequences you will need to set up as apart of your email marketing drip cycle.
The 4 email types in marketing:
1) Your introductory email or nurture sequence. This is where you begin building a relationship with those on your list.
2) The freebie/value giving sequence. This is where you educate and provide value to your audience.
3) The selling or launch drip sequence, where you sell your products or services to your list.
4) Thank you and the review request sequence. This is sent out after a purchase has been made.
Just like your social media followers your email subscribers need you to show up consistently. They receive many emails in their inbox every day, but unlike social media, there is not an algorithm affecting whether or not they see you.
How often you email your list is up to you, but however often you choose to do so, be sure that it is consistent and maintainable for you. I recommend at least once a week, though twice is better if you can manage it.
Many of the guru’s state you should be emailing your list daily, but that is simply not realistic without hiring out for help.
(My next blog post will go into greater detail regarding posting and how often you should be interacting on the different platforms.)
Your main source of content for your email list is going to be your long-form content the main purpose of your email list is, after all, to get your subscribers to return to your main page. Preferably your website, but if you do not yet have a website then into your Facebook group or onto your podcast platform.
Every email just like every social media post you create and every piece of long-form content you create should have a call to action. You want your subscribers and followers to click every time they see your name, making it easier for them to click the purchase button once they are ready, as it ultimately becomes a habit for them psychologically to do so.
Your email marketing is both the beginning and the end of your marketing cycle. People find you and they join your list, they receive your emails, and they are then taken to your blog, podcast, youtube channel, website, and social media pages. They sign up for your offers free and paid and they receive a
thank you. They then receive more emails directing them back and the cycle continues.
When you utilize email marketing properly you not only build relationships, you also gain a better understanding of what your audience wants and needs while providing an excellent customer experience and optimum customer service.
Check out this video on the difference between customer experience and customer service.
Do not be afraid to send out market research questions and questionnaires to your email subscribers. Also, be open about asking your list to respond back to the emails you send. This builds relationships and allows your subscribers a safe space to connect with you outside of social media where billions of eyes are on every word they write.
Each segment of the marketing cycle follows the sales cycle. The thank-you sequence while not an explicit piece of the marketing cycle is a piece of the sales cycle. However, when it comes to building relationships and growing your brand it is just as important as any of the other pieces in your marketing.
The thank-you sequence allows you to personally connect one on one with your customers and clients. Allowing you to build strong relationships and gather information on how you can improve your business further. Remember every email you send needs a call to action.
The call to action in your thank you sequence is a request for a review to be placed on your social media pages or entered into your questionnaire in order for you to place it on your website and use it within your marketing.
This is the fourth lesson in my content drip planning course, you can find links to the previous three lessons below. You can also access all of the video trainings and pdf files in my group Focused on Content Creation, under units.
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