In a world dominated by social media and constantly evolving digital marketing strategies, one thing remains timeless and invaluable: email marketing. Imagine being in a room full of business owners, and every time you speak, there's one topic that you're so passionate about, you can't help but rant or talk about it. That topic, for me, is email marketing. We're going to explore the power of email marketing, why email marketing is my go-to subject, and why it should be yours too.
Want to watch a video version of this post instead? We've got you covered!
The Power of Email Marketing
The Misconceptions About Email Marketing
When I mention email marketing, some people, especially those not deeply immersed in the online world, often think it's just about collecting emails and sending mass messages through a regular email service like Gmail. That couldn't be further from the truth, and it might even be against the law. Email marketing is a structured and strategic approach that involves building, nurturing, and leveraging your email list for the benefit of your business.
Email Marketing vs. Social Media
Let's differentiate email marketing from social media marketing. Social media marketing often involves pushing your message onto your audience while they are using the platform for their own purposes. It's like standing on a street corner and shouting about your business to passersby. Some might listen, some might be interested but forget about you, and others will just keep walking.
On the other hand, email marketing is like inviting interested people into a room to have a conversation with them. They willingly enter the room because they want to learn more about what you have to say. It's a permission-based marketing strategy, and it's one of the key reasons why email marketing is so powerful.
Building Your Email List
Now that we've established the importance of email marketing, let's talk about how to build your email list effectively.
- Choose an Email Marketing Platform
You'll need an email marketing platform to collect, house, and use your email list efficiently. There are various options available, including free and paid ones. For instance, HubSpot offers a free Marketing Hub that provides essential tools for building and managing your email list.
- Attract Subscribers
People won't willingly give you their email addresses unless you provide something valuable in return. Create incentives like freebies, webinars, or low-cost products to attract subscribers. This is your chance to showcase your expertise and provide real value to your audience.
- Nurture Your Subscribers
Once people join your email list, don't bombard them with sales pitches. Create a nurture sequence that introduces you, educates your subscribers about your offerings, and builds a relationship with them. This sequence should make them look forward to receiving your emails.
- Sell and Educate
Use your email list to sell your products or services. You can also continue educating your subscribers by providing valuable content, updates, and insights related to your niche.
- Retarget and Optimize
Implement retargeting strategies to reach out to subscribers who haven't made a purchase yet. Optimize your emails based on the feedback and engagement you receive to continuously improve your email marketing efforts.
Why Email Marketing Matters
Here are some reasons why email marketing should be at the forefront of your marketing strategy:
- You Own Your Email List
Unlike social media followers or platform-specific contacts, your email list is entirely yours. You can take it with you even if you switch email marketing platforms.
- Predictable Results
Email marketing provides steady and predictable results, making it easier to gauge and plan for conversions and sales.
- Versatile and Evergreen
Email marketing doesn't rely on trendy formats or algorithms. It can be as simple as plain text, making it a versatile and evergreen marketing tool.
Email marketing is not only a valuable asset for your business but also an essential topic to discuss whenever you find yourself in a room full of fellow business owners. It offers a permission-based approach to marketing, allowing you to connect with an engaged audience who wants to hear from you.
To get started, choose the right email marketing platform, attract subscribers with compelling incentives, nurture your relationships through a well-crafted sequence, and use your email list to sell, educate, and retarget. Remember, your email list is a treasure trove of potential customers, and when used effectively, it can be a game-changer for your business.