Why You Should Be Leveraging the Power of Email Marketing

Email MarketingContent Marketing

Jun 2

Written By Mara Deyo

“Do I really need to be sending out marketing emails?”

”Do people even read them?”

”Is it worth the time and effort?”

Fair questions. The way people use email has evolved a lot in the last two decades, and while you probably don’t use it much to communicate with friends and family now, you likely still use your email a lot for work, account logins and other important things you manage in your life.

When it comes to marketing for your business though, we understand the questions around wondering if email is a worthwhile use of time, money, and energy for your marketing mix. Lots of people think they shouldn’t “waste their time” on email marketing, and they should instead put their effort towards social media marketing.

But email marketing isn’t dead.

In fact, 37% of brands are actually increasing their email marketing budgets. There are 40 billion daily email users – and most of us have both a work and personal email address that we use pretty much every day. It’s still one of the easiest ways to communicate with clients and colleagues, keep track of order confirmations and receipts, receive important documents and create digital logins for account credentials – among other things.

Not everyone has a Facebook or Instagram account, but the majority of people here in the United States have an email account. While social media marketing can be impactful in its own right, email marketing is where you have full control (aren’t at the mercy of the social media platform algorithms changing) and the ability to get real results with actively engaged subscribers and customers.

Here’s the hard truth:

If you’re underestimating the power of email marketing, you’re seriously missing out. Here are six reasons why.

6 Reasons Why You Should Add Email to Your Marketing Mix

1) It drives traffic back to your website.

Your website is your business’s online home base. You want your digital marketing efforts to direct people to your website so they can make a purchase or take the next step to talk to you.

Email marketing is an excellent way to do this. First of all, the people receiving your emails have taken the step of signing up for your email list, so they want to hear from you (as opposed to, say, a paid ad or social media post that pops up on their feed that they weren’t necessarily seeking out). Therefore, they are more likely to click the link, buy the product, register for the course, book the service and engage with your brand.

Every marketing email you send should point back to your website in some way, whether it’s an exclusive discount code to shop, a link to read your blog, or a button leading to your call-to-action page to get in touch with you.

2) It provides clear valuable analytics.

Email marketing generates really awesome analytics. Think about social media. Sure, you can track how many people landed on your website by clicking the link in your Instagram bio. But do you know which Instagram post prompted them to click? What type of content pushed them to take the next step with you?

With email marketing, you can see when and how many people opened your email, clicked on your links, and went on to make a purchase on your website. This can help you glean insight into what types of content your audience is interested in and what really prompts them to take action.

3) It supports your content strategy.

If you’re consistently putting out content on your website, you need to be talking about it. Implementing content strategy takes a lot of effort, so if you’re putting in the effort, you want eyeballs on it! If you’re blogging, podcasting, or putting out videos – put it in an email and send it out to your audience so they know about it. Be sure to link back to your website so they can read the blog, download the podcast, or watch the video.

The best part? This takes minimal effort on your part because you’ve already created the content – you just need to repurpose it in email format and send it out.

4) It keeps your audience engaged with your brand.

Consistent email marketing keeps your brand top-of-mind with your audience. It’s easy to forget about a brand when you aren’t seeing them in your inbox. Keep your customer base thinking about your brand by popping into their inbox regularly and providing real value. Whether it’s a helpful blog post or a discount code to shop on your site, consistently providing valuable content to your audience will keep them coming back.

Having an intentional strategy for your email frequency is key – some of this depends on the nature of your product and services – but generally speaking, sending an email consistently once or twice a week is the sweet spot. Consistency is essential – so don’t over-commit and under-deliver.

5) It helps make launches more effective.

You’re launching a new product or offering – yay! But how do you get the word out?

The truth is, your launch will be exponentially more successful if you have an engaged audience. If you’ve nurtured your audience by consistently providing valuable content, you’ll have a group of people excited about your new launch, ready to make a purchase when they see that email in their inbox.

6) It’s low-cost and often free to get started!

Here’s another HUGE reason why we love email marketing. We work with a lot of small businesses that don’t have large budgets for marketing and ads, but they need a solid effective strategy to grow their businesses.

Email marketing can be low-cost and even completely free. There’s a platform called Mailchimp that allows you to send out 1,000 emails a month for free. If your volume jumps above that, their next plan is only $13 a month – still very affordable for a small business owner, and extra impressive when you consider that the average ROI of email marketing is $36 for every $1 spent.

How to Grow Your Business With Email Marketing

Email marketing is simple, valuable, easy to track, and very low-cost. So, have we convinced you to start sending out marketing emails?

You might be thinking, “This all sounds great, but how do I grow my email list to begin with?”

You’ve got to give your customers a reason to sign up for your list. Enter: the lead generator (or lead magnet), which is a valuable freebie of some sort to entice people to sign up for your emails. Most people think of a discount code when they think of this, but there are so many other things you can offer.

We’ve given you 6 lead generator ideas in this blog post – so head there to get started with your email marketing strategy!

P.S. If you need help growing your email list, creating a lead generator, or writing effective email campaigns, hit us up. Schedule a Call with us and we can start by helping you create a plan for your email marketing strategy.