Do you need email marketing in your marketing strategy in 2019?

Is Email Marketing Dead?

Do you really need to use email in your marketing strategy in 2019? Business owners these days, put a lot of emphasis on chatbots, Instagram influencers, and other new opportunities to reach their customers. However the latest technology and communication methods shouldn’t distract you from one of the oldest and yet most effective messaging channels … email marketing.

Email marketing is the highly effective digital marketing strategy of sending emails to prospects and customers. Effective marketing emails convert prospects into customers, and turns one-time buyers into loyal, raving fans. Every form of marketing online is about building relationships. You get to know your customers while they learn more about, and get to know you. Once they know you, (& hopefully) like you, you start to build trust which will lead to them engaging your services or buying from you. With this flow top of mind, email marketing actually joins the dots from being on social media, to connecting, getting to know who you are as a business owner and learning how you can serve them and solve their pain points.

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Email marketing actually presents more opportunities, and derives a better ROI than most marketing channels. In fact, for every dollar that you spend on email marketing, your return on that investment is $38. That’s an ROI of 3800% for every dollar that you spend on email marketing. Email actually creates a relationship, and helps you build that connection. The irony is, the more that we’re online, the more we want that personal connection, and want to build relationships with each other. With email marketing, when it’s done right, it is ALL ABOUT relationships. So email simply aligns everything else that you do online, joining the dots between social and building that interpersonal relationship.

Follow Those In The Know

It doesn’t matter who you follow online or on any Social Media platform, at some stage they will direct you off LinkedIn, Instagram, Facebook or whatever channel you are following them on to download or sign up for a lead magnet. Once that Business owner or marketer takes you off their social media platform of choice and asks you to connect with them, they then have your email address. From there, they will start communicating, and emailing you with stories, offers are an email sequence. In fact, that is the entire premise behind any form of marketing automation – Click funnels, Infusionsoft, Ontraport … any form of lead generation, marketing or sales funnel.

It is important to remember though, just sending an email campaign doesn’t mean your subscribers are going to open your emails. You’ve got to be creative. Creativity begins with a deep understanding of your target audience. Remember that they’re not just email subscribers, they real people who have a need and are hunting for a solution to that need.

• Make it Personal – Personalised email messages improve click-through rates by an average of 14% and conversions by 10%.
• Make the subject line count – 56% of brands using an emoji in their email subject line had a higher open rate than those that did not.
• Consistency & Follow-up are key – Nurtured leads make 47% larger purchases than non-nurtured leads & 91% want to hear from brands they do business with.

It might not be on a weekly basis, if it’s Frank Kern you probably get about half a dozen for a while, and then it’ll stop until he gets his next promo out there. But with a lot of savvy business owners, you’ll actually find that you’ll start getting regular emails from them. Whether it’s once a week, once a fortnight, or once a month. Because the old saying when it comes to what used to be called internet marketing or online marketing, is, the money’s in the list. Traditionally, one email subscriber is equal to a dollar‘s worth of value per month.

Again the fastest, most efficient and personal way communicate with you is through email. Of course it’s not just about growing a massive email list. Engagement is also key. You need to have a really deep understanding of what it is that your ideal client or subscriber wants, and tailor your email so that you meet that need.

Make it Personal

A small list that wants exactly what you’re offering is better than a bigger list that isn’t committed. Marketing is all about connection & building relationships, using personalisation & humour is the fastest way to stand out in the inbox. Email marketing is important as you can ensure that each email or newsletter offers something of value to your list. “If Social Media is the cocktail party, then email marketing is the ‘meet up for coffee’. The original 1 to 1 channel.”  Erik Harbison. When you meet someone for coffee you are getting to know them and building a relationship, for this reason email is no different. Give Value and make it relevant!

Make the subject line count

Firstly, you have to have a very engaging subject line, that’s actually going to make them open. From there, you give them something of value. Treat your subject line like the movie trailer – give a preview so they know what to expect. Tell a story that incites (preferably positive) emotions and something that your target audience can easily relate with. As Ann Handley from MarketingProfs has said: Make the customer the hero of your story.

So here are three reasons to make your customer the hero in your email marketing:

• There are 3.7 billion email users
• 58%  check their emails BEFORE anything else every day
• $38 ROI for every dollar spent on email marketing

Fun fact, by the year 2022, the prediction is that there will be 4.3 billion email users, and 33 billion email sent every single day.

Consistency & Follow-up are key

Build up relationships via email so when your clients do get an email from you, they are interested to read what you have to say and will OPEN IT. How often are you guilty of the time saving, ‘control – shift – select everything and delete’. If you are giving value and building a relationship, your email then becomes the one they want to keep because they’re learning from you. Your subscriber is engaged with you, they feel they have a connection and that is really what marketing is all about.

In fact, 91% of people want to hear from brands they do business with. As mentioned above, the more we are online, the more we are chasing that connection and relationship. It is ALWAYS about giving value. Nobody like to be “sold” to but giving value, helping your clients improve in some way or solve a pain point or a need is the core essence of email marketing. As an added bonus, statistically, nurtured leads make 47% larger purchases than non-nurtured leads simply because they know, like and trust you.

Most Effective Words to Use in Your Next Email!!

So you are making your email more personal, making the most of your subject line and starting to become more consistent. There’s a simple way to transform your email from passable to powerful — choose the right words. Effective words will inspire your subscribers to open, click, and engage.

1. Now – The word “now” is one of the most effective words to use in email, because it invokes action and urgency. It asks subscribers to do something right away, rather than putting it off until later.
2. You/your – “You” and “your” are effective because they give your message a personal feel. This viewpoint can make your subscriber feel like you’re speaking to them exclusively, rather than a group of people.
3. Thanks – Thanking your subscribers is more important than you think. Not only does it add a human quality to your email, but it also builds brand loyalty. When subscribers know you appreciate them, they are more likely to have positive feelings toward you and your brand. Then, when they are ready to make a purchase, they may not remember why they like you, but they know you made them feel good at some point in the relationship.
4. New – The word “new” is a great word to give subscribers that extra push to download your content or buy your product. To subscribers, “new” can signify that the content offered in the email is fresh, and they have the opportunity to get it before others.
5. Easy – Using the word “easy” in an email emphasises to subscribers that what you’re asking is not difficult.
6. And – Try this in your next content offer email: phrase the offer in a way that makes subscribers think they’re getting a great deal by using “and.” Even when you have nothing else to give (or time to create more content), restructure the way you promote it to make it sound like a great deal!
7. Free – “Free” is one of the most persuasive words in the English language, and for good reason. Because who doesn’t love free stuff? It can get subscribers to take action, because there is no risk involved. It can also signal that the subscriber is saving money.
8. [Insert name here] – Personalisation is key in your emails. Not only does it help you connect with subscribers, but it also catches attention in the inbox and in the email itself. Consumer behaviour research shows that when we hear our own name, it signals that important information will be directed at us.

So there are my tips for Email Marketing success. If you have any questions or simply want to chat, drop a comment below! Otherwise connect with me on your favourite Social media platform, as I am on nearly every one! If you don’t know how to pull this all together, every month, I hold Digital Success workshops focusing on different marketing elements. Obviously this month is Email Marketing, however if you don’t live in my local vicinity, these workshops will soon be going online, giving me a great opportunity to take my own advice and meet my clients where they are at giving value.

So, if you are stuck or overwhelmed with Email marketing or simply crearing the right Marketing strategy for you and your ideal clients, I have a  Email Success Workshop and Strategy Sessions available. If its time to get a Clear Action Plan, Digital Strategy Map & Checklists, you can check out the details here!

HELP! I NEED TO GET A MARKETING STRATEGY!