I've read a lot of articles recently saying how email marketing is "dieing".
What a load of old codswhallop.
How these people haven't died a grim death in this world of uncertainty and danger, I really don't know. I'd like to think they write this kind of thing more as a clickbait type of thing, getting eyeballs to content.
Honestly though I'm not sure. But what I AM sure of is this - email marketing is most certainly NOT DEAD or DIEING.
Some Stats To Warm Your Cockles
- Email generates around £29bn retail sales annually (Marketing Week).
- 73% of marketers rate email as the number one digital channel for ROI (Marketing Week).
- ROI for email increased from an estimated £30.03 for every £1 spent in 2016 to £32.28 in 2017 (DMA).
- 86% of marketers say email is ‘important’ or ‘very important’ to their multichannel marketing strategy (DMA)…
…but email marketing only receives 10% of digital channel budgets (Econsultancy).83% of
- marketers consider their email marketing strategy to be ‘somewhat’ to ‘very’ successful when compared with their competitors (Ascend2).
I mea, if these stats don't make you realise how powerful still is, and will be for some time, then I really don't know what else I can say that'll convince you otherwise. Alas, if you see the power in email and want to know the 3 secrets behind every successful campaign, listen up.
Secret No.1 - Knowing Your Audience
This is something I bang on about all the time, and there's a good reason for that.
Whenever you're sending an email out, you're sending it out to ONE person at a time. What I mean by that is each email is read by one person, not a collective audience. So you need to appear as if you're talking to that one person, and if you don't have a clear grasp on:
- Who they are
- What their pains and problems are
You're never gonna compel them to take any action, which is the whole point of email marketing, regardless of whether it's to take action on a product, or connect on social media.
You need to be completely clear on WHO it is you serve (so you attract the right type of person to your list), be specific enough to grab their attention in your emails, and have an offer that solves their specific problem. It's that simple.
No, it really is THAT simple.
Secret No.2 - Email Daily
I genuinely don't believe that emailing any less than once a day is of any use to a business.
Let me explain.
Although email is still a prime method of commucation, you still need to acknowledge that people get a tonne of email every day. Most people won't open every single one of your emails, so you have to ensure you get in front of them at every possible opportunity and provide value, in the form of:
- An idea
- "How to" training
- Story based edutaining
- A challenging thought (going against traditional dogma)
(There's many other types of emails you can send which I may cover in another post, but these typically perform best for me.)
It's important to realise that people won't have a problem with you emailing every day either. You can't email to frequently, the emails can only be too boring.
If you use your emails to build trust and authority with your audience, they will begin to know you, like you, and eventually trust you enough to make a buying decision.
Or they'll dissappear into the ether, which quite frankly is a good thing, because they were never gonna buy anyway (good riddance).
Secret No.3 - Always Have a Call To Action
Every email you should have a CTA, a goal if you will.
That goal ultimately is to get your prospects closer to making a buying decision. I'm not saying you should pepper them with sales emails, but you SHOULD be getting them to take action, whether it be to watch a video, read another blog post, or sign up to a free membership site.
Every time someone opens your email, you're getting the most valuable thing in the digital marketing space - the prospects attention. So don't bloody waste it.
A good way to weave a call to action into an email is using a "P.S" at the end.
Sometimes when I send an email, it'll be all about a story of mine or someone I know, which I use to build that relationshio with my audience.
When they've read through the email, I'll sign off by saying:
P.S - if you want to grow your business online without losing money on crap advertising, click the link below to access your free training.
Or something to that efffect. It depends on what I'm offering and what the email was about.
Sometimes the CTA will segue smoothly into the offer, sometimes it's just a simple "by the way, buy my stuff" sort of thing.
So these are the 3 secrets to every profitable email marketing campaign. Yes, I've been pretty brief here, but sometimes you don't need to overcomplicate things.
So many people make things harder than they need to be and NEVER end up taking action. There's a fuckton of other things you can test out with your campaigns, but these things are as much principles of email marketing as much as they are secrets.
So get out there, take action, test, and make educated decisions.
Not rocket science, eh?