Category Archives: Email marketing

The Power of an Email Newsletter

woman receives e-mail on mobile phone

Marketing research consistently shows that email is the most effective form of online marketing.

Email marketing is effective because you are talking to people who already have an interest in your business. They are your ‘Warm Leads’ in marketing-speak. And you are reminding them about your business, and how you can help them, on a regular and consistent basis.  So that, when they are ready to buy, you are top of mind. And ahead of your competitors!

90% of your potential clients are not ready to buy immediately

When potential clients first come across you, whether online or face to face, 90% of them are not ready to buy immediately.  But they are often happy to keep in touch and get to know more about your business over time. An e-newsletter gives you the opportunity to build relationships with your most likely purchasers.

The Money is in the List!

A list of past and prospective clients is an invaluable marketing asset.  Make full use of all those valuable contacts from networking meetings! If someone expresses an interest in your business, invite them to join your list.

You can make this more attractive by offering something of value in return for their email address. For example, a discount voucher, or a free e-book with useful tips and information.

An Email Marketing System will help you

An email marketing system like Mailchimp makes all this possible. And it helps you meet General Data Protection Regulations (GDPR) requirements too.  Mailchimp, and other email marketing systems, will provide an Unsubscribe option on all emails, which is a GDPR requirement.  You also must have the consent of anyone you add to your list, and you must display a Privacy policy on your website, explaining how you use the data which you hold about your subscribers.  More about GDPR and email marketing

If you think that writing and emailing weekly or monthly newsletters is too much of an overhead, why not start with a bi-monthly or quarterly newsletter?  Or get some help. Check out my email newsletter packages.

If you’d like to get started with or improve your email marketing here are a couple of other articles you may find of interest.

How to create emails that get results

How to create a successful e-newsletter

Get in touch if you’d like some help with an e-newsletter.

We look at email newsletters in more depth at my 5 Steps workshop.

How to Create Emails that Get Results

How to create a successful e-newsletter

Email marketing is the most effective way to market your business online.

According to Hubspot, email marketing is almost 40 times better at acquiring customers than Facebook and Twitter!

You are talking to people who have chosen to receive information from you. They are your “Warm Leads.” Make the most of that opportunity by giving them valuable, useful content. Then, when the time is right, they will buy from you, because you are the friendly, helpful expert they have got to know.

The Email Newsletter Formula

Start with a short, chatty Introduction to set the scene and to give the newsletter some personality (your personality!)

1. Feature article 

Write your main piece of content about a topic that is of interest to your subscribers. This article should showcase your expertise and provide useful information and advice.

2. Secondary article 

A short. less meaty piece about another topic. Maybe something that’s been in the news or a subject people are talking about. This could be the place to use some humour (with care!)

3. Promotion

Having given your audience lots of valuable information, this is the place to promote yourself. Mention your current Special Offer, your next event, or a service you especially want to promote at this time.

Wrap up with a short conclusion. Maybe mention next month’s articles as a teaser.
Remember to follow Online Copywriting Best Practice to make your newsletter easy to read online. Short sentences and paragraphs with headings, bulleted lists and images to break up the text.

When your subscribers need you…. they will come to you!

Why Email Marketing Works Better than Social Media

In these days of social media frenzy, email marketing is often overlooked. The fact is, email marketing is the most effective way to market your business online. According to Hubspot, email marketing is almost 40 times better at acquiring more customers than Facebook and Twitter.

Email Marketing: The 3 Guiding Principles

1. Use an Email Marketing System

Mailchimp is the most popular but there are others including Aweber and Constant Contact. These systems ensure that you meet regulations. This is  especially important with the new GDPR coming into force in the UK in May next year. They also save you lots of time in keeping the admin effort required to a minimum.

2. Attract Subscribers with a Lead Magnet

The best way to persuade your website visitors to subscribe to your email list is to entice them with a Lead Magnet. You offer them something of value for free – an ebook, a checklist, a discount – to persuade them to give you their email address. You must make it clear in their confirmation email that they will now be on your email marketing list, and give them the option to unsubscribe.

3. Provide Great Content!

Keep your emails interesting and of value to your subscribers. Advice and hints and tips are always well-received. Also comment on recent developments in your industry and news items. Always keep in mind why your subscribers signed up and keep your content focused on what will be of interest to them. Use appropriate images to make your emails attractive and follow the Online Copywriting rules – keep it short and punchy with headings, bullet points and images to break up the text and make it easy to read.

And finally…… Don’t stress about Open rates!

A lot of your subscribers won’t read your emails! But they will see them in their inbox and this reminds them about you. For this reason always make it very clear who the email is from.

Your regular emails tell your subscribers that you are still in business, that you are reliable and that you are genuinely interested in helping your clients  by putting out helpful content. When they need the service you provide you will be top of mind.

Also your email may open automatically on a smartphone or Ipad, so Open rates can be misleading. When your subscribers need you they will come to you!