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!