With all of the options, such as social media now available for companies to get their message out, email marketing is still one of the most effective methods. Sometimes companies tell me that they have tried to send emails to their customers but haven’t seen any return on their investment of time and energy.
Many business owners tell me that they’ve had more success marketing on social media, which is great, but consider that you do not own your social media followers – they are retained by the platform. Remember, if Facebook or whatever platform you’ve built your huge following on changes their rules, you could lose your ability to sell to those prospects. You do own your database, or email list. It is an asset in your business. I’m not saying don’t build your social media, but I would build your email list along with it.
The are many factors involved in building email campaigns. It’s not just about quickly slamming an email out and hoping for results.
Nobody Is Even Opening Your Emails
A compelling subject headline is the most important part of an email. If you can’t even get people to click on your emails, then it is likely that your subject lines aren’t interesting enough to get them to open.
A headline needs to generate curiosity and compel someone to want to read more, without being ‘clickbait-y’. Remember, the body of the email must match the promise of the headline. There are headline generators that help you come up with catchy ideas, just do a quick Google search.
Are You Selling Instead of Storytelling?
Your emails should tell a story. Show people how your products work through case studies and testimonials. Show photos in your emails if possible. You have to give them a reason to buy.
Ideally you should be doing both selling and storytelling, but if all you send are sales pitches, your audience will tire of that pretty quickly. Remember to balance the amount of good content to the amount of selling that you do. Ideally, you want to showcase your expertise and let them know more about you and your company so that they will want to do business with you.
Is Your List In The Graveyard?
So many companies spend time and money to build their databases, only to let those leads go cold. A cold list eventually forgets who you are and it may even be hard to resurrect those prospects.
When you start building your list, have a plan to keep the subscribers engaged. By having an email sequence that drips out automatically, you will nurture the prospects along. Then have a regular newsletter or other content that goes out consistently.
How Often Should You Send?
There are general guidelines to this, but really it depends on your audience and every industry is different. At a minimum, you should send once per month. Ideally, you want to send as often as your audience needs to hear from you. Some businesses send weekly, while others find bi-weekly emails sufficient. I also know of businesses that send daily emails. Your subscribers need to hear from you regularly, so choose a schedule and stick to it. Consistency is key.
Your Emails Are Undeliverable
You’ve worked hard on your email campaigns, only to find out that most of them aren’t even being delivered to your subscriber’s inboxes. There are several things you can do to increase the probability of higher deliverability rates. For example, some of the things you can do are authenticate your domain, build a legitimate email list, and send regular, relevant campaigns.
Give email marketing another try. You could be leaving serious money on the table, as I explain in this article, The Biggest Hidden Asset In Your Business.
Email marketing works for any type of business, whether online or offline, B2B or B2C. I’ve created email marketing campaigns in many different business sectors successfully, despite business owners telling me that email won’t work in their type of business.