HOW TO MAKE EMAIL MARKETING WORK FOR YOUR UNIQUE BUSINESS
So you’re one of those…
A business owner who doesn’t think email marketing is important…
Well, I’m here to tell you it absolutely is!
In fact, ALL types of businesses can utilize email marketing as part of their overall marketing strategy and it doesn’t have to be over complicated either.
In this article, we’re going to do a deep dive into the importance of email marketing and by the end you’ll receive my thoughts on the best practices for email marketing.
Now before we go any further, if you want to watch a video instead of read the article, just tune in here. ⇰
Alright, let’s discuss the seven most common mistakes that I see business owners make with email marketing.
7 COMMON MISTAKES BUSINESS OWNERS MAKE WITH EMAIL MARKETING
When prospects and my clients come to me for support with their email marketing, I have noticed a few common mistakes that they’re making. While this may or may not be true for you, let’s walk through them together for a better understanding so that you can avoid making these same mistakes.
Feel email marketing is only for B2B (business to business) and not B2C (business to consumer) - While B2B businesses, have historically had better odds with email marketing, it is a misconception that B2C business owners can’t utilize it as well. Both business types can use email marketing for its cost effectiveness, easy measurability, relationship building, and driving conversions.
Think their business can’t utilize email marketing - Another common misconception is that only certain business types or industries can utilize email marketing. This really couldn’t be further from the truth. It doesn’t matter if you’re an author, a coach or consultant, a brick and mortar boutique owner, a salon, a dentist, or even in MLM. ALL business types across ALL industries can leverage email marketing as part of their marketing strategy.
Don’t have a list at all - To put this simply, by not having a list, you don’t have a lifeline for your business. Your list can become your future 401k plan as it provides most direct and reliable way of getting and keeping in touch with prospects and clients.
Have a list but don’t send any emails or it’s sporadic - To reiterate my point from the previous mistake, having a list is important but consistently providing value and nurturing the relationship is even more important. You can’t expect to build relationships and drive conversions if your correspondence is sporadic. Don’t be a flake. Be consistent.
Only send promotional emails to their list - Nobody wants to get spammed with promotional offers without receiving value first. Focus the emails on the reader and follow a 80/20 rule of thumb for content. Meaning, provide value 80% of the time and promote 20% of the time to your email list.
Send irrelevant content that’s not engaging - There’s nothing that sucks more than when someone wastes your precious time with irrelevant content. When providing value to your audience, make sure relevant to them and its engaging by using a call to action (CTA) that gets them to respond or take some sort of action.
Missing key components needed to drive engagement + conversion - It’s one thing to have an email list but it’s another thing if it isn’t doing its job to work hard for you so that you can have a bit of freedom. Some of the key components I see that most business owners skip are having a welcome series as part of their sales funnel or not having a sales funnel as part of their welcome series. In order to make it work for you then you must have all the components working for it to do its job.
10 BENEFITS TO USING EMAIL MARKETING FOR YOUR BUSINESS
If you’re not using email marketing for your business or if you are using it haphazardly, you are likely wondering what all the hype is about it and why you should seriously consider leveraging it for your unique business. Am I right?
Ok, so now that you know the seven most common mistakes business owners make, let’s chat a bit about some of the benefits to using email marketing for your business.
Automate your sales process - Automating your sales process allows you to make sales 24/7/365. It will also free up some of your time so that you can create memories with your loved ones, work with more clients, or take some much needed time out for yourself.
Develops relationships with potential clients - Much like automating your sales process, you can automate your relationship building with prospective clients as well as past or current clients. While you should always do some manual relationship building as part of your sales process, automating a portion of it allows you more time freedom to do other things in your life and business too.
Reach more people at once - Literally with a push of a button you can reach more people. Granted you have to consider the open rates of your emails but if you have a list of 1,000 subscribers and have an average open rate of 30%, that means with a push of a button you can reach 300 people.
Offers a personal touch to your marketing - With email marketing, you can offer a personal touch by talking to ONE person vs many with personalization. Since it’s 1;1, or at least it should be, you can build a relationship quickly by focusing on their radio frequency of WIIFM (“what’s in it for me”) and speaking TO your reader and not AT your reader.
Easy to track and measure - Using an email marketing program allows for you to easily track and measure your email marketing strategy by automatically calculating the important metrics for you. By reviewing your analytics, you can quickly see what is or isn’t working as part of your strategy, find the weak links, and tweak it to improve your metrics. Remember, what you measure, grows.
No algorithms to beat - We all know social media has their intricate algorithms that change as often as we change our underwear. (ha ha!) Ok, not really but they do change often and with those changes it impacts our marketing strategy and the ability to reach more of our audience. Therefore, email marketing doesn’t have any fancy algorithms to beat which makes it easier to communicate with your audience and have a higher probability that majority of your audience will see and read your content.
You “own” your subscribers - As with social media, you don’t own your followers but with email marketing you essentially do. Email marketing isn’t influenced by decisions of other businesses and their policies like it is with social media. If Facebook™ were to shut down tomorrow, how would it impact your business? My guess it it would be a significant impact IF you’re not converting your followers into subscribers.
Positions you as a credible expert in the industry - Credibility is important in any industry and email marketing provides an opportunity for you to quickly establish your expertise and build your credibility. Let’s face it, people buy from those that they know, like, and trust. Being credible develops trust.
Provides access to a larger audience - Email marketing provides access to a larger audience because not everyone is on social media. While social media is the happening place to be, unfortunately, some of your subscribers could likely give two hoots if they ever have a Facebook™ account. And if you think about it, who doesn’t have an email in this day and age? My point exactly.
Higher sales conversions - When using email marketing as part of your marketing strategy you can expect a higher sales conversion. According to WordStream, for every $1 you spend on email marketing, you can expect an average return of $44. Wow! And when you create targeted email marketing campaigns with segmentation you can see this conversion in action.
If you’re looking for more benefits to email marketing, take a look at an article from Lyfe Marketing called the Top 25 Benefits of Email Marketing & Why Every Business Should Be Using Email Marketing and learn more about why you should be using email marketing for your business.
HOW TO MAKE EMAIL MARKETING WORK FOR ANY BUSINESS
Fabulous! We’re moving right along. Now that you are aware of the common mistakes and the benefits of email marketing it is time to dive into my best practices for email marketing!
In short, these are what I recommend considering as you get started with your email marketing strategy for your unique business.
Understand your target audience - You need to have crystal clear clarity on who it is that you serve and what their wants, needs, and desires are.
Define your marketing goals - Part of creating an effecting email marketing campaign is by defining your marketing goals. Once you know what your goals are, you can build a strategy to meet them.
Provide an insane amount of value (80/20) with a variety of content - Providing “value” seems to be a buzz word in the online space but what that simply means is to share your valuable knowledge to your audience. It’s recommended to follow the 80/20 rule that I mentioned previously in this article and to create a variety of content to keep the reader interested and engaged.
Create a schedule and commit to it for consistency - When implementing an email marketing strategy it is important to be consistent. Remember the common mistake I mentioned above? Well, here I am telling you again that consistency in anything you do is the key to success. Choose the day(s) and time(s) you plan to send an email and stick to it!
Create an editorial calendar - Creating an editorial calendar to help you organize your content ideas is not only smart but it can also help increase your productivity and improve your overall marketing strategy.
Make your email subscribers VIPs with exclusivity - Treat your subscribers like VIPs. Roll out the red carpet for them and send exclusive content to your list. Yes, you can still repurpose your content from social media or blogs but you want to provide some exclusivity to the people on your list. They took the extra step to become a subscriber which in my opinion means they deserve special treatment.
Be conversational - With email marketing, you can be personal by personalizing your emails to speak to one person, not many, and have it be conversational as if they were sitting across the table from you. Trust me, it works!
Integrate your emails with social media channels - Provide a way for your subscribers to share your emails with their friends, colleagues, and loved ones with social share buttons. It’s an easy way to receive free publicity and an endorsement for your business.
Offer an incentive to join your list - The reality is a very small percentage of people will subscribe to your newsletter list without an incentive. Provide a free gift (aka Lead Magnet or Freebie) in exchange for their name and email to join your list.
Make signing up easy and encourage signups everywhere you can - Make it super easy to sign up for your list and place them everywhere you can on your website, post to social media, and in other key areas. The more places you have it displayed, the more eyes that’ll see it, the more subscribers you’ll have!
Create an automated welcome series + sales funnel - When implementing your email marketing strategy, build out an automated sales funnel that includes a welcome series that will automate much of the relationship building and sales process on autopilot 24/7/365.
Create an attention grabbing subject line - If you want your subscribers to open your emails, then you need an attention grabbing subject line that will obviously grab their attention and entice them to read. Use action words and make them intriguing.
Add a photo or clickable link - Adding a photo or up to two different links in your email allows you to personalize your emails and make them visually appealing to your readers.
Segment the emails for targeted campaigns - Segmenting your emails for targeted campaigns to deliver the right content or promotions to a segment of your list will increase conversions and reduce the number of unsubscribes.
Always have a call to action (CTA) to engage your reader - Make sure your emails are actionable by instructing your subscribers to take action by including a call to action (CTA) in your emails. It doesn’t matter if it’s to book a call, share on social media, reply to the email, purchase a product or service, or whatever your heart desires. Just be sure to have a CTA.
As you can see, there are a variety of things you can do with your email marketing that I consider to be “best practices”. I’m excited to see how utilizing email marketing with your business improves your sales conversions. I know that if you implement email marketing for your business and are mindful about the best practices from above, that your email marketing strategy will be epic!
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Alright, now that you know the most common mistakes most businesses make with their email marketing, the benefits of using it, and my best email marketing practices, it is time to put it this information to use!
If you are interested in more topics related to email marketing for your business, check out the 'Related Blog Posts' below.
Share in the comments: What was your biggest takeaway from the article about how to make email marketing work for your unique business?