5 reasons why you don’t need email marketing for your business
So, you’re committed to growing your business.
You’re launching a new service and recruited more staff. Maybe you’re even considering shifting to larger premises.
And you’re starting to consider ways to get the message out there in order to drive the sales that will make it all worthwhile.
You know people who swear by email marketing – they’ll tell you it’s the best way of talking to multiple leads in one hit and, ultimately, landing more clients and making bigger sales.
They’ll say it’s a no-brainer.
But you gave it a go when you first opened – it didn’t really work and the emails soon fizzled out – and the thought of resurrecting it sounds like a helluva effort.
If the voice in your head is tapping out one or all of these not-so-merry tunes, it could be time to flick it off for good and consider these scenarios instead:
#1 Email marketing – isn’t it a bit, well, spammy and cheap?
No, subject to two key conditions. Firstly, that you have a list of customer data and the permission to send marketing emails to them. Or are willing to start building one. Secondly, that you’re providing quality content, rather than using it as a tool merely to sell. Wash that sales speak right out and make a commitment to offer value to your audience that they’ll relate to and benefit from instead.
#2 I only have a handful of email addresses – it’s barely worth the effort, let alone a campaign!
It can feel like this, yes, but whether you have five contacts on your list or 50,000, everyone starts somewhere (even Starbucks started at zero). Email marketing is so effective for businesses that want to grow because it’s a super efficient way of targeting groups if your resources are limited. And remember, manage it well and your list will constantly evolve and grow if you nurture, refine and keep building it. Kickstart it back into action by setting up an email capture pop-up on your homepage or a landing page from your social accounts.
#3 It’s way more personal to send individual emails
Well – yes, it’s lovely to receive an email that’s been written only for you but if you want to scale and grow your business, sending batches of the same email to a group of contacts is a far quicker and more profitable way to go. And guess what? Thanks to the advanced capabilities with email marketing platforms (yep, even on Mailchimp’s free plan) you can design, write and send your emails to groups so your audience will feel as if you’re writing just to them. By dropping new contacts into lists according to the data they provide when they sign up and segmenting your lists further by tagging user behaviour, every email you send can be tailored to groups of similar people, allowing you to tap into their needs so they trust you and feel a rapport with you. You can also set up automated workflows that are triggered by user behaviour so you never have to resort to blanket-emailing everyone, on the same day, with the same message.
#4 If I can’t use it to talk about our products, what’s the point?
Feeling stumped about what to write about is a common hurdle that can stop businesses moving forward with their email marketing, so first sit down and define your goals. Ask yourself what it is that you want to achieve. This will allow you to get a content strategy pinned down and decide whether it’s for a weekly/fortnightly/monthly schedule. Or maybe a workflow automation, that’s triggered by user behaviour, is going to be the best option. Ultimately, you want to drive your leads to a call to action and to do this you first need to grab their attention with a hook and a story. This is the content you’ll need to consider and craft before you funnel them down to your offer and, ultimately, that magic click through.
#5 OK, say I give it a go. How will I know if it’s working?
By setting targets and consistently measuring and analysing your data, both within your email marketing platform and in conjunction with analytics. This will motivate you to keep testing, refining and improving. Recording and analysing metrics from open and click rates to Unsubscribes and revenue will, over time, start to build a picture of how your email marketing campaigns are performing, so you can constantly be optimising and, in time, reap the rewards.
Need help with your email marketing? Get in touch – I can help!