If you own a business or lead marketing-communications at your workplace, we know how busy you are. If you’re taking time out of your day to work on marketing, you deserve to know that your valuable time will bring you a return, whether it be:
That’s why we will never recommend spending time, money or your precious energy on any marketing project that we don’t believe in.
When it comes to email marketing, we’ve done the research and have seen the results personally. It works. It can play a powerful role in growing your brand recognition, building long-term relationships with an audience and nurturing a space where they learn to trust your brand because of the value, consistency and support you provide there. And of course, when all this is in place, your sales will increase.
We believe building authentic, trustworthy relationships with your audience is the best way to build a brand and grow your business. When it comes to building personalized, long-lasting connections, email marketing is the best marketing platform to accomplish this.
We really like this definition of email marketing from hubspot:
Email marketing is the process of targeting your audience and customers through email. It helps you boost conversions and revenue by providing subscribers and customers with valuable information to help achieve their goals.– Christina Perricone, blog.hubspot
When you’re developing a marketing strategy for your business, there are a few goals that email marketing can help you accomplish when executed correctly:
We get this question a lot. Many business owners assume that because their inboxes are full of unopened promotional emails then email marketing must be useless. But the research tells a very different story. We’ve been reading a lot about email marketing in the last few years and wanted to share some of the most compelling research we’ve seen.
It’s important to remember that open rates aren’t the only way to know your emails are having an impact. Overall, the average open rates for email marketing is 15-25%. This may seem low, but simply showing up in your customers’ inboxes (with really great headlines) is half the battle! This can take a little mindset adjusting, especially if you’re used to social media (a much easier place to garner a quick double-tap or follow). However, remember that every email address you gain is worth so much more than a social media like (experts say when someone gives you their email address, it’s like they’re giving you $10-$15 dollars). All of us are protective over our email inboxes (especially if you hate to have those notifications showing up on your screen). We can probably all agree that giving someone our email address holds a lot more weight (our trust and interest) than following them on Instagram.
So when you’re ready to begin email marketing, there are a few things you should know first:
Email marketing is about playing the long game. Consistent work, over time will bring quality, measurable results.
CLICK HERE to get a copy of our Email Marketing Checklist!
The data says it all.
Here are a few reasons why decided to pour time into email marketing this year, rather than a new social media platform or ad buys.
These are the data-driven reasons why we recommend email marketing. But there are three more MAJOR reasons why spend our time on it:
You’ve seen the blog posts, heard the podcasts and seen the Facebook ads about where you “should” be spending your time and money with marketing. Ad campaigns, new social media platforms, branded swag… the list is truly never-ending. Sometimes it can feel like in order to have a successful business, you have to do everything you hear about. And be perfect at it.
We disagree. As we’ve quoted before, “Perfectionism is the voice of the oppressor, the enemy of the people. It will keep you cramped and insane your whole life” – Anne Lamott.
Sometimes you have to do what you can, with the time and resources you have.
And when you’re in that spot, we recommend email marketing. We find this to be the space where brands can be the most proactive, authentic and helpful in communicating with their audience.
We’ve seen the way COVID-19 has changed consumer behaviour and the data around online shopping is not insignificant. According to a recent report:
If you’ve been working on shifting your business online during COVID-19, the data suggests that you’re going to want to keep up that momentum through the final stretch of 2020.
Email marketing is an excellent way to support your online efforts because it keeps you top of mind with easy access to your online store.