The Importance of using Email Marketing for your business

In Today's digital world, it’s crucial to have a good email Marketing strategy to build a relationship with your leads, and to convert new prospects into buying customers and first time customers into recurring clients.

But the overall aspect of having an email list as the common marketing jargon says, goes way beyond the idea of just selling your products and services; being connected with your audience helps you identify your SWOT analysis, understand your customers, desires and general perception of your brand.

Although virtual reality, AI, chatbots, SEO, social media and affiliate marketing are growing trends that make businesses feels like email marketing is on the downfall, the truth is that email marketing is still the most powerful strategy to build your client base.

So why is email marketing so important? The main reason for this lies on the fact that most consumers and non consumers see the email option as a safe source of contact, and they don’t feel intimidated by exposing themselves, it’s like receiving a letter through the post from your bank or the solicitors.

But there are many other benefits for a business to have an email list, imagine if Facebook, google or any other social media platform changes their cultural codes, conventions or blocks your account for data violations or breach of their terms as we have seen in the past with many companies around the world or could even be replaced by new technology or a new trending platform that everybody wants to do business with, if that happens, and you solely rely on them, you run the risk of losing a lot of business, so from the moment you have a list of valid emails, that's your business asset and no one can take that away from you. Your email list is gold, because you are gradually building a customer base for your business and also for future products and services you may wish to sell or promote, so although social media platforms and advertising platforms are a great way to promote your brand, it seems that as enthusiasts believe email marketing will die, it is still proven to be the most effective form of professional communication, and we believe it's going to be around forever.

Here is a video that summarizes this:

By the way you’ve probably heard the term sales funnel or a magnet lead page at some point during your journey as an inspiring marketer or someone who is interested in building a business online. A sales funnel is an illustrative form of navigating through the consciousness of your potential avatar, it has 3 stages:

• Cold (Top)

• Warm (Middle)

• Hot (Bottom)

The top of the funnel is generally someone that has never heard of your services and maybe through your social media, organic or paid advertising campaign saw a video, an image or a piece of content that resonated and connected with them, as soon as this happens the prospect turns into a warm lead as they deepen their awareness of the existence of your proposal, whether a service or a product, the final stage would be a hot lead when he buys from you. And becomes a customer.

A good strategy to develop a sales funnel is usually aligned with what we call a magnet landing page, where you offer something for free to your potential avatar in exchange for their email such as an e-book, masterclass or even a private one to one call. Then you advertise to this potential avatar and inform your cold lead that you are offering this service or product for free.

Below is an example of a landing page offering a free e-book as a lead magnet:

Once you’ve collected that lead then what happens? Well, The potential lead receives an email with their promised freebie, and then what? The next step would be to set up an automation of emails to warm up your lead and deliver as much value as possible inline with your brand values and mission objectives.

But how do I get them to open the next emails, as people receive loads of emails on their inboxes every day and feel that it's all junk? Excellent question, but lots of wise businesses use what is called “copy” on their email campaigns, which simply means the ability to persuade people using attractive and engaging writing skills, in the marketing world the person responsible for creating effective copy for emails is called a “copywriter” and this role is crucial during any email marketing campaigns because it will determine whether consumers will open and click on your emails or not.

Emails have 2 key elements that all recipients look at, and that is the sender, and more importantly the subject line, getting your potential leads to open your emails is the number one factor that makes all the difference in your email campaign, because if your email isn’t open, then the rest of the message doesn’t matter.

Another key element of your marketing campaign is the CTA (call to action), every email your team writes should have a clear objective.

Selecting a good mail provider like Mailchimp, Mailerlite, convert kit and trust me the options are infinite, however do pay close attention to the delivery, because some companies have a lack in delivery and the emails tend to end up in people’s junk or spam folders rather than their inboxes, which is where you should be aiming for, so the tip here is do shop around and test a few of these tools for free as most of them have a free trial period before you need to commit.

Finally, when writing your emails think about the person who is reading it and try to make your emails as human as possible, as many businesses fail with their email marketing campaigns because they make their tone of voice unnatural, which makes the reader perceive that this not a real human who wrote this.