As entrepreneurs, we are always seeking the best marketing strategies for our businesses. Facebook, Twitter, Instagram, Pinterest, and a slew of other platforms all have their pros and cons. However, we all know that relying on social media alone will not help your business grow. Email marketing is a key component of every successful marketing strategy.
“Email is possibly the greatest owned media channel for brands.” – Joe Pulizzi | Founder of Content Marketing Institute
One reason to explain this is the fact the social media platforms use algorithms to enhance user experiences. At times, such as in the recent changes with Facebook algorithms, this can limit the reach you have established for your brand.
A second reason for mixing up your marketing strategy is that you essentially do not own your social media connections, the platform does. If Facebook shuts down tomorrow, or if your account gets hacked, you could potentially lose the hundreds or thousands of contacts you’ve worked so hard to develop. The only marketing channel that you truly own is your email list, so it is crucial that you cultivate and nurture it.
The following statistical data compiled by Mary Fernandez of OptinMonster in her article, “Email Marketing vs. Social Media Performance (2016-2019 Statistics)”, provide some points to consider:
- Total number of users – 2.6 Billion Email users compared to 1.7 Billion Facebook users, and 313 Million Twitter Users
- First online “click of the day” – 58% of Email users compared to 11% of Facebook users, and 2% of Twitter users
- Marketing channel used daily – 91% of Email users compared to 57% of Facebook users, and 14% of Twitter users
- Open/Click Through Engagement Rate – 18% OR/3.7% CTR of Email users compared to 0.07% of Facebook users, and 0.03% of Twitter users
“If social media is the cocktail party, then email marketing is the ‘meet up for coffee’. The original 1 to 1 channel.” – Erik Harbison
It is clear to see the benefits of having a strong email marketing strategy for your business. Below are 7 email marketing secrets that every entrepreneur should know and implement in their email marketing strategy:
Email new subscribers within 24 hours – New subscribers are often excited when they sign up for your list. They either loved the opt-in you offered, or they are excited because they believe your group or website will help them. Take advantage of this excitement by reaching out to new subscribers right away, ideally within 24 hours. You would be surprised at the number of people that unsubscribe from your list simply because they didn’t feel welcomed. Use an automated email marketing software like MailChimp, ActiveCampaign, or Constant Contact to help manage your email lists.
Send Email from a Real Person, Make it Personal – There is nothing worse than receiving an email that feels robotic and impersonal. We have all seen them. Take the time to personalize your emails, and allow your audience to get to know the person behind the email. Readers are becoming very savvy when it comes to email marketing. They can tell the difference between a personal email and one that is generic. Personal emails will increase your open rate, initiate trust, and keep your emails out of the spam folder.
Encourage Sharing Using Social Media Buttons – Adding sharing buttons to your emails has the potential of increasing the number of people that sign up on your list. People love to share helpful and encouraging information with friends and family. Take advantage of this opportunity by giving them a chance to do so. The majority of email marketing software allows you to create buttons that you can then link to your various social media accounts. Some even have built-in templates dedicated for this purpose.
Include “Clickable” Subject Lines – You can write the best email of your life, full of valuable information for your readers. Without a “clickable” subject line, chances are that many will not bother to open it. Make sure that your subject lines are catchy, eye appealing, and tease the audience about what is in the email. Ensure that your subject lines are clear and concise, are targeted towards your brand, and resonate with your audience. Try to create a sense of excitement without being sleazy. For example, try something like, “Oh no! XYZ Cart Closes in 1 Hour” vs. “HURRY HURRY HURRY! You’re About to Miss Out”.
Add Links and Alt-Text to your Images – Did you know that many email clients block images by default. When this happens, those beautiful images that you found or created will not be seen. Most people do not know how to change their email settings to allow for images. You can help them by simply adding alt-text to your images. While the images still may not appear, your readers will be able to understand the email.
Drive Traffic to Your Website using a Call-to-Action – Call-to-Action buttons are a great way to encourage your readers into action. Whether it’s signing up for a new course, or reading a recent blog post, your readers have to know what you want them to do. Be sure to correctly link your Call-to-Action button, and let your readers know what you are promoting. Be specific and keep it exciting.
Preview and test all emails – Before you hit the send button on your email, be sure to send yourself a test email. This will allow you to see how the email looks from the recipients perspective. It is also a good idea to view the email on your mobile devices to make any adjustments that may be necessary.
Bonus Secret | Follow Can-Spam Act Rules (Controlling the Assault of Non-Solicited Marketing)
In 2003, the Federal Trade Commission passed the Can-Spam Act, which established clear regulations on the use of email by businesses. The act basically states the following:
- All emails must include a physical address from the sender
- There must be a clear method to opt-out of receiving emails from the sender
- The sender must use the correct “To”, “From”, and “Reply” addresses
- Under no circumstances, can email names be transferred or sold
If you are using an automated email marketing software, these rules are a part of the features you are given when you sign up for the service. For example, MailChimp will not allow you to send an email without providing a physical address, and a method for email recipients to opt-out.
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