We are all looking for the “new new,” the newest and best no-fail way to get our message out there. But, what if I was to tell you that searching for the “shiny object” might make you miss out on one of the most powerful marketing opportunities around?
Pinterest? Yep, I love Pinterest. Facebook? Oh, yes, that’s a great place to spread your message.
But I am talking about email. Surprised? It seems almost retro, doesn’t it? When I was studying marketing predictions for the year, most of them involve social media. People seem to have turned away from email marketing. And I think that’s a big mistake.
4 Reasons Email Marketing Trumps Social Media
1. It’s easy to check on the go, and save for later.
With social networks, one of the key determinants of your message being seen is the time you post it. Everything moves so fast that it can be buried before it’s even seen. Email allows people to read your message at their leisure.
2. It has permanence.
Unless someone actively saves a post, it’s hard to find it again. But with email they can save and file it, too.
3. It’s shareable.
Sure people can forward links from social media, but with a retweet or repost, it goes to all your followers, not the specific ones you think would most benefit. With an email you can forward to select groups or individuals.
4. It’s easier to capture attention.
You can pull them in with an engaging subject line or headline. With a post you only have so many characters to get their attention and share your message.
But here’s the catch! No matter how great your message is, it doesn’t matter, if you don’t have the email addresses of your ideal clients. You need to be able to reach them with these targeted messages.
Since many entrepreneurs think that they are reaching their key customers via social media, they may have slacked on their efforts to collect emails and build a valuable list.
7 Ways to Build Your List
1. Have an opt-in on your website.
Many commerce sites don’t take advantage of this ready-made group of customers – people who are already on your site looking to buy! Don’t let them get away. Encourage them to opt in for emails; even if your commerce site template doesn’t include an opt-in, make sure to add it.
2. Offer something in return.
People are wary of getting email “spam” and so they might be leery of just offering up their email. So make them an offer they can’t refuse! If you have properly targeted your ideal customer, you know what they need and that’s what you should offer them! If you offer a service, send them a free chapter of an eBook or a free checklist related to your product or service. If you offer a product, offer a discount or free gift with purchase.
3. But don’t just do it once!
Let them know that you will be offering freebies or extras via email on an ongoing basis. Give a sneak peek at some of the offers you’ll be making in upcoming emails, whether it’s free training or free shipping, depending on your product or service!
4. Use a pop-up.
Yep, I said it! I used to hate them, but they work! Experiment with settings using Pippity or Pop up Domination.
5. Promote the offers on social media.
I’m not saying that social media isn’t a great place to connect with your people, so keep sharing that great content, and while you’re at it, ask your followers if they’d be interested in even more by signing up for an email list.
6. Make it worth their while.
Don’t just lure them in with freebie offers. People want to know what’s in it for them. Sure, discounts and freebies can drive interest and sales but it’s more about the ongoing great content you offer that will keep them from hitting the “unsubscribe” button. Your material has to be on target to keep them wanting more! A key way to ensure this happens is to develop an editorial calendar, which will give you a loose idea of what you want to cover each week. It gives you a blueprint to control the timing, message and consistency.
7. Make sure that you are consistent.
It is one of the keys to email marketing success — making sure that you meet people’s expectation to see your email in their inbox around a certain time of the week. Whether they expect you in their inbox every Wednesday or every first of the month, by staying consistent, you prove that you are reliable and at the same time, develop more brand exposure and visibility.
Combine this consistency with a targeted list that reaches your ideal client and a great message that underscores what they need to know — and you will see why email is an underutilized ticket to marketing success.
About the Author:
Online Marketing Consultant Laura Wallis is “Web Navigator Gal,” on a mission to help dynamic, up and coming entrepreneurs navigate the world of online marketing so they can get noticed and grow their business. You can reach her at 1-858-859-1411 or visit her website at www.webnavigatorgal.com for all of your marketing needs.
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