Emails can be an effective driving force for your marketing, but there is an elephant in the room that needs to be addressed.
People are getting more than one hundred emails on a daily basis. These good old times when sending and getting an email was something special and anticipated are far gone.
Nowadays, people are storing thousands of emails with many of them marked as “spam”. But businesses are still using emails to promote sales because they do, in fact, work.
If approached correctly, this instrument can help you to boost your sales, see more engagement. It’s good for lead generation, and you don’t have to do much really.
Despite its effectiveness, something stops business owners from implementing email marketing more and more often. And that is the concept of the “large list”. Just as much as they strive to get it, they fear that the amount of emails they have right now is not enough to bring any profit.
Is that true? Well, with the right plan and strategy, with the correct personalized approach, more emails do mean more sales.
But the size of your email list doesn’t define the success of your campaign. A business owner can have a list as large as they want and still see no effect from their email marketing efforts.
Because, at the end of the day, what matters is how you use your emails. And that’s something not a lot of people talk about. We all are focused on enlarging our lists, but once we get there, what are we going to do?
That’s why some marketers say that email marketing doesn’t work. But actually, it’s just that they don’t know the process, they don’t know how to make the best out of their lists.
A list on its own isn’t going to do you any good. Only if you have the right instruments, correct approach, maybe even a system, you can turn it into profit.
Many marketers do not know that they are moving in the wrong direction. They start accumulating these emails, but once the list is big enough, they are left with fear and confusion. So at the very beginning, you need to have the process of how you are going to monetize leads all figured out. Once you are ready and know how to use those emails, you can put your efforts into getting more of them.
Okay, let’s imagine that you have a list with two thousand email addresses, what would you do next? Wait for the right mood to start writing? Or copy-paste the same text to every possible customer?
Plan ahead, think about what you are going to tell in that email and how often you want to send them.
Then there is another thing: every subscriber in your list is different, they subscribed with different levels of interest and for different reasons. So sending them all the same message doesn’t sound like a good idea.
If a person has shown some interest in what you have to offer, then it would be appropriate to send them more emails, to show new products and further stimulate their interest. If a person seems less engaged, then maybe you don’t need to disturb them in order not to scare them, and they will make a purchase in their own time.
So while using email marketing to promote business, one must have a clear understanding of how they are going to do it, what the purpose of each email is going to be.
Will you use emails to tell about your company? Will you use it to introduce a product or service and motivate the audience to buy it? Will you use emails as a way to ask for feedback and maybe get to know what customers are going to buy next? Will you write in order to restart your interaction after the purchase was done?
You need to think in which order you are going to send your messages and how often will you do it for different types of clients. It makes sense to start by developing your email marketing processes, work out your strategy, make the plan, and then actively build an email list and get those leads.