Do you use email marketing for your business?
Is your email marketing bringing in leads and converting leads to sales for your business?
This is an area of my business that I know I can improve, as it is for most of my clients, so I was super keen to attend the recent full day email marketing workshop hosted by ProBlogger. So keen was I to kick my email marketing up a gear or two that I rocked up a week early to the event – Doh!
After that initial false start, I returned on 24 May 2013 and started absorbing all I could on the subject of email marketing, as presented by Shayne Tilley and Darren Rowse.

In an age of RSS, Twitter, Facebook, Pinterest… Why email?

Email is a familiar technology and most people have at least one email account that they check regularly. Whilst Social Media usage is taking off, there are still a certain amount of people out there that don’t use social media (or use it, but don’t check it as frequently as email) and the majority have no idea what an RSS feed or RSS reader is!  Therefore, email still holds a significant place when it comes to communicating with people – i.e. your customers and potential customers!
One of the big pluses for email is that email is not dependent upon the receiver being online when you send it. Contrast that with Twitter, where a Tweet may only be visible for those on the platform at that point in time or Facebook where the visibility of your content is subject to their Edgerank algorithm which applies a time decay to content. Assuming you make it past the SPAM filters, then your email just patiently sits in the receiver’s inbox until they login, regardless of the duration of time that has gone by from when you sent it to when they check.
Email is a much more personal form of communication. Even when you are emailing out to your full database, you can still craft your email in such a way that the person receiving it feels like you are only writing to them, whereas it is obvious that is not the case when using the broadcast format of social media updates.
With email, you have complete control over the look, content and length of your email. There is no 140 character limit, you can embed as many images as you like, add attachments and you can run competitions, promotions and whatever other calls to action you want without having to comply with the terms of use of a specific platform or paying additional fees to ensure your content is delivered.
Email is part of the overall marketing mix for your business and should therefore be used in conjunction with other aspects of this mix, such as social media. You can use email to drive people to follow you on your social media platforms of choice and you can also use social media to drive people to subscribe to your email list – and you should do both!
If you can communicate with your audience via both email and social media, then you will start to form better and deeper relationships, generate more leads and convert more of those leads to sales for your business (provided you are using it effectively).

How do you use email to drive profits?

Effective use of email marketing builds brand awareness, drives traffic to your website, builds community and increases profits.
The process for using email to drive profits is as follows:

  1. Capture email addresses – This is best achieved by providing a value exchange for an email address opt-in (e.g. Free eBook, webinar, training course, etc). You should be promoting this value exchange on your website (e.g. subscribe widget or pop up) and external to your website (e.g. social media or in-store).
  2. Nurturing those email addresses – Provide loads of free, valuable content on a regular and consistent basis. This strategy can build trust, credibility, authority, relationships, connection, belonging and more, depending upon how you position yourself and the type of content that you are sharing.
  3. Getting subscribers to take action – This is where you increase profits!

Comparison Example Of How Email Drives Profit_why email is still important in business_Email can drive profit directly through:

  • Email advertising;
  • Affiliate promotions;
  • Product, program and/or service sales; and
  • Advertising on your website (driving more traffic to your website = more ad revenue, if you have advertising on your website)

If you build and nurture your subscriber list effectively, you will find that email can influence income directly, significantly and quickly! This was demonstrated by the ProBlogger and Digital Photography School case studies Darren Rowse presented (image above). As well as being the number one driver of sales for eBooks, there was also a regular and significant peak in profits on the days when they send out their weekly emails to their subscribers.
Don’t believe me? Try it yourself (not once, but regularly and consistently) and keep an eye on your Google Analytics and sales. I would love to hear your results in the comments below.
If you would like to learn more about how email marketing and social media can bring in leads and convert those leads to sales for your business, then please subscribe to regular updates from Impactiv8 here