Ahh, email marketing…one of those phrases you hear that being thrown around for the last decade or so. It sounds like something that is increasingly popular, feasible even as a tool to help you increase company sales.
What exactly is email marketing?
Email marketing means the “use of email to promote products and/or services”. According to Susan Ward from The Balance (Small Business), she explains the better definition for email marketing is the use of email to “develop relationships with potential customers and clients”.
It encompasses online marketing through websites, social media, blogs, and so on. It has the basic similarities of direct mail, but with a difference that emails are sent electronically.
Owen Choo, our residential Digital Marketer at iPrima Society, said, “Email Marketing is using email as a marketing tool to increase sales for your business. It is the lifeblood of your business.”
Why do I need email marketing? It looks like something trivial. And who reads emails anymore?
Before you chuck email marketing into the “f*ck it” bucket, we have news for you.
According to Statista, by end of 2018, there are a reported number of 3.823million email users. Worldwide.
That figure is set to increase in the next three years! By 2022, it is projected to rise to 4.258million users. Refer to the chart below for a better understanding.
The key takeaway: Regardless of whether if you are a huge fan of sending emails, opening and reading the contents or not, utilising email marketing as a sales tool is a great option.
Establish your audience via email marketing. Draw in a steady amount of followers from the statistics above. Since your potential follower pool has been established already, why not jump into it to “catch fish” right?
All you need to do now is to find out how you can pull in those number of users and get them to subscribe and buy your product and services.
Now that I have established email marketing, how do I get these followers to read my newsletters?
If your email newsletters are not opened as much as you were expecting, you must be doing something wrong. As much as you are concerned how your efforts may go to waste, do a post-mortem on how to “cure that disease”.
It’s either your emails are boring in terms of content, or you simply do not have anything to offer. Heck, maybe your newsletter title is so boring, receivers immediately delete your mail before having a chance of it being opened.
You can be desperate, sometimes sending up to more than six email marketing newsletters a month, each probably doesn’t hold value at all.
If so, why should your receivers bother opening your emails? Much less subscribe to your content?
With the right marketing tools, the right wordsmith, the right approach, the right budget, you can get a substantial amount of followers and profit. But you do have to keep at it for a significant amount of time before seeing results. Good things come to those who wait!
If you want to put your demons to sleep, you should check out the open rates of emails.
The most common age group who open their email are millennials, age group between 25 to 38 years old.
During our quick research, we find out that email marketing works better for B2B businesses.We also further find out that most working individuals will read their emails.
How do I make email marketing work for me?
Your first step in email marketing is to bring awareness of your service/product to your customers. The prospect customer sees an advertisement or hears about you and your products. It can be through a referral from a friend.
The prospect reads a blog post, engages on the social mediaposts you made. They may watch a video or two about your product. Your prospect decides to subscribe to your content.
He/she opts to receive gated contents from you. If he/she feels she’s sold on your service or product, they make a small purchase or a schedule for a demonstration. That’s basically customer conversion already.
Let’s say your customer receives value from the initial transaction. This gets your converted customer excited, so he/she decides to ascend into your services/products. When they do, that’s when you can upsell them other available products you have.
If your customer is more than satisfied, the successful customer may give you a testimonial. Or you can use them as case studies to show potential future customers that you provide top tier products/services.
If they are happy with other products/services you have, they may even help to promote you. It can be a word of mouth, blog posts, shirt (bite-sized) social media posts, etc. They can share your brand with their friends (and followers, if they are social media influencers).
It’s a win-win situation for both you and your customers. Your customer got what they wanted. You win more customers and an expanded brand name.
Not just that, you also have an increase in profits. You may even earn a small loyal following if your service/products are really good.
It’s a repeated process. Your initial follower base may not be much, but every big company start out small.
What are the most common email marketing methods?
Traditionally, it has always been newsletters.
In recent years, it has expanded beyond that. Email marketing like promotional emails, new service/product emails, and whatnot have become more common.
If it helps for any, try utilising MailChimp, a marketing automation platform and email marketing service. It claims to be an “always-on marketing platform” that “works around the clock to help you find your people” and “grow your business”. Set aside a budget for your email marketing needs, if you are really wanting to take your digital marketing plans one step ahead.
Who Do I See To Get Started?
If you need any digital marketing assistance, do not hesitate to contact us for further info. You may find out more about our digital marketing courses (including email marketing courses) here. iPrima Society is a subsidiary of iPrima Media and is based in Miri. Contact us at the following:
Address: Lot 1911, 1st and 2nd Floor, Marina Square II, Marina Parkcity, 98000, Miri, Sarawak.