With new platforms appearing on the scene all the time it’s easy to forget that email marketing is still one of the most successful digital marketing tools around. It’s a great way to keep in touch and research shows the rate of emails sent and received by businesses daily is growing at a rate of 4.4%.
Your success is just based on targeting the right people at the right time in the right format.
There are now over 4 billion email users across the globe – that’s half the worlds’ population. Social media sites come and go but most people keep their email address for years so you can be confident your email is at least landing in the right inbox.
Whether you sell B2B or direct to the public, one problem you’ll always face with unsolicited calls is that they interrupt someone’s day and more often than not they don’t want to talk to you.
With an email, they can read and respond in their own time. And your mail sitting unseen in their inbox has more chance of generating a lead than a slammed down phone.
But to really make the most of emails they need to form part of your overall digital marketing strategy.
For most small businesses email marketing is crucial. It accounts for 81% of new clients and 80% retention, so there’s no doubt it works. But could it be better? Social media marketing is about boosting brand image, engaging with customers and driving traffic to your landing page. Your landing page should focus on displaying key messages alongside calls to action such as signing up and providing an email address.
Which should mean, email addresses obtained via landing pages or social media should be hot leads. These people have already shown an interest in your product or service and now you have the opportunity to drop something into their inbox every now and again so they don’t forget about you.
Now, this is a balancing act. You want regular contact so you’re at the forefront of their mind when they’re ready to buy, but not so much that they get bored and start deleting your emails without even reading. That’s about as useful as getting cut off from a cold call.
Exactly how often you should keep in touch will be determined by what you sell. If you’re selling car insurance which is renewed once a year there’s no point bombarding customers every few days whereas if you’re selling vape juice which is bought maybe weekly, you don’t want to only be contacting people once a year.