Apparently… email is dead.
The naysayers say nobody wants to receive marketing emails anymore. That everybody’s too busy checking their Facebook, Instagram, WhatsApp, Twitter, *insert social media platform here*.
It’s true that social media has taken up a huge space in the marketing and communications world – but it hasn’t replaced email at all.
While consumers dodge and dive intrusive (sometimes privacy-violating) Facebook ads, they continue to sign up for newsletters to hear from their favourite people and companies; they continue to opt in for updates and offers via email.
In fact, 91% of consumers say they want to receive emails from companies they do business with.
Turns out: email is 40 times more effective at bringing in new customers than Facebook or Twitter.
So if you have a strong social media strategy but you’ve not invested in email very much: you need to read this blog.
By the time you get to the end, you’ll be ready to fire up your email strategy. And when you are, drop me a line because this email copywriter writes money-making magic.
Here are 6 reasons to supercharge your email efforts.
1. Email offers a HUGE return on investment
For every £1 you invest in email, the average return on investment (ROI) is £38 (or $44 for every $1 if you’re in the US).
That. is. huge. And it’s not hard to believe.
I know from experience that when you nurture the people on your mailing list; when you send them valuable and relevant information consistently and regularly, your list is a potential goldmine.
Every email you send increases the know, like and trust factor you need to turn leads into paying customers. You also build your authority with people who have actively signed up to hear from you because they’re interested in what you have to offer.
Contrary to popular belief, you don’t need a large list to build an effective and lucrative email strategy – you just need to be committed to having a strategy, as well as list-building exercises that’ll help you grow your list over time.
2. Email leads to higher conversions
Compared to Twitter, your emails are 6 times more likely to get someone to click through to your website.
When the goal is getting your audience to act – whether that’s to hire you, buy your course, buy your digital product, or leave a review – email is the medium you need to go to.
According to email marketing statistics, a call to action button is more likely to get clicks than regular text – so why not experiment with a button the next time you ask your audience to take action?
3. Email increases your revenue through targeted messages
Email allows you to get your message to the right people.
There’s no point sending email blasts about your new service to your entire list, when only 60% of your list open your emails and show active interest or engagement.
One of the benefits of email marketing is that you can segment your campaigns.
Segmentation is when you “divide your list into manageable groups of people that have something in common” (Joanna Wiebe).
You can target specific subscribers about specific things, so you’re always sending relevant information that hits the mark.
- You can segment based on location – if you’re holding a paid workshop in London, you can send an email only to people who live in London (instead of spamming everyone who doesn’t).
- You can segment based on behaviour – if you’re launching a new course, you can send your launch emails exclusively to people who have opened your last five emails.
- You can segment based on triggers – if you’re selling a new digital product or course, you can send emails to people with abandoned carts.
Sending segmented, targeted and triggered email campaigns increases your revenue – marketers say their revenue increased by up to 760%.
The people on your list are much more likely to engage with you when you’re being relevant, and when your emails are based on what you know about their personality, behaviour, and where they are in their buying journey.
4. Email delivers your message
With social media, it can be extremely difficult to get your message in front of followers – unless you’re spending a whole bunch of money on ads.
But with email marketing, once someone has signed up to your list you can be confident they’re going to receive your emails.
90% of all emails land in the inbox you want them to. In comparison, just 2% of your Facebook fans see the posts you share in their feeds.
If you want a real chance of getting your followers to hear what you have to say, email is your best shot.
5. Email makes you money while you sleep
Email automation allows you to send emails automatically based on a subscriber’s actions.
That means once you set up a funnel to sell your services, courses or products, you never have to do it again. You just sit back and watch email work its magic.
What can you do with email automations?
- You can send a strategic welcome sequence every time someone new signs up to your list
- When someone buys something from you, you can send follow up emails and upsell
- If someone buys your online course, you can send them automated emails that guide and support them through your course content
Whether you’re sleeping, at the gym, picking your kids up from school or doing house chores, your automations will be the assistant you never knew you needed.
6. Email gives you all the control
Truth: if social media dies tomorrow, your social-media dependent business dies with it.
I’m a big social media user and I encourage business owners to be active on the social platforms that work for them. BUT, social media should be just one of your many marketing tools. It should not be the only one you depend on.
If you focus all your energy on Instagram and you only nurture your 5,000 Instagram followers – what happens if Instagram dies tomorrow? (Remember Google Plus? RIP).
What happens to all your leads? All your marketing? All your content? How will your followers know where to find you again (if they even bother looking)?
Email is a stable medium that won’t be disappearing any time soon. 3.7 billion people in the world use it, and that’s expected to rise to 4.3 billion by 2022 – that’s half the world’s population.
Instead of putting all your eggs in one social media basket, add email to your marketing and communications strategy. That way, you get to own and manage your own contacts, and make the most of this effective and lucrative tool.
Need me to work my email magic on your biz?
Eman Ismail is a UK-based copywriter and the founder of InkHouse. She works with businesses and non-profits across the world, writing marketing materials and content that increases their exposure and attracts their ideal audience.
When she’s not writing or delivering copywriting workshops, you’ll find her glued to a podcast in the corner of a cosy cafe.