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The What, Why and How of Email Marketing

Email marketing is no longer new. Both businesses and nonprofit organizations use it to advance their cause. But for those who are just starting out, here’s the what, why and how of email marketing. Read on to learn the basic ideas behind it!

What is Email Marketing?

By definition, email marketing is the act of sending emails to potential or current clients or customers. These emails may contain advertisements, sales, opportunities to donate, and others. Many businesses and organizations use it to strengthen the relationship they have with their specified community.

Among the things that you too can get from email marketing are:

  • Increased Brand Awareness – More people will know about your brand and be familiar with it. The more people you have in your email list, the more opportunities you have for conversions and sales.
  • Community Engagement –  Email marketing is a good way to reach out to people and be available to them. You make yourself open to their concerns and inquiries.
  • Consumer Trust and Loyalty – By making yourself available to people and by providing them with quality products and services, you position yourself as a reliable brand that has a clear perspective of your identity and of the best things that you can provide. In the process, you spark trust and encourage loyalty.

You don’t have to be a huge company to practice email marketing. No matter what your brand is about and no matter how many people you have in your community or niche, you can start small and keep up with the relationships you have formed.

Advantages for Business Owners

Like other marketing pursuits, email marketing has its own set of advantages. Among them are:

1. Identify Interested Individuals

To start an email campaign, you first need to have a list of recipients. That’s how you identify interested individuals. Having that information enables you to be more familiar with the kind of people in your niche.

“Know thyself. Know the customer. Innovate.” -Beth Comstock

As you go along, that information can serve as your guide in improving the experience that you provide. It can also increase the conversions you have.

To start your list, you can offer freebies or subscriptions to any updates from your brand. What’s important is you provide a clear proposition on what you have for them. You can ask yourself, “What will my recipients gain from this offer? How can they take action? How is this offer relevant to my brand?”

In all those, you make sure that your offer is interesting and valuable enough for people to go for it. That’s how you start your list, and that’s also how you grow it.

2. Strengthen Connections

Once you have that list of people, you can then start sending them emails. Communication is critical in any business. You can have a regular schedule as to when you will email them.

“Instead of using technology to automate processes, think about using technology to enhance human interaction.” -Tony Zambito

Consistency is key. This means consistency in your time and quality of service or products. Doing so, you strengthen the ties you have in your community.

3. Grow Your Business

The What, Why and How of Email MarketingNowadays, there are many ways to market your business. You can market using social media, podcast, blogs, chatbots, and many others. They all provide great opportunities for your business to grow.

“Great Execution is the Ultimate Differentiator.” -Margaret Molloy

You may already have an idea in mind—and, that’s good. What will make it extraordinary is the way you execute them. You can learn from top creatives in the industry.

Particularly with email marketing, having a steady list of people is already a good start. If you find your strategies failing, you just might need to be very specific with your offer. Consider the identity and needs of your target market.

Once you have them interested, you can start providing them with valuable resources via email. As you progress, you can turn them into your very own brand ambassadors who will willingly tell others about you. That means more people and more opportunities to convert and grow.

4. Affordable Platform

You may ask, how much does email marketing cost? With lots of choices to choose from, you can start your own email campaign for as low as $0—you can start for free.

In contrast to other marketing platforms, emails are so easy and affordable. You can register for a free account at MailChimp or enjoy premium service at GetResponse. Other email marketing tools exist.

The choice is yours. What you just need is a great idea to hit off your campaign.

5. Track Your Success

One thing you’ll enjoy is seeing how well your email campaigns are thriving. Existing software have analytics that you can refer to anytime.

GetResponse, for example, even allows you to group your recipients according to their participation in your campaigns. You can also track them down in real time, wherever they are located.

With the ability to check open rates, number of clicks, subscriber tally, and conversions, you get to determine which strategy or campaign is good to implement. That way, you may find it more convenient to set up your business for success.

Content You Can Provide

The What, Why and How of Email MarketingNow that you have an idea of what your business can benefit from email marketing, you may be wondering about what you can provide using it. What do you think can hook people to subscribe for more of your brand? Here are three ideas to begin with:

1. Webinars

Are you a music aficionado or an expert on fitness exercises perhaps? What is one thing that you know about that others can also benefit from? From that, you can kickstart a series of webinars.

By definition, webinars are seminars that you conduct online. With it, you can teach people what you know about. It can practically be anything.

You can run each webinar episode from 5 minutes to an hour—the choice is yours. Only make sure you have a reliable camera and microphone ready.

2. Beginner’s Course

If you are not very much comfortable seeing yourself on video, you can choose to have your lessons written instead. You can organize them into modules that you can send for a period of maybe 6 months or for as long that you like.

What you can do is break down each module into unit lessons that may contain at least 350 words. Tailor them according to the topic you have. In each unit lesson, you can also include links to other valuable resources.

3. Free Resources

Free PDF resources, free audio clips, free baller bracelets—who doesn’t enjoy freebies? They are another way to create email lists from.

To start, you can consider what your brand is about and what items your target market are mostly interested in. It depends, and there is a wide range of item choices that you can explore. It would also be nice to consider how much you are willing to spend in producing these items.

Once you have one already, you can display them on your website or on your brand’s social media account for people to check out. From there, you can guide them to subscribing for updates via email.

Advance with Email Marketing

Although social media has gained increasing popularity, email marketing is still thriving. In fact, many entrepreneurs find it working really well for them.

The thing is…

People are still interested with the valuable opportunities that they can have via emails. It can be an opportunity to learn a new recipe, a discount coupon from their favorite store, or some free guides to help them advance in their pursuits.

People still run to their Gmail, Yahoo! and other email providers. On your end, you simply provide them with that opportunity or privilege that they are looking for. Create and empower your community with email marketing.

**Photo courtesy of Lou Levit

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