According to ConstantComment.com, 80 percent of professionals say that email marketing drives their customer acquisition and retention.
For every $1 you spend on email marketing, you can expect an average return of $36, according to Litmus, or $43 according to the Direct Marketing Association. That’s a higher return than you can expect from any other form of marketing
Email marketing is more likely to drive sales than social media marketing. 60 percent of consumers say they’ve made a purchase as the result of a marketing email they received. Contrast that with the 12.5 percent of consumers who say they’d consider using the ‘buy’ button on social media.
Although social media marketing is an important tool for growing your business, when it comes to driving sales, it doesn’t even come close to email marketing.
Now, I’m not saying don’t use social media—but you don’t have any control there and any platform could disappear overnight. So use social media to build your list, because you own that!
Email is also a fast and effective way to reach your audience. Based on Constant Contact data, on average 21% of emails are opened within the first hour.
Also, according to Marketing Sherpa, 61 percent of consumers enjoy receiving promotional emails weekly, and 38 percent would like emails to come even more frequently.
So the gold standard of marketing still involves building your email list.
But as with everything in business, you need a plan—an email marketing plan.
There are two kinds of plans that you need:
One is planning out your evergreen emails, and the other is planning out your broadcast emails.
- Evergreen emails are the follow-up email series for your lead magnets (freebies), and paid products. Each series will have a goal, which is the call-to-action.
- Broadcast emails are the ones you send out daily or weekly, depending on your strategy and your audiences’ preferences.
They are both important. I have several low-cost resources that can help you plan and organize both kinds of emails.
1- The first one is my free Email Follow-up Cheatsheet. It gives you some prompts for 7-part email series that you can use either for your freebies or products.
2- The second one is my Email Follow-Up Series Planner. This is like an in-depth mini-training that walks you through the steps necessary to design follow-up email series.
3- And finally, I have an Email Marketing Planner that includes 23 different printable worksheets to help you organize your broadcast emails.
So I encourage you to use email marketing as one of your marketing strategies, and an email marketing plan to attract more ideal clients.
Whether you want to increase your number of customers or strengthen your relationship with existing customers, email follow-up and email marketing will give you the tools you need to do so.