|Why care?||Email is your most profitable marketing tool. Make sure you’re using it to its maximum potential!|
|Cost:||Email Service Provider (Convertkit, MailChimp, Flodesk, etc)|
|Who should do this:||Everyone|
|Platform:||Email Service Provider (Convertkit, MailChimp, Flodesk etc)|
If you aren’t collecting and sending emails to your client base on a regular basis, you’re missing out on a huge opportunity.
Email offers the highest and most measurable return on investment (ROI) of all types of marketing. The average ROI through email marketing is $36 for every $1 spent. So, for every dollar you invest, you receive 36 dollars in return. (Source: Constant Contact 2023)
It’s been proven that email marketing is the best tool to use when trying to drive sales. According to a report from the Direct Marketing Association, a whopping 66% of shoppers have actually bought something online all because of an email they received.
How cool is that?
Having the email address of your customer (or potential customer) is incredibly valuable for you. It is data about your customer that you own– not like social media, where you rent space on someone else’s platform.
This person has given you permission to land directly in their inbox whenever you have something that you think will interest them. This is a huge privilege, and we want to be sure we are providing incredible value to the reader in exchange.
Why is it important?
Social media is all about creating connections, but you can’t do that without engagement – it’s truly the part that’s social.
The more you engage with others, the easier it is to form relationships, foster connections, and get more people interested in your business.
Just like how your IRL (in real life) friends want to hear from you on a regular basis, your online community wants to know they can rely on you to show up consistently. Without the consistency piece, it’s not a real connection. Most friends aren’t interested in a one-sided relationship, whenever the other person needs something. The same goes online.
And what’s the easiest way to maintain consistency? Yup, we’re going to need an engagement strategy.
How to write ‘valuable’ emails for your readers.
First, define your goals. What is the purpose of this email? What are you hoping to achieve by sending it? Are you announcing a seasonal promotion? Are you releasing a new collection? Identify what’s in it for you.
Next, put yourself in your customer’s shoes and ask “Why do I care?” (Ask yourself this from the perspective of your customer.)
Be a bit brutal with yourself. Not everyone will be as excited about what you are creating as you are, and that’s okay. We’re doing this exercise so you can help show them why this is so exciting for them!
One obvious way to add incentive to your email is to provide some kind of financial incentive – a promotion that is available only to your mailing list.
Another avenue could be to give early access to something, exclusively to your email list. This can incentivize people to take action First.
Or maybe you aren’t using this email to sell, but instead, you decide to use it to educate and teach your audience they’ve been dying to learn. (Like this email ;))
Whichever you offer you choose, just make sure that every email you send offers something of value to the reader.
If you consistently offer value in every email you send, your customers will look forward to your email communications and will be sure to open and read your future announcements. (They’ll also be more likely to be ready to buy when you have an exciting offer to show them.)
If you regularly send emails already, look at the next one you are planning to send and ask yourself “Why do I care?” from the perspective of your customer. Make sure you have a clear, enticing answer for this question before you hit send.
If you aren’t using email marketing as part of your regular routine yet, brainstorm a short list of the types of value you could provide your customers. Start with thinking about the seasonal promotions you offer, and new product releases you could offer to your mailing list first. Come up with 12 ideas, and you’ve just planned an entire year’s worth of monthly emails!