If you own a business, you’re probably trying to think of ways to grow your leads. Without leads, you have no sales. No sales means no business.
Most people immediately jump to “I need social media!” While social media will certainly help, nothing is going to generate more genuine leads than Email Marketing.
Email has been around for 40+ years, and in 2017 it is still one of the most popular and effective forms of generating sales today.
If you don’t believe me, just take a look at this study by Ascend2 who asked companies “What are the most effective channels for a digital marketing plan to include?”
As you can see, email is second behind a website, which makes sense. In order to create effective email campaigns, you need to have a credible website that is setup to support your sales funnels. If you have a bad website, there’s basically no point investing your time and energy into any digital marketing strategy. Why? Because people will not want to stay on your website long enough to complete the goals that are most important to you (i.e. purchase, form submission, email sign up).
Many may think that Email Marketing is the hardest to implement, but you may be surprised at the stats:
According to another study from Ascend2, email was actually considered easier than social media. Don’t get me wrong - all the other marketing channels are very important. Just because email may be more effective and easier to implement than others, doesn’t mean that you should only focus on it as your one and only communication channel.
However, if you’re looking for a higher ROI and are struggling to gain quality leads, email marketing should be something to look into first and here’s why:
Your subscribers are quality leads
When investing into social media, anybody can see your posts and your ads but the harsh truth is that most people don’t care. You can get all the shares and retweets in the world but how do you know those audiences are even going to be interested in what you have to say? You don’t.
With email, your subscribers sign up to your list because they trust you and they like to read your content. You’re not wasting money on people that don’t care, which is a reason why email is one of the most effective marketing platforms.
Your email lists will generate more website traffic
Since people in your email list are interested in what you have to say, they are more likely to generate more traffic to your website. Within your emails, you can send them to any page that you want. If you have a free online course, generate an email campaign with the goal of increasing sign ups. You already have people interested in what you have to say. Why not promote to people who you know have a better chance of signing up?
Oh my Sales
Let’s say you do promote a free online course to your email list. Since your list is interested in what you have to say, you receive a large number of sign ups from your campaign.
This is a perfect opportunity to upsell and increase your sales. At the end of your free online course, promote a more advanced course for a fee. At this point, the majority of people who signed up for your free course trust you and are more likely to pay for your advanced course. As an incentive, offer the advanced course at a discounted price for a limited time to increase conversion rates.
Unlike social media and organic search, there are no crazy algorithms that present a challenging moving target. You send an email and it goes right into your subscriber's inbox. Unless every one of your fans is going to your social media pages to see every post you publish, not all of them are going to see your content.
With email, you can make sure that every person on your list sees your new content. If you want, you can even segment your lists so that a certain amount of your subscribers receives your email and others don’t. This is why according to Campaign Monitor, you are 6x more likely to get a click-through by email than you are from Twitter.
The Power of Automation
Email automation is a beautiful thing. You can set up a series of personalized emails to go out at any time with literally just a click of a button (with some content preparation of course). This helps you keep in contact with your subscribers with a campaign that basically runs by itself. Even better, automation helps you save time because you are targeting your most engaged leads so that you generate sales faster.
With social media and other marketing channels, there really is no automation. You can’t personalize your social media posts to every follower nor can you figure out exactly which followers are more likely to purchase from you.
That’s why in 2016, 174% more conversions were generated by email than social media according to Campaign Monitor.
In my opinion, email marketing simply brings home the bacon compared to other marketing platforms.