"If social media is the cocktail party, then email is the 'meet up for coffee'. The original 1-to-1 channel." - Erik Harbison
Do you have an email list? How often are you sending out emails?
You may have heard that your social media presence is like using rented land; that's because you are at the mercy of the platforms' ever-changing algorithms, and you can't control who sees what. By establishing an email list, YOU are in control of connecting with your audience and you can gain valuable insights into what really resonates with your followers.
Having an email list is something I recommend to all clients as it is an incredibly cost-effective way to communicate with your customer base and promote your brand - and you know the people receiving it want to hear from you (that's why they subscribe!). And, in a recent survey, 59% of respondents said marketing emails influenced their purchase decisions. If you don't have an email list, you may be missing an opportunity to connect with (and sell to) a large portion of your market.
While your email content and frequency should be determined by your business goals and target market's preferences, the question of whether you should have one or not is a no-brainer! Building a list can take time, but once you have it, it is a great way to build relationships with your customers while benefiting from one of the highest ROI out there.
If you're looking to start building your mailing list, I recommend checking out Mailchimp to start. With Mailchimp, you can get started with building your list and connecting with your audience for free, plus you can measure results to see if it's working and see areas where you can improve. Some of the things that Mailchimp allows you to track:
Your number of subscribers
Your open rate (what percentage of people open your emails)
Your click rate (what percentage of people click on the links in your emails) and which links they’re clicking on
How your rates compare to other email lists in the same industry
How to grow your email list?
It’s a good idea to have as many opportunities available as possible for people to subscribe. That means having a sign-up link in your email signature, adding a pop-up on your website where people can enter their email address or, if you have an online store, giving people the option to sign up when they check out. You should also promote your email list through your other communications and social media channels, and try out adding a bit of an incentive for signing up, like a discount code, free download or a prize to your 100th sign-up!
Need help with setting up your email list or with sending out campaigns? Etched In Marketing can help with that!