With all the hype surrounding all of the social media marketing methods available today (Facebook, Twitter, Instagram, etc.), many people are caught asking the question, “Does email marketing still work?”
The answer is a resounding, “YES!”
And the ability to automate, and fully customize the message that is going to the consumer, is enhancing the effectiveness of this method of marketing.
People Still Read Emails
According to which report you read, the average person gets between 75-125 emails per day (not including all the spam that is filtered out by your email service). That comes to somewhere in the range of 23 billion emails per hour, and according industry research, most people spend a little over 2 hours per day reading and responding to emails.
Based on those numbers, it would seem that people are suffering from email overload. In fact, SalesForce Marketing Cloud, formerly ExactTarget.com, states that “Email marketing produces the highest ROI among methods of digital marketing for businesses.”
In reality, the flip side is true. Research has shown that about 70% of people always open emails from companies that they like and trust. Now think about out – is this true about you? When you see an email coming from your favorite companies, do you typically open it to see what it is about, or just blindly delete it? I know that I like to at least see what they have to say.
Email is for Everyone
According to a survey by MarketingSherpa in January 2015, over 70% of Americans prefer email as the primary communication source with companies. Now, I can hear you saying, “Ok, that’s great. But we market to the younger crowd and they require social media.” Guess what? Even the ‘Millennials’ – those 18-34 years of age – prefer email over social media or any other outlet. Nearly 67% of Millennials chose email as their preferred source of communication compared to just 33% who prefer social media only.
In fact, 61% said that they like to receive promotional emails on a weekly basis, with about 1/3 of them preferring promotions more often.
Not only are they willing to get your emails, but they are willing to buy from them! BlueHornet did a survey in just two months ago (August, 2015) and MarketingCharts.com reported the results. Over 77% of people reported that they purchased something from a promotion email at least once per month (with nearly 1/3 of them reporting multiple purchases per month).
If you could get 3-out-of-4 people on your email marketing list to purchase something from you every month, what would that do to your sales and profitability?
Automation Gets 4.5x More Qualified Leads
Now, does this mean that you need to start blasting your email list with information, just to get your brand in their face? Absolutely not!
What it does mean is that people are very willing to receive and open your emails if you are providing them with quality content and intriguing promotions.
Today’s email marketing isn’t the same old-school ‘create a mass email and send it to everyone’ platform it once was (although sending the same message to all recipients is okay periodically). Today’s email marketing has become far more robust. With automated marketing systems like InfusionSoft, you can have a consultant build out an amazingly detailed email marketing system that runs on auto-pilot, sending your customers and prospects messages that are tailored to their specific wants and needs.
If you have prospects who are interested in vapor products, you can build trust with them by sending them a complete educational email series designed to educate them about the various types of ecigarettes or mod-boxes, as well as the various types and flavors of eliquids that they can use. As an educated consumer, who has grown to trust your company because of the help and education you have provided them, they will instantly turn to you when they are ready to make their purchase.
If you have your existing customers, you can send them coupons and discounts for products you know they like. If they smoke, but don’t vape, you can send them smoke-specific information and discounts, as well as education on the vaping products and maybe some free sample coupons to help expand their product usage (and your profits).
Marketing automation is the future of email marketing, and “companies that use marketing automation to nurture prospects experience a 451% increase in qualified leads”, according to an article in Entrepreneur Magazine.
Get Started Now
Whether you decide that you are going to go for building a robust automated marketing campaign in InfusionSoft, or you want to start with a more basic email blasting system like MailChimp or Constant Contact, the key to email marketing is to get started now. Decide what message or discount you want to offer your existing email database and start sending them information immediately.
Just be sure that you are sending them something that is relevant and keep the frequency in line with your message. If you are just sending some basic ‘new arrivals’ information, you may want to just do that monthly, but if you are sending a ‘weekend discount’ for X% off or $X off, then you can send those more frequently.
Most importantly, get started now. Waiting is NEVER a good idea!!! SVBS
Jeffrey Arnold is the President of 4Spot Marketing and founder of InfuseHelp, an expert InfusionSoft consulting firm. He combines 25+ years of business management experience with his expert knowledge of search engine optimization and Internet marketing techniques to help companies build automated, integrated marketing campaigns in InfusionSoft to help elevate their sales. Mr. Arnold can be reached at (702) 721-9763, via email at [email protected], or via his website at www.InfuseHelp.com or www.4SpotMarketing.com.