First what is Email Marketing?
Email Marketing is permission-based marketing where an individual GIVES YOU PERMISSION to send them emails. They usually give permission by signing up on a website, entering a drawing or even verbally when checking out at their favorite store. There is usually an exchange for an email address – a free report, a video series, or a promise to receive specials and coupons for use with a future purchase.
Email marketing is the back end of list building. Once you’ve enticed someone to give you an email address, they become a part of your email list. You use email marketing to build your relationship. Because the individual has given you permission, your email is NOT considered spam.
Here are 5 Reasons Your Email Marketing Sucks
You don’t have a plan.
Yes, you need to plan your email marketing. Just for the record, this was just ONE of my issues. When I started marketing, I was just told to email my list every day. Even still, I didn’t have a plan. I didn’t know what the email was supposed to do, what I should say, or how often I should REALLY email. So, first, let’s make the plan.
Plan your schedule – email daily, weekly, or even monthly. What will you email your list about?
Your copy stinks!
You need to have great copy that is effective in email marketing. Please note: This is something I struggled with in the beginning. Why? Again, because I was unsure about the plan, I DEFINITELY didn’t know what to write! Writing good copy is crucial to relating to your audience, as well as triggering them to take an action – whether it’s to buy a product or share your content. When you know your plan, you can plan your copy.
You don’t have a goal!
The goal of email marketing is to educate, engage, and empower your audience. You educate them on your product. You engage them through email and social media. Then, you ultimately empower them to make an intelligent buying decision! SHUT UP!! In your email marketing, each email you send must have one of those goals: educate, engage, and empower.
Let me explain further.
Example: Selling widgets
Your GOAL: to sell a widget.
You need to PLAN your marketing to educate your audience about the widget, and its benefits. You might plan a series of emails that talks about various aspects of the widgets – this helps in the ‘engagement’ part of the equation. Don’t overlook Social Media – high level engagement.
Your COPY needs to relate to your audience. You need to write as if you were writing to your best friend, and use language that meets the need of your audience.
It’s your copy that will empower your audience to make a buying decision!
You’re not consistent with your email marketing!
Guilty as charged! Your audience needs to be able to set a clock or calendar by you. If you promise to mail them something weekly, then do it on the same day every week. Your audience should know it’s Wednesday, for example, just because they received an email from you. One of the MAIN reasons for failure is lack of consistency.
You’re not using an email marketing service effectively!
Email marketing services provide so much value it’s unreal. With email marketing, you need to be able to target your audience. Reports from your email marketing service can tell you how many people opened your email, which opened your email, and better yet, what link they clicked on! You can use this information to further target people in your marketing.
Using the above widget example, let’s say you sent your email out to 1000 people. According to your email marketing service, 200 people opened it. Well, you would want to focus on those 200 people. Out of the 200 people that opened the email, 113 clicked on a link. You would further focus your marketing on those 113. Using this method, you can concentrate your marketing efforts on those who are more likely to buy – the 113 that clicked on a link.
If you are not currently using an email marketing service, you are leaving money on the table. Try email marketing free for 60 days. Use the support and coaching that is available to make you successful! Start building relationships with those customers and turn them into buyers!
Keep marching forward,
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