Unless you’re Google, you can’t (reasonably) claim to have anything that’s driverless about your business. It seems like we all walk uphill, both ways, in the snow and barefoot just to make ends meet. But I have news for you: it doesn’t have to be that way (enter email marketing).
Is there some trick that changes everything, one that gets you on the cover of Fast Company and driving a Bugatti when you’re tired of the helicopter? Not quite. But there is one that simplifies your entire marketing strategy, turns more leads into sales and makes your clients more loyal than you could possibly imagine. And it is straightforward—so much so that too many businesses ignore it. It’s email. And it will drive your business this year. Here’s why:
Everyone is Doing It
Today, almost every productivity hack includes some way to avoid checking email as regularly as we all do. The reason? Most everyone measures their days by how many emails they get. We get separation anxiety with our phones not because of our love of SnapChat but because we are focused on reaching inbox-zero.
Put simply, email is the key to getting in front of your current and prospective clients. Getting someone’s email address is the 21st century’s equivalent of a door-to-door salesman getting invited into a prospect’s home…which segways perfectly to my next point:
Sales Pitches: Kid Tested, Mother Approved
Regardless of what industry we’re actually in, we’re all in sales. And, ironically enough, most everyone’s weakest point in business is sales. Barring the rare artiste that is a natural at the cold-call, anyone would be remiss to pass up a tactic that can actually simplify the sales process while practically handing you converted leads.
People expect a sales pitch in an email. And while people expect to see sales pitches in ads across every medium, that’s not why they open the magazine or watch TV. But it is why they open your email.
What You’re Thinking Right Now
Now, I know what you’re thinking: ‘Sure, those points make sense, but I get tons of those promotional emails and I just ignore them. Why should I waste time just to have people delete it?’
To be honest, it’s a good point. But here’s a challenge: start paying attention to how many you actually open. Odds are you open at least 10% of them. Of those you open, you click through the links to check out what they’re saying. Once you start paying attention, you’ll discover that you actually end up buying from them more often than you ever thought possible.
Email Marketing: By the Numbers
Here’s a little math to back it up: let’s assume you have a contact list of 1,000. If you get a conversion rate of 1%, and average $200 a sale, each email you send will make you $2,000.
But this isn’t even taking into account all the other benefits of email marketing: the ability to tell your brand’s story, staying in regular contact with your clients (and stay in the front of their mind), further establishing yourself as a thought leader—the list goes on. In fact, you’d be surprised at the response rate (not to mention, some great personal responses) to a well-conducted email marketing campaign and how people begin to look forward to your emails.