As social media tools and techniques have exploded in variety and popularity, some have predicted – or even declared – the death of email marketing.
Not so fast.
Not only is email not dead as a marketing medium it is more prevalent than ever. In fact, according to the Direct Marketing Association, the ROI for email marketing is 4,300%. While that figure seems a bit over the top to me, if the true ROI is even a faction of that estimate, email’s effectiveness far outstrips any other marketing technique I know.
When executed correctly, email marketing can be one of the most powerful and cost-effective methods for growing your business. Why? Because it moves the conversation about how your products and services can help your customers and prospects to the very personal environment known as an inbox, which in these days of ubiquitous digital devices is always accessible.
Launching an email marketing campaign can be easy and inexpensive. There are several email services to choose from, and all of them offer services that are user-friendly and extremely affordable, especially in comparison to more traditional marketing tools.
But before you all run out to purchase an email marketing service and spam the daylights out of our prospects, understand a few basic truths about email marketing: An increase in the volume of emails does not mean an increase in leads and sales. In fact, sending too many emails without a solid strategy, smart targeting and great writing can actually hurt your business. As with any and all other types of marketing, it’s much more about quality than quantity.
People are inundated with email messages – so much so that they are ignoring the great majority of them. To succeed you must find a way to stand out from that crowd. People will only respond to email that has meaning and value for them from their perspective (and not necessarily from yours).
So long before you start an email campaign, start by getting a clear picture of your end user in mind. Answer these four questions:
- Who exactly is my customer?
- What does my customer want?
- How can my product of service help them get it?
- How can I help them get it get it in a way that is superior to my competitors?
If you let the answers to these questions guide your email campaigns, you can experience great success in your email marketing earning many times more in profit that you invest in the technique.
And that is how a “dead” service can help bring your business to life.