[dropcap font=”” size=”3″ background=”” color=”” circle=”0″ transparent=”0″]W[/dropcap]hile nearly everyone in business works to grow their social media following through Facebook, Twitter, or Instagram (and that’s just a few), many businesses fail by not using the best social media tool there is. No, it’s not another new site, but it’s something that we are all hugely aware of and use; Email Marketing.
Email marketing may be a big surprise to many people who do some form of social media for their business. Perhaps they think that it’s not something that they should fool with, or the latest fad is something totally different. But, email is really the first form of social media, where content is created and shared. How many of you have ever forwarded an email to a friend or family member because you thought the content was valuable?
While this post isn’t about the mechanics of signing up for and starting an email service program this is about the way in which you use them.
First, always be growing your email marketing list
Just having email marketing isn’t enough. You must actively collect email subscribers. Growing your email list needs to combine both an online and offline approach paired with a strong incentive. More about that later. Offline, put a sign up sheet next to your cash registers or a form at your tables. Train your employees to always ask for customer’s email addresses. Online, you want to place a signup form on your company’s website and feature it prominently to get the maximum amount of eyes looking at it. Also use social media features to capture emails. For instance, Facebook allows you to place a call to action on your page, and others allow you to place a website link so use that to direct people to sign up for your email list.
Second, offer a great incentive to sign up
With so many people guarding their email addresses, its important to make giving you their email address worth it. This is usually something like an ebook, guide, or some other content that only can be accessed if they sign up. Examples include:
- Ebook -Maybe a few chapters on your product or service.
- A How-To Guide
- Resource List (Top Tools for Business)
- Coupon for a certain percentage off their next purchase
Using one of these incentives will kickstart your email marketing efforts.
Third, use great subject lines
Subject lines are critical to the success of emails being opened and read by your list. The best way I know how to do this is to first incorporate the subscriber’s first name in the subject line by using your email marketing system’s mail merge tag. Second, use phrases like, “Don’t miss this!” or Limited time.
Fourth, write great emails
If you go through the first three tips you’re well on your way to being successful email marketing. However, it needs to be said that you need to write really great email copy to succeed. Your subscribers want to see great email content that stands out amongst the rest. If your emails are subpar and lack the information and value they want from you, they’ll unsubscribe in a heart beat.
Fifth, sell in your email
Most email marketing systems allow a business to sell products or services in an email. Don’t neglect the ability to do this in your email. Whether it’s a product or service, your tribe is likely to buy from you if you sell your product or service via email.
Email marketing success isn’t hard, so long as you adhere to these five tips, to always grow your list, offer a great incentive to sign up, use great subject lines, write great emails, and sell in your email.
If you are already emailing as part of your business, what do you find works for you? How are you successful using email for your business?