When I think of E-Mail marketing, I think of the 1990’s.
And I’m not alone on that – emails feel outdated when we compare it to cool things like twitter, facebook, instagram, and other social media platforms that companies can use to promote their products or sales.
We’ve got to cut that kind of thought though, because apparently, email is not dead. In fact, 89% of marketers say that email was their primary channel for lead generation, which is really shocking (keep in mind that not all marketing is B2C, a lot of it is B2B!)
Here’s some more figures to sway you.
- Every $1 spent on email marketing, the average return is $44.25. That’s a lot of money.
- Email can acquire 40x more customers than Facebook and Twitter combined. How amazing is that?
I mean, it makes sense to use email, doesn’t it?
After all, anyone who is anyone has an email address is. And everyone checks their email everyday. Plus, it’s a super easy way to promote your other platforms (I’m talking Facebook Twitter Instagram, etc.). Not to mention that sending emails through companies like MailChimp that provide mass email services is fairly inexpensive, and you’ll definitely be seeing some great ROI (aka that $1 spent/$45 earned metric).
But there’s a line to be drawn. Former Prez G. Bush enacted the CAN-SPAM act; which requires that email marketing adhere to some pretty specific rules liiiike….
- Don’t use false or misleading header information
- Don’t have deceptive subject line-use a subject line that accurately reflects the content of your e-mail
- Include Sender’s Postal Address
- ID the message as an ad
- Tell recipients how to opt out! (Unsubscribe link)
Okay, Bush. Okay.
So now lets get down to the gritty.
When you’re immersing yourself into the email marketing world; consider these
1. Target Your Audience. Obviously. Know your audience and cater to them and only to them. What do they want? How much time do they want to spend?
2. Bring your best subject line. The average user will take 3 seconds to decide whether or not they want to take in or toss your email marketing campaign – so make sure you’re not coming up with length annoying subject lines. Keep it short, catchy, cool.
3. Personalize! “Hey Shilpa, check this out….” type email subject lines OR as the first line of the email makes the reader feel like they’re not just another cog in your marketing machine. Along with personalizing them, personalize yourSELF. Email from “Shilpa@Baller.com” rather than “Sales@Baller.com”. You get it?
4. Show your subscribers that you’ve got more than just deals. This go backs to inbound marketing. Write a blog, a guide, etc. and send it out! This also relates to being personal. You’re not a marketing machine – you’re a marketer. So be a marketer.
5. Marketing Automation. Essentially, you’re just going to want to schedule emails going out so that it’s consistent, periodic, and so your subscriber doesn’t forget about you 🙂
6. With the unsubscribe option – Give them the option to stay subscribed, but a little less. “Receive emails once a week!” could make your subscriber a lot happier.
7. Be freakin’ professional. Keep colors, text, voice, everything relevant to your companies image.
9. Follow up! 3-4 days later. Keep it short, but check in on your lovely customer.
Take for example Lena Dunham’s Lenny Letter. While their main goal is to have you be a feminism-activist, they send period emails with little articles and insights that they think are clever (they usually are). They feature authors/bloggers like Jennifer Lawrence (she wrote about sexism in Hollywood), Rachel Maddow, and a bunch of other cool women. Anyways. They always do a great job catching my attention in my overflowing inbox, with very catchy email headlines like “Rachel Maddow Enjoys Talking to Homophobes” or “Why Conservatives Make the Best Lovers” (That one was weird). So, they’ve definitely achieved their goal – as I have literally read every single email they’ve sent me. Not to mention, its sent from Lenny@LennyLetter.com which is not as annoying as something like “Newsletter@LennyCorp.com”, you know? You know.
There’s more to learn though!
We’ve already covered inbound marketing, but what about inbound sales (aka, SMARKETING)? Hubspot and New Breed both discuss the importance of teaming Sales and Marketing together, breaking down the rivalry between the two sectors, and instead creating what Hubspot calls Team Revenue. But let’s not get ahead of ourselves. What even is Smarketing? Smarketing is the process of aligning the marketing and sales teams around common goals within a business or organization, with the goal of improving revenue.
Whether your goal is conversions or leads, it is pivotal that your sales and marketing teams work together working towards a shared goal. Let there be harmony between the two!
What does your Inbound Sales Team really need?
- Motivation: Focus less on lost opportunities and focus more on potential ones!
- Honesty: Don’t lie to your customers and your leads. An open relationship with your customers will help your sales and marketing team really understand what your customer needs. From there, go ahead and oh I don’t know, address those needs!
- Be HELPFUL! This is all new to everyone, and it’s not easy. Be helpful to your team, be helpful to your prospects.
- Literally, and this isn’t the college student in me talking, but they need sleep. Your poor little marketing sales babies need some rest. How else are they going to be so excited to promote some products?
Most importantly – Don’t forget that you’re catering to people. Real people! Whether it’s B2C or B2B, you’re still interacting with a real human. Humans will give into your sweet ass marketing attempts if you do a good job. So don’t be discouraged if your trials are mostly resulting in errors. You’ll get it eventually.
It’s 2016, and email marketing is still alive and well. Remind yourself that email marketing didn’t die in the 90’s along with all the worst (but kind of also the best) fashion trends. Make use of email marketing, throw yourself back to the 90’s!