Simple emails or effective email marketing campaigns, which camp are you in?

First things first… are you already doing email marketing, OR are you simply sending emails? Have a think.

And secondly, for those of you who *think* you’re doing email marketing… Are you actually conducting effective email marketing campaigns? Or are you only creating very basic flows or sending newsletters? 

By ‘effective’ I’m talking about emails that build community, align with your sales funnels, convert and build off-email engagement for your business.

Now I’ve asked the second question: has your initial answer changed?

From my personal experiences and observations - as someone in the professional marketing field - many businesses either feel they won’t benefit from email marketing altogether or they feel they’re actually already utilising its capabilities to full their potential. I’m here to tell you, both of these preconceived notions are usually, more often than not, wrong!  

So, let’s talk about this in greater depth!

Let’s take it back to basics: what is email marketing?

I’ll keep things simple. Email marketing is essentially sending targeted emails to a list of contacts who have subscribed to receive communications about your business and its offerings e.g. services, products etc. These communications are sent with the intent to boost brand awareness, build community, nurture leads and ultimately increase sales - or meet other business objectives you may have. Consent of those you’re sending these emails to is essential. 

Effective marketing strategies will utilise and execute various types of emails: 

• Welcome emails - for new subscribers or those new to your email marketing contact list (it may not be their first purchase from you, but it could be the first time they have consented to your communications). 

• Newsletters - usually on a regular schedule. You could treat this like a monthly summary of your content or choose to segment it with particular topics each month e.g. a promo, a product highlight, reviews, new case study etc. 

• Promotional mailers - literally what it says on the tin. Some form of sale or promotion - this can be done cleverly by segmenting your audience and offering discounts based on their buy habits, regular purchases, browsing history, if they’re new to your business… and so on. 

• Transactional emails - order confirmations, receipts, customer service etc. 

• Informational - announcements, updates, general business information e.g. could be a change in policies or pricing related.

• Lead nurturing emails -  often automated sequences to help advance potential leads or customers already within your marketing or sales funnels. What do they want to see? What questions do they have? They may need reminding of your existence, they may not be ready to buy, or they may even need reassurance that you’re the right business for them. They can be within your funnels for long periods of time and not all customers will follow the same path to convert.

• Personalised emails - dedicated and specific to the recipient as a singular individual or a segment of your contact list (this will depend on your offerings). 

• Retention -  loyalty, rewards, feedback & surveys, milestones etc. Retention is part of a larger retention strategy piece… 

Retention strategies are super important and not to be overlooked by a simple “thanks for buying from us” email. Using targeted communications that engage and keep existing customers loyal, whilst encouraging repeat purchase, long-term relationships and even recommendation to their peers. Not only should you utilise emails offering rewards and requesting feedback, the main aim is to keep them happy so this leans on aspects like customer service too - to increase their lifetime value and reduce your churn rate. They’re post-acquisition phase so they’re already warm, keep them that way!

On the surface it may seem like email marketing is dead - again, you’d be wrong.

It’s no secret that the use of email marketing is on the decline but in actual fact its untapped potential is immense. When done correctly, the relationships built and the benefits businesses then reap really do speak for themselves - the proof is quite literally in the pudding!

Email marketing, when done correctly, results in high ROI (Return On Investment), grows your brand awareness and also helps nurture your (already existing) leads or customers. 

Email marketing is consistently the most cost-effective solution for businesses. Regardless of the personnel cost needed to execute emails and their creation, or the set up of automated flows, the actual sending and then the results gained are of minimal cost. You just need email marketing software, creativity and an understanding of your target audience and customers.

Benefits of effective email marketing strategies.

What are the benefits of email marketing?

• It’s direct - landing in someone's inbox who actively wants to engage with your business in one way or another.

• It’s owned by you! The power of its reach, exposure and success is in your hands.

• It’s targeted. Enabling you to control and nurture specific audiences with personalised and tailored content.

• It's effective. Bypassing algorithms (unlike social media) and competition, giving your brand/business space to be seen - you’re talking to warm leads! Make the most of it.

Fostering authenticity and developing trust, email is what you make of it. Growth possibilities are endless and the way in which you use its power is completely at the mercy of your business. 

The most common excuses I hear are: 

• “That won’t work for me”. 

• “We don’t do email marketing in my industry”. 

My response to you is… just try it! And, if your competitors aren’t doing it, that is precisely why you SHOULD BE. Choose to stand out in an oversaturated world. 

A simple guide: How to start with email marketing. 

Let’s start with what is NOT an email marketing strategy? 

• Sending any form of delivery update or order confirmation. 

• If a singular monthly newsletter is your only email activity.

• A post-purchase email sequence that only lasts 2 weeks tops and then drops off.

• An email sent to your entire contact list.

• Only sending a single email about a new product or service and expecting big results.

It’s time to treat email marketing like a direct line to your existing customers, potential customers and even those waiting on the sidelines… This is your ticket to success.

Buyers journey understanding —> email marketing strategy —> automation & flow set-up —> content creation —> distribution. 

Build your email list, capture all the data you can & start talking with your customers, not just AT them!

MY TOP 3 TIPS TO GET YOU STARTED: 

1. Segmentation. 

   Use this as a tool to create targeted communications as soon as you can. When you begin to understand the differing needs of your customers and that those at each stage of your funnels require tailored content, you’ll not only nurture better but hopefully convert quicker. Even keeping those existing customers within your retention efforts - win, win! 
   
   

2. Create automated flows for each area of your business.
   Streamline your communications and processes sooner than you think. Making your own life easier and putting trust in the power of your email communications will pay off. Having email set up where possible will work while you aren’t… 
   
   

3. Branding & digital identity.
   It needs to be strong. Don’t overcomplicate things or reinvent yourself just for email purposes. As soon as your email lands in someone's inbox they should instantly know it's you (or your business). Keep your brand recall unmistakable and inline with the rest of your content on other touchpoints. 

BONUS TIP: capture data at every opportunity possible. Blogs, events, networking, LinkedIn, social media, on your website etc.

Email Marketing is made accessible with She Does Marketing as your email professional. 

Doing your own email marketing without a clear understanding of your buyers journey - and how

to integrate email within it - it isn’t just costing you your time, it is costing you money. 

As a small business owner or a marketing manager within and SME, TIME IS MONEY - especially when you’re the one running the ship. Therefore, your CPA (Cost Per Acquisition) or CPL (Cost Per Lead) needs to be manageable. If you’re seeing huge figures in these areas… No wonder you think email marketing is a pointless exercise or you simply feel overwhelmed at the thought of implementing it.

Bypassing algorithms, competition, confusion... All you need is killer messaging, an ounce of creativity and an understanding of your buyer's journey and WHAT THEY WANT FROM YOU!

Email marketing is one of the most inexpensive forms of marketing - so don’t sleep on its potential just because you don’t understand how it works or how to implement it.

THE SOLUTION: 

Chat to me instead!

Get in touch.

• +44(0) 7561 774416

• shedoesmarketinguk@gmail.com 

• @shedoesmarketing_uk - Instagram

Why work with me? 

I make marketing make sense for small business owners and SMEs. Think of me as your experienced freelance marketing manager or your dedicated and hands-on marketing advisor/consultant. 

I only offer strategic approaches, transforming your marketing - and your business - with long-term and sustainable solutions.