Emails are incredible when you think about it.
Email is everywhere. Everywhere.
Try going online and purchasing something without email. Try to buy a phone and use it without email. Impossible isn’t it.
It is a fact of life that we depend on email for everything we want to do online.
We depend on email to shop, login, browse, learn, watch, buy and organise everything within our lives.
The first thing we do when we wake up is to check our phones, the first thing we do at work is to check our emails.
We are addicted to email, and that fact isn’t going to change very soon.
And here are the facts:
Roughly 205.6 billion emails are sent every day, 6.2 Trillion emails are sent every month, and 74 Trillion emails are sent every year.
Users receive 88 and send 34 emails per day, with the average user holding 1.7 email accounts.
Those are some pretty big numbers by anyone’s standards.
These numbers also suggest that we get a lot of crap sent to us, daily.
In summary, companies have been emailing us about stuff for about 40 years, yet so many companies fail miserably at email marketing.
What is email marketing
Email marketing is a way to reach your consumers directly via electronic mail, often, straight to their handheld device.
Email marketing is a way to reach those interested in your business’ area of expertise (or not) at a relatively low cost when compared to other forms of marketing.
Email marketing is also an opportunity for you to send thousands of messages to potential customers at a click of the button.
Email marketing is also an easy opportunity to obtain a couple of sales, by sending irrelevant stuff to a lot of people.
As you can tell, I am not a massive of this approach to email marketing.
I am also assuming that you didn’t come here to learn about sending irrelevant emails.
What is GOOD email marketing
Now you are talking!
Good email marketing is the ability to speak to thousands of individuals about a transaction, service or product.
Good email marketing is the opportunity to establish long-term relationships with your customers, providing a feeling of value as you do so.
Good email marketing is the ability to further an individual’s interest in a topic or product in a relevant and timely way to them.
Good email marketing is the ability to sell, without anyone realising you are doing so.
Selling so well that your customers don’t feel like they have been sold to
Remember when Apple used to release the latest version of their iPhone and customers queued up for days outside their stores just be the first person to get a mobile phone?
Those customers would run in the store when it opened, hand over hundreds of pounds and walk out with smiles on their faces with an updated version of the same product they already had.
To the average person, this situation is ludicrous. But to that particular individual, that moment is value in its purest form.
Value is, therefore, a subjective feeling, built over time and in this instance between a customer, a company and the product they are selling.
That feeling of value is what you should be aiming to create in your email marketing strategy. You should be trying to give your customers something they can’t get anywhere else.
Of course, it isn’t.
This is the main reason why businesses fail at email so often.
They perceive email as the means to an end, rather than part of the overall product.
It is this perception of value which keeps them from real marketing success.
It is this perception which will hold you back from being an excellent email marketer too.
Is good email marketing hard to do?
In short, no.
You just need to follow a few simple principles and decide to put your customers at the forefront of your decision making.
The principles are easy to follow, putting the customer first is a little harder to get right.
This is because putting the customer first requires thought. Thought takes dedicated time. And we are all busy people with very little time.
But don’t worry, we have a chapter on each of these subjects in this guide to email marketing which will lead you to victory.
That way, you can remove some of the thinking time and start improving your results.
Maybe then you will start to love email marketing as much as I do.
Before you say anything, I am fully aware that I am a geek!
The opportunity for email marketing experts
For those who are interested in getting involved with email marketing, you will quickly find that the opportunities are vast.
While emails themselves haven’t haven’t changed that much since the bigging of time, technological advances are providing email marketers with more opportunity to shine than ever before.
Email marketers are now able to combine email stats such as sends, opens and clicks with much better analytical data to get impressive end-to-end email measurement and reporting.
Email creative programs are getting much more accessible, allowing for designers to spend more time creating and less time testing email formats across millions of different devices
Email is also becoming recognised as a unique medium to make an impression within a cluttered market. Especially when it is hard to compete against large companies in areas such as SEO, PPC, affiliates and display due to pricing.
For those creative types who can also think. Email marketing can provide some of the quickest ways to build your companies brand and leave a great impression on your customers.
Plus, in many ways, email marketing is much cheaper than many other marketing channels.
Emails are easy to measure, easy to automate and provide tons of constant feedback. These facts allow you a tremendous amount of data points to use to improve your email designs and workflows until you have some of the slickest email campaigns out there.
The opportunity for you
With some time and effort, you can create email campaigns which really stand out in a crowd.
Good email marketing provides you to really think about what your customers actually want, not what you to believe that they want (a small but vital difference between average and good email marketing).
Most importantly you can create email campaigns that get measurable results, fast.
Selling the benefits of email marketing to decision makers.
Marketing is about priorities; it is also about influencing the right people to go in your direction.
Often this means persuading decision makers about why he or she should care about email marketing and what email marketing could potentially bring to the business given enough resource.
With this in mind, I have also written a chapter about the importance of email marketing, precisely for this purpose.
After all, what is the use of having an email plan if you are unable to persuade people how important email marketing could be?
When marketing budgets are limited, it can be difficult to convince decision makers.
I aim to make this task much easier for you to put forward your case and to receive that budget you need.