Craft The Perfect Email Marketing Strategy - Ep 85 Limitless

Building a strong social media presence is essential for any brand or business in today's digital landscape. But what happens when your followers are not just passive observers, but enthusiastic fans eager to take a step further? They may not be ready to purchase just yet, but they're seeking a deeper connection. This is where email marketing steps in, the second stage of what we like to call the “social sales pipeline.”

Social media is like a friendly wave to a potential customer. Email, on the other hand, is akin to a warm handshake, a more personal connection. And the ultimate goal – making a sale – is that full-on, heartfelt hug. Today, Jamie Ratermann will explain how email marketing can help you bridge the gap between social media engagement and sales. We'll delve into the dos and don'ts of email marketing, providing you with valuable insights to help you nurture your subscribers and transform them into loyal customers.

Building Trust and Connection

Do: Share More in Email than You Do on Social

Building trust with your subscribers is crucial. When someone provides you with their email address, they're expressing trust and a desire to be more intimately connected to your brand. To nurture this trust, consider offering more value in your emails. This doesn't mean you need to come up with entirely new content; it's about giving more. Share actionable tips, personal stories, and client success stories, or provide a deeper look into your business. For small businesses, adopting a letter-style email approach can improve engagement rates, making your subscribers feel like they're receiving personal notes from you.

Let Them Get to Know You Better

In email marketing, personalization is key. Sharing your journey, how you overcame challenges, or fun facts about your business can create a stronger connection with your subscribers. Let them feel special and give them insights they won't find on your social media channels.

Sell More and Sell Often in Email

Subscribers expect certain benefits, such as being the first to know about discounts and new offers. Every email you send is an opportunity to make a sale or, at the very least, promote a program you're developing. Subscribers often have a higher buying intent, so make the most of it.

Email Marketing Best Practices

Don't: Email Once a Month and Expect Much

Consistency is the name of the game in email marketing. Consider sending emails on a weekly or biweekly basis to maintain visibility and trust. Irregular or infrequent emails can lead to subscribers marking your messages as spam or even forgetting that they've subscribed. Simply having your name appear in their inbox can boost visibility and trust, even if they don't open every email.

Don't Forget to Use Links Throughout Your Email

Links are your gateway to further engagement. If you're sharing valuable content in your emails, give your subscribers a path to explore more. Include links to sales pages, Instagram posts, blog articles, and other relevant content. A good rule of thumb is to have 5–7 links in every email. This not only drives traffic but also enhances the overall subscriber experience.

Don't Expect High Success Rates Right Away

Email marketing and social media are not one and the same. Don't be discouraged by average open rates of 20-25% for service-based industries or 12-18% for eCommerce. The average click-through rate is around 2-3%, slightly higher for media companies. Email marketing requires patience and understanding. Celebrate when your numbers meet or exceed these averages; it's a sign of success in the email marketing world.

In the modern marketing ecosystem, email marketing is an essential tool for turning social media followers into loyal fans and, ultimately, customers. By following these dos and don'ts, you can effectively nurture your email subscribers and maximize the potential of this powerful channel. Remember, email is about building trust, delivering value, and establishing a deeper connection with your audience. So, use it wisely to propel your business forward and keep your followers engaged on their journey toward becoming devoted customers.

Resources: 

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