This Week's Question: Email marketing seems like it should be a good idea, but I'm just not sure. Why should I be doing email marketing?
Email marketing seems like it should be a good idea, but I'm just not sure. Some people think that email marketing is just spam and it just doesn't work anymore. You may be asking yourself, should I be doing email marketing? What you should be asking yourself is why aren't you doing email marketing?
If you want to learn more about how you can leverage email marketing in your business to make money, keep watching!
Hi, I'm Tom Malesic, founder and President, of EZMarketing, a digital marketing agency in Lancaster, PA, and you're watching Ask EZ. This is where small business owners go to get real answers to their marketing questions.
nearly everyone uses email
Email marketing should be a no-brainer for your small business, after all, nearly everyone uses email. In fact, 99% of people check their email at least once a day and most people check it 20 times a day.
And email is how most people prefer to hear about your products and services. In fact, 72% of consumers prefer to receive promotional messages through email.
3 reasons why you should be doing email marketing
Here are my top 3 reasons why you should be doing email marketing for your business.
- First, it's really cost-effective. On average you're going to get a return on your investment of 42 dollars for every dollar you spend. Email is absolutely the cheapest form of marketing that you can do.
- Next, email marketing is really versatile. You can customize your message, you can put somebody's name in it, and you can use it for lots of different reasons; like promoting an event, maybe it's a special or coupon that you have.
- And finally, email reaches people on mobile. 46% of all emails are actually opened on a mobile device.
why aren't all small businesses using email?
But if email marketing is so great then why isn't everybody using it? Only about half of small businesses actually use email marketing. So, why not?
I don't want to bother people
The biggest reason I hear from small business owners as to why they're not doing email marketing is that they don't want to bother people. But the reality is it's not that people don't want your emails, it's that they don't want to be spammed.
Don't be a SPAMMER
So the trick is don't be a spammer. Don't send to people who didn't ask to be on your list and don't send to them every day or every hour, just watch your frequency.
No one will open my emails
Another reason I hear is that no one will actually open the emails that you send. Well, if you watching this video right now, it's probably because you received an email from me, you clicked on the link, and now you're watching this video. So we know that people really do open up emails.
I don't have the time
Or maybe you're thinking I just don't have time to send emails. Email platforms are really simple and easy to use, and if you really don't have the time, marketing companies like mine are happy to write the copy, set everything up, and do it on your behalf. It's something that's really simple to outsource.
You don't have a good list
A legitimate reason that you might have is that you simply don't have a good list. A list is one of the most important things that you can have in your business, because it's the easiest way that you can stay in touch with your customers and prospects. Whether you have a customer list or a prospect list, you need a list!
You don't know what to send
Also, you could be thinking I don't know what to send. There's lots of great things that you could send, you could send a newsletter, maybe you have a coupon or a special offer, maybe you have an event coming up that you want to promote. Email is incredibly versatile, and once you get started, you're going to come up with lots of things to send.
I don't know how to get started
And finally, I hear people say look, Tom, I just don't know where to get started.
This brings me to your homework assignment. I want you to start with your list. If we don't have people to send anything to, we kind of can't send. The easiest way is start with a list of all your customers, and then move to your prospects.
Next, figure out what it is that you want to send, find an email provider, and let's get started. If you decide this is something that you really just don't want to do on your own, give us a call, we're happy to work with you and take this off your to-do list.
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