Why you should be doing Email Marketing

Before you start clicking the next button, hear me out! I’ve worked with a lot of small business owners and it seems like almost every time I bring up email marketing in my assessment, hackles rise. So many people have had bad experiences with email on the receiving end with spam email for some work at home programs, over-eager companies sending the same coupon 5 times a day, or some, lets say, unsolicited “adult content” that shows up occasionally. Sure that happens, but in recent years with CANSPAM legislation and more reputable Email Service Providers (ESP’s) on the scene, customers are not just warming back up to promotional emails, they’re popularity is growing by the day and so is the ROI. I knew those three little letters would catch your attention.
Many of you have known about email marketing for a while but have never had the resources to put it to work in your business or have never had good enough reason to get it going, Solent me count the reasons why email marketing will work for your business.

1. Put your brand center stage!
With more people owning smartphones, people are checking their email twice as often as they did 10 years ago. Chances are, you wake up in the morning and reach for your phone and look over your emails. You make some breakfast, check some more emails. Get to work, check your emails again. Get back from lunch, check your emails, you get the picture. Whatever the order you do it in, it happens. We all check our email way too much, but that makes for prime real estate for your brand. Don’t believe me? here are some numbers: Xobni, the maker of an email plugin for outlook performed a study that stated that 72% of respondents checked they’re email on vacation, on sick days, and in bed. 1 in 5 respondents stated that checking their email is the first thing they did in the morning.

2. Make some money!
You’ve all heard the old adage, “you’ve got to spend money to make money,” such a frustrating phrase to anyone that operates a small to medium sized business. Sure you’ve got to spend money, that doesn’t mean you want to. I suppose that saying would be more appropriately stated “You’ve got to spend marginally less per dollar and make exponentially more to make real money.” Although ideal, you probably won’t see that on a fortune cookie anytime soon, but Email Marketing will bring you that return your are looking for. The Direct Marketing Association, an independent group that focuses on fine tuning marketing data, has stated that the numbers drive a compelling case for email. Email provided $39.40 in sales per dollar spent of advertising this year, followed by $22.38 through Web search, $19.71 from Internet display ads and $12.90 from social networks. Who doesn’t want to see that type of return?

3. Keep ’em coming back!
Most sales professionals will tell you that you have to constantly be adding to your pipeline to be making money, that’s certainly not wrong, but not 100% true either. A study done in the reent years by Bain & Company states “It is 6 to 7 times more expensive to acquire a new customer than to retain an existing one.” The beauty of email marketing is it not only allows you to reach out to new, quality leads, but it also allows you to re-engage with customers who have purchased with you in the past. Think about the virtues, you know what the customers like now, you know what they’ve purchased in the past, by offering something you know that they would like or what will compliment their most recent purchase, they’re more likely to not only come back, but spend marginally more per purchase on subsequent returns.

Now, stop reading and start growing your business today, I’ve just outlined for you the tip of the iceberg of the benefit to your business. Write a comment or email me today about how to get started.

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Plain and Simple, Make Cool Stuff.

How do you answer the age old question of E-commerce and social media marketing… ahem, ok age old in dog years. But seriously, every small business is asking themselves these days, how do I prompt more consumer engagement with my brand? Answer: There is no silver bullet, no magic pill to feed consumers, but there are several brands that are getting it right on several fronts, the first and biggest is the new wave of Content Marketing. These brands that are using these new strategies are simply (as simple as it can get) engaging their customers by just making cool stuff and feeding it through channels where their customers are at, whether that is email, Facebook, blogs or other digital channels. Let’s take a look.

First and foremost, Red Bull has made a reputation of associating their name with all things extreme. Think about it. Whens the last time you heard about something that is totally off the wall, maybe a little crazy, you probably heard Red Bull’s name attached with it. Red Bull Stratos, you know, that guy that fell from the stratosphere in a space suit, yeah Red Bull, how about the Red Bull X-Fighters, where the airplanes fly around racing each other around pylons at breakneck speed, yeah Red Bull. Perhaps you’ve seen some of their feature films like the Art of Flight or Where the Trail Ends, a new films about extreme backcountry mountain biking. In fact Red Bull has pretty much abandoned all forms of traditional marketing in favor of a new content marketing strategy. In fact they created the Red Bull Media House who’s sole job is to produce cool stuff.  Now not all of us have the budget of someone like Red Bull, so let’s look at another. 

 GoPro, yes another action sports oriented company, but hang in there you might learn something from this one. GoPro’s strategy is simple, give you a first person perspective on the coolest rides, the coolest jumps, the coolest places and the perfect lifestyle for you. Check out GoPro’s Facebook page here, to see what I mean. They make cool content that people want to watch. Plain and simple. 

The last one has nothing to do with the action sports industry, that is unless you consider baking to be an extreme sport, is Betty Crocker. Yes Betty Crocker is mastering the art of Content Marketing. a couple years back they wiped the slate clean with their email marketing and brought together a whole new strategy. Make cool stuff that people would enjoy reading and looking at. Betty Crocker has regular features with titles such as “Top 5 One Pot Slow Cooker Dinners” they have regular free product samples offered exclusively through their emails, as well as quick polls and an Ask Betty section. Good, exclusive, original content. 

The thing that all these companies have on common is their commitment to creating content. Plain and simple, you need to focus on making cool stuff that people want to watch. They’ll engage, they’ll convert, they’ll share.