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What is Email Marketing?

By Anna Hartland 11 April, 2020

And Why Should I Care?

As our lives become increasingly digitised, recognising the opportunities in front of us and marketing effectively to them, has never been more crucial than it is right now. Harnessing new technologies to realise this goal, is the single most important thing you can be doing for your business today; If you are not doing this already, you should be.

Fortunately, there are loads of great tools out there to get you started - quickly and easily. In this article I am going to take you through some of my favourite tools I use to conquer the marketing world.

Firstly, Email Marketing. Whilst this isn't a new technology, the level of sophistication now available has undoubtedly revolutionised this approach. So, what are we talking about when we say Email Marketing? Basically, utilising some form of promotional email(s) to build a loyal and engaging customer base.

We can use this method to capture and channel leads to drive sales and develop relationships. Very few potential customers will see your product or service for the first time and instantly buy. We need to nurture that relationship and educate the customer as to why this is right for them. Luckily, email marketing gives you the ideal platform to build that rapport, transforming leads into customers - at scale.

Okay, so what would this look like in practice? And how does that benefit you? I appreciate this might be new to some of you and may seem confusing, but its actually quite simple:

Step 1.

We collect potential customers information through an online form or other interaction. The critical part here, is there email address. I will get to the how a little later.

Step 2.

We add this to our mailing list we have created. This consolidates all your leads into one place and allows you to contact them all at the click of a button.

Step 3.

We engage, inform and promote to that list of prospects. How this part is done, will entirely depend on your short term goals. You may be looking to educate people on your brand, promote a product or even be asking questions to learn more about them.

The misconception with Email Marketing, people often assume they will send a single email and be flooded with orders. Spoiler, it doesn't work like that.

Check this out:

EMAIL MARKETING

Your initial aim is to bring value to your new list of hopefuls, educate them as to why your brand is so important to them. Building up this trust and connection now will pay off later.

Step 4.

This is where things get interesting, now that you have that point of contact for all these potential customers, what are you going to do with it? It costs you no extra money to send an additional email, perhaps only some extra time. What you now have, is the beginnings of a growing group of people interested in your business that you can keep promoting to on into the future.