The holy grail of marketing: Are you making the most of email?
How annoying are those pesky social algorithms… deciding on their whim who will and won’t see our messages (especially this week thanks Facebook). With email, the user has the ultimate power to opt in and opt out. Are you making the most of getting the ins, and minimising the outs? Here’s how.
BRANDING BEFORE BREAKFAST EP 60 The holy grail of marketing: Are you making the most of email?
Hi, I’m Jodie. I’m the MD of Tiny Hunter and today I want to talk to you about the Holy Grail of marketing. And that is the humble email address. Because it’s been around for so long now, I think we can underestimate it but it is literally the only way that the end user can control what they see, because literally when they follow you on social media, the algorithm has all the power. And even though you think that they are getting your message, it’s a very tiny percentage of people that will actually see your posts. With the email you can control it. You can opt in and you can opt out. So you need to make sure that you are encouraging that you get their emails in the first place and treating it with the utmost respect and care so that they stick around for the long haul. So, some quick tips.
Firstly, think about your website. What are you doing to actively encourage receiving someone’s email address? You might be spending money getting someone to your website. How are you making the most of that by actually capturing that piece of data? You need to give them something of real value. Something that they want, so that they will hand over their email address in exchange. Once they’ve done that, what happens? Nothing? Is it ‘submission confirmed’ or something very developer-esque? Or is it a beautiful welcome email that tells them a bit more about you and other things that may add value to them? So think about that journey. You can use marketing automation to really nurture that relationship. So it’s not every time that you remember to do an email. It’s something that’s actually pre-planned. So you’re making sure you deliver that value even when you get busy.
And the last thing I wanted to share was just about how you should really value this exchange. So really, you want to sell minimally. Now this does vary business to business. Obviously, if you’re an e-commerce site and someone signed up, they want to hear about your products. But for other businesses, don’t just broadcast and try and sell all the time. You really want to think about your ratios of adding value versus trying to I guess push your own agenda. And make sure you get that just right because once you’ve got someone on that list, you really want them to stick around. That’s it for me. It’s time for brekkie.
Written by: Jodie de Vries
Published: November 23, 2020