Email marketing strikes many as old-fashioned. More fashionable venues like social media and mobile marketing get all the attention. Some people will even try to tell you that email marketing is dead. Unfortunately, reality doesn’t agree. In fact, with a strong content marketing approach, email is more powerful than ever!
EMAIL MARKETING moves the conversation about your business to a more personal environment — the inbox.
Email is amazingly cost-effective. With an ROI of around 4,300% (according to the Direct Marketing Association), email practically pays for itself … and saves a tree or two. It’s what you use when you want to move from “conversation to commerce.”
What makes email content work?
All of us are far too familiar with email newsletters that waste our time, email pitches that annoy us, and downright spam. Those don’t work….
What works is a value exchange — your valuable information for your prospect’s valued time. Your subscribers need to know they can trust you … that you’re not a soulless self-promoting spam-bot.
Good email content deepens your relationship with your audience through effective subject line writing (which get your messages opened); your distinctive voice (which gets your messages read); and delivering quality, niche-specific content your prospect needs and shares with others (which inspires referrals and word-of-mouth).
A targeted, healthy subscriber list is also very important. Cultivating a list of clients (or potential clients) that read every word of your email and forwards it to a friend is golden.