You’re Not Annoying. Email your list!
Emerging brands often struggle with email marketing.
Concerns include:
Frequency of emails
What to say
Platforms to use
We will briefly cover each of these basic topics. But first, let’s quickly establish why email marketing is important.
The average ROI [return on investment] through email marketing is $36 for every $1 spent. Simply put, you invest a dollar and in return receive 36 times from it. -Litmus, The ROI of email marketing
Email marketing helps you make money! If we want our brand to last, we’re gonna need money, right?
1. How often should you email your customers?
“I don’t want to bother people with my emails.”
Most of the time, emerging brands aren’t sending enough emails! A key point to remember is that you are not an annoying telemarketer. Your subscribers have given you permission to contact them. They want to be a part of what you’re doing, so keep them informed.
At the same time, your subscribers will not open every email that you send. Just make sure that you’re not seeing large numbers of unsubscribes and compare your “open-rate” to industry averages. (A quick google search can help you with that last part) If your numbers aren’t great for either of those, your content isn’t interesting or you really are sending mail too frequently.
2. What should you say?
Keep it simple, keep it straightforward. You gave subscribers a reason to sign up for your emails. Follow through with that promise. This can include:
Upcoming sales
Exclusive promos
A newsletter
Blog updates
Member news
Take note of the emails that you open from the brands that you like.
What do you like about those emails?
3. What platform should I use?
Hopefully, you’re not loading your customers’ emails into a regular email and select CC/BCC. You should be using email marketing software!
Popular brands include:
ConvertKit
Mailchimp
Mailerlite
ActiveCampaign
Constant Contact
and of course, Squarespace Campaigns
For me, moving to Squarespace Campaigns has been a game-changer. I use it because it is efficient. I can update my website and send an email from the same place.
When my email was on a different platform, it was out of sight, out of mind. However, there are some really excellent features that some of the other platforms offer. Some are even free.
I could spend a lot of time giving you the details and cost of each program, but the software isn’t the most important detail of your email marketing campaign. What is most important is that you find a flow. For one person that might mean sending a message every Tuesday and Thursday at 9 AM. Another may just make sure to connect at some point weekly or bi-weekly.
If you need help navigating email for your brand, book an “Ask Me Anything” session.
If don’t have a website yet, take a look at the V.I.P package. This package includes email software integration and automated email setup.
