Should I Invest in Email Marketing?

So, I go to send my blog post last week to my email list and I realize…it’s not working.

The plugin I use to send emails is failing to send, and after troubleshooting for a while I realize there’s not much I can do about it. I’m helpless! I can’t get this brand new blog post to the people who want to read it. My trouble with the email plugin catapulted me into an in-depth look at my email strategy. What do I use email for? What should I be using it for? Should I look for something different to help me take my email marketing more seriously?

I’m still figuring out the answers to those questions, and since I’m in the email marketing mindset, I thought I’d open up some talking points about why you should invest in email marketing.

You probably have some excuses for why you’re not using email marketing, and that’s ok. Despite its popularity, email marketing still isn’t an accepted form of communications for a lot of businesses out there. The savvy ones, though, have been doing it for ages. Let’s talk about that.

Isn’t email dead?

A big misconception of email marketing is that it’s useless in this age of text messaging and SnapChat. Does anyone even use email anymore? We think because of all these more modern forms of communication, email has no significance in our lives, but how often do you look at your email? I’m guessing at least once a day. For most of us, it’s probably more like once every five minutes.

We used to think “I have to check my email” at the end of the day, now we look at it constantly without even noticing.

That’s exactly why it’s so important. Email is an unparalleled opportunity to connect with someone in a very personal space. This is the same space where they’re having conversations with friends and getting personalized shipping notifications from Amazon—you’ve been invited into a deep layer of that person’s life.

Of course, a lot of businesses take advantage of this invitation—we’ll get to that in a second—but think about the dynamic here. You can use that connection to remind that person about something that could benefit them, or even change their life entirely.

Sounds complicated…

Ok, so there are a couple different types of emails. Obviously, your personal emails are probably just text. Black, Arial text on a white background, right? Then there are marketing emails. These tend to be image-based (although, not always) and look like they’ve probably taken more time and effort than the email from your friend inviting you to happy hour tomorrow night. Yes, it’s true that the marketing email took some time to create, but probably not as much as you think.

There are a ton of web services out there that make email marketing a breeze. The most popular are MailChimp and ConstantContact but there are many others. These services allow you to easily develop and organize mailing lists, send to a huge list of people at once, and, most importantly, create killer emails right from your browser.

You don’t have to be a web developer to make an engaging, professional-looking marketing email anymore.

I don’t want to be spammy

If you gotten idea of what the future of marketing holds, you probably don’t want to be a spammy email marketer. We’ve all had the misfortune of getting spammed with unwanted email, even if it’s from companies we like. That’s just what email marketing is, right? Spam? Wrong.
The problem with those emails you find spammy isn’t that you dislike the sender, it’s that the sender isn’t giving you what you would appreciate based on why you signed up in the first place.

With email marketing, the intent of an email is glaringly clear. If you’re frantically trying to boost your sales for that month, people are going notice in the email you send out. On the other hand, if your actual intention is to provide people with more reasons to subscribe to your brand and buy-in to your values by giving them value, they’re going to be a lot more receptive to that email.

So, should you invest in email marketing? I think the obvious answer is yes. When you do, make sure your email is appropriate for the personal space of the subscriber, designed around the content of that email, and providing value for the person who’s reading it.

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