I’ll never stop shouting it from the rooftops: Email marketing can be THE most *powerful* tool in your business. It’s been the biggest driver of sales in my own business for multiple years now, and it’s not by accident. A strong email marketing strategy allows you to speak directly to your target audience: aka the people who have the strongest interest or desire to invest in whatever you’re selling.
But how do you actually ATTRACT new clients using email marketing? Let’s talk about it today—I want to share some helpful ways that email marketing can gain you new, strong leads… like, asap.
(BTW—if you’re still looking for a place to start your email list, I’m forever a fangirl and evangelist of Flodesk, the only platform that makes email marketing as easy as it is beautiful. Try it for free here and then lock in 50% off for your entire first year!)
Why email marketing is effective
Before we jump into the how, let’s start with the why… Why do I sing the highest praises for email marketing, and why do I vehemently urge every business to have an active email marketing strategy? TBH, it’s because email’s not going away anytime soon, and your audience is already hanging out in their inboxes.
Here are some strong stats in support of email marketing that you may want to pay attention to (source):
- 77% of marketers have seen a boost in email engagement over the past 12 months
- 50% of people buy from marketing emails at least one time per month
- More than 80% of people will open a welcome email (use this to your advantage by including creative calls to action and links to buy from you in your welcome email!)
- 59% of respondents to one survey said a marketing email has affected a purchasing decision
- 99% of email users check their email every day
Needless to say, people are using (and buying from) email—it’s up to us as marketers to show up in the right way that speaks to them!
Build trust by sending consistent & interesting emails
Consistency looks different for everyone, and it doesn’t have to mean sending one email a day or even one per week. Pick a frequency that will work well for you over time (2x/month, 1x/month, 1x/week, etc.), and then make sure you STICK to it. Sending fewer emails can actually be a strength, as companies that send more than 5 emails a week actually have lower open and click rates (source). You want your audience to come to expect how often and when they’re going to hear from you, so build your email schedule into your routine so that it’s never a last-minute or unexpected thing! On that note, open rates are highest for emails sent on Fridays, while lowest is for emails sent on Saturdays (source).
Beyond consistency, also make sure you’re sending emails that YOU would want to open and read. Tell stories, use humor, be REAL. But always make sure you’re bringing it back to the main point, a tie-back to your business or something related to your industry.
Establish authority by sharing helpful takeaways
There are several ways to establish authority and add value through your marketing efforts. One effective strategy is to provide valuable content, such as informative blog posts, articles, videos, podcasts, or ebooks. Sharing your expertise and engaging with your audience on social media and other platforms can also help you build credibility and establish yourself as a thought leader in your industry.
No one likes a know-it-all, but EVERYONE likes someone sharing juicy or compelling insider info. When you can share tips, takeaways, and knowledge in a way that makes it feel like you’re a friend giving helpful info to another friend, no strings attached, it makes you seem like a strong authority that your audience will love to hear from (and, eventually, buy from).
Speak directly to your audience with email marketing
Unlike social media where you post and hope you make it in front of the right eyes, with email, once someone subscribes to your list, you’ve automatically gained a spot in their inbox. Both pieces ARE important —but I always say social media is the handshake while your email list is where you establish and grow your relationship. Social media is the place to share who you are, what you do, and why you do it, while email is the place you’re going to make meaningful connections AND way more sales.
Email marketing can be more intimate than social media because it allows businesses to send personalized messages directly to the inboxes of their customers or subscribers. This direct, one-to-one communication can create a more personal and meaningful connection with the audience. While both email marketing and social media can be effective tools for businesses, email marketing can offer a more intimate and personalized form of communication that can help build stronger relationships with customers.
I’m always shocked to see the numbers side by side: email has a 6%+ conversion rate while social media’s is just 1.9% (source). So when you want to choose one place to focus your marketing and sales efforts, email will always come up #1 with a stronger ROI.
Use CTAs to gain new leads
A call to action (CTA) is a statement or button that encourages the audience to take a specific action, such as signing up for a newsletter, downloading a guide, or making a purchase. A CTA is an important element of marketing materials because it helps guide the audience toward the next step in the customer journey and increases the likelihood that they will take the desired action.
To be effective at generating leads, a CTA should be clear, visible, and relevant to the audience. Adding a sense of urgency can also encourage the audience to take action more quickly. By including a well-crafted CTA in your marketing materials, you can effectively guide the audience toward taking the desired action and generating more leads.
Your CTA can invite someone to follow you on social media, check out a new product/service, reply to the email, or something else. The important thing is always tying your CTA back to deepening your relationship with the reader in some way, because then when you DO have a call to action to buy, they’ll feel all the more comfortable and willing to engage.
Write catchy subject lines to get your emails read
Email subject lines matter because they are the first thing that the recipient sees when they receive an email. A good subject line can help grab the recipient’s attention and encourage them to open the email, while a poorly written or irrelevant subject line can cause the email to be ignored or deleted.
The BEST subject lines are ones that pique curiosity, are personalized, or share promotional offers (source). Make your subject lines JUICY and interesting (without being click-bait-y… you always want to make sure the content inside delivers on what the subject line promises). There’s power in a catchy subject line, so get creative!
Now that you know how to get new clients and leads with your email list, it’s up to you to get started! I promise, your email strategy doesn’t have to be complicated or time-consuming—and Flodesk makes it WAY easier and faster to get started. Join for free here and then get 50% off your first year!