The Most Powerful One-Two Punch: Blogging + Email Marketing Part II
Last month we covered the basics on blogging, why you should (web traffic, establishes you as an authority, controls your narrative, cost effective) and what to blog about.
This month we are continuing our look at email marketing, one of the most successful forms of marketing out there. Blogs are the perfect combo with email marketing, as they provide original content for your emails, drive traffic to your site, and like blogs—are cost effective.
Staying in touch with past clients and potential clients is imperative, for referrals, brand awareness, and the simple fact that it’s easier to do business with people who are familiar with you. In fact, email marketing should be a no-brainer for anyone running a small business: it’s convenient, personal, and instant.
Need some quick stats to help convince you?
Email marketing generates $36 for every $1 spent, which means ROI is 3600%
Email marketing is close to 40 times as effective as Facebook and Twitter combined
Segmented email campaigns can lead to a 760% increase in revenue
Forbes compiled a list on the top 10 reasons to use e-newsletters based on feedback from small businesses, they found that email marketing can help: build credibility, boost sales, strengthen relationships, learn what works, reach people on any device, look professional, get immediate results, generate leads, promote services, and attract new clients.
The personal aspect of email marketing cannot be understated either. Someone’s inbox is a personal space, it’s private, and a chance to connect directly with someone, which is why one of the top tips for e-newsletters is to focus on being personable. This is your chance to “get real” with people, divulge something you wouldn’t blast out on social media, give people an inside scoop, an insider’s look into the heart of not only your business, but your actual life, as a person.
Remember, email marketing is just another avenue for you to provide valuable content to past, future, and potential clients. It doesn’t have to be all about you, it can include interesting links, information about your city, events, company culture, tips, tricks, insights—the sky is the limit!
Getting Started
No doubt, you have a cache of email addresses just sitting on your computer, now is the time to put them to use.
First, choose your platform. Some of the most popular include Constant Contact, MailChimp, GetResponse, Aweber, Infusionsoft, ActiveCampaign, MailerLite, even SquareSpace now has an integrated email service built into their websites. There are even services geared specifically for individual business fields, although this in itself is a marketing ploy—any service will work.
Many, if not most services have a free trial, or a free plan up to so many emails/subscribers, and a simple Google search will provide extended details on each platform. At the end of the day the choice depends on three main things: personal preference, budget, and number of subscribers/emails.
Whichever email marketing service you choose, the most important element is: The Content.
What to Include in Your Email Newsletter?
After you’ve added all your contacts into an email list, it’s time to start thinking about the subject. It’s essential to take your time and carefully craft this as 69% of recipients mark an email as spam based on the subject line alone.
There are many great email templates available within email marketing services, and you can also find example real estate email templates online. Email forms to have on standby could include buyer and seller lead emails, and former client emails.
The two most important to have ready are a welcome/introductory email, and a regular newsletter geared to educate, entertain, and sell.
General Rule of Thumb: Focus content on your audience’s wants and needs, and explain why the content you are sharing matters.
Educate: You are the expert, share your knowledge. Infographics, market data, local news and events, buying, selling, or industry tips, breakdowns, and advice all make great fodder. Here’s the perfect chance to include a link to your blog with evergreen content.
Entertain: What are you passionate about? Let people see inside the daily life of (your profession) with humorous situations, funny anecdotes, or even real life situations. A cold impersonal email is easily forgettable—try and inject your personality in some way.
Sell: This should be done almost as an afterthought, and not overtly. A pushy hard sell is a quick route to getting unsubscribed. Of course you can still share sales and new products, but consider putting them at the bottom of the newsletter. One of the best ways to do a “soft sell” is to include *recent* testimonials and let others sing your praise for you.
NEVER
Include *only* sales material, always add testimonials when possible.
Make it all about you.
Let a robot/automated response be the only text in your email. People can tell if it’s you talking, or copy/pasted content. Guess which one they want to hear from?
ALWAYS
Provide value, context, and personalized text in your emails.
Have a call to action.
Write from your heart.
Bottom Line on Email Marketing
Effective email marketing should be at the center of every business owner’s marketing strategy based on its unbeatable ROI, minimal cost, access to mobile customers, and reliable, trackable results.
It is one of the oldest tactics, yet it remains vital. Even if they don’t have social media, most people still use email. If you do not have the capabilities to develop and implement email marketing campaigns in-house, consider hiring outside help—which will save you time, money, and peace of mind in the long run.
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Tony Frantz Studio has experience with multiple email marketing platforms and can help you get started, run your newsletter for you, or even teach you how to make your own. Paired with our ghostwriting/blogging services, we’ve got you covered!
