Using social media platforms for branding and marketing your business is an important part of your overall digital marketing strategy, but there is one marketing strategy that is often overlooked and that is email marketing.

Email marketing is not dead as some would have you believe. It is still the most valuable mechanism to communicate with your potential customers. It is also a technique that gives you the best return on investment in terms of time and money spent compiling the emails.

A 2017 study from Radicati shows that there are over 3.7 billion email users and the number keeps rising. 269 billion emails are sent and received every single day.

According to eMarketer, email marketing has a five times higher return on investment than any form of direct marketing.

email marketing

 

  • It is the only thing you have control over, apart from your website.

Facebook, Google, Twitter etc. are third party platforms. You have no control over them. You can spend a fortune building up a business Facebook page, only to have it yanked out from under you because Facebook happens to think you are violating a code of theirs. It happened to an acquaintance of mine. She had a real estate Facebook page with over a million fans. Boom. Gone. Years of hard work and large amounts of money spent all vanished in an instant.

I saw the same thing happen to a YouTuber a few months ago. He runs a YouTube channel showing youngsters various science experiments. He makes his money from the advertising. One day my son and I went to look for a particular video on how to make a home foundry and his channel was gone.

It vanished into thin air with a notice from Google stating that he had violated YouTube’s terms of use. After a week or so, his channel was back up. Apparently someone else had tried to copy his channel and so Google shut down both accounts. He lost over $20 000 in advertising revenue in that one week. Fortunately he was able to negotiate with Google that he was not at fault here. The problem is that his entire business is built on a third party platform. That’s risky.

  • Subscribers have more than a passing interest in you.

When someone signs up on your mailing list, they are clearly interested in what you have to share with them. ‘Liking’ a page on Facebook is not an indication of real interest. People like or follow other people and businesses on social media all the time. When they are prepared to give you their email, it’s the equivalent of a woman or man giving you their telephone number in the dating world. You have a foot in the door. Now it is up to you to not scare them away.

  • Easiest way to keep in touch.

There are thousands of pages and businesses competing for your customer’s attention on the various social media platforms. People get flooded with posts and eventually they get information overload.

Francisco Rosales, Founder of Social Mouths has this to say. “Today, you’re able to reach an average of 1-2% of your Facebook Fans, the same way a very small percentage of your Twitter following sees one specific Tweet.”

With email, you are right in their inbox, along with their friends and family. Remember they have given you permission to send them emails so the chances are much higher that they will fact read it. The secret is to keep providing valuable and relevant information to their inbox so that they don’t unsubscribe.

  • Emails are personal

Unlike Facebook or Twitter, your information is directly in their inbox. It is not appearing on a public feed. If structured and written carefully your emails will be like a personal conversation between you and the reader within the privacy of their inbox.

Using mailing software applications like Aweber, GetResponse and Mailchimp allows you to personalise your emails to your list. It’s a whole lot better than starting your emails with “Hey Friend”. Instant turnoff. I ain’t your friend.

You can use this to your advantage to help build loyalty and trust in the digital environment.

  • Email Marketing means your emails are targeted.

These are people who have specifically requested more information from you. When you post a Facebook advert, you can set the demographics and interests relevant to your business, but it is still like throwing out a fishing net and hoping you land a few fish.  You can deliver content and offers that are specifically designed to help them solve their problems.

One of the challenges facing many businesses online is the know-how on how to actually setup and construct a mailing list on their website.

If you based in Johannesburg, I will be running a practical workshop on this topic. The cost is R595 per delegate.

During this 3 hour workshop I will be covering the following aspects:

  • Creating the perfect incentive for them to sign up
  • Creating a follow up series of emails to provide the best possible information
  • Selecting a mailing list software provider
  • Installing the option form on your website and Facebook pages

DETAILS

When: Thu 14 Sep 2017 9am – 12pm Johannesburg
Where: 11 Wild Pear Cres, Fourways, Sandton, 2055, South Africa (map)

Cost: R595.00 per delegate

N.B. Bring your laptop along as this will be a practical workshop.

Payment is done via PayFast (a secure South African Payment Gateway using either your credit card or EFT). Once you have paid, you will be redirected to a thank you page. There is a form on there that you will need to complete to enable me to give you the best possible value.

There are only 15 seats available so please book early to avoid disappointment.

Pay

 

List Building Workshop

During this 3 hour workshop I will be covering the following aspects:

  • Creating the perfect incentive for them to sign up
  • Creating a follow up series of emails to provide the best possible information
  • Selecting a mailing list software provider
  • Installing the option form on your website and Facebook pages

DETAILS

  • When: Thu 14 Sep 2017 9am – 12pm Johannesburg
    Where: 11 Wild Pear Cres, Fourways, Sandton, 2055, South Africa (map)

Cost: R595.00 per delegate

N.B. Bring your laptop along as this will be a practical workshop.

Payment is done via PayFast (a secure South African Payment Gateway using either your credit card or EFT). Once you have paid, you will be redirected to a thank you page. There is a form on there that you will need to complete to enable me to give you the best possible value.

There are only 15 seats available so please book early to avoid disappointment.

Pay