This is a question we get on the regular from small business owners wondering if they should spend their time crafting emails to clients and prospective clients. The answer is yes and here is why.
What do you send your list? Or what are you going to start sending? Leave us a comment and let us know!
No time to watch the video? No prob, we got you.
Why should I prioritize email marketing in my small business?
1. List building. Email is the most powerful and cohesive way to interact with your customers, when used in conjunction with other things like your website, specific landing pages, social media ads, etc. You can have 25 regular paying customers in your QuickBooks online account, 1,000 people regularly visiting your website, 100 people following you on Facebook. But, if they aren’t communicated to in an organized and systematic way, you’re leaving money on the table.
You’re a business and you have something to sell (even if you run a nonprofit or church, you’re still “selling” something… more on that another time). List build through an email platform like MailChimp or Active Campaign and then regularly guide your customer to whatever it is that you’re offering them that will create value in their lives. That’s what they’re going to buy.
2. Free market research. Ask them questions. This is the #1 way to get a gauge on the current challenges and priorities of your customers. Do you know how many of thousands of dollars companies pay agencies like mine to conduct market research for them?! Use your list as market research to test out ideas and ask questions. These are your people, you can ask them what they need help with.
3. Remind them you exist. Yes, opens are great and clicks are even better. But even just seeing your name in their inbox will remind people that you exist. I can’t tell you how many times I’ve sent a pre-written, scheduled email and a past client emailed me or called me later that same day. According to my MailChimp analytics, they didn’t even open my email, BUT just seeing my name in their inbox reminded them that I existed.
4. Guide the conversation into sales. Think of your email conversations as a sales funnel. Be (or get) super clear on what you can provide clients, then take them on a sequenced journey- answering questions(ie providing valuable content), then offering solutions (some for free and some for sale).