3 Reasons to Implement Email Marketing

72% of adults prefer communication via email. Email marketing creates an avenue for your target market to learn about your brand, establish a connection, and allows you a chance to learn more about your target audience. While you have likely been told you need email marketing, you may not know exactly why. It's important to understand why certain marketing efforts are done so you can track and learn as you go. There are many reasons and endless data to explain why email marketing is an important aspect of business. We have listed 3 reasons to help you get started:

1. Engagement. Many businesses send email campaigns from a "no reply" email address. As a small business starting to increase a customer base, it makes more sense to use an email address that your prospects can reply to. Engaging with your audience builds a relationship and increases trust in your brand. Once you've sent emails to those who have expresses interest in your business, give them an opportunity to turn the email into a 2-way street of engagement. One-on-one communication is the key to building and maintaining a true connection with your customers.

2. Mobility. Remember when you had to sit down and fire up your computer to read all your emails from the day? Those days are over. Emails are received 24 hours a day, nonstop, no matter where you are. The same is true for your customers. Data showed that 66% of all Gmail messages are opened on a mobile device. Also, 23% of people that open an email on a mobile device open it again later. The chances of your prospects seeing your email and opening it are so much higher than ever before. Why not take advantage of this? Saturate your options and get in front of everyone you can.

3. ROI. Any business owner wants to see where their money is going and what they are getting in return. Email marketing provides data and analytics that would satisfy any small business owner. In fact, according to DMA, email marketing has an ROI of 3800%. Here is a simple calculator you can use to calculate your email marketing ROI. Email marketing allows you to track many KPIs that will paint an accurate picture of how your target responds to your efforts. Depending on what your overall email marketing goals are, make a list of KPIs to start tracking. Conversion Rate, Clickthrough Rate, and List Growth Rate are a few basic metrics to track.

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Results Gaining Trust

Seeding and Feeding is the process for gaining new customers for your business.

Just like growing plants, it's all about planting thoughts in peoples' minds about your brand and nurturing the relationship to ensure a lifetime customer.

Unfortunately, plants don't need to trust you to accept food; customers do.

The 5th step in The Seeding Process is Results.

Imagine the process of growing a plant. It takes more than just planting a seed. To nourish the plant in hopes of a healthy, fruitful bush, you must feed and water it. You will water the soil, creating a mud for the plant to live in. Plant food can easily reach the roots through the wet mud. Sunlight penetrates the leaves and stems. All the while, the plant accepts all of this. These are all aspects essential to plant growth. These are all welcomed by the plant.

Now think of your potential customers. How can you gain their trust and get them to accept and welcome you into their lives? After step 4 in the Seeding Process, which is Bait, the customer will likely begin to accept you. They've seen your name a few times; they've received some sort of special offer. The seed has been planted. It's now time to encourage them to share contact information.

Information can be collected in the form of an email address, phone number or, through the #1 way, sales. A few other avenues for information:

  • Facebook Like
  • Twitter Follow
  • LinkedIn Connection
  • Newsfeed Subscribe
  • Browser Cookies

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Identifying the Right Media Getting Your Customers to See You

The 3rd step in The Seeding Process is identifying the right media.

Seeding and Feeding is the process for gaining new customers for your business.

Just like growing plants, it's all about planting thoughts in peoples' minds about your brand and nurturing the relationship to ensure a lifetime customer. You cannot begin to feed until you seed.

When communicating with your potential clients, you must understand which media works best.

As a business owner, it's easy to become overwhelmed when thinking about all the different media out there. There are so many media options to choose from, and if you're a business who identifies as both B2B and B2C, your job just got even harder. Or did it?

The good thing about having so many options is the opportunity for experimenting. We at Marketing Perfected suggest trying media that you are comfortable with, and evaluating the outcomes.

Here are a few:

  • Email
  • Radio Ads
  • Outdoor Ads
  • Social Media
  • Publics Speaking
  • Webinars
  • Event Sponsorship
  • Banner Ads
  • Coupons
  • And many, many more!

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The Touching Formula 70/20/10

The Seeding and Feeding Process is a proven formula for gaining new clients.

For an effective marketing strategy, you must plant thoughts into potential clients' minds and then feed and nurture them to gain their business.

A similar formula is just as important, known as the touching formula.

"Touching" your potential customers is simply contacting them, in any form. Once your clients have expressed trust and shared contact information, the touching can begin. The touching formula follows a 70/20/10 rule. This is slightly different from the 80/20 rule mentioned in step 3. The reason for the change is because the potential clients have now shown interest, leaving you confident that contacting them would be accepted.

The breakdown ratio goes like this:

  • 70% - What would they like to hear?
    • Sports, cooking, hunting, outdoor activities​
    • Tie in the desired subject area to the message​
  • 20% - Inside your Service/Product​
    • Provide a case study​​
    • Client Testimonial​​
    • Non-profit involvement information​​
  • 10% - Reason they should engage with you​​
    • Special Gift
    • Discount​​​
    • Free Offer​​​
    • Endless options here!​

The messaging is equally as important to the media you choose. It is essential to use different media and try new ones often. Document what works and what doesn't, similar to tracking KPIs. For example, if you choose email as your media, track which subject lines get higher open rate. Your media options are literally endless.

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Measure Your Efforts Are KPIs Important?

The 6th step in The Seeding Process is KPI.

Seeding and Feeding is the process for gaining new customers for your business.

Just like growing plants, it's all about planting thoughts in peoples' minds about your brand and nurturing the relationship to ensure a lifetime customer. You cannot begin to feed until you seed.

While you're busy executing all the steps, you must be tracking your progress.

To reach your goals, whether strategic or operational, you must measure your efforts.

KPIs, or Key Performance Indicators, provide a clear scorecard for the effectiveness of your marketing efforts. KPIs let you know if your plan is working, and they help focus your employees' attentions on specific aspects of the business.

KPIs are the backbone of your business. They provide all the information you must know to decide if you're successful or not.

Imagine if you never kept track of your salespeople. Do you know how much they sell? Do you know how many leads they're contacting? You wouldn't keep salespeople who are underperforming.

The same goes for marketing campaigns. You have to know if they're working; if your efforts are being wasted; if they're making you any money; or if they're helping to find new customers.

The bottom line is, KPIs are essential.

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