Is email marketing right for my customers?
My ideal clients (attorneys) are really busy people. I’ve read about email marketing but don’t think it’s a good path for my business & marketing.
My own email inbox is overwhelming I can only imagine theirs.
LinkedIn seems to be a better means to communicating the value and benefits of my services for my ideal client.
Is email marketing a good tool for everyone?
Excellent question! In a universe when we are constantly bombarded with noise, I find my email marketing clients are increasingly hesitant to send emails. And ultimately, you know your audience better than everyone. So, if you think email will hinder your business with them, there are certainly other strategies.
Here’s one thing to keep in mind:
91% check email daily. More importantly, 90% of consumers want to receive emails from companies with whom they do business.*
There are multiple goals for email. Some obviously include getting opened and getting read. Some of it, too, is simply about remaining front of mind. Even if a potential client skips messages because they are overloaded, they will still (consciously or not) notice they’ve heard from you.
One key to success is to keep messages simple. One campaign might just be a quote from a happy client with a call-to-action to schedule their own appointment.
That aside, LinkedIn is a great resource as well. Because how much people see of your feed varies, I would use it in conjunction with other tools. When you send an email, you have the opportunity to personalize the message and it’s being delivered directly to them.
Once you’ve decided to tackle email marketing, frequency and content are certainly tricky issues, particularly when you audience is comprised of busy professionals. Check back often as we tackle this and other marketing hot topics in the weeks ahead.
(1) This video about the art of 33 touches originates with Keller Williams. While the amount of contact – and what kind is effective will vary by industry, the overall point is solid: keep in touch to not only capture immediate opportunities, but to build long-term relationships and remain top of mind for when the services you offer are needed. Bonus: It’s less than two minutes long.
(2) Constant Contact featured a blog about email frequency, using time-based promotions as an example. Quick read with some great nuggets!
*Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business Growth Survey