How to Reach 3.7 Billion People

Half of the world uses email, and the percentage is higher in the US. According to Statista, there are 3.7 billion global email users. This number is predicted to grow to 4.1 billion users by 2021.

In 2018, 205 billion emails are sent each day. Email is still one of the most popular modes of communication.

Email makes money. For every $1 you spend on email marketing, you can expect an average return of $38. Further, according to 80 percent of professionals, email marketing drives customer acquisition and retention.

This data points to the value of an email marketing effort. This is an effective way to maintain a top-of-mind connection with clients and prospects.

Build Your Email List

The key to email marketing is to continually build your list. Adding people without their knowledge is considered to be poor form. Instead, ask people if you can add them when you connect. Or, you can send an email and ask them to opt-in to your list.

The goal is to establish and leverage a list of clients and prospects. This list can be segmented as needed to target clients, past clients, prospects, industries, etc.

Send Email Marketing Messages Regularly

You need to stay in contact with your list. Content needs to be of value to the recipient.  That ensures that recipients will appreciate your messages and not see them as spam.

In addition to sharing content, consider achieving these business purposes with email:

  • Thanking clients
  • Asking for testimonials and/or reviews
  • Asking for feedback
  • Highlighting an upcoming event

Have a Plan

Save time in the long run and develop an email marketing plan. Know what you will send, to whom and how often. Then, your effort becomes a series of tasks that implement the plan.

Be sure to note the results of every message. Use the insight to fine tune your plan and make your email marketing even better.

Facebook Insights Cheat Sheet

Facebook Insights can be a goldmine of valuable data. That is, if you know how to look at the data.

Which elements are most important? What matters?

Here’s a cheat sheet to key Insights elements, what they mean, and how they can inform your digital marketing on Facebook.

  • The page summary shows you key metrics for your Facebook company page for the last seven days.
  • Recent promotions shows you results from your most recent paid ads.
  • Use the data under recent posts to find out which post is performing best. This is the one you should consider boosting for more exposure.
  • Pages to watch is a list generated by Facebook of similar companies. These can give you great comparative data.
  • Use the reach data to assess how many people you are reaching with your content. The data here reflects both organic (free) and paid efforts.
  • Reactions tells you how people are connecting with your content. Take a cue from the content that gets the desired reaction and do more like it.
  • Your ads always have a goal. Actions data shows you the demographics of who took action based on your ad.
  • Under Posts, you can see When Your Fans Are Online by day and time. Use this to schedule posts for maximum impact. You can also see the engagement you get by post type.
  • The People tab gives you data on who is following you. This is a good check on whether you are targeting properly. You can get similar insight from the Manage Ads>Audience Insights area.


Is Your Content Sad?

I recently saw a stat that 60-70 percent of business content sits unused. It gets used somewhere once and then sits lonely and untapped. Content gets created and not used. That is sad!

Creating content is a lot of work. You want to make sure you get lots of mileage from every piece you create.

First, be sure your content is great. Great content is:

  • Relevant
  • Informative
  • Entertaining
  • Pleasant to consume

Then, make sure you share it widely. Share your content:

  • On your website/blog
  • On your social media channels
  • In relevant social groups
  • On LinkedIn as an article
  • In your newsletter
  • On industry websites/blogs

You may have more options with vendors and partners. Explore them all! Everyone needs content. Let your content work for you by sharing widely.

Keeping a catalog of your content can be very helpful with this effort. Get the most mileage by spacing out your use of each piece of content over time. Even a space of two weeks will make content fresh in the eyes of readers.