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.

Competing and Winning in the In Box

Did you know that the average person gets more than 120 emails each day? Wow! How do you get your marketing message to be one that is opened and read?

Structure Your Message Well

Paying attention to the details will help your messages win attention. It is fine to use a tool like MailChimp or Constant Contact to manage your list and send your messages. You need to go beyond the defaults to be effective.

  • Sender: Set up your sender field to be something your recipients will recognize. Use your name if that’s what they know best. Use the business name if that’s what they connect to.
  • Subject line: Speak to a need or interest of the reader. Make them want to open the message. Be specific and compelling!
  • Summary text to start: Have text right up top that lets the recipient know what your message is all about.
  • Preview text: Write preview text that identifies the value of your message for the recipient. Don’t repeat the content of the subject or summary text.

Offer Content that Matters

Getting the details right will set you up to be read. Now your content has to deliver!

Make sure your message is relevant to the recipient. Don’t send the message if it isn’t. You may need to segment your email list to make sure you send only to those people who will find it highly relevant. Sending to fewer people who care is much better than a blast to all.

Tell a story in your message. Stories capture interest and are easy to read. Make sure your story is easy to read online with short paragraphs, short sentences, and simple sentence structures. People who scan rather than read every word should get the gist.

Experts recommend that you focus each message on a single topic. People who open a message will give you 1-2 minutes, so keep it short!

Tune Your Brand Voice

As a marketer, you nurture the voice of your brand. Brands with a consistent voice that resonates with the target audience will achieve the most success.

Sadly, the majority of brands don’t have a clear and consistent voice. Messages conflict. Themes are mixed. You lose the audience because they can’t figure you out.

Here are some things to consider as you tune your brand voice to find the right pitch, tone, and volume to be heard.

Define Your Master Message

We’ve all heard the phrase “sing from the same song sheet.” Does your brand have one? A clear, precise statement defining your identity is the foundation for a sustainable voice that will focus all communications. Your master message should create emotional connections, which are more effective than rational arguments.

Know What Makes You Unique

Saying what you offer is unique is cliche. Demonstrating what makes you unique in your marketing is gold!

Do You

Authenticity is critical. No one can connect with cold, corporate speak. Having a personality and a conscience is paramount. People want organizations to have values. Share your highs and lows. Be personable. Support meaningful conversations.