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.