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I've got a series of posts on email marketing that I want to share with you guys so this is pretty much just a quick primer on email marketing.
Email is the number one form of communication behind talking.
I made that statistic up. Did you 83.4% of all statistics are made up on the spot?
But I bet for a second you believed it. Everyone uses email. And by everybody, I mean everybody. Your mom has an account, your Gram Gram has an account, your Great Uncle Jeff who hasn’t been right since the accident with the donkey has email.
And they all check it at least once a day. Email is one of the most accessible forms of communication.
Here's a real stat though.
“According to the Direct Marketing Association, email delivers the highest return-on-investment of any other marketing vehicle, averaging $57.25 for every dollar spent. That's why the vast majority (80% in a recent survey done by JupiterResearch) of companies increase their email marketing budgets with each passing year. It's also why, no matter what business you're involved in, you should leverage the email channel to its fullest.” - Jennings.
Email is easy.
This one is irrefutable. If you can tie your own shoes you can shoot off an email. Granted, using email for marketing purposes is a little more difficult, but not much. It's a simple system, one most of us have been using for years. I would be willing to bet that 37% of kids in high school know how to write an email but couldn't address an envelope. Made that stat up too. Still believable though, isn't it?
Email is instant.
No matter how long your email is, you hit the click button and that baby is on her way. No delay. I mean it really cruises. In less than 5 minutes (and that’s a bit on the long side), you could write up some marketing material, and blast it off to all corners of the world. What else gives you that advantage?
Email is reliable.
Unlike the USPS, your email isn't going to get lost in the fray. Your pictures aren't going to get crumpled, and the ink isn't going to run if the mail gets wet. The stamps don't fall off, the dog can't eat it, and so forth. I know you get the point. You know, with all certainty, that once you click that send button, it's going to be in the persons mailbox. Unless of course you get marked as spam. That's a whole different article though.
Email is measurable.
If you have a little geek in you (or know a little geek), you can measure the results of your emails. How many people open them, how many people actually read them, and how many people click the link or take action.
Everything about the digital world is measurable, and that's what makes it so powerful.
How would you know how many people read your direct mailer, or just pitched it in the trash?
How about watched your TV ad/ heard your radio ad and took action?
Saw that truck lettering, trailer, or yard sign and called you up?
With email you have the answers. Split test away, find out what mailers work the best, and adapt your marketing to max ROI.
The reason you can split test as much as you want is because of the number one reason email rocks out loud….
Email is free to send.
This is the tipping point.
I mean all the other parts add up, but then you throw in free and the game is over.
You literally have absolutely no cost involved with sending email.
None. No cost. Think about that.
Stamps and envelopes cost money. Phones cost money, and so do minutes. Yellow Pages, billboards, newspapers, postcards, etc all cost money.
Free marketing.
Let that one sink in.
I have yet to meet a business owner that didn't love free marketing.
The Wrap Up
Email Marketing just makes sense. Why wouldn't you want unlimited access to customers when it won't cost you anything?
Breakdown
Everybody's got email.
It's easy
It's instant.
It's reliable
It's measurable.
It's free.
That's all for now, the next Email Marketing posts will have more specifics on ways for Contractors to use it to make money. Tell me what you think fellas.
Justin
Email is the number one form of communication behind talking.
I made that statistic up. Did you 83.4% of all statistics are made up on the spot?
But I bet for a second you believed it. Everyone uses email. And by everybody, I mean everybody. Your mom has an account, your Gram Gram has an account, your Great Uncle Jeff who hasn’t been right since the accident with the donkey has email.
And they all check it at least once a day. Email is one of the most accessible forms of communication.
Here's a real stat though.
“According to the Direct Marketing Association, email delivers the highest return-on-investment of any other marketing vehicle, averaging $57.25 for every dollar spent. That's why the vast majority (80% in a recent survey done by JupiterResearch) of companies increase their email marketing budgets with each passing year. It's also why, no matter what business you're involved in, you should leverage the email channel to its fullest.” - Jennings.
Email is easy.
This one is irrefutable. If you can tie your own shoes you can shoot off an email. Granted, using email for marketing purposes is a little more difficult, but not much. It's a simple system, one most of us have been using for years. I would be willing to bet that 37% of kids in high school know how to write an email but couldn't address an envelope. Made that stat up too. Still believable though, isn't it?
Email is instant.
No matter how long your email is, you hit the click button and that baby is on her way. No delay. I mean it really cruises. In less than 5 minutes (and that’s a bit on the long side), you could write up some marketing material, and blast it off to all corners of the world. What else gives you that advantage?
Email is reliable.
Unlike the USPS, your email isn't going to get lost in the fray. Your pictures aren't going to get crumpled, and the ink isn't going to run if the mail gets wet. The stamps don't fall off, the dog can't eat it, and so forth. I know you get the point. You know, with all certainty, that once you click that send button, it's going to be in the persons mailbox. Unless of course you get marked as spam. That's a whole different article though.
Email is measurable.
If you have a little geek in you (or know a little geek), you can measure the results of your emails. How many people open them, how many people actually read them, and how many people click the link or take action.
Everything about the digital world is measurable, and that's what makes it so powerful.
How would you know how many people read your direct mailer, or just pitched it in the trash?
How about watched your TV ad/ heard your radio ad and took action?
Saw that truck lettering, trailer, or yard sign and called you up?
With email you have the answers. Split test away, find out what mailers work the best, and adapt your marketing to max ROI.
The reason you can split test as much as you want is because of the number one reason email rocks out loud….
Email is free to send.
This is the tipping point.
I mean all the other parts add up, but then you throw in free and the game is over.
You literally have absolutely no cost involved with sending email.
None. No cost. Think about that.
Stamps and envelopes cost money. Phones cost money, and so do minutes. Yellow Pages, billboards, newspapers, postcards, etc all cost money.
Free marketing.
Let that one sink in.
I have yet to meet a business owner that didn't love free marketing.
The Wrap Up
Email Marketing just makes sense. Why wouldn't you want unlimited access to customers when it won't cost you anything?
Breakdown
Everybody's got email.
It's easy
It's instant.
It's reliable
It's measurable.
It's free.
That's all for now, the next Email Marketing posts will have more specifics on ways for Contractors to use it to make money. Tell me what you think fellas.
Justin
