Email marketing is a highly effective tool for B2B service providers. It’s also one of the most underused and misunderstood marketing tools. A single newsletter has the potential to raise your business’ profile and income stream significantly.
In order to achieve success, you will need to know
- What email marketing is and why it is so important
- How to write an effective email newsletter
- Ways you can grow your email list
- How to use email automation
We’ll cover each of these points below, helping you to grow your business with email marketing.
What is Email Marketing?
Simply put, email marketing is the use of email to sell products or services. You create an email newsletter that you send out to your email list. Using bulk email software such as MailChimp, MailerLite, or Klaviyo makes this incredibly easy. Unfortunately, some business owners misuse email marketing and have given email newsletters a bad rap in two ways:
Consequently, people are reluctant to subscribe to a business email list and B2B business owners are reluctant to send newsletters, because they don’t want to be seen as sending spam or unsolicited emails. However, it is worth persevering and doing it right because of the many benefits, email marketing allows you to:
- Build and nurture relationships with clients
- Position you as an industry leader
- Targeted messaging to the right audience
- Increased sales
It is well worth undertaking newsletter marketing campaigns for these reasons.
How to Write An Effective Email Newsletter
An effective email newsletter will contain information of interest and value to your target audience.
A successful email newsletter will:
- Be well designed and thought out
- Be free of spelling and grammatical errors
- Contain user-generated content and links to your website
- Be short and simple
- Use clear calls to action
- Have a specific focus
Many B2B and B2C business owners find it useful to outsource the writing of their email newsletters because they:
1: Are Not Sure What to Write
If one of your barriers to sending your newsletter is that you don’t know what to write or what to include, you are not alone. This is one of the main reasons why email marketing is put in the too-hard basket.
2: Keep Forgetting to Send Their Newsletter
Outsourcing means you literally set and forget your newsletters. We will contact you when it’s time to think about your newsletter content to ensure it is sent out on your preferred date.
3: Want to Build A Community Outside Of Social Media
Encouraging your social media community to subscribe to your mailing list allows you to stay in touch with them. Offer them a freebie (also known as a lead magnet) such as a PDF or free training to give them a reason to sign up.
4: Need to Increase Their Sales
Are you looking for ways to increase your sales? Your newsletter needs to be an important part of your marketing strategy because the contacts on your mailing list are your warm audience, they are there because they WANT to hear from you. This means when you present your offer to them, they are more likely to convert to a sale.
5: Want To Position Themselves As An Industry Thought Leader
Do you regularly publish content on your website or write guest articles? Sending your subscribers a link is a great way to ensure your content is read by the right people.
Your newsletter is a core part of your digital marketing strategy. Because it works in conjunction with social media, content writing (whether that is blogs or articles), and even your PR campaigns. We can take all of the stress away: outsource your email marketing campaigns to us!
Four Easy Ways to Grow Your Email List
Email addresses are pure gold in the business world. With research showing that over 91% of people check their emails daily, email marketing is the third most successful form of lead generation. But without an engaged email list, you will struggle to get the results you want. That makes growing your email list one of the goals you should constantly be working on.
Four ways you can do this are:
- Create a lead magnet for your target audience wants and give it to them in exchange for their email address. People are time-poor and want instant results. To encourage them to give you their email address, first, you are going to need to identify what their problem is, and secondly, give them a solution. Such as Cheatsheets, guides, free shipping, etc.
- Share your sign-up link everywhere – social media is a great platform to grow your newsletter subscribers. As they have spent the time trying to find you, chances are they are keen on learning more. So, by promoting your sign-up link inside your posts and tweets, you are making it simple for them to do so. Everyone loves simple! I also recommend adding it to your email signature.
- Use opt-ins and pop-ups on your website – pop-ups; you either hate them or love them, but one thing is for sure, they actually work at getting email addresses. You can go for pop-ups that appear only after a few seconds on a page or an exit intent pop-up, which works out that the person is going to leave your website and then appears before they leave. Not into aggressive pop-ups? That’s okay because you could just have a sidebar or graphic on a web page which acts as part of the website design.
- Set up a landing page on your website – lots of people sit on the fence about whether to sign up or not for a newsletter. This dedicated website page allows you to really show them what specific benefits they will get by giving you their email address.
We’ll help you write the content and once we have sent your campaign, we’ll follow up with a campaign report. Get started with our email marketing services today.
How to Use Automation in Your Email Marketing Campaigns
As a time-pressed business owner, the more bang for your buck you with the least amount of effort on your part is well worth investigating. As you work to grow your email list, you will likely gain new subscribers in drips and drabs over a period of time. Responding to them as they sign up is hugely time-consuming, especially when your attention elsewhere is more profitable. That’s where email automation comes in handy.
Set up an email follow-up sequence for subscribers, moving them through your sales funnel with minimal effort on your behalf. By sending periodic emails with various offers related to their initial subscription topics, you can keep readers engaged and build a relationship with them. Let’s take a look at a typical follow-up sequence for a free opt-in series:
Your reader has opted in to download your freebie from your website. Over the next several days, you’ll want to stay in contact with a targeted follow-up nurture sequence that automatically sends an email based on the actions taken.
Deliver the lead magnet and introduce yourself to position yourself as a leader in your industry.
This email should contain follow on information relating to the freebie.
Send a case study or testimonial from a customer who has seen results from your using your freebie.
Answer any common objections and questions you get from customers. Remind them what benefits they will enjoy or even won’t enjoy.
Make your offer and get that sale. Use an offer they can’t refuse, and give them a short time frame.
Email 6 and beyond:
If your subscriber reaches this point without purchasing your service, chances are they are not yet ready. Move them to your main mailing list to ensure they receive your regular newsletter.