Email is the best way to get information to people who are the most engaged with your brand; who want to hear what you’re saying; and who are most likely to buy from you when you make an offer.
Furthermore, your email list is your own property. Followers and fans on Facebook and Twitter may come and go, just like your subscribers can opt-out with every email. However, the difference is that you never haver to depend on the kindness of another corporation to allow you to use their social site for free. if someone Hacks into Facebook or wipes your Twitter account, you’re up a creek. Not so with your email members.
They are precious, so you treat them like gold. You don’t spam them, or sell your list, ever; and you periodically send out special deals or free access to offers no one else in the universe gets. At least that’s how the best Baby Boomer entrepreneurs and email marketers roll.
So what can you do with email marketing?
- Engage new subscribers fast. The first few hours and days after subscribing your new subscriber will be the most receptive to your brand. Make the most of that honeymoon time by helping them get to know you, giving them something valuable they can use right away, and sharing what happens next. You can also ask questions or take short surveys to understand your new subscriber better. Start with a series of 4 autoresponders that begin your relationship with friendliness and professionalism.
- Many businesses choose to send weekly wrap-ups or e-newsletters containing published posts and content curated from other experts in their field. Some bloggers send every article they publish, so their most loyal followers don’t miss a thing. Many email marketers even craft email content specifically tailored to their list’s preferences, segmented according to the originating opt-in form and it’s corresponding offer.
- Email is a great way to invite people to follow your brand on social media sites, too. The more places your people see your content in its varying forms, the more “sticky” and memorable you become. If your goal is to assert yourself as a thought leader or expert, spreading these social seeds ultimately results in a longer reach. Of course your content must vary across these different marketing channels to adapt to visual format and the type of content each audience is used to seeing.
- You can and should use email to build anticipation for a new product or offer coming down the pike. As your most loyal followers, your email list is probably the first audience with whom you’d like to share the news. It’s also the one most likely to share the news or take the next steps to learn more.
Email offers infinite creative and effective ways to reach your best peeps. A small investment in a service like AWeber allows you to brand your email with your logo and design style, segment lists, and even analyze data regarding open rates, click-throughs, and audience demographics, if provided.
Additionally, studies show that baby boomers and seniors read direct mail more than any other demographic. If your market includes these groups, we can help you plan a campaign that reaches and engages your best ideal clientele.
[Jen’s Note: I learned copywriting chops writing and testing email. When I first started my freelance business back in 2006, email was my first love. I eat subject lines for breakfast, have no fear of A/B testing, and subscribe to hundreds of marketing email lists — just to see what’s up. I save direct mail pieces that “work” just to study why they work, and have enrolled in courses and studied the work of direct marketing guru Dan Kennedy, who specializes in the baby boomer market. I’ve taught classes on email marketing and list building, which both require direct response copywriting skills, and I’m happy to share everything I know.]
Before you do anything else, make a plan for building an email list. Every digital marketing piece falls in place from there. Of course we’re happy to help. Just contact us.