Why do I need an email marketing strategy?
Do you sometimes feel you might be winging it?
Perhaps you are working all hours to get your newsletters out the door but you are frustrated because so far, you’ve seen little-zero sales.
It’s very likely that you don't have a strategy in place.
Why is this important?
Without a strategy, you are hoping for sales based on a wing and a prayer. It’s like expecting to get a job offer without an interview, while this does happen, it’s incredibly rare.
In order to achieve your goals, it’s important to have a strategy.
Here's a useful reminder from Forbes:
"A goal is a broad primary outcome.
A strategy is the approach you take to achieve a goal.
An objective is a measurable step you take to achieve a strategy.
A tactic is a tool you use in pursuing an objective associated with a strategy"
Forbes Magazine (2013)
Perhaps you don't have the right strategy for the goals you want to achieve? What this looks like is launching a membership and hoping your regular newsletter is enough to not only build awareness of your membership, create excitement and also generate sign-ups, leading to sales. Yes, your newsletter will play a role in building your membership but it's not enough, you need a well thought through strategy to support your goals.
Using an email marketing as a story-telling tool helps to build trust with your audience. Too much information crammed into one email is likely to be overwhelming for your audience and you could lose their interest.
So rather, use email marketing as stepping stones from the moment someone signs up all the way through to the action you would like your audience to take. This doesn’t happen in one or two emails but rather over a carefully thought out email sequence based on the actions your audience takes, with each email carefully building on the next - a clear strategy.
A strategy for your email marketing will, not only help you build trust, it will help you showcase how you can help solve your client’s problems without being salesy, if done correctly, this will lead to sales.
Email marketing has evolved
It's no longer as simple as sending the same email to all - the spray and pray strategy, that so many business owners do.
It's time to update your email marketing strategy.
Trends change quickly and what worked 12 months ago may not be successful today.
So be open to testing and when you understand what works, find ways to automate it.
Without a clear strategy, it will be difficult to achieve sustainable growth.
By implementing a clearly considered email marketing strategy, your customers will be more responsive and engaged, your campaign performance will improve and your business will continue grow. You also save yourself a lot of precious and money.
Have you got the right strategy in place for your business?
Need any help with an email marketing strategy?
Book a free 30 minute Opportunity Audit Call with me and I will share 2 quick wins you can implement today.
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