The reach of your social media posts is falling. Advertising costs are rising. And the way people search is changing, which means search traffic can no longer be taken for granted. Many business owners find they have to do more and more for the same result.
One channel remains stable: email. It reaches people who have said themselves that they want to hear from you. In this article you will read why that is so powerful, how to grow your list and how to write emails that get read.
Why email is back in the picture
On social media and in search engines, you are a guest. You build an audience on a platform that does not belong to you. That platform sets the rules and can change them at any moment.
An algorithm is the set of rules a platform uses to decide what people get to see. If that algorithm changes, your followers suddenly see fewer of your posts. You have no influence over that.
Advertising is also becoming more expensive. More and more companies want the same attention, and that drives costs up. If you have to pay for reach again every week, you feel it in your margin.
Email works differently. You build your own channel, with no middleman deciding who sees your message. This is also known as an owned channel: a place that you manage.
Your list is an asset
An email list is not a cost, but an asset. Every person on that list has given you their details. That is a clear sign of interest.
A few advantages at a glance:
- No algorithm: your message lands in the recipient’s inbox and not in a feed sorted by a platform.
- You choose the timing: you send an email when it suits you, for example for a promotion or a new product.
- No cost per click: you do not pay for every visit to your website. You pay for your email software and your time.
- You know your audience: you can see what people open, click and buy. You learn from that.
- It stays yours: if a social platform changes or disappears, your list remains.
Do keep an eye on the rules. You may only email people who have given their consent. Ask for that consent clearly and keep a record of it. That way you keep your list clean and comply with privacy legislation (GDPR).
Grow your list
A list does not grow by itself. People do not simply hand over their email address. They want something in return.
So give them a good reason to sign up. Consider these options:
- A checklist or guide: something practical that helps immediately, such as a step-by-step plan or template.
- A discount on the first order: useful for online shops, as it lowers the barrier to buying.
- Useful tips: a series of emails or a newsletter with knowledge your target audience can use.
- Early access: first notice of new products, promotions or events.
Also pay attention to the moment and place at which you ask. People are most willing to sign up when they have just had a good experience with you. Think of the moment after a purchase, after downloading a document or after reading an article they found useful.
Place the sign-up form where your visitors are already looking:
- at the bottom of your blog articles
- on the confirmation page after an order
- in the footer of your website
- on a separate page where you explain the newsletter
Keep the form short. An email address and a first name are often enough. Every extra field costs you sign-ups.
Email with substance
A list only has value if you use it well. A newsletter that gives the reader something gets opened. An email that only sells gets unsubscribed from.
So alternate useful content with offers. A rule of thumb many companies use: let the majority of your emails help the reader, and sell in the rest. That is not a law, but it gives you something to go by.
A common scenario: an online shop has built up a sizeable list. Every week an email goes out with only products and a discount code. At first this works reasonably well. After a while, fewer and fewer people open the email and more people unsubscribe. The shop concludes that email no longer works, when the problem is actually the content.
The solution does not need to be big. The shop can send an email every other week with a tip, an explanation or an answer to a frequently asked question. The sales email comes in between. Readers then learn that an email from this shop is worth their time, even when they do not want to buy straight away.
A few tips for better emails:
- Write a subject line that clearly says what is inside.
- Keep the email short and easy to read, with one main message.
- Use one clear button or link to the next step.
- Write as if you are addressing one person, not an entire list.
Make your emails more personal and smarter
Not everyone on your list wants the same thing. A new subscriber has different questions from someone who has already bought three times. With segmentation you divide your list into groups, so that you can send each group a suitable email.
You can segment based on things you already know:
- what someone has bought or viewed
- the interest someone indicated when signing up
- how long someone has been on your list
- whether someone often opens your emails
You can also automate a lot of the work. An automated flow is a series of emails that is sent automatically after a trigger event. Think of a welcome series for new subscribers, a reminder for an abandoned basket or a follow-up email after a purchase.
You write such a series once and it keeps working. That saves time and makes sure nobody falls through the cracks.
Measure what works
Email is easy to measure, but look at the right figures. The open rate shows how many people open your email. This figure has become less reliable, because some email programs register opens automatically. So use it as a guide and not as the truth.
These figures are more important:
- Click-through rate: how many people click on a link in your email.
- Unsubscribes: an increase is a signal that your content does not fit.
- Revenue or enquiries per email: what an email actually delivers.
Make sure your clicks are properly linked to your analytics, for example with tagged links. Then you can see in your website statistics which email led to a purchase or enquiry. Always test one thing at a time, such as a subject line or a send time, and learn from the outcome.
Frequently asked questions
Is email marketing still relevant?
Yes. It is in fact one of the few channels where you keep control yourself. You reach people who have already shown interest, without a platform deciding who sees your message.
How often should I email?
There is no fixed answer. For many businesses a regular rhythm, such as once every two weeks or once a month, works well. Choose a frequency you can sustain and that does not tire your readers. Look at unsubscribes and clicks to adjust.
May I email everyone who has ever been in contact with me?
No. For newsletters and offers you generally need consent. There are exceptions, for example for existing customers and similar products, but these are subject to rules. If in doubt, always ask for consent and include a clear unsubscribe link in every email.
Book a free 30-minute introductory meeting
Do you want to build an owned channel that does not depend on an algorithm? Or do you want to know whether your current newsletter is still getting the most out of your list? Then we would be glad to think along with you.
In a free 30-minute introductory meeting, we look at your current situation. You will get concrete ideas for growing your list, improving your emails and making smart use of automation. There are no obligations. Get in touch with Adventio Marketing in Amersfoort and book a time that suits you.
