Why you need to focus on email marketing

In this episode of Web Profits TV, Alex explains why email marketing needs to be a core component of your online marketing campaign.


Hey, this is Alex Cleanthous, Chief Innovation Officer at Web Profits, and today I’ll be talking about email marketing, and why it needs to be a core part of your online marketing strategy moving forward.

Now for those of you who don’t know me, I have a stutter and it comes out when I get excited, and this stuff is exciting… so let’s get into it.

Email marketing needs to be a core part of your online marketing strategy. Here’s why…

It’s one of the only channels where you pay to acquire a user once, and can continue to communicate to them over and over for free (outside of the monthly fee you pay to your email marketing provider each month).

It’s easier to capture an email address than to generate an enquiry or a sale, which means you can afford to spend more on advertising online and make the profit on the back-end.

You can capture people at any stage of the sales cycle and then convert them to a customer when they’re ready to buy.

You can drive sales at the push of a button – if your email database is large enough, you could send 1000 people who know you to your website in less than an hour, without spending a cent on advertising.

People on your database usually convert higher than other traffic sources because they know you, they (hopefully) trust you, and they like you.

And, most importantly, your email list is one of the only real assets you have when it comes to online marketing. Everything else – from your website, to your social media followers, and SEO rankings – are controlled by another company. With your email list, you can download a list of your email subscribers to your computer and take it with you anywhere you go.

The most important factor that will define how profitable your email database is, is the relationship you have with your subscribers – the more they like you and trust you, the more they’ll buy from you. With that in mind, here are a few guidelines for building the relationship with your subscribers…

Focus on delivering as much value as possible in every email you send out. Keep in mind that your subscribers are continually asking themselves ‘should I unsubscribe from this?’ with every email they receive, so make sure you add so much value that they stop asking that question.

Focus on delivering value at least 80% of the time. That means you’re educating or entertaining your subscribers in 4 out of 5 emails you send out. The one exception here is ecommerce, where you can send sales emails more often, but the concept still applies.

Consistency is key. You want to send off emails at least once per week, but more often if you have enough high-value content to do so. We found that emailing our database twice per week instead of once per week increased the number of enquiries much more than the number of unsubscribes we received.

And unless you have an ecommerce business, don’t make your emails look like marketing. It’s far better to send emails from one person to another (just like a normal email) – the only requirement here is that there should be a person who it can be sent from (as it doesn’t make sense to send a ‘personal email’ from a company).

If you have a sizeable email list (I’m talking at least 5000 to 10,000 people) and you have a good relationship with that list, you’ll be able to launch new products, promote sales and drive traffic to anywhere you want online, with the click of a button.

Trust me when I say that it’s awesome!

Email marketing is a core component of our new Fluid Online Marketing approach, where we take care of your entire online marketing campaign so you don’t have to think about it.

As part of our Fluid Online Marketing approach, we can build you an email list into the tens of thousands by using advanced list building tactics combined with advanced social media advertising campaigns (obviously I’m very excited about that).

To find out more or to get in touch, visit fluidonlinemarketing.com.au

Talk soon.

Alex Cleanthous

Alex Cleanthous

Chief Innovation Officer at Web Profits

Alex Cleanthous is Chief Innovation Officer at Web Profits. With more than 10 years experience in online marketing, Alex is always on the lookout for smarter, faster and more scalable ways to achieve maximum growth with minimum spend.