One gaffe on live TV and you’ll never live it down. That’s usually the first thing you tell clients as part of their media training. That, and think before you speak.
There is no shortage of videos online of politicians, business owners, etc., suffering from a bad case of foot-in-mouth. The response usually is something along the lines of “I didn’t mean to say that,” or “I’m sorry if I upset anyone.”
The fact is, with more and more coverage of people being posted online, played on the air, you name it, now is the time these people need to seek help. That’s where media training comes in. You work with your clients, coach them, and prepare them so they know how to handle themselves in public.
The only problem is a lot of times, the people that need the most help don’t always know they need help. Either that, or they don’t know there is a firm like yours out there willing to help them until someone happens to tell them. That’s where email marketing can really help you bring in these clients.
Here are five reasons using email marketing can help your firm increase its client list.
1. Email has larger reach
With Facebook boasting more than one billion active users and Twitter topping 319 million, it’s tempting to believe that social media is the most effective way to reach the masses. These are impressive numbers, but what isn’t so frequently shared are the statistics on email usage. The total number of worldwide email accounts was 3.9 billion in 2013, and projected to reach 4.9 billion this year.
While this might seem surprising at first, think about your own online behavior: When you sign up for a website (such as an online store), you have to enter your email address to create the account. You even need an email address to create a Facebook or Twitter account. What’s more, Facebook and Twitter use email to notify users of activity, such as when someone is tagged in a photo.
Email is the currency of the web, and anyone who is online has an active email address. So, when it comes to connecting with potential clients, there’s no channel with a wider reach than email.
2. Email delivers your message
If marketers have to choose between adding a subscriber to their email list, or gaining a new Facebook fan, they should go for the email subscriber every time. There are two key reasons why.
First, 90 percent of email gets delivered to the intended recipient’s inbox, whereas only 2 percent of your Facebook fans see your posts in their newsfeed. This is because Facebook limits the number of times your posts appear in the newsfeed in an attempt to drive brands towards their paid advertising options.
This is a big deal when it comes to getting your messages seen.
Secondly, your email subscribers have explicitly told you they want to hear from you when they signed up for your email list. There are strict laws and regulations around SPAM, so if you’re emailing a prospect or customer, it is because they gave you permission. Now think about the ads in your Facebook newsfeed – did you ask those companies to market to you? Probably not.
Email is the proven marketing channel to ensure your audience gets your message.
3. Email has a higher ROI
Given email’s unmatched ability to drive conversions, it would make sense that email is also the most effective marketing channel to drive ROI. Email marketing yields an average 3,800% return on investment for businesses and for every $1 spent on email marketing, the average return on investment is $38.
It’s clear from these statistics that email is a cost-effective channel for marketers, but why does it outperform other channels so significantly when it comes to ROI?
It comes down to delivering highly personalized and relevant messages. Unlike social networks where you send status updates to every follower regardless of their location, interests, and purchase history, email allows you to be hyper-targeted with your communications.
4. Email is the preferred communication channel
For many, social networks are a very personal form of communication used to keep up to date with friends and family. When people log in to their social media accounts, they are there to see photos and updates from people they know and care about.
Email on the contrary, is a much more professional medium and people expect to receive information about products and services through that channel.
In fact, studies show 72 percent of people prefer to receive promotional content through email, compared to 17 percent who prefer social media.
5. Email will be around forever
The once-hot site was the largest social networking site in the world between 2005 and 2008, and in June 2006 surpassed Google as the most visited website in the United States. Yet where is MySpace now? All those users eventually moved on to other social networks, and the site is now the 1,500th most popular website in the United States.
Imagine if you’d invested significant amounts of time and money building an audience on a platform, only to find it a ghost town just a year or two later. The impact on your ability to reach and engage potential customers would be catastrophic.
Email, on the contrary, has a long history of stability. The first promotional email campaign was sent in 1978 to a total of 400 people, and email has been growing consistently since. Interestingly, the email space itself has evolved from a time where you needed a developer to build an email, to today where tools can empower the modern marketer to create and send beautifully branded emails. This shift has put the power of business email into the hands of more people.
Building your email list, unlike building a social media following, is a stable, long-term investment that will pay off for many years to come.
At New North, we pride ourselves on being able to help you meet your goals. If you’re looking to increase your client list, email marketing is a strong way to go. Contact us today to find out what services we offer and how we can help you.