How to use email marketing
You hate spam.
You would sooner serve your customers SPAM fries for Christmas dinner than fill their inboxes with unwanted email.
But . . .
You would like to stay in touch with customers after they’ve made a purchase. And it’d be nice to promote your products/services to new prospects. And you’re starting to wonder. . . is there a way to use email marketing without becoming a dreaded spammer?
The answer is yes.
What if I told you that consumers actually want to receive email from brands that they do business with?
According to MarketingSherpa, 60% of consumers prefer to receive updates from companies via email vs only 20% who prefer social media and 17% who prefer text.
Furthermore, 86% of people surveyed would like to receive promotional emails *at least* monthly, with 15% saying they would like to receive promotional emails every day.
So stop being afraid of email.
Here’s how to use email marketing to become the company your customers and prospects WANT to hear from.
Step 1: Get the opt-in
If there’s one thing—above all else—that separates an email marketer from a spammer it’s this: permission.
Marketing great Seth Godin explained the value of getting permission in his 1999 best selling book Permission Marketing:Turning Strangers Into Friends And Friends Into Customers.
The alternative [to Interruption Marketing] is Permission Marketing, which offers the consumer an opportunity to volunteer to be marketed to. By only talking to volunteers, Permission Marketing guarantees that consumers pay more attention to the marketing message. It allows marketers to calmly and succinctly tell their story, without fear of being interrupted by competitors or Interruption Marketers. It serves both consumers and marketers in a symbiotic exchange.