Don't sleep on email marketing.
Stop avoiding your best marketing platform.
Let’s cut to the chase: If your business isn’t heavily invested in email marketing, you’re practically tossing opportunities out the window. In my years grappling with the ever-changing algorithms of search engines and the pay-to-play nature of social media, I’ve found a haven in email marketing. Here, your brand can be the star of the show, no holds barred.
The Missed Opportunity
Too many companies sleep on the goldmine that is email marketing. Sure, making a quick sale is exciting, but what about long-term customer relationships? Building brand loyalty is not just a nice-to-have; it’s essential.
I’m here to tell you, a 15–20% open rate might not seem flashy, but it dwarfs the minuscule 0.5–2% conversion rates you’ll see on most other advertising platforms. Think about that.
What Makes Email So Damn Special
Here’s why I’m all-in on email marketing, and you should be too:
Direct Access: When you send an email, you’re walking right into someone’s personal space — their inbox. That’s intimacy you won’t get elsewhere.
Zero Distractions: Once your email is opened, it’s a one-on-one conversation. No competing brands in sight; your message is in the spotlight.
Subject Line Impact: Okay, they might not open every email, but a killer subject line can still plant a seed, make them think, or elicit an emotional response.
Brand Building: Your email list isn’t just for selling; it’s fertile ground to cultivate your brand’s unique identity and values. This is your stage; own it.
Reality Check Time
We’ve all heard the one about human attention spans being shorter than a goldfish’s. That’s bad news for platforms like social media and search engines where you’re fighting for every second of attention. But with email, you’ve got a more captive audience. That’s a huge deal.
A Bit About Me
Most of my marketing experience is rooted in the service industry (specifically scrap metal recycling), but these principles are universal. And yes, I’m still learning every day — just like you should be.
Diving Into Industries
Personal Branding
If you’re crafting a personal brand, consider your email list the Holy Grail. It’s your own platform to share not just what you’re selling but who you are. This is a chance to offer deep dives into your life, your journey, and your expertise — stuff that would get lost in the noise elsewhere.
Service Industry
Having spent years in services, I’ve learned how vital trust is. Customers may know you for one service, but what about the other five you offer? For instance, if you’re running a lawn service, email is the perfect channel to educate your customers about your winter snow removal services. Talk about maximizing customer lifetime value!
Retail Industry
In a world where Amazon looms large, independent retailers have a real battle on their hands. You need more than a slick website; you need a relationship. Patagonia nails this. They blend impactful storytelling with product showcases, making every email an experience that aligns with their brand values.
Tips to Get You Rolling
Reintroduce Yourself: If you’ve been MIA, a “We’re Back” email sets the stage for what’s to come and re-engages your audience.
Consistency is King: Establish a regular email schedule and stick to it. Consistency builds trust, and trust drives action.
Prepare, Prepare, Prepare: Line up at least a month’s worth of content in advance. Trust me, future-you will thank you for this and it helps with my previous point consistency.
The Long Game: Don’t get discouraged by initial low engagement. Rome wasn’t built in a day, and neither is a killer email list.
CTAs Matter: You’ve got them to open the email; now what? Your call to action is the next critical step. Make it compelling.
Where to Start Based on Your Industry
Personal Brands: Make your newsletter the first link in your bio. It’s a statement of priority.
Service Industry: Include a newsletter opt-in in your contracts or service agreements. It’s a non-intrusive way to grow your list.
Retail: Use that auto-checked subscription box wisely. Your email list is not a discount spamming platform; it’s for building relationships.
Wake up your email marketing!
Email marketing is more than a megaphone; it’s a two-way street. It allows you to build relationships and offer real value, not just promotions and sales pitches. If done right, your emails can be something your customers look forward to, not something they overlook.
Ready to kick your email marketing into high gear? Let’s talk. You can find me on my website or ping me on X (Twitter).