WHAT IS EMAIL MARKETING?
Email marketing is way of communicating a message, promotional offer, or information to your subscribers and customers via email.
It can be anything from:
– a transactional email (like a ‘thank you for your order’ message);
– a brand pitching email (information about your brand, your story, behind the scenes, etc.);
– an educational email (selling handmade skincare products? how about an email about the benefits of face masks?)
– a promotional email (get 10% off your next order / valentines’ day special discount / etc.);
– an informational email (new product collection, new shipping policy, etc.);
– and anything in between!
WHY IT OUTPERFORMS ANY OTHER MARKETING SYSTEM – INCLUDING SOCIAL MEDIA
EVERYONE HAS AN EMAIL ADDRESS.
Literally anyone surfing the web has an email address these days. It’s just how it is.. There are three times more email accounts than Facebook and Twitter accounts combined (source). Now that’s a lot of email accounts.
IT IS CHEAP AND PROVIDES GREAT RESULTS (= THE RETURN ON INVESTMENT IS HIGH).
Getting started with email marketing doesn’t have to cost anything at all. Most email marketing providers offer a free plan for small businesses that don’t have a big mailing list yet (ex.: Mailchimp). Even if you pay a little amount for their service, the results you get from them are well worth it. The average return on 1$ spent on your email campaign is $38 in sales!
IT DOES A GREAT JOB AT DRIVING TRAFFIC AND SALES – TURNING YOUR VISITORS INTO CUSTOMERS!
And isn’t that exactly what we all need? Caching! In fact, emails can be so great at bringing new customers to your handmade shop that they generally outperform social media campaigns by 40% in customer acquisition.
IT HAS A BETTER REACH THAN OTHER MARKETING TACTICS.
Everyone will receive that email you sent. They might read it, or they might not. They might click on the links in it and shop your products, or not. But, what they will do is receive it in their inbox. With social media, how many of your fans will actually see your post in their news feed?
IT’S EASY TO TRACK RESULTS AND TO TWEAK THINGS AROUND
If an email was more successful than another, you will know. If a coupon/promotion worked very well at turning your fans into first-time buyers, you will know. Any decent email marketing providers have great analytics tools included in their plan and you can quickly understand what works and what doesn’t.
IT’S HIGHLY TARGETED, MEANING YOU ENGAGE WITH PEOPLE THAT ARE ALREADY INTERESTED
If you are in their inbox, it’s because they invited you in. They maybe subscribed to your blog, downloaded that free patterns ebook you were giving away for free, or simply signed up for a promotion. In any case, they already showed interest in your products – so you know they are more likely to buy than any of your social media fans. And if they don’t like you all that much after all, they’ll unsubscribe – and that’s perfectly fine!
[…] I actually wrote an entire post about email marketing for handmade shops, where I also explain how t… […]