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Let’s get one thing out of the way: Email marketing isn’t going anywhere.
In an age where social media requires the perfect timing, content & picture to get a message across to a very LIMITED audience, email marketing is shining in all its glory.
Today we’re sharing 5 of the top reasons why wedding industry pros (or any creative entrepreneur for that matter) can’t afford NOT to invest in an email marketing strategy. Yep double negative – THAT’s how important this is 🙂
*If you want to learn even MORE about email strategies such as the importance of following up and sequences – be sure to check out our “I Do” Funnels Mini Course!
Email Marketing is an Affordable Marketing Strategy
Almost every Email Service Provider (ESP) that we have used has a FREE trial of some sort.
As with all things that are free, there are limitations but the fact remains that you can start marketing your services via email for free. (We use Drip and their trial actually isn’t based on a time limit – you can use it for free for as long as you’d like with up to 100 subscribers!)
If you’re at the point where you need to pay monthly for an email service provider, it still remains quite affordable. Drip starts at $41 per month and includes 101 – 2,500 subscribers with unlimited email sends (amongst everything else).
So if you have a list of 2,000 people, you can reach them all with the click of a button and $41 per month. Not too shabby, right?
As your subscribers and needs go up, so does the price. However, if you’re working with a list that requires this sort of upgrade, you are off to a good start!
Interested in finding the worth of your email subscriber list? Use this calculator to determine its value.
Email Marketing is a Great Way to Nurture Leads
Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel and through every step of the buyer’s journey.
According to Marketo, companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost. Woahhhh!
We could write a whole post on the importance of lead nurturing but let’s keep it simple: It is PARAMOUNT to your business. By setting up strategic email automations, you can be with your potential customer on every leg of his or her journey.
Maybe a bride inquired about hiring you to be a part of their wedding a year from now but she’s still “shopping around” – you could set up an email sequence to send her helpful information post-inquiry. So instead of just receiving one confirmation email (and any follow ups you manually remember to send), she could automatically be “nurtured” by your ESP and receive emails with information including things like: a wedding you shot that is exactly what she’s looking for, testimonials and stories of your brides’ experiences, or even something softer like a blog post of your favorite venues.
By providing value to your prospects you can help guide them towards making a decision to work with you. Obviously, there is a fine balance between not being too salesy but also letting them know you want their business. Only time and practice ( or hiring experts – see what we did there 🙂 ) will help you to determine what works best!
Email Marketing Helps Increase Conversions + ROI
According to B2B Marketing, email has the highest ROI over any other digital channel.
Mic drop. But for real.
There is so much noise around having PPC running and setting up Facebook/Twitter/Pinterest campaigns that we lose sight of email. Don’t get us wrong, we love Facebook + Instagram ads (a LOT) – but that doesn’t mean we’ll neglect a good email marketing strategy!
In fact, we almost always find ourselves helping our clients get email marketing sequences in place before we ever turn an ad on.
When you think about it, anyone on your list had to GIVE you something – name, email, maybe a phone number – to get there. They trusted and liked you enough to give that information to you.
Now it’s your turn to continue building those Like, Know, and Trust factors with a killer email sequenece. Build a relationship, ask questions, share case studies, walk them through your own experiences, provide even more resources – and then invite them in to a sale or next step, once you’ve OVER served and given a TON of value.
Truth is, leveraging and building that trust via email is one of the most effective ways to bring in more sales.
Your Email Marketing Strategy Works Perfectly with Your Social Media Strategy
The beauty of a good email marketing strategy is that it doesn’t need to take away from what you’re doing on social media. In fact, it should actually enhance it.
If you’re anything like us, you may enjoy sharing more about your lifestyle and behind-the-scenes on social media, rather than promotions and products. While there’s definitely a way to sell on social, we mainly reserve that space for just sharing our lives.
Our emails are also a little glimpse into our lives, but there’s definitely more of a business focus there! In our emails, we’ll often share new blog posts, marketing tips, updates on what’s happening in the ever-changing Facebook Ads world, and a sprinkle of funny RV stories (like freezing our pipes in the middle of winter.. at least it’s funny now!).
Email Marketing Improves Customer Retention
Believe it or not, your list wants to hear from you. They think you’re smart, funny and have good stories (and great hair).
[Pro tip: be sure to routinely purge your list! Cold subscribers = no bueno. Only email those who want to hear from you and open your emails!]
While part of a solid strategy is to share tips and stories with your list, you also have the opportunity to improve customer retention.
For example, if you’re a wedding venue, you could include a referral incentive as part of your post-wedding email marketing strategy for your brides. You could reward them with a gift certificate for a date night whenever they refer a friend to your wedding!
As another example, if you’re a wedding photographer, you could send an email on anniversaries for canvas prints at a discount or even have a sequence scheduled to remind your brides to order albums in time for the Holidays.
Even after your bride’s big day is over, there’s a ton of value in nurturing that relationship and serving her well. Sometimes it just takes a little out-of-the box thinking!
How Do You Use Email Marketing?
So what are your thoughts?
Do you have an email system in place? Have you see positive changes in your business because of it?
If you don’t have one, what is holding you back?
If you want to get started, we highly recommend checking Drip out! Your first 100 subscribers are free – which means you can play around in the campaigns, workflows, and system as much as you want to!