Do you understand the role of email marketing in your business? More and more business owners are realizing they need email marketing. Many of them don’t really understand the role of email marketing. Most of the time, it’s just a simple adjustment that is needed to help get great results. Let’s look at some of the adjustments we have helped clients make to get the most of their email marketing:
Understand that email marketing and advertising are not the same thing. They should work together. As an example, your advertising should be directing visitors to a capture page. This can be a stand along capture page. This can be a capture form on your web site or blog.
The role of email marketing from that point forward is to build the “know, like, and trust” factor with your prospects to help motivate them to become customers.
As we covered in our recent article, Benefits of Email Marketing, your message should seek to do more than just sell. You want to educate your prospects, build rapport, help them solve a problem. As they begin to see you are a credible expert, they are more likely to turn to you when the time to purchase comes along.
While the ultimate goal for us all is to increase sales, recognize that email marketing can help you add value, build rapport, solve problems, etc… Each of these will ultimately lead to more sales for your business.
Another powerful role of email marketing is training. This is especially great for folks building their sales teams, such as insurance agents, realtors, affiliate marketers, and network marketers. By having your sales staff subscribe to your training series, you can teach them your processes, update them on important events, and more… all with the click of your mouse button.
The key to effectively using email marketing in your business is to understand the role it plays and use it specifically for that purpose.