What Email Marketing Is, What It's Not And Why You Need It.
Email marketing is the use of email to encourage and build relationships with customers and potential customers, with the ultimate aim of promoting your business and increasing your sales.
This involves sharing interesting and useful information on topics related to your business area with a group of people who’ve expressed an interest in your business and given you permission to contact them. Overtime, they get to know you and when you do send an email with an offer they’re more likely to make a purchase.
Despite us all receiving years worth of spam - email marketing remains effective because people do want to hear from you and email is their preferred method.
“86% of professionals prefer to use email when communicating for business purposes.”
Although emails (of the wrong sort) are commonplace, email marketing is often underused by business as a way of increasing sales. Yet, done properly, email marketing gives you valuable, direct access to potential and current customers which can help you find potential customers, build a relationship and create a group of warm leads to help you generate more income.
Email Marketing is not...
Email marketing is NOT about sending your offers and sales emails to a group of unsuspecting people who did not subscribe.
It’s important that the people on your list actually signed up to receive information from you. If they didn’t sign up, then I’m afraid you qualify as junk mail. It’s of no use or interest to them and your email address could get marked as spam.
You have a responsibility to treat your subscribers well and send them the information that they’ve signed up for.
Why Do You Need it?
Your email list is something that you build. It is earned and you own it. Unlike your social media likes, follows and so on, email marketing drives significant results. More sales are made through email marketing.
It’s relatively inexpensive and offers the biggest return on investment. As well as being more easily measured than say content marketing, as email marketing platforms readily provide reports on open-rates, click-through-rates, and much more.
“Three-quarters of companies agree that email offers ‘excellent’ to ‘good’ ROI.”
Your customers will likely check their email every single day - multiple times. And as an equine business you’ll have a slight edge as emails concerning animals and pet care have been found to have the highest open rate.
Email marketing will help grow your sales.