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How You Can Do Less and Impact More With Email

Build Your Audience

It might shock you to hear that email is 40 times more effective at getting new customers than Facebook or Twitter but it’s true.

Email? Like that thing everyone says they dread checking every day? How is it possible that email can impact a business more than social media? People love social media!

Yes, our minds are flooded by social media every single day. There are more social media platforms than ever and the information flows out of them at a breakneck pace. It’s easy to click a “like” button or re-tweet something and move on. In fact, the average person will read just 50% of an article before sharing it on social media. So if only half of your stuff (at best) is making it anywhere on social, are you just spinning your wheels there? What options do you have to get your work in front of your ideal readers and customers?

Email.

No matter how much we loathe checking our inboxes, email is not dead. In fact, when it comes to having a greater impact on the people you want to reach the most, email is the answer that allows you to do less and impact more. Here are three ways you can make the most of your days with email.

Take Control

Have you ever posted something you were excited about to your Twitter or Instagram to only see a few likes or comments and even fewer clicks through to your blog? You are not alone, my friend.

Melyssa Griffin has grown an email list to over 75,000 subscribers and credits it for the massive success of her blog and related infoproducts. Melyssa often warns of the danger of focusing solely on social media to connect with your audience:

“In my opinion, social media is absolutely essential to growing a profitable and engaged blog or business. It connects you to your audience, allows you to share relatable pieces of your life, and drives traffic back to your site. But it does have one big flaw:

You can’t control it.

You don’t own Instagram or Pinterest or any of the other social media sites that you’ve spent so much time growing. They could easily flip a switch and change everything. In fact, not too long ago, the algorithm for Facebook pages changed, forcing you to pay to promote your posts if you want more than a handful of your community to see your updates. Ouch. But hey, you don’t own Facebook. Facebook does.

Luckily, you do control your email newsletter. It’s all yours, baby. So, even if tomorrow, Pinterest changes their site so that only three people ever see your pins again, you’ll still have an email list full of dedicated followers who are there to open your emails and read your most important updates.”

And since you’re 6x more likely to get a click-through from an email than you are from a tweet, I’d say Melyssa is truly making the most of her impact by focusing on email.

Save Time

Adding email marketing to your list of things to do might not sound like something that will save you time, but it actually is. Here’s why:

  • Spending an hour loading up your Twitter queue might feel productive, but when 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media, you might want to consider spending that hour writing a well-crafted email instead.
  • Incorporating automation into your email game plan can save you a significant amount of time. It also saves time for your subscribers since they get exactly what they need when they need it.
  • Email is personal and an inbox is essentially a digital living room. While someone might quickly skim by an Instagram post (even the algorithm even lets them see it), that same person is less likely to skip over an email in their inbox, especially when it’s personalized for them. Personalizing an email (adding a first name in the greeting, subject line, or body of the email) saves time. It fast forwards the relationship you have with that subscriber by getting more, well, personal sooner.

Raelyn Tan knows exactly how valuable her time is and makes the most of it with automations built into her emails:

“With a good email service provider, you’re able to send customized automated emails to people without you lifting a finger.

For instance, you can send a particular email to people that’ve subscribed for 5 days, or you can send a particular email when someone clicks on a link in an email you send.

This means that you can send different things to different people. Isn’t that amazing?

As your subscribers are at different stage of the buying cycle, being able to customize what you send them according to their needs is a powerful tool indeed.”

Using the automation tools provided through the right email service, you can save yourself time in the long run and also create remarkable customer experiences along the way.

Create Happier Customers

“Not everyone who visits your blog is actively interested in your content.

Some people might land on your site after following a link on Facebook or a pin on Pinterest. Some might stumble upon it from a search engine. And others might check back occasionally from time to time to refer to a post they’ve found helpful.”

Lauren Hooker is no stranger to creating happy customers through email. Her audience loves her personalized emails that speak straight to what they need, all without having to remember to come back to her blog to get it. Lauren views her email list as the “best of the best”:

“When people subscribe to your list, they’re showing an active interest in your business. They’re inviting you into their inbox because they want to follow along with you and receive your content.

And those who are actively interested in your content are more likely to be interested in your products and services. Every subscriber is a potential customer.”

Plus, Lauren is able to craft an experience her readers might not get otherwise:

“According to our Google Analytics account, 64% of everyone who lands on this site is a new visitor and 36% are returning visitors.

If people aren’t returning on a regular basis, I miss out on an opportunity to familiarize visitors with my business and keep them interested.

However, if the people who land on my site end up subscribing to my list, I’m able to follow up with them and keep Elle & Company on their radar.”

By emailing her subscribers regularly, Lauren builds on that all-important trust and she also gets a backstage pass to share what she’s working on directly with them – right in their inbox.

Do Less, Impact More

So while social media and other forms of community engagement are a valid way to connect and expand your reach, don’t skip over email. In fact, I’d encourage you to start building your email list today. And I’m not going to leave you without a little something to help you get started.

Grab your free copy of The Complete Guide to Email Marketing. You’ll get a step by step guide that walks you through exactly what you need to know, read, and do to make the most of your email game plan. Yes, you can do less and impact more. And email is how you’ll make it happen.

 

Val Geisler

Val is a yogi, mom, military wife, and avid podcast fan. She is ridiculously obsessed with sharing and creating content that actually makes a difference in the world, connecting with her fellow bloggers, and doing more with less effort. Val is based on Columbus, Ohio (O-H!) and can often be found oversharing on Instagram at @lovevalgeisler.

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