What is email marketing? How is it beneficial for any business?

On social media, you depend on their algorithm. Your posts are swallowed by an ocean of other posts. The day they decide to stop their services, you lose all the connections you spent time building.?

On Google, you depend on their algorithm too. Your website is also swallowed into a sea of websites.?

Only, and only, with email marketing, you own it. It is yours. No one can take it from you. If your current provider stops its services, you can switch to another.?

You rule the game.?

If you’re able to send emails to your readers and/or clients, it means you have a very special privilege. You have the most direct access to them, that is their email inbox.?

Not everyone makes it until there, quite the opposite. And, even if you do, your readers will unsubscribe if they feel you’re:

• trying to manipulate them
• not giving them interesting information

Once you’re there, you can educate your readers. Give them the exact information they need to move forward with their current project.?

You can also create a connection with your readers. They will sometimes reply, that’s when you can chat. Take this opportunity and learn more about them, their business, their challenges. Use this information to customise your offers and communication to their actual needs.?

In the end, your readers will remember you when they need you and can easily recommend you to others.?

There are two types of emails we receive from companies or professionals.?

1. Commercial emails

They’re mandatory, we cannot unsubscribe. They confirm that you:

• created an account
• made a purchase
• will receive your delivery soon

Those kinds of things.?

2. Marketing email

Someone goes to your website, reads a bit and, then, decides to subscribe to your newsletter. That is a marketing email, also called newsletter. And that’s where the battle begins.?

#1 There are different types

You can write many different emails.

Seth Godin has been writing what’s on his mind every day since 2002.?

Jennifer Lachs gathers all the job offers from her Facebook group.?

Gary Vaynerchuk shares one business tip every week.?

Think about why you want to write a newsletter, decide on one type and stick to it.?

#2 Stay consistent

If you email them every week, it is every week no matter what. For personal and unpredictable reasons, it might happen once or twice a year that you cannot. That is ok, life happens.?

#3 Ask for feedback and experiment

When your readers reply, ask what they like or would change. Then, at least once a year, send a survey.?

Ask short questions like:

• how does this newsletter make you feel?
• would you recommend it to a friend?
• what topics are you the most interested in?

Use different formats like scales or multiple choices with 5, 7 or even 10 different options.?

Use the information you learned from the surveys and chatting with readers. Experiment. Try different types of newsletters, content, frequency.?

This is in contradiction with the previous advice ‘stay consistent’.?

You can experiment with small things, like titles or calls to action, each time you send a new email.?

But changing your newsletter type or the whole design should only be done twice or even once a year. This is a balance. Discover yours.

---

Hi, thanks for reading my article! I’m Fanny and help busy freelancers simplify their marketing, and finally relax.

Check how I can help you:

Read more about marketing basics: