From inbox to impact: The secret sauce of email marketing
"We tried it a thousand times and it’s just not working for us."
From my experience, email marketing is one of those channels that’s often underestimated, especially by entrepreneurs who’ve been burned by it before. Just the other day, I had a call with a second-time entrepreneur. We were going over her go-to-market (GTM) strategy, and she proudly told me they rely heavily on organic growth.
"Great. Love it," I said. But then I asked, "What about email marketing?"
She replied, "Nah, we tried it a thousand times and it’s just not working for us."
That’s when I knew we had to dig deeper. It didn’t make sense to me - why wouldn’t email marketing work for her business? So, I told her we needed to crack down on it.
Email marketing is often misunderstood
Let’s say it: Email marketing is often misunderstood. Sure, it’s been around forever, and yes, inboxes are flooded, but that doesn’t mean it’s irrelevant. In fact, when done right, email marketing can be one of the most effective tools in your marketing toolkit. Here’s why:
Turn your database into conversions
One of the biggest advantages of email marketing is the ability to grow and nurture your existing database. Your email list is a direct line to people who’ve already shown interest in what you offer. These aren’t just random leads; they’re individuals who’ve willingly opted in to hear from you. That’s gold. When I hired an email marketing manager for one of my startups, the first thing we focused on was building and segmenting our email list. The results spoke for themselves - we saw a significant increase in engagement and conversions simply by targeting the right message to the right audience.
You engage further for cross-sales and upsell opportunities
Another powerful aspect of email marketing is its ability to engage your existing customers. These are people who’ve already bought into your brand, so why not offer them more value? Whether it’s through cross-selling related products or upselling premium services, email allows you to maintain a relationship with your customers beyond that initial sale. When done thoughtfully, these emails don’t just drive additional revenue - they help strengthening customer loyalty.
It helps bridge the gap between product awareness and direct sales
Email marketing is an important tool that bridges the gap between product awareness and direct sales by keeping your brand top-of-mind for potential customers. Through targeted and consistent email campaigns, you can
Educate your audience about your products
Highlight key features
Build trust over time
This ongoing engagement not only nurtures interest but also drives action, converting awareness into actual sales.
What to look for in email marketing
When it comes to effective email marketing, here are some key elements to focus on that help you build a more effective and impactful email marketing strategy:
Be consistent: Establish a regular cadence for your email campaigns. Whether you’re sending out 10 or 20 emails per month, maintaining a consistent schedule keeps your audience engaged and sets expectations.
Subject line matters: Your subject line is the first impression so make it count. Invest time in crafting compelling subject lines that grab attention and encourage opens. This is often the make-or-break moment for your emails.
Edit your copy: Never underestimate the power of well-edited content. After writing your email copy, go through multiple rounds of editing to ensure clarity, impact, and error-free communication. The more polished your content, the more professional you appear.
Conduct A/B testing: Experiment with different subject lines, email content, and designs through A/B testing. This allows you to identify what resonates most with your audience and refine your approach for better results.
Why It might not be working for you and ways to fix it
Now, if you’re like the entrepreneur I spoke with, you might be thinking, "We’ve tried email marketing, and it just doesn’t work for us." 🧐Here’s the thing: if it’s not working, it’s probably not the channel that’s the issue- it’s how you’re using it.
Maybe your emails aren’t targeted enough, or your messaging doesn’t resonate with your audience. Perhaps your timing is off, or your subject lines aren’t grabbing attention. Whatever the case, email marketing is too valuable a tool to write off just because previous attempts didn’t hit the mark.
Bottom line
From my experience, email marketing is an area where a little extra effort can go a long way. It’s not just about blasting your entire list with the same message; it’s about being strategic, personalizing your approach, and continuously refining your tactics. So, before you throw in the towel on email marketing, consider giving it another shot, this time with a fresh perspective.