If you own a business, you probably have a mailing list of clients. Potential clients, existing clients and previous clients. You want to keep them ‘warm’ and connected to your brand, so they hopefully buy from you (again). Social media is a strong tool to connect with and build an audience, but the good old email is not unimportant. In fact, the email is sometimes forgotten in digital media, while it could give you great results.
Why do you need to send emails to clients?
Those Facebook posts, Instagram Reels and LinkedIn messages reach some, but not all. Social media is noisy. Just look at your own accounts. How many posts do you actually read and engage with? It’s busy, full of people, chat, and basically, overwhelming. Emails, however, are private. You may not read every one of them, but if you see a name popping up every week in your inbox, with a good ‘clickbait’ subject heading, you are going to open them at some point. And get used to the emails. So yes, email marketing is still very valid, especially in times when competing with social media posts is getting harder and harder.
What kind of emails do you send to clients?
The emails are a great way to stay on the client’s radar. They will see your name and brand regularly in their inbox, and if they also open the email itself, you have a fantastic opportunity to grab their attention. But what kind of email do you send?
- 1. Stories
You don’t need to constantly sell, sell, sell. Your task is to build trust with your client, make them like you as a brand – and person – and want to come to you, next time they need your service. See it as a weekly email to a friend. Ask them how they are. Tell them a story about your own business. Perhaps something you are working on, but you can also talk about news in your industry. And don’t go all formal on them. Be relatable and human.
- 2. Blog posts
If you have a blog on your website, your posts are ideal to share with your mailing list. Start with a little personal ‘hello’ and introduction, and then share the first paragraph of the blog post, with a link to the rest of the article. That way you get your readers to visit your website in the process, where you will then have the opportunity to engage with them further.
3. Freebies / offers
Add value. Make your emails worth opening! Don’t only tell your clients about the main products or services you sell, they probably already know that. Try and create a feel-good factor by sending them valuable content now and then. This can be in the shape of a ‘freebie’, or taster of your full-price service. Think of a downloadable PDF or mini e-book, that gives the client quick wins, and helps them with their business. If they know you regularly send them stuff that is helpful, they will want to open those emails.
Of course, you don’t need to give away all your work for free, but hand them nuggets of knowledge, that are of value to them, while you keep the most valuable expertise (your high-ticket product), behind. If they start to get to know you as an expert and authority in your industry, they will eventually buy when they are ready.
What email programmes are good for business?
There are many software programmes out there, and they all have their own pros and cons. Here are a few good ones to check out.
Moosend is an email marketing platform with great features, such as marketing automations, and has won awards for its easy use. Manage multiple email campaigns and mailing lists, as well as design and send beautiful-looking, and responsive newsletters created on the built-in campaign editor. Free trial. Pricing from $10 a month. Go to Moosend.
MailerLite is a simple, effective, free email newsletter software that does the job. They have an excellent free plan and even on paid plans, it is cheaper than competitors like Mailchimp. Automation isn’t as elaborate as for instance ActiveCampaign, but very effective. Go to Mailerlite.
ActiveCampaign is hands-down the most powerful automation tool on the market right now if you are getting serious about business and need to upscale. ActiveCampaign allows you to set up almost any automation you can think of. The entry-level plan starts at $15 per month (for up to 500 subscribers, paid monthly), or, if you want to access pro features such as the in-built CRM and lead scoring, the Plus plan starts at $70 per month. Go to ActiveCampaign