Selling something (anything) is complex. it’s about far more than just presenting an offer and hoping as many people as possible take you up on it. First, you have to establish a connection and a certain level of trust. Emails are perfect for that.
We have already talked at length about the sales map (and why each and every one of the coaches reading this needs to get one!), and emails are one very solid (and very essential pieces) of that map. Can you get by without it? Possibly. But when you realise just how powerful a little email marketing can be, you’ll understand why you have to start doing it for yourself.
If you’re on our mailing list, you’ll know that we love sending emails… but we don’t use them for much other than sending out rich, juicy, useful content. And yet, they’re still our most powerful sales and revenue driver. Yes, there is a bit of a knack to them, but we’ve been using them for long enough to know what that knack is, and that’s why we love them so much.
Below are five reasons why you should start using email marketing yourself. But first: if email marketing is something you want to do but you don’t have a clue where to start, you’re the prime candidate for our email marketing workshop on the 28th of September. Limited spaces are available, so click here (or on the banner below) to find out more.
If you’re still not convinced, let me change that. We love your inbox, and we’d love for you to start loving ours too.
Here’s a fun fact: as of the end of 2015 there were an estimated 4.1 billion email accounts. Over four times the number of Facebook accounts, with that number expected to rise at a steady level of 6% (there’s an interesting report by the Radicati Group on email use statistics between 2011-2015 here).
Yes, some of those will be inactive, but even so it means nearly a third of the world’s population are using electronic mail, a number which will only grow as more and more people get access. You will never reach all of them, but by understanding your target market you will have a way of reaching some of them. If you are very clever, right from the offset, they’ll be the ones most likely to want to get to know you.
While social media is an important and powerful tool, it should only ever be the tip of your marketing iceberg. Once you capture your lead, email is by far your most powerful ongoing engagement tool. With it, you can split your crowd into various catagories and camps and then deliver targeted content, designed to open up a dialogue.
Engagement is about giving, before you receive. It’s about showing your potential clients what you can do, by giving them something in exchange for their attention. Not everyone will be responsive, but the right people will if you aren’t too quick to bombard them with the sale.
If it wasn’t for email marketing, we quite simply wouldn’t have a business. You wouldn’t be reading this, because I wouldn’t have been hired to write it for you. Email is, by far, the most crucial sales tool you can master, even if you only use it to open up a dialogue with potential clients.
In fact, conversion for coaching services is at its highest when an engaged contact picks up the phone (or meets you) for a conversation. But email is essential for warming them up, or providing a low barrier to entry. With clever, targetted and tracked email marketing, you’ll never pick up the phone to a cold prospect again.
#4. Follow Up
Once a lead becomes a customer, the two things that will stop them being a customer again (and again!) are:
- Dissatisfaction with the service/product provided
- A lack of follow up
Email marketing won’t help much with the first, that bit is very much up to you. But it can provide a means of follow up that will help keep your customers engaged, and make them further offers along the line. In fact, an existing customer who knows you, trusts you and rates your service will be the easiest sale you’ll ever make, as long as you take the time to follow up.
This is particularly easy if you pay heed to the last point, which is by far the best thing about email marketing.
Why are you a coach? Why do you run your own business? Aside from wanting to help people, chances are you do it because it suits your ideal lifestyle. If you master the art of email marketing (engagement, conversion and follow ups), you will be most of the way to time required for that lifestyle. But only if you automate.
Thankfully, the vast majority of decent email marketing systems allow for that. Learn the tricks and techniques, set it all up, sit back and watch your fully engaged crowd become customers and repeat customers over and over again.
Ultimately, automated email marketing frees up your time so you can do what the thing you want to do: coach.
If you’d like to learn how we do it (and do it well) we’re running a live email marketing workshop on the 28th of September. Spaces are limited, so click here (or the banner below) if you’d like to find out more. Be quick!