Why Email Marketing is Your Top Priority in 2022
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01/05/22 • 26 min
2 Listeners
Do you want to know why email marketing is right at the top of the digital marketing trends for 2022? Let's face it - if it isn't already, email marketing needs to be the top priority for your business in 2022.
Ready to find out why and (most importantly) what you can do to make sure you boost your sales and make more money in 2022?
Let's do this!
SOME EPISODE HIGHLIGHTS:
(3:46) Our incredible Keap offer!
(5:22) Email marketing is the highest ROI marketing activity you can do
(9:12) Email is the safest place to build your business.
(12:28) Email marketing helps you convert people into paying customers.
(16:01) Email marketing has the shortest lead time in turning people into customers.
(17:23) There's money in your existing email list.
(19:54) Email marketing technology is moving forward - you don't want to miss out!
(21:02) How to get results from your email marketing in 2022.
(21:50) The price to join The League is going up!
(24:02) Subject line of the week.
Email marketing is the highest ROI marketing activity you can do
That's right. It's as simple as that. Email marketing is the highest ROI (return-on-investment) marketing activity you can do.
None of the other marketing strategies out there – social media marketing, video marketing, content marketing, events, speaking, podcasting, or anything in between - will give you a whopping $42 ROI for every $1 you spend. That’s an insane amount! And, according to the experts, that's just an average!
When it comes to our business, for every subscriber on our email list we earn $12 per month. To figure this out, we look at the number of people who are on our email list, calculate the amount of income and sales we make, and divide one number by the other.
That gives us how much each subscriber is worth to us. We call it Earnings per Subscriber per Month (or EPSPM). And knowing how much we make per subscriber every month tells us how much we can afford to pay in order to get somebody on our email list. But also, it tells us how long we're going to be out of pocket before we break even and then make a profit.
So with these kinds of numbers, should you try and skimp on the marketing automation platform you choose for your small business, for example? No! Of course, we all want a great deal - no one wants to pay more than they should. But you also need to find the most effective way to do email marketing. If you're going to shoot for that $1 in, $42 out ROI, you want the best tools for the job. Because not all of the marketing platforms out there have the technology you need.
Email is the safest place to build your business
So that's the financial side of things. But another reason you want to focus on email marketing for your business growth in 2022 is to protect yourself. That's right. Because you just can't rely on social media! There's a lot of turmoil around social media platforms. What if they all disappeared? What if you get kicked out of your social media account?
We definitely saw in 2021 how all the biggest social media channels had outages and went down (most of them at the same time). When that happens, that leaves you with no way to communicate with your audience. Of course, your email marketing platform could go down too. But it's likely to get back up quickly because the problems and teams tend to be smaller.
Another valid reason to prioritise email marketing is that you own the data - something that's not the case with social media. If you ever had a problem, you could download all your subscribers and send them an email from elsewhere. You can keep a backup of your data because it's yours! Plus, it's safe and it’s protected.
Are we saying you should come off all social media? Not at all! Far from it. Definitely use social media to build your audience. But then point your audience to your email list. That's the place where you nurture that audience and sell.
And also, don't forget to use your email list to send people back to your social media content. It helps you make it more effective. We post content both via social media (our Facebook group in particular) and via email. And that helps us boost results. But by far, the safest place to build your business is by email.
Email marketing helps you convert people into paying customers
Another reason why you should prioritise email marketing in 2022 is that it takes care of conversion for you. Let's explain this with a little analogy. Imagine you have a dinner plate in front of you - that represents your business. And to run it at the scale you wa...
Do you want to know why email marketing is right at the top of the digital marketing trends for 2022? Let's face it - if it isn't already, email marketing needs to be the top priority for your business in 2022.
Ready to find out why and (most importantly) what you can do to make sure you boost your sales and make more money in 2022?
Let's do this!
SOME EPISODE HIGHLIGHTS:
(3:46) Our incredible Keap offer!
(5:22) Email marketing is the highest ROI marketing activity you can do
(9:12) Email is the safest place to build your business.
(12:28) Email marketing helps you convert people into paying customers.
(16:01) Email marketing has the shortest lead time in turning people into customers.
(17:23) There's money in your existing email list.
(19:54) Email marketing technology is moving forward - you don't want to miss out!
(21:02) How to get results from your email marketing in 2022.
(21:50) The price to join The League is going up!
(24:02) Subject line of the week.
Email marketing is the highest ROI marketing activity you can do
That's right. It's as simple as that. Email marketing is the highest ROI (return-on-investment) marketing activity you can do.
None of the other marketing strategies out there – social media marketing, video marketing, content marketing, events, speaking, podcasting, or anything in between - will give you a whopping $42 ROI for every $1 you spend. That’s an insane amount! And, according to the experts, that's just an average!
When it comes to our business, for every subscriber on our email list we earn $12 per month. To figure this out, we look at the number of people who are on our email list, calculate the amount of income and sales we make, and divide one number by the other.
That gives us how much each subscriber is worth to us. We call it Earnings per Subscriber per Month (or EPSPM). And knowing how much we make per subscriber every month tells us how much we can afford to pay in order to get somebody on our email list. But also, it tells us how long we're going to be out of pocket before we break even and then make a profit.
So with these kinds of numbers, should you try and skimp on the marketing automation platform you choose for your small business, for example? No! Of course, we all want a great deal - no one wants to pay more than they should. But you also need to find the most effective way to do email marketing. If you're going to shoot for that $1 in, $42 out ROI, you want the best tools for the job. Because not all of the marketing platforms out there have the technology you need.
Email is the safest place to build your business
So that's the financial side of things. But another reason you want to focus on email marketing for your business growth in 2022 is to protect yourself. That's right. Because you just can't rely on social media! There's a lot of turmoil around social media platforms. What if they all disappeared? What if you get kicked out of your social media account?
We definitely saw in 2021 how all the biggest social media channels had outages and went down (most of them at the same time). When that happens, that leaves you with no way to communicate with your audience. Of course, your email marketing platform could go down too. But it's likely to get back up quickly because the problems and teams tend to be smaller.
Another valid reason to prioritise email marketing is that you own the data - something that's not the case with social media. If you ever had a problem, you could download all your subscribers and send them an email from elsewhere. You can keep a backup of your data because it's yours! Plus, it's safe and it’s protected.
Are we saying you should come off all social media? Not at all! Far from it. Definitely use social media to build your audience. But then point your audience to your email list. That's the place where you nurture that audience and sell.
And also, don't forget to use your email list to send people back to your social media content. It helps you make it more effective. We post content both via social media (our Facebook group in particular) and via email. And that helps us boost results. But by far, the safest place to build your business is by email.
Email marketing helps you convert people into paying customers
Another reason why you should prioritise email marketing in 2022 is that it takes care of conversion for you. Let's explain this with a little analogy. Imagine you have a dinner plate in front of you - that represents your business. And to run it at the scale you wa...
Previous Episode
Product Launch Emails - Success Story with Kay Peacey
Ever wondered what kind of success people in our membership, The League, experience with email marketing? Let's find out from our very own member Kay Peacey, who teaches people how to use ActiveCampaign for their email marketing and automation. Joining The League changed everything for Kay. She lost the fear, started implementing our campaigns, and by using the right product launch emails she didn't just meet her targets when launching her own membership (the ActiveCampaign Academy) - she smashed them!
Want to find out what Kay did to skyrocket her sales and totally boss this email marketing thing?
SOME EPISODE HIGHLIGHTS:
(4:40) Why Kay was too scared to email her list.
(7:20) What happened when Kay started emailing her list.
(8:56) What did Kay's email marketing look like before she joined The League?
(10:22) The magic of our Get to Know You welcome sequence.
(13:30) How hard was it for Kay to get started with email campaigns?
(15:24) How Kay used email marketing to promote her membership launch.
(20:00) How Kay smashed her product launch targets.
(23:10) What's next for Kay and her email marketing?
(25:10) Has email marketing taken over Kay's life?
(27:53) Subject line of the week with Kay Peacey.
Why Kay was too scared to email her list
While Kay has been helping clients with their email marketing for a few years now, she only recently got started with it herself. In fact, she confessed that for about 4 years she had a dormant email list. She only started emailing her subscribers about a year ago.
So what was holding Kay back?
Like many of the coaches, consultants, and online business owners we help, Kay was being held back by fear.
She was scared to speak. Scared that people on her list wouldn't want to hear from her (which is a little ridiculous because they signed up to be on her list!). She didn't know what to say and felt frozen - rabbit-in-the-headlights style. Even though she was helping other people write their emails, she couldn't do it herself.
But there was something else holding Kay back. Trained as a teacher and working as a proofreader for an exam board, she felt her writing was very formal - her style stilted and pompous. She felt her emails were boring and horrible, and it took her a while to get past that.
What did Kay's email marketing look like before she joined The League?
Up to about a year ago, Kay's emails to her list were very sporadic. She’d typically send welcome emails to anyone signing up for her online course, but they simply welcomed people to the course and included their login. Nothing else followed. Kay wasn't offering any other products or sharing any other content. She was keeping a very low profile.
Her reason (ahem, excuse)? That she couldn't possibly email her list because if she did, more people would ask her to do consultation work, and she couldn’t take on any more clients. On the surface, it made sense to leave her list well alone.
But did it really?
What happened when Kay started emailing her list?
As soon as she found the courage to email people, Kay's emails were immediately well received. She started a free Facebook community that allowed her to interact more with her audience. And that's when she started emailing her list to let them know what she was working on. She was very reluctant at first - can you believe she would have rather continued to answer questions for free than send emails?
But it's thanks to those initial emails that people started signing up for her free course - an introduction to ActiveCampaign. And that's when Kay decided to join our membership, The League, and implement our welcome sequence - the Get to Know You sequence. She started telling her audience who she is, what she does, and why people should pay attention.
She also started to build in segmentation by taking a survey to find out more about her audience so she could easily signpost people to any existing content and deliver quick wins that way.
But more than anything, emailing her list allowed Kay to start conversations with people. Suddenly, her subscribers were in her inbox, connecting with her one-to-one. Until that point, she'd almost felt like she had this invisible army of fans who liked what she was doing, but she wasn't really hearing them. Having conversations with people gave Kay a huge boost though, and that made all the difference.
The magic of The Get to Know You Sequence
We call it a self-fulfilling cycle. Our Get to Know You Sequence (i.e. a welcome...
Next Episode
Why You Shouldn't Worry About Your Unsubscribe Rate
1 RecommendationsDo you worry about your unsubscribe rate? Do you obsessively log into your email marketing software to check it and then panic over it?
If you do, you need to stop that.
Your unsubscribe rate is actually a good thing! Want to know why?
Let's find out!
SOME EPISODE HIGHLIGHTS:
(2:48) Fancy a 14-day FREE trial with Keap?
(4:10) Why you want to build a list of people who want to buy from you.
(6:50) Your email marketing should be on your terms.
(9:06) When people unsubscribe from your list, they improve your email deliverability.
(10:00) Why you should aim to make a profit from your email list as a whole (and not look at individual subscribers).
(12:30) Email marketing is about building relationships with people.
(13:16) Why you want to keep your email list lean.
(14:46) Look at people unsubscribing from your list as the ultimate way of niching down.
(16:54) Why you want to create an environment of zero competition.
(18:20) Subject line of the week.
Build a list of people who want to buy from you
We know getting notifications that say people have unsubscribed from your email list is scary. But it shouldn’t be. Subscribers are not Pokémon – you don't have to collect them all!
The truth is when people unsubscribe from your list they're doing you a favour. Because list building isn't about having the biggest list in the world. It’s about having a list of people who want to hear from you and buy from you.
If they're not going to buy from you (ever), they might as well not be on your list! You don't need more friends. And you don’t need more people on your list that drag you down.
In fact, that unsubscribe link at the end of your emails is useful. It's like a self-cleaning feature. This is your email list cleaning itself and telling you who’s not interested. Your subscribers are telling you that your business isn’t for them. And that's a good thing!
Your email marketing should be on your terms
Because your emails are landing in people's email inboxes, it's easy to think you are interfering with their day - that you're being intrusive. But let's turn this around for a minute. Imagine your email marketing is your house, and you’ve invited people in for a cuppa.
Effectively, you've put a thing on the internet (a lead magnet) that told people you send an email out as often as you do about the things you want to sell. If people want to receive that email, they’re welcome to come on in and make themselves at home. You’ll even put the kettle on, won’t you?
And if at any point they don't like what they see in your house, they can leave. And that’s okay. In case they get so upset they email you to say you’re spamming them, you can always unsubscribe them.
So don’t get attached to the idea you have to make their inbox a better place. Because sure, your job is to do good email marketing. And that should make someone’s inbox better for them, but only if they want to be there and they’re interested in what your emails are all about.
But remember - this is your house. You invited them. And if they don't like it, they can leave at any point or you can unsubscribe them.
So write your emails for you. Send the emails you'd like to receive and then build an audience of people who want those emails. This allows you to focus on serving the needs of the people who want what you have to offer.
When people unsubscribe from your list, they improve your email deliverability
Did you know that email unsubscribes improve your deliverability? That's right. Because instead of doing things that tell Google and the other search engines that your emails aren't very good, the people who don't want your emails just leave.
It's when they stay and start doing things like not opening your emails, not clicking your links, or not engaging, for example, that you need to worry. Because that's when your open rates and your click-through rates go down.
It’s a bit like having a sad person in the corner of the room at your party - they're bringing the atmosphere down for everyone. But if they leave, the mood of the whole party lifts again.
And it's the same for your email deliverability. The minute the people who weren't engaging with your emails leave, your deliverability rate starts to increase. And that's a big win!
Aim to make a profit from your email list as a whole
Another reason why high unsubscribe rates shouldn't worry you is that we shouldn't look at subscribers on our list individually. So if you're running ads, for example, you can calculate your ad spend and the number of subscribers on your list and work out how much it's...
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