Email marketing is definitely alive and kicking in 2021. After a worldwide pandemic, when businesses and events went virtual, a newsletter is still the best way to reach your ideal customers. Here's why I still think they are brilliant (even though secretly they feel a bit 1998).
1. Connection with your audience
When people get to know, like and trust you, they are more likely to buy from you. And buy from you again, and again, and again. 1000 true fans are all you need for a fabulously successful handmade business.
2. Building Personal Relationships
Getting an email straight into your inbox is a more intimate experience for your customers than scrolling through Instagram and maybe or maybe not seeing your posts.
3. You Own Your Email List
What if Facebook and Instagram closed tomorrow? What if your account got deleted? You still have a way to get in front of the people on your list, and as they are your best customers....
4. Less Work
Mailing list subscribers are more invested in your products than social media followers so are more likely to buy. This means you have to create less content for your social channels overall.
5. Your Biggest Asset
Sales are down, in-person events are cancelled, you have a busy month with family situations...whatever spanner in the works that prevents you from making sales can be solved by emailing your list with an offer, launch or event.
Social media platforms come and go but people hold on to their email addresses for years, even decades.
7. Website analytics
Subscribers are far more likely to click through to your website from your newsletter than they are to find your link in bio or Google you. This helps with your Google ranking too.
8. Repurposing Content
We create so much content in all areas of our business and our followers only see a small percentage of it. Isn't it exhausting? You can add events, press, podcast appearances, testimonials, new products, blog posts, video links and so much more to your newsletter. I've even added my FAQ page and About Me page from my website to my newsletter.
9. Valuing your community
By adding bits and pieces of valuable content, your community will value you and feel like you value them. Just remember that the content needs to make sense for your brand.
How about adding tutorials, recipes, travel tips, how-to guides, quizzes, checklists, freebies, mini-courses, meet-ups to your newsletters?
10. Valuable feedback
If you want to test a new product or launch something, you'll get a more useful and engaged response from an audience that knows you well.
When you write something down and send it out to several hundred people, it's amazing what that does for your motivation to get things done. The feeling of not letting people down can be a great driver for your business.
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I'm Victoria, the founder, designer and creator at Bikudesigns, a vintage kimono accessories brand in Tokyo, Japan.