If you’re a creator turning your side-hustle into a full-time passion gig, it can be overwhelming deciding how to spend your time.
It’s tough enough to make it as an entrepreneur, let alone always knowing exactly where to focus your efforts.
Some uncertainties that come to mind:
- Should you focus on social media marketing?
- What about SEO?
- Your blog could use some TLC… is that your big priority?
- How many marketing channels do you need, anyway?
Well, fret no more.
Today, we’ve got one marketing channel that’s a must-have in your business: email marketing.
Why? Simply because it works.
A whopping 81% of businesses rely on email marketing to acquire customers. Another 80% rely on it for customer retention.
Plus, there’s a great ROI. For every $1 you spend on email marketing, you can expect $32 on average of return.
But they say seeing is believing, so rather than tell you about how email marketing can help, I’m going to show you. Today, we’ll look at three key ways Podia creators leverage email marketing to run and grow their business.
#1. Use email to boost your content marketing efforts
A powerful way to use email is to notify your subscribers about exclusive, valuable content, products, or information. Whether it’s a new blog post or a new feature, a good announcement email can go a long way.
For instance, Becky Mollenkamp, founder of the Gutsy Boss Club, provides educational content to her email subscribers on topics related to her mindset coaching business.
Email provides a channel for delivering relevant and exclusive content to her subscribers, which takes on a variety of formats.
Delivered content can be as straightforward as announcing a new blog article or as custom as Becky’s 365 Journaling Prompts PDF.
As you can see in Becky’s addition at the end, subscribers who benefit from her PDF can also opt for her paid offerings like her Master Your Mindset and Crush Your Goals online courses.
You can follow in Becky’s footsteps and ship off a variety of helpful content to your email recipients like ebooks, guides, and articles. For the best results, though, consider including educational videos in your emails.
Doing so could increase your click rate by a staggering 300%.
Here’s how Becky entices her email recipients with a video embedded in her email.
If you’re selling info products, digital products, or memberships, use email to deliver educational and exclusive content to your audience. Or, if you’re adding a new feature, use email to keep your customers in the loop with every improvement.
#2: Support your customers after they purchase with key email messages
There are two effective ways creators can use email to support their customers post-purchase. The first is onboarding.
An impressive 82% of welcome emails get opened. Unlike other email types, customers actually want (and need) your onboarding emails.
So, it’s important to send a welcome email that brings your new customer into the fold as soon as they opt-in for your offerings. Timing and content are key to this type of triggered email.
Take, for example, Larry Silverberg, the master behind True Acting.
Immediately after someone joins his Actors Revolution membership site, Larry emails pertinent login credentials and site access details, like so.
For anyone who’s setting up a membership site, launching an online course, or selling digital products, successfully delivering your onboarding emails is vital to your business. Without it, your customers can easily lose their information or forget they signed up altogether.
Another way to support your customers post-purchase is by sending customer support emails.
Check out Rebecca Holman, founder of Low Content Book Mastery, as an example.
Any time a customer has a question or request, Rebecca immediately delivers a customer support email that:
- Confirms her customer’s request has been received
- Sets the customer’s expectations for the time until resolution
- Informs them that a ticket has been opened
With an email like this delivered immediately, Rebecca’s customers know she’s on top of it, which fosters a positive customer experience — something that’s crucial for your business.
(And why email deliverability is such an important feature of an email service provider.)
In fact, 86% of consumers will pay more for better customer experience, and by next year, customer experience will be more important than price and product when it comes to differentiating your business.
Send prompt onboarding and customer service emails to support your customers when they opt-in for your offerings. This will boost your customer experience and overall business growth.
#3: Turn your customers into loyal repeat customers with email marketing
Just because a customer purchases from you doesn’t mean the selling stops there. Just as you promote to prospective clients, continue to promote to your current clients.
Yep, it’s a thing. It’s actually a big thing.
Promoting additional online products to your current customers can save you a lot of capital. It costs five times more to market to a new customer than to market to an existing one.
This means it’s worth retaining your current customers, and one way to do that is by emailing them offers for more of your digital products.
Or, put another way, email is a powerhouse tool for customer retention, loyalty, and sales, and to succeed in today’s market, you need a channel that can do all three.
No less, and maybe a little more.
For example, consider the case of successful entrepreneur, Justin Lee. He has multiple digital products on his storefront, all of which complement each other.
A student who has completed his Finding Purpose online course could certainly benefit from his Finding Purpose Journal product.
This gives Justin the opportunity to send nurturing emails to his current clients, promoting additional (and relevant) products that continue to solve their problems.
So, if you’ve got several digital products such as online courses for sale, you’ll want to follow suit and feature them in emails to your current customer base, which will make your marketing dollars travel further.
(And if you want your marketing efforts to go even further than that, then check out this 12,000-word guide on how to create, sell and profit from online courses.)
For those of you who are afraid of peppering your client base with too many emails, don’t be. Clients who are happy with their purchase and fans of your brand want to hear from you — on a weekly basis, in fact.
That’s right. Word on the street is 49% of customers want to receive promotional emails from their favorite brands each week.
Another option is to send emails to your customers that offer a loyalty program, another tactic that will contribute to your annual earnings.
In fact, if you refer your customers to loyalty programs, they’ll spend an average of 13% more each year.
All in all:
Use email to continue nurturing your clients into repeat customers. It’s an effective way to keep solving their problems with your other offerings — like digital products and loyalty programs — and turn them into lifetime customers.
Make like successful Podia creators and prioritize email marketing to grow your business
Growing your business as an entrepreneur (or solopreneur) doesn’t have to be overwhelming.
If you have the right tools in hand, you can shortcut your way through a ton of trial-and-error and streamline your efforts.
Email marketing is one surefire way to grow your business. Neglecting email marketing, likewise, is another surefire way to leave money on the table.
Here’s to profiting off your passions (and delivering amazing emails while you’re at it).
~ Cyn Meyer
Cyn Meyer is a content marketer for Podia, an all-in-one platform where online courses, digital downloads, and membership websites — alongside their creators — thrive. Check out our free 12,000+ word guide to creating profitable online courses, even if you’ve never done it before.