Introduction

Inside the next 10 chapters we will take a look at the most important aspects of email marketing and how you can use them within your business. Over the course of this book you will find out exactly what it takes to build your email marketing business.

What is Email Marketing?

Email marketing is the use of email to promote your product or service to people on your mailing list. That’s it… However, there are so many factors we have to deal with within this niche. These need to be broken down into manageable parts. There isn’t a 1 job fix all for this, oh no… It’s a series of complex moving parts that needs to be adhered to, to allow the whole email marketing machine work.

What do You Want to Achieve?

Unless you have been living under rocks, without the use of electricity, or in cave, or a lead box with no WIFI (I could go on). You will know that there is an invention called email. And within this invention, there is the ability to send email to people, allowing big companies, small business and solo traders to contact you in an attempt to sell, giveaway, inform, and interact with you.

Unless there is another agenda such as government info or charity, almost all of these business are trying to generate more revenue. That’s the bottom line, because in one form or another, the ultimate goal of email marketing is to sell you something.

Being in the internet marketing business myself, I see these emails more than your usual person. Why? It’s my job to notice well written emails and ones that make me click and engage. I find myself deciphering emails, from one person/company to the next scrutinising what I think works.

The way I see it, if I’m interested there’s a good chance a whole lot of other people will be interested and that’s what makes email marketing fun.

Is Email Marketing Still Relevant Today?

You may hear people banging on about how email marketing is dead (my guess is they were trying to sell you something like a social media course). The truth is, it has its place along with every other medium for advertising. Besides, like I said earlier there is no one fix for everything, and email marketing is one of many forms of communication:

• You may have been told that Facebook is the new email?
• You may have been told that Instagram is the new Facebook and the new email
marketing
• You may have been told that LinkedIn is the new email marketing?
The truth is, they are all good forms of communication and all of these should be used in their own way. However… and I use this with great emphasis… YOU DO NOT CONTROL SOCIAL MEDIA

What do You Mean “Do Not Control”?

Not controlling means you have no control over what or how social media manages your content, account, domains and even your whole business. Imagine a scenario where you have a Facebook page or account and some reason or another (without getting into the why) Facebook decide to shut your page or your account down?

Where does this leave you in the grand scheme of things? Yes, you guessed it, up the creak without a paddle I believe is the expression.

This is the perfect example of NOT BEING IN CONTROL. Due to the controlling power social media companies have and what their terms and conditions dictate (sometimes rather loosely), you as a business by no fault of your own could be shut down.

I’m not saying it’s you trying to make sales that will shut your account down, or the way you contact people? Because this may not be the truth. The truth is, in some cases it’s very hard to establish why a page or an account was shut down. Even the social media companies themselves can’t tell you, because you can’t contact them!

It’s also damn hard to get an answer from these people, to determine why you had your page, or account held or suspended and in worse cases completely removed.

The support just isn’t there for you, hence you have zero control over your business and can have a very hard time getting it back. So in a case of all your eggs in one basket, don’t do it!

Being in Control of Your Business:

What if we took social media away for a moment and talk about control? Like I said earlier, social media has its place and most certainly has a place within your business, but being in control is very reassuring.

Email marketers collect email addresses so they can establish a line of communication between themselves and potential leads (That’s you).

These email addresses are held in a database which they have control of and they can email you any time they like, at any frequency, with any manner of content.

Of course, this frequency and content should be within legal guidelines and adhere to GDPR. But above all, you have complete control and your email list and your business can’t be taken away from you.

Therefore you remain in a much safer position without having all your eggs in the fragile social media basket.