Why Emails Outlive and Outperform Social Media
You love working with clients. The one-on-one coaching and relationships you have with people are what make you come alive.
You leave a call with a client, hear about the progress and growth that’s happened in their life since joining your program, and you leave the call feeling on top of the world.
You may even do a little happy dance (hopefully you ended the Zoom call beforehand).
It’s your dream. It’s what you’ve worked towards. And you would love to have 3-4 more weekly calls.
If you’re first reaction to gain more clients is to head to Instagram and begin posting, you aren’t heading in the wrong direction. But you also aren’t making the best use of your time.
Social media is impactful. Social media is influential. There’s no question about that..
The only problem with social media is that it’s quick. It’s instant. It’s time-consuming. Most people head to social media for entertainment purposes. And the difficult part is that the algorithm is constantly changing.
The average click-through rate (CTR) for a Facebook Ad is about 1.5%. The average CTR on emails, according to MailChimp, is about 2.6%. While these aren’t astronomical in numerical difference, they show the opportunity for greater engagement and value for your business.
So, your posts are seen, probably engage some people, and help to share your business and your message.
But let’s go back to the best use of your time. Because your time is your most precious currency.
Emails – The Best Way to Gain Customer Trust
Consider it an honor when someone subscribes to your email. Not because it guarantees a sale, but because they’re letting you into their personal living room. They are requesting that you come over, and not just once, but frequently. They’re asking you to take your shoes off, sit on the couch, and chat for a bit.
When your friend comes over only to ask for things, you start to hesitate to respond to their weekly texts. But if each time they come, you leave more empowered, more informed, and more confident – that’s a friendship where you anticipate a text to hang.
When that friend offers you help or asks for your time, you’re way more likely to say yes.
Your customers and clients are the same. When your email subscribers see your email in their inbox, you want their reaction to be “yes, can’t wait for what’s inside”.
The best way to foster this kind of relationship with your subscribers is to plan for 80% of your emails to be value-based and informative, and 20% be focused on direct sales and promotions.
80% of your emails don’t always have to be newsletters. While newsletters are helpful and should be a part of your emails, you can add value to your subscribers by offering things like:
Tips and advice for how to best use and optimize your product/service
Sharing resources you find helpful in your own health and wellness journey
Customer testimonials - share how others have experienced change and value from what you offer
Community-based information (Facebook Groups, podcasts, events)
All of the above are exactly what help your subscriber look forward to opening your emails. And just because an email is a part of the 80% nurture, it doesn’t mean you can’t present your offers and services. I would say that it’s a great opportunity to showcase what you sell. You can include Call-to-Actions (CTAs) throughout the email. Connect the value of what you share to the value of what you sell!
Trust is a fundamental piece in any relationship. So, we know that emails build trust and, in turn, loyalty for your business.
And why does loyalty matter?
Because the best use of your time and money is when you invest in a customer who believes in what you do and trusts all that you offer.
Emails – A Source of Passive Income
Social media is influential, but it’s ruthless. It requires a lot of your attention and a lot of your time.
Emails, on the other hand, take one or two days to create, and continue to make you money months down the road.
Welcome email sequences have an average revenue per recipient (RPR) of $2.35 (Klaviyo), while regular emails bring in around $0.11 per email. Every time a new person joins your email list, the welcome sequence will continue to bring in the sales and engagement you’re looking for, without any additional work on your end.
The best part? You can make them so fun and engaging. You can speak directly to your ideal client, and really let your brand and your personality shine through. If you’re over at someone's house for coffee, and you want it to be a genuine friendship, then you’ll be your true self!
The same applies to your business’s marketing.
Emails – An Investment in Your Business
When it comes to talking about money, everyone knows that investing is the best use and purpose for money to build wealth. It’s more costly upfront, requires some sacrifice, and takes a lot of risk. But years down the road, your 65-year-old self will thank your 32-year-old self for taking the leap of faith to invest.
Spending is an everyday occurrence that is just part of the human experience. It’s not necessarily good or bad; it just depends on how you choose to spend. But over time, it takes more than it gives.
Emails and social media are the same way. Emails invest in your business. If the average RPR for a welcome email sequence is $2.35, your 3-year down the road business self will thank you for investing in one.
Social media is like spending. It has its benefits, but in the span of time, it’s taking more than giving. You will get some good things in exchange for what you spend, but it pales in comparison to the money you invested.
Your Business is Worth It!
Today is a great day to consider email broadcasts and sequences for your business. If you don’t have an email list yet, start with a Welcome Sequence. My favorite format for Welcome Email Sequences is this:
The Welcome/Thank You Email
Community Building Email
A Value-Based Email (newsletter, podcast, etc.)
Customer Testimonial
Soft Sell / Product Spotlight
If you already have an email list, take an hour or two to look at your flow and consider what is working well for you and what isn’t. Having issues with open rates? Take a look at your headlines. Having low click-through rates? Consider the placement of your CTAs. Not getting the sale outcome you want? Consider adding more value-based content, client testimonials, or tips about the use of your products/services. Maybe people just need to see how you will meet their needs.
Want to talk about email sequences for your business? Line up a call with me today, and let’s start making your emails work for you!
Then you’ll get more opportunities to keep happy dancing post-client sessions.
With you on the journey,
Kath
