If you’ve seen our education section before, you already know that we love email. rasa.io believes in the importance of email and making sure that organizations everywhere are getting the most they can out of it.
If this is your first time viewing our education section, get ready for an email pep-rally! Despite all the proven benefits of email – especially with the advancements in tech – there are those that fear email marketing is becoming irrelevant resulting in infrequent or complete lack of effort, minimizing any opportunity that may have existed to reap the potential benefits of its use. Others fear the time commitment, fear they lack content to support it or a host of other worries. While these fears can be warranted, there are solutions to overcome these anxieties. We’ve outlined the most common hesitations (or fears), suggested methods to overcome each, and how to qualify the frequency of engagement with your email subscribers to make this cost-effective communication method a key part of your marketing strategy and ultimately your company’s success.
Fear #1 – Fear of Email Over-Communication
“Are we sending too many emails?”
“Is our audience getting annoyed with us?”
“Are they going to unsubscribe from our emails?”
Let us first assure you that THIS IS NORMAL. Being worried about how you’re treating your audience is a good thing. If your organization is too apprehensive to send out emails regularly, then it is likely that you are not sending enough of them. Without regular contact to those that have requested engagement, it is going to be very difficult to reach the marketing, sales or business goals you have set.
Start by sending emails; be sure to take it slow and test your audience’s response. The industry standard for email marketing is to be in contact with your audience at most twice a week and at the very least once a month. Create a schedule for when emails should be sent across your organization. You can always change the pace at which you are emailing. Keep an eye on open rates and unsubscribes to gauge the effectiveness of your efforts. If your list is large or has been building for an extended period of time, don’t despair if early metrics show low engagement or loss of subscribers. You’ll need weeks, maybe even months of data to determine a benchmark.
Remember, thousands of companies are using email every day to stay relevant and top of mind with their prospects and customers – and you should be too. Especially if it means you can simultaneously grow your reach and achieve your marketing goals with email.
Fear #2 – Fear of Not Having Enough Content
Most businesses provide solutions to a targeted audience or to solve a specific problem.
Plumbers might focus on toilets, sinks, and pipes.
Auto shop owners might be interested in cars, parts, and tools.
Companies (should) know the specific corners of their market well. They often fear that there is not enough content that appeals to their audience to fill a regular email newsletter. While this fear may seem daunting to overcome, there are tools, like rasa.io, that make sourcing newsletter content easy.
Create a map or “web” of key areas of interest that appeal to your target audience. Try a tool like “Answer the Public” to see the breadth of related terms. Then take it a step further and drill down into the sub-topics that might also appeal to your subscribers. For example, while plumbers are often looking for parts needed when doing a job, consider that they are also business owners that may be looking for insight into how to market themselves, how to lower their overhead, or how to find quality employees. Just like that, you’ve added new sources of potential content useful to your audience.
Still struggling for content suggestions? Check out DigitalMarketer’s The Ultimate List of Blog Post Ideas for inspiration.
Fear #3 – Fear of Not Having Enough Time to Create Emails
This is one of the most relatable fears for organization owners across industries: TIME. Writing emails takes time. Building an email audience takes time. Strategizing when to send emails takes time. If you are an organization leader, you have a lot going on and might think you don’t have the time to manage an email strategy and campaign.
A simple and non-invasive solution to this fear is to schedule your emails in advance. By doing this, you can ensure that content is going out without having to worry every week about where that content is going to come from, and how you’re going to make the time to manage it. Set aside a chunk of time to write your content all at once and when completed, schedule each of your emails for the whole month. Make sure you stay at least two weeks ahead of your schedule to ensure you don’t get lost in your own solution!
The One Solution to Overcoming All Email Fears
Whether these fears are currently impeding you from taking the first step to implementing an email newsletter strategy, or if you are in search of a solution to finally take the next step, the solution is yours for the taking. Control the content sourced, the cadence that emails are sent, and capture the engagement data that ultimately creates a personalized experience for every email recipient on your list through the use of rasa.io. With rasa.io, reach your subscribers on a regular basis, in a personalized way, and dramatically increase engagement – without the need to “make time” to curate and compile newsletters. Explore how it works and how it can work for your business.
Experience the Benefits For Yourself
Are you ready to send smart newsletters tailored to your subscribers’ unique interests, while saving time by not manually curating your emails? Then you’re ready for rasa.io.
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