If you’ve seen our education section before, you already know that we love email. At rasa.io, we believe 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. This results in the 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 and fears and suggested methods to overcome each.
Learn 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
This is by far one of the most common email anxieties shared by everyone from marketing interns to communication executives alike. Many people ask:
“Are we sending too many emails?”
“Is our audience getting annoyed with us?”
“Are they going to unsubscribe from our emails?”
First, rest assured 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 with those that have requested engagement, it is going to be difficult, if not impossible, to reach the marketing, sales or business goals you have set.
Start by sending emails, but 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 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 at the top of their prospect’s and customer’s minds, 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. Here’s a couple of examples:
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 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 instance, while plumbers often look for the necessary parts for doing a job, consider that they are also business owners. They may need insights 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.
Are you 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
Not having enough time is one of the most relatable fears for organization owners across all industries. 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, so you 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. 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 for Overcoming All Your Email Fears
Whether these fears are keeping you from taking the first step to implementing an email newsletter strategy, or you are in search of a solution to 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 find the time to curate and compile your 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 subscriber’s unique interests, while saving time by not manually curating your emails? Then, you’re ready for rasa.io.