Email marketing is an easy way to get into the practice of marketing your business. Posting videos is still the top choice these days, but emails are also a powerful and important tool in your overall marketing arsenal. 

As my marketing manager, Jean Ginzburg, explains: when email first came out twenty years ago, there were 90% open rates. That’s how rabid we were for emails. Now social media has overtaken the bulk of our screen time so the majority of your marketing should be focused there. But you can still achieve high level conversions with email marketing. 

So how do you make that happen?

Know your audience 

If you know your audience you’ll also know your message. Your message needs to answer your audience’s needs. 

Who are your recipients? Your email content will be vastly different depending on your audience. We’re all lawyers but my target market is women-owned businesses, so my content will be different from someone who is addressing men. 

My color scheme is going to be different, so will my subject lines, and the tone of my email. 

And similarly, it will be different when I send emails to the Mexican community that I serve. 

Knowing your audience in order to accurately tailor your message is important because you will be using that message across all your marketing channels: email, social media, video, and Facebook Live. 

This is the key to success. You won’t get rich by trying to serve everyone. You have to pick your audience and then match your message to that audience. 

Knowing your audience means you can get very specific with your message and service offerings.

You get rich by serving very specific people at the highest level, in the best way. 

For example, I knew I didn’t want to serve people from Argentina and Colombia, because I don’t understand their cultures and therefore their needs. I don’t understand them in the same way that I really, really understand my people, the people that I serve every day.

Knowing my audience is what enables me to connect with them. 

If you create targeted messages for your specific audience, it draws them out. It attracts them. They just can’t help but open that email. They think, “Oh my God, Ally knows what I’m thinking about. She understands my problems. She knows the solution.”  

Knowing your audience saves time and money 

When you know your audience, your messages will connect. Money and time are the two most valuable resources in your firm, and you want to maximize them. 

The way to do that is to really know who you’re trying to reach. You don’t end up wasting money on ineffective campaigns! This is a big part of why knowing your audience is so critical. 

Be consistent

Being consistent goes hand-in-hand with knowing your audience. 

You need to know what content they need. You then need to stay consistent in delivering that content, and that message. 

There are two applications for consistency in marketing: 

  1. Consistent messaging. All the content across your brand is consistent. Your target audience sees a reliable presentation of what you offer whether on Facebook, Instagram, emails, or your website
  2. Consistent delivery. A reliable schedule for delivery of content. I often see the issue among entrepreneurs where they are inconsistent in communicating with their audiences. They might post something on social media, send an email or two, and then they are silent for an extended period of time. 

In my firm, we create emails every single week. We send out two emails. One to the Six Figure Solo group, and then another email to everyone in my contact list. 

We send out content-driven emails that talk about the specific topics we’re discussing that week. My audience gets at least one message from me every week– twice a week if they happen to be on both lists. 

Why is consistent communication important? Because you want to stay relevant in the minds of your audience. 

An email is a great tool. It may be old-fashioned in the tech world, but it works. If your community is new to email, then they’ll enjoy the novelty.

Staying relevant

By being in your audience’s inbox on a regular basis, they don’t even have to open your email to be reminded of your business. Some may open and read it, while others may simply delete it without ever clicking. 

But by sending those emails you’ve stayed visible. They saw you in their inbox. 

For lawyers, this is especially important. For example: I get a DUI. I need a defense attorney. I don’t remember the lawyer’s name, but I can find her in my email. 

While we’re always hoping a situation won’t come up in which we need a lawyer if it does happen, you’re right there in their inbox.

You want to stay visible. In my case, some of the clients who have seen my Facebook page are looking to complete their immigration documentation. They’re not looking to do it right now or soon. But three years from now, when they’re ready, I want them to remember me. 

They will think, “Hey, I’ve been watching that lawyer for three years. She’s been emailing me for a while. I’m going to hire her.” 

Our attention spans are so short. You can’t expect people to remember you unless you are constantly showing up on their social media feeds and in their inboxes. You need to show up, and showing up doesn’t work unless you do it consistently. 

If you only email once or once every now and again, you’ll get buried in their inbox. They won’t remember you. 

That is email marketing–staying on their radar.

Key to high levels of success

The return on investment (ROI) is not one to one. You don’t send one email and get one client. But knowing your audience and being consistent with your emails will lead to conversions. 

The main factor in achieving high levels of success is consistency. If you show up, and keep showing up with information that shows that you know your audience, it will turn into profit over time. 

It’s not going to happen overnight. Many new entrepreneurs, or entrepreneurs who are new to email marketing, get discouraged when their emails (or their Facebook Live videos) don’t result in an immediate uptick in conversions.

They take that to mean that their marketing isn’t working. 

So keep in mind that the ROI is not going to be instantaneous. 

First, you have to really know your audience, then you have to follow through with relevant, consistent content. You also discover more about them as you send more emails and do more Facebook Lives. Keep doing what you’re doing.

If you can believe it, I have even more knowledge to share on this topic! If you’d like to learn more about email marketing, sign up for my Six Figure Solo program!  Six Figure Solo now comes in three tiers – Executive, Solopreneur, and CEO. Sign up here!