About a year ago, I shared that I made a mistake. We were busy, and generating the Weekly Thought article and video felt like an unnecessary drain on our resources. We use multiple marketing channels to bring in new opportunities, and the other tactics took less time to deploy.
Wow was I wrong, and I shared that story. Since then, we have consistently sent the Weekly Thought email newsletter, and it has paid off. So far, through 10 months of 2024, we can directly attribute 26% of closed proposals to our email newsletter. I’m confident some of the clients from referrals were also helped by the email marketing efforts.
Even more than proving that email marketing works, the metrics demonstrate that our value-added content approach gets results. We have industry-leading open rates, and our strategy means we rarely have spam reports. Unlike promotional emails, value-added content is designed to help position a company (or individual) as an expert or at least thought leader. The approach humanizes a company and establishes a persona or voice. Our emails are much more likely to be welcomed, opened, and read.
We send a weekly email, and that works for us. For most of our clients, a monthly email newsletter creates top-of-mind awareness. Other brands have daily updates, particularly those that are providing industry news or aggregating content from a variety of sources.
The takeaway? Email marketing works when it is consistent, done well and closely aligns your products or services with the needs of your target customers. Reach out to the R2R Marketing team when you’re ready to ramp up your email marketing results.
