Did you know that the return on investment for email marketing is $44 for every dollar spent?
That’s a return of 4,300%!
In the UK, this figure is more than £32 for every £1 spent. That is mighty impressive for a method of communication many people feel is outdated and going the way of the dinosaurs. But the truth is email is still very much alive and it is still the most popular form of electronic communication.
In 2018, there were 3.8 billion email users around the globe, a number that is expected to be as high as 4.4 billion by 2023. Compare that to the 3.2 billion social media users worldwide. Not only that, but in 2018 there were over 281 billion emails sent EVERY DAY! Yet in the same year, there were only 60 million messages sent via Facebook, 500 million tweets made, and 95 million photos uploaded to Instagram each day.
OK, so enough with the numbers already, right? But they are proof that email is a very effective form of marketing. So, how can you use it in your freelance business? Well, the idea behind email marketing is that you can build a list of subscribers who you can communicate with easily on a regular basis.
Yes, you can communicate with clients and potential clients in other ways, such as social media, but email is so much more effective. And here are five reasons why:
1. Relationships
Email is the most effective way to build relationships with leads and strengthen relationships with current clients. You can speak to them directly, give them valuable information and content on a consistent basis, and let them get to know you. It’s personal, it can be highly targeted, and it’s a tried and true method of communication.
2. You’re More Likely to Get Noticed
When you communicate via social media, your post might be seen and it might not. Not everyone has time to do more than skim their news feed on Facebook and on other forms of social media posts are lost in the massive waves of posts that happen every minute — if your leads/clients don’t catch it right away, they probably won’t.
But with email it’s different. It goes right to their inbox, something they check every single day, usually multiple times per day. Your email won’t get lost in the shuffle. And as long as you have a fabulous subject line and you have established a relationship with them, they will actually WANT to open your emails.
3. You Can Connect with Higher Paying Clients
I posted previously about the benefits of freelance platforms. And I stand by what I said that platforms have their place. But in that post I also said that you don’t want platforms to be your sole source of freelance work. After all, there are so many clients on those sites that don’t pay well and you really have to work hard to find the good ones.
Ultimately, you want the bulk of your clients to come from outside the platforms. Whether you advertise, promote your website and blog on sites like LinkedIn, query individual businesses, or get referrals for potential clients you want to capture these leads. And that is what your email list is for. You can add their email to your list — with their permission of course — and then you can connect with them anytime and in any way you want.
4. You Can Automate It
You’re busy — I know it. I know I’m busy. Every freelancer is busy. If we aren’t busy with work, we’re busy looking for new clients. And the last thing you have time for is sending out dozens of messages to the leads and clients you already have.
Yet, this is the most important thing you can do for your business.
Fortunately, with email marketing, you can set it and forget it. Yes, you can completely automate the process. You can have your welcome email series set up and automatically sent out every time you get a new lead. You can write your broadcast emails and schedule them to be sent on certain days and at certain times. You can target specific clients on your list and send them specific reminders and offers.
None of this will take a lot of time and it will keep you connected with each and every person on your list. It’s a win-win!
5. You Won’t Break the Bank
Email marketing is surprisingly inexpensive. You are saving time, personalizing your contact with your leads and clients, connecting with every one of them as needed and all for a few dollars a month. It’s really one of the easiest, most cost-effective ways to manage your communication with leads and clients.
Really, email marketing should be a part of your overall marketing initiative. Am I saying social media or any other form of contact is unnecessary or should be ignored? Not at all! All the ways to connect with clients, leads, and consumers in general are valid and have their place. I’m just saying that email marketing is proven to get results and can be of great benefit to your freelance business.
Do you have experience with email marketing in your freelance business? If so, tell us about it in the comments section below!
Cheers, Karen
