By: Nahenda Matheus
I want to start this article with a definition from Google, because my community loves the phrase “just Google it” as a response to everything.
According to Google, email marketing is “a form of direct marketing that uses messages to promote products or services, send thought leadership pieces, or connect with their audience in other ways.”
Email marketing is, in my view, a crucial component of any marketing strategy.
It not only helps you build brand awareness and connect with your audience but also allows you to follow up with clients without needing to physically check in or call them.
Most importantly, it can help you secure that all-important sale.
However, despite its convenience, email marketing does come with challenges.
One of the major challenges is that Namibians are often reluctant to share their email addresses.
For example, every time I make a purchase at Mr Price and they ask for my email address to send the receipt, I find it annoying.
In fact, I’ve heard some people say they avoid shopping at Mr Price altogether because they know they’ll be asked to enter their email address.
This got me thinking that there might be a deeper issue at play.
Perhaps people don’t like the content they receive via email, or maybe they’re overwhelmed by the sheer volume of emails.
While I’m still trying to pinpoint the root of the problem, I believe it’s crucial for small businesses to focus on building their email lists effectively.
Here are three tips to help:
- Create a landing page: If you cannot afford a fully functional website, consider creating a landing page where you can showcase beautiful graphics and present your products. Include an option for visitors to enter their email addresses, allowing you to collect them automatically.
- Give people a reason to share their emails: Offer incentives such as early access to new products, exclusive features, or discount codes. People love feeling special, so highlight the exclusivity they’ll receive by subscribing.
- Use soft selling techniques: The quickest way to get people to unsubscribe is by bombarding them with “SALE” posters. Instead, focus on providing value through content that solves problems or entertains. Then, occasionally introduce a sales pitch.
Social media is an unpredictable space.
Building an email list can be a lifesaver if your accounts are hacked or lost, as you’ll still have direct access to your audience and can update them with ease.
Businesses that prioritise this approach often have the most extensive and effective email lists.
One day, we will need to discuss why using a Gmail address might be holding you back, but that’s a conversation for another day.
NB: Nahenda Matheus is a content creator and social media manager. The views expressed in this article are her own.
