If you’re making less than 30% of your revenue from email…listen up! You’re missing out on a tremendous opportunity that can easily transform your business. Here’s how to make email the most profitable sales channel in 2022.
That’s right, the holidays are over and it’s time to get to work.
Let me start by saying…Happy New Year!
Like most businesses, January is the time to hit the ground running. I’m doing it with my own business, and can’t believe the first month of the year is already halfway finished. Wasn’t it only yesterday I was reflecting on the past 12 months?
What worked, didn’t work, and how can I improve my current strategy to become even better?
Those were the questions I was asking myself.
Maybe you didn’t ask yourself those same questions, but I hope you at least asked yourself this:
What is the single most important task I can do THIS YEAR to grow my business?
I’ll tell you…for me and my clients, it’s email marketing.
Well, duh! Jeremy. Tell me something I don’t already know.
Well duh, back to you, my friend.
It’s the same strategy as last year, and the year before that.
Nothing has changed, but you’d be surprised how much you don’t know.
In fact, there have been a lot of changes just in the last few months. I’m sure you’ve heard about:
- The iOS 14 / 15 update…
- The rumors Google will follow Apple’s lead into privacy abyss…
- The overall increasing of customer privacy…
- The rising acquisition costs that are eating into your bottom line…
- The big tech censorship (Yup! It’s a thing) and ad account suspensions…
- The fact your competitors are rushing to move their business online…
- And don’t forget…the threat of the next economic hiccup and / or shutdown.
Deny any one of these and you might as well shoot yourself in the foot.
These are just a few reasons to get your email marketing game on point.
Because the truth is…
Email will remain the #1 channel of communication between you and your customers – even in 2022.
Why?
Because everyone who has a job has an email account. And everyone who has a job, has money to spend. But it’s more than that. No matter how many one-off sales you’re making from paid media ads…no matter how secure you feel…
YOU DO NOT OWN THOSE CHANNELS.
They can go – POOF! – without notice.
Believe me. It can happen. A simple tweak of the algorithm can seriously rock your boat.
Remember Google’s Penguin update? The night thousands of online businesses’ lights went out? I do. It was the end for many online businesses owners who never saw it coming.
Scary shyt. Especially when you have a family to feed.
If your approach to marketing is tactical, YOUR TIME IS SOON UP.
2022 needs to be the year you stop relying on the one-off sales you’re getting from your frontend paid media and start thinking long term.
It begins with strategy…
And when you have an excellent marketing strategy…
You stop hoping you make ends meet…and start knowing your business will survive no matter what happens outside of your control.
Don’t stop doing what’s working…just do it better.
Chances are your store’s infrastructure is already in place (if not, you have a tremendous opportunity waiting to be tapped). You have all your critical FLOWS in place. Your gears are well oiled and your sales machine works well…but when was the last time you tested against your control? Do you think your FLOWS could be better optimized? Or are they still set up with triggers that are now obsolete?
I’m going to bet your sales machine isn’t as well tuned as you might think it is.
This is why I’m helping the businesses I choose to work, think long term.
We’re getting aggressive with our frontend led generation.
We’re scaling down our one-off sales…
…and focusing on growing our email lists using gated content and landing pages to collect even more email addresses than we were previously collecting from only the pop-ups, sign up boxes, and web links.
We’re committing to spending at least 5-10% of revenue to go toward lead generation.
Are you noticing the pattern?
2022 is all about lead gen.
Why?
TWO REASONS:
- It’s only getting more expensive, with no signs of it slowing down.
- It is consistently putting A LOT of people through our sales funnel aka FLOWS, which makes my clients more sales.
Businesses who are doing this are ensuring they’ll still be in business 3- 5 years down the road.
They’re not waiting for the next hiccup to occur to take action. They’re expecting something to change and planning for it NOW.
Plus, when we do it like this, we’re knocking out two birds with one stone.
Email addresses are owned assets. Assets you can market to whenever you want, without fear of getting shut down by some big tech overlord. We understand that not everyone who enters our funnel is ready to buy the moment they learn about your brand. Through my clients FLOWS, we educate new prospects on why your brand / products are the best choice for them…
Personalizing the message every step of the way…
While also ensuring they receive exceptional customer service through automated FLOWS.
Segmentation…
Customer journey…
And speaking to the heart of their pains…
Is the name of the game in 2022.
When you get this right, your business and/or product becomes the logical choice.
Email marketing doesn’t have to be difficult. It just needs to be planned.
So, what are you waiting for? Give yourself the leverage you need to have predictable growth with your business, and have the confidence to know you’ll be in a better position today than you were twelve months ago.
Rooting for your success,
Jeremy “The email strategist” Waldron
P.S. I’m currently looking to add 1-2 exceptional clients to my roster. If you’re interested in learning more, contact me.
In 2022, if you choose to work with me, I’ll make email your most profitable sales channel.
