The Golden Triangle of Online Marketing, Part 3: Email Marketing

In this Golden Triangle of Online Marketing series, we’re taking a look at the three major marketing channels for online business: blogging, social media, and now email marketing.

Email marketing has not fallen by the wayside, even though mobile and social media technologies are all the rage. Most of the world does not live in Silicon Valley, Austin, or Redmond. Most people do not have a blog and don’t even comment on blogs. Most people barely stumble their way through their mobile phone operating systems and Facebook.

The Comfort Factor

Most people use email. Most people are comfortable with email.

Email is not public in the same way that social media is, so there’s a chance for more personal communications to be highly effective. Sending private, personal messages to prospects & customers has been an effective marketing strategy since forever. The method by which these messages are written, delivered, stored, and accessed has changed over the centuries, but the basic dynamic and effectiveness of this channel has not changed at all. The infamous Nigerian email scams we all receive are a perfect case in point: this scam has been going on since long before we started using email.

Email should not be overlooked in your marketing efforts. In fact, even if you did no other kind of marketing at all–no blogging or social media–you should still be doing email marketing.

How Email Fits In

But the goal of these posts is to highlight how the three main channels work together with each other and how they tie in with blogging. Here are some main points for how email helps boost the other two channnels:

Email sends traffic to your blog and to social media pages (or any online property you wish, for that matter). You send an email with a link to a post, a tweet, a facebook update, whatever. You can encourage your email subscribers to also follow you on Twitter or be your friend on Facebook. This gives you more chances to be helpful to them, which leads to more sales in the long run.
Email allows you to reach folks who aren’t heavy social media users (which is most people, actually).
Selling on your blog may not always be appreciated by your readers, but selling via email is effective. Part of this has to do with the public vs. private aspects of both channels. A privately made offer in a one-on-one setting is more powerful than a general public update to everyone.
What makes for good blog posts also makes for good emails: a subject line (headline) that grabs attention and content that delivers on the promise made by the subject line. If you’ve been working on writing better blog posts, congratulations, you’re also a better email marketer–even if you haven’t even started email marketing yet!
You can use your blog and social media presence to get email subscribers more easily. While you may not always convince folks to try social media, you can more easily convince social media users to subscribe to your email newsletter.

I love the poetry of the “golden triangle” metaphor, but let’s use a different metaphor for a moment that we all know: the stool. A stool needs at least three legs or it doesn’t stand up. Blogging and social media only give you two legs, but add email marketing to the mix and now you’ve got something that stands on its own.

What You Will Regret

If there’s one thing people regret, it’s not starting email marketing sooner. Nearly every online business person I know or read has expressed their regret they didn’t start sooner!

Email Marketing In Depth

If you want to know more about email marketing alongside blogging, check out this in-depth post I wrote called The Ultimate Guide to Email Marketing for Your Blog. This one really blew a lot of people away, and I think you’ll find it valuable to read it (or reread it).

Series Conclusion

I hope you have a better feel for how these three marketing channels all interrelate and boost each other, and why you want to be working on all three for your online business. If there’s anything else you want to know or if you have any questions, feel free to leave a comment below!

Filed Under: Blogging

http://www.social-media-design.com/ Lori

You're right. I know you're right. Deep in my bones I know you're right. And yet I hate it!! I'm a super soft sell, social media kind of girl. Would rather speak clearly on what I know about and be there for people when they need me.

I just hate the idea of sending out an email and feeling like I'm intruding into someone's mailbox. So private – So sacred to me.

One of these days I'll do more in depth reading on this topic to get me over the *ick* factor from people who do a slimy job of it. I just don't want to join the slick, *ick* club.

Thanks for this great post, though! And I do believe I have today's topic firmly in hand …
- http://website-in-a-weekend.net/ Dave Doolin
  
  Lori, it's not so bad. I have the same sort of concern you have.
  
  What I do is write very simple, text-based emails (no fancy formatting), exactly as I would a letter to a friend.
  
  That's half the battle because you can't make any coin from email if you're not emailing.
  - http://www.social-media-design.com/ Lori
    
    Thanks, Dave. Your point about not trying is very well taken. Nothing ventured … About how often do you send them out?
- remarkablogger
  
  Lori, you can't possibly intruding on them if they asked to be on your list. And they ask to be on your list because they see value for them they don't want to be without. Providing value to your market is the best marketing there is. Sometimes that means money is exchanged for that value. Nothing icky about that.
  
  Speaking clearly and being there for people when they need you cuts across all channels. Why shut out people because they prefer email over other channels?
  
  Thanks for sharing your feelings and thoughts about this!
  - http://www.social-media-design.com/ Lori
    
    Thanks. Your logic is irrefutable. And I like that. Happy, reasonable girl will now hold her breath and take on email newsletter like she knows she should.
    
    Thanks!!
    Lori
http://www.profitablemommyblogging.com/blog-promotion-tip-research-content-sites-to-optimize-your-article-marketing/ Keisha

Michael,
I like the one-to-one connection of email marketing for blog promotion. As you stated, I take it as a personal invitation which is a nice change from the broadcast feel of social media sites.

My aha moment: By being a blogger, I'm an email marketer. No need to always reinvent the wheel. I can add pillar blog posts to my autoresponder as part of my email marketing.
- remarkablogger
  
  Yes, once you're in the game you're in it all the way and that includes all normal channels like email. You certainly can add pillar posts into your autoresponders. What's great about email is that unlike blog comments, it isn't public. This means you have great opportunities for feedback you wouldn't otherwise get.
  
  All channels are now two-way. We want to be listening as well as speaking.
http://evengrounds.com/blog Julius

I totally agree that emails are still important as they are the most personal of the three sides of the golden triangle. And as what you've mentioned, there are still a lot of persons who don't use things like social media and are kean on receiving information via email.
http://website-in-a-weekend.net/ Dave Doolin

Michael, I'm curious what your opinion is about saturation.

I have a stack of real books (printed on paper and stuff) on marketing and advertising, dating back into the turn of the last century.

A common theme discussed in all of these books is the ephemeral nature of all marketing and advertising. Any particular campaign or technique has a trajectory (they say) where it works really well for a while, then sort of works, then basically doesn't work at all.

My hunch is that when the Big Time Marketers start selling tactics, those tactics are played out. Otherwise, why would they sell them?
- http://www.completeheating.ca jerry6605
  
  I'd agree with what you stated. I've heard top athletes state that their adavtage is that they think about where the ball is going to be, instead of where it is, and go to that spot. Marketing is no different. There's some good journals by the AMA and subscribing to the HBR is a good tactic as to stay ahead of the curve.
- remarkablogger
  
  Dave I totally hear where you're coming from. I think that what works in email is timeless rather than ephemeral: a good subject line, material that is of value to the reader, a clear & confident offer (when making offers), and personality & authenticity.
  
  Campaigns have an arc because they have a limited timeline anyway: they have an end point at which the campaign stops. Techniques are a result of strategy. If your strategy is solid, technique is the mechanics of how the strategy will be carried out. So if your strategy is to be of the highest value, you never need worry about the techniques you employ. This is a case of the means justifying the ends.
- http://www.social-media-design.com/ Lori
  
  Hee hee! Exactly! And it's a lovely way for them to cook the cow they've already milked. Gah!
http://www.josephszenasi.com Joseph

E-mail marketing is useful if you sell stuff, otherwise.. it is to expensive.
- remarkablogger
  
  Well yeah, that's why it's called email MARKETING.
http://www.Twitter.com/TheGirlPie @TheGirlPie

HOW GREAT a reminder that most people reading you are active in all three sides of the golden triangle, yet most of the potential customers out there consider email their main (or only) social media. And hearing that the online biz kids you know regret not starting sooner is a swell “social proof” that it’s profitable.

@Lori — you CAN be super soft in your emails, just by being you and delivering clearly spoken notes on your expertise, reminding people that you’re there for them when they need you — all in an email.
You don’t send it out as an intrusion; you offer it to the person on your site and THEY choose to ask for it — they sign up. I’m sure MM can point you to some great posts, here and elsewhere, that gets you up to speed on what email “marketing” is and isn’t. It’s only icky when icky people send icky emails. The 30+ email subscriptions I get (because I asked for them and unsub as soon as it something doesn’t serve me) are none of what you describe. Don’t let a misconception hold your Social-Media-Design.com back…

Thanks for the swell series, Michael~!

~GirlPie
- remarkablogger
  
  Great points GirlPie, thanks for adding to the discussion. In addition to my own posts, I suggest you read
  
  http://www.copyblogger.com/email-marketing/
  
  http://www.copyblogger.com/better-email-marketing/
  
  Head over to Sonia's site at http://www.remarkable-communication.com/ and sign up for her newsletter so you get a great example of how to do this and get taught how to do it.
  - http://www.Twitter.com/TheGirlPie @TheGirlPie
    
    I can vouch for your links, have read Brian and Sonia for years ~ hope all your readers click over and see how non-icky marketing can be.
    @Lori might also like what Havi Brooks (@havi on twitter) does about comfortable marketing at FluentSelf.com.
    - http://www.social-media-design.com/ Lori
      
      Thanks Lovely Girl Pie!! Will do. Was actually member of ThirdTribe until recently and enjoy their approach, but still sniffed a little sleaze here and there. Guess I'm just allergic.
      - http://www.Twitter.com/TheGirlPie @TheGirlPie
        
        Well then, check out the softest, most un-icky marketing approach I've seen over at @Havi's site, http://www.FluentSelf.com — look around, introduce yourself, ask where she keeps her advice that won't give you a rash, and tell her “hi” while you're there — I think you'll find her to your liking if you don't know her already ~ see ya 'round!
      - remarkablogger
        
        Agreed, Havi has nailed it good.
- http://www.studentanswers.info Heruwidi
  
  I agree with your post, i think that emails are still important even
  people usually prefer social media websites to comunicate each other.
  But be careful for using the tools. Because it can be suspect for spamming..
- http://molevanish.net Dani
  
  that is so true. emails are just another form of communication. make your readers your friends and dont make yourself a sales person and then you will be able to sell anything. just think “would i send this email to a friend??” if you wouldnt then dont send it to your readers. be friendly and in return they will be friendly with their wallets
  - remarkablogger
    
    That is a great litmus test! Thanks for sharing that with us.
http://dore.webs.com Nani

thanks great post
http://www.geekhang.com/ Artful Dodger

Ok great but how does one gather lots of email addresses of people, won't your emails just be marked as spam as soon as it reaches them?
- remarkablogger
  
  You collect email addresses by having a sign up form on your site so people
  can add themselves to the list. Once they've opted in, they've given you
  permission to email them and that is not spam.
  - http://www.digitalmeetingcenter.com Matt
    
    Technically, spam, as defined by the ISP's, is any unwanted mail in their inbox despite the fact they have double opted into the campaign. Just run a campaign and send a ringtones promo to your bird watching list and watch the spam complaints go through the roof, even though they are double optin. This is an extreme example, but spam technically is defined by the user receiving the mail, double optin or not.
    - remarkablogger
      
      You're right, that is an extreme example and therefore unlikely. But
      perception is reality and what you've described seems to be how most people
      define spam (I don't know about ISPs, you'd to cite that one for me to
      really believe it ).
http://icoachdad.com Dredd

Like it. Really the money is on the lists…
http://www.rainforestfoods.co.uk/ Wheatgrassq

I'm a big believer in email marketing, but the difficulty is in attaining that 'must read' factor. I've signed up for several e-newsletters, but there are only one or two that I *always* open when they land in my in box.
- remarkablogger
  
  Try to figure out what it is about that one compared to the others: how are
  the subject lines and the content different? What does it actually give you?
  What would you miss if you didn't have it in your life? These are pointers
  for your own newsletter.
http://www.japan-uncensored.com xfob

I've been in the webmaster scene for a while and my sites have grown quite a bit and one thing I do regret not doing is putting up a mailing list early. I think it's very important for it to get started early so you can rack up the emails and spam your affiliate links or whatever to monetize it.
http://dreaminblu.blogspot.com blu event design

thanks for the good suggestions and links, it social media and e-mail marketing gets overwhelming real fast. nice to get some clarity
http://griyamobilkita.webs.com sewa mobil

Nice article, many thanks.
http://pulse.yahoo.com/_PT6HN5BUHRVXDLH3VSQ5HYK2ZE Penny Auction

Not left even a single post. Nice one.
http://pulse.yahoo.com/_PT6HN5BUHRVXDLH3VSQ5HYK2ZE Penny Auction

All word are unique. Incredible, Sir!
http://twitter.com/Ali_R_khan Ali R. Khan

Email marketing is the tool which need to be done very professionally or the receiver will start hating your mail and result in negative marketing.
http://www.searchengineoptimisation.com Mike

I think email marketing can be most effective in few things like….if you have list of prospective clients who has contacted you in past but not purchase services, you can send them special offers as well as discounted prices.

I assume that at least 10% possible clients will reply you!
Email marketing can also be used for old clients to be in communication with them

At end each media or way goes towards communication, it may be blogging, social media or email marketing

Email marketing is more personal communication.
http://christianvolume.com Ryan Tomlinson

I have always been scared of email marketing because I just always thought I would be spamming people and getting on there nerves more than anything. But its true, if they sign up and expect it, its a whole new ball field. Thanks for sharing
- remarkablogger
  
  Yup. To be precise, they sign up expecting whatever you told them they were
  
  gonna get. So the thing is to figure out what that's going to be and then
  
  deliver.
http://dein-gesunder-lifestyle.de/ Muskeln Trainieren

very valuable article. I think your list is really your life insurance, I am still a little struggling regarding open-rate and ctr but I guess I just have to stick with it.
http://www.vpswebserver.com vps hosting

Email marketing is still important. But it needs to be done with caution, because you dont wanna create negative effect on your product with spamming people about it. If you do it proper way, you will certainly benefit.
http://www.pcrisk.com Meskisss

You have to be really careful with email marketing. You can easily annoy your subscribers. Thank you for valuable information.
http://www.intwaypulse.com Fedir

Could someone, please, say if there are some numbers that indicate the value of such king of marketing. For example you have e-maild to a 1000 people, in this case what will be the percentage of denies and success? Thanks …
SEO service

Thanks for this post. I was just planning to start email marketing for my business and now I think these tips will help me a lot for the better results.
Anonymous

Golden Triangle of Online Marketing include many online marketing methods like Social media, email marketing etc. The given information is really nice.