Social media marketing is brilliant for reach and targeting, no doubt about it, but email is still the linchpin for building genuine relationships with your customers and clients. And that’s very much STILL the case, which is why email marketing absolutely has got be a permanent and prioritised feature of your marketing plan.
There are lots of reasons that email’s really important in your marketing efforts, but it’s good to also remember that it works best when it’s part of a strategic and purposeful system. That is, I’m not here telling you to forget about your social or content marketing, or that paid ads have no place if you’re rocking your email marketing - they do. It’s the role of email marketing as the linchpin or glue in an overall system that makes it truly awesome.
Did you know that on average, for every $1 spend on email marketing, $38 is generated in return (Content Marketing Institute, 2016)? Not bad, hey? Here are some reasons why that’s the case;
They’re already interested - you have their attention. You have their email address for a reason, either you’ve worked with them before, or they’ve shown their interest by signing up to your list, that’s why it’s so much easier to build that relationship from here.
It’s a personal medium - it feels like you’re talking one-on-one and that the message was sent just for them … or at least it should. And when it does, it’s so much easier, again, to build rapport and relationships.
An inbox is quieter than a social media network - when you’re in someone’s inbox, you’re not competing with a thousand other bells, whistles, people, offers and ads.
You’re not limited to how long for short you want to go - if you have a lot to explain about a more complex product, service, or event, you can provide a lot of value by providing the necessary detail. If, on the other hand, short is more appropriate, that’s fine too.
Email marketing is targeted - when you email your whole list, you already know they’re interested in what you do, but by segmenting that list, you can be even more targeted in your messaging. By changing your messages depending on the needs & interests of each segment, you’re providing more value and becoming more relevant to your people.
Stay top of mind & build brand awareness with each and every email that you know is going to be seen - even if they delete the email, they still had to have seen it, and your company name, and then taken an action.
Email is easy to share with friends - an email jammed with valuable information or a great offer is just the ‘forward’ button away from being seen by a wider audience.
Email marketing is measurable. When you use an ESP (email service provider), they’ll provide you with all sorts of accurate and useful data that will give you excellent insight into your efforts, as well as your audience’s preferences based on their actions - gold.
Email marketing is incredibly cost effective. When you’re starting out with building a list, you can market without any cost, except your time. As your list grows and you require more complex functions to manage it, your ESP will cost more, but because of the reasons listed here, your return on every dollar spent makes it extremely lucrative.
Oh, and one more reason … you own your list and no one can take it away from you. This is really important because it puts you in control. Your social media followers aren’t really yours because if Facebook shut down your page, or ceased to exist (this is not going to happen of course, just an example), you’re left with nothing. Your list is yours. It’s part of your company’s IP, and you’re in complete control of it.
So given you’re now fully sold on the importance of your email list and email marketing, your next question will be how to grow your email list, right? Oh! Glad you asked. This bit’s pretty cool and I have some brilliant ideas for you, especially for using social media to do it … but, I’ve pledged to respect your time and keep my blogs a bit shorter than they used to be, so you’ll have to wait until Thursday. Don’t worry, it’ll be totally worth the wait, I promise.
In the meantime, if you want to pick my brains on any of this, send me an email - firstname.lastname@example.org, or fill in the contact form on the Work page, or connect with me via one of my social accounts (Facebook & Instagram are my favourites). And, it has to be said, if you’d like to relax knowing you’re in the loop with our latest marketing updates, insights and inspiration, subscribe to our list right here :)
Have a great day,