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One time, someone told me that email was dead. "No one reads emails anymore," they said. I laughed. I laughed because, given the context, it was funny, but also because it was not true.
Email 👏🏼 is 👏🏼 not 👏🏼 dead.
Email marketing is highly effective. So effective that it is 40 times more effective at acquiring new customers than Facebook or Twitter.
Siri - Say the word "effective" one more time.
But really, now that we can all agree that it works, here are three reasons why small business owners should implement it as part of their marketing strategy.
Reason #1 - Email is one of the few marketing channels that is yours and yours alone.
I hate to burst your bubble, but you cannot fully control your Facebook marketing strategy. Facebook fully controls your Facebook marketing strategy. Bummer, I know.
Email, on the other hand, is a marketing platform that is yours and yours alone.
Email is a direct line of communication with your customers. It is a marketing tool that allows you to communicate directly with an engaged and qualified audience.
Unlike social media platforms, you know exactly who you're speaking to when you send out an email. Your subscribers have expressed interest in your product or service and are opting in to learn more about your offer.
Email's direct access allows business owners to build and nurture lasting relationships with their customers. Algorithms, trending audio, and low-quality leads are not concerns when developing an email marketing strategy.
Reason #2 - Email gives your marketing outreach a personal touch.
Everyone wants to feel special, be called by name, and believe they are your most important customer. Email does all three of these things.
Email marketing allows business owners to send personalized content directly to their customers. Email is a way to engage with them no matter where your customer falls in your funnel.
Segmenting your audience and sending personalized content makes your brand feel more approachable and intimate and leads to higher engagement rates. When a customer or potential customer receives a personalized message specific to their needs or interests, they are 50% more likely to open and engage with the email.
Still not sold? How is this?
80% of customers will likely purchase from a brand that provides personalized experiences.
Reason #3 - Email marketing has a high return on investment.
On average, a small business owner can expect to receive $36 for every $1 they spend on email marketing. Cha-Ching. 💰
The high ROI is due to two things:
Compared to other marketing platforms (like running a paid social media campaign), costs associated with email marketing are relatively low.
Email is not a cold outreach platform. By signing up to your list, your subscribed audience has already expressed interest in your product or service.
Have I convinced you that email is not dead?
There are thousands of tactics you can use to market your business. Email is just another tactic—a really great tactic that you should definitely be using.
Marketing, on the other hand, isn't about which tactic you use. Marketing is about people.
When you approach email marketing with people (your customers) in mind, you will be successful.
With one of the highest ROIs among marketing platforms, email is the only one that you can fully control and personalize to your customers and their needs. Marketing doesn't get much more people-focused than that.
Are you ready to build an email marketing strategy for your small business?
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