Haven’t embraced email marketing for your small business because you’re afraid of being annoying? This is a common worry, but one that is based on misinformation and misunderstanding.
Done well, email marketing is a hugely powerful marketing channel – one that your business shouldn’t ignore. When your email content is relevant, valuable, and interesting to your target audience, those emails will be warmly welcomed into inboxes without a hint of annoyance.
Because email is a familiar form of communication, people expect to hear from businesses in this way.
Email marketing allows you to do more with less, connect personally with your audience, and deliver enormous value to your business and customers.
Yes, it really is that important. So let’s explore why you need to get into it!
Why Is Email Marketing Still Important?
Email Marketing Is Cost-Effective
The beauty of using email is that you don’t need a big investment to get going. In fact, you can dip your toes in for free and scale up later without throwing huge amounts of money at it.
Most of the email marketing platforms around offer a free option to help get you started, and any upgrades you may opt for down the track are reasonably priced.
Huge Return On Investment
Did you know that email still delivers the highest return on investment for marketers, leaving other channels in the dust? Yes, email has held the gold medal for ROI for the last ten years and counting.
For every $1 you invest in your email strategy, you’ll see about a $38 return on investment. Outrageously good! And that’s not just limited to the professionals. Regardless of what industry you’re in or the size of your business, you can potentially get the same impressive results.
Simple To Implement
Email automation tools make it a piece of cake to set up email campaigns, from simple welcome emails that trigger when someone subscribes to your list to more complex sequences or personalised messages.
The learning curve is not steep, and once everything is set up, your email marketing pretty much runs itself 24/7.
A Scalable Strategy
There’s nothing wrong with starting small as you get your head around email marketing. But the beauty of this channel is that it’s a breeze to scale up as your business grows (and you see the value it’s adding!)
Those automation tools I mentioned mean you can broaden your reach, increase your frequency, or add new email types without stretching your budget or taking up much extra time.
People Want To Get Emails From You
Research shows that 77% of consumers prefer to receive opt-in promotional messaging via email. Remember, you’re not sending unsolicited spam to random people. The people on your list have chosen to share their precious email addresses with you. This means they are open to hearing from you!
Your Reach Is Extensive
When you post on social media, you’ve got a limited time to appear in front of your target audience before disappearing into the noise. Sure, you can use ads to boost your reach, but some people find those intrusive and annoying.
Email, on the other hand, is far more personal. You’ve been given a golden ticket into their inboxes, increasing the chances that people will interact with your content and remember your brand.
Need some data to back this up? Here goes: organic reach is about four times higher on email than on social media.
But Wait, There’s More!
There are so many more benefits that come with using email marketing. We don’t have the time to list every single one, but here’s a highlight reel of the very best I haven’t mentioned yet.
- You own your content and aren’t at the mercy of social media algorithms.
- No other marketing channel allows the level of personalisation of email, meaning you are better able to connect with your audience.
- Emails drive more traffic to your website and your blogs.
- Email is in it for the long haul. No chance of this platform disappearing into internet history like some previous social media has-beens (anyone remember MySpace?)
- It is estimated there will be more than 2 billion email users worldwide by the end of 2022 (that’s four times as many people using email as active Facebook users).
The Keys To Effective Email Marketing
Of course, there is a catch to all these email marketing perks: you can’t just throw any old content together, send it out, and expect it to work miracles. You still have to create fantastic value for your target audience with every email sent.
This means learning what your customers are looking for, personalising your email campaigns to suit, optimising your emails for different devices to ensure they’re user-friendly, and being your fabulous authentic self to build those connections.
If you can manage to do all that, email marketing will likely reward you with engaged, loyal customers who can’t wait to hear from you.
And, if you need help fitting email into your overall marketing strategy, then I can help you put a seamless plan together. Jump on a discovery call with me and we can establish the best way to make email work for your business.