Email Marketing: 3 reasons why you need it
Email marketing – is it really worth the investment of time and money?
If you’re sitting on the fence when it comes to email marketing, or you’ve started using it but aren’t entirely convinced that you’re doing it right (and it’s even making a difference!), then this post is for you.
First things first…
I’ll just get this out of the way – choosing whether or not to communicate with your customer’s via email actually isn’t up to you… it’s up to who your ideal customer is and their preferred marketing channel for receiving information from brands.
This is extremely important if you personally hate receiving promotional emails and they make you feel icky. If this is you then you need to put the icks aside and make your marketing plan more about your customer and their needs.
One more thing about email marketing …
If you’re still hell-bent on only communicating with your ideal customer via social media then consider this: there are more than 4.3 billion Internet users in the world and nearly 80% of them have social media accounts BUT nearly all of them have an active email account.
That’s more people!
Ok last one, I promise!
Now, before actually getting into the 3 reasons why email marketing is important for your business, there’s one more thing you should really understand and that’s email marketing has one of the highest ROI’s of all online marketing channels.
It still rings true… to understand why, think this: when you communicate with someone via email it’s because they have given you a piece of their personal information and have invited you into their personal online space (their inbox) – that’s a micro-conversion.
Whereas with social media, anyone can ‘Like’ your page, but it’s a more passive conversion because you’re communicating with them over rented space, e.g. Facebook. You (and your ideal customer) don’t own this space so you can’t control who sees your content as much as a direct message to inbox scenario does.
So now that all of those fun facts are out of the way… here’s 3 reasons why email marketing is actually important for your business!
1. Building brand equity
Scoring someone’s email address is your chance to start a 1:1 conversation about your brand and your why. You’ve been given a rare opportunity to showcase what you’re made of and they’re ready to listen.
Social media is great, but it’s the equivalent of walking into a room full of people and shouting your messaging over the loud conversation and music. The focus just isn’t on you.
With email there are less distractions so the chance of someone reading your message is much higher and that means they more likely to take an action.
2. Rollin’ in the deep data
Over time you may notice different types of people are buying from you, but you may not know why.
Could your hand-poured hibiscus-scented soy candle be the next IT product that every male hipster needs? Or has your photography course started attracting older females aged 70+?
Whoever these wonderful people are, you need to know why they are buying from you. More importantly, are there any more of them out there that you could be attracting?
These questions can be answered simply by asking your customers for feedback. Whether this is an ongoing strategy or in survey form, being able to dive deep into customer insights will help you create amazing products or services that you know customers want.
3. Your greatest asset!
By creating an email list you’re increasing the value to your business #fact.
Think about this … if you’re planning to sell your business in the future the size of your email list will add value to your overall sale price just like physical equipment, stock, course content, management systems and processes … and so on.
The best part about growing an email list is that it’s bank account friendly.
So that’s it!
If I’ve convinced you that you need to give email marketing a go for your business then be sure to sign up to my email newsletter .
Just sign up below and I’ll get you started by helping you to create your first lead magnet to attract new subscribers.