When talking about online marketing strategies, we tend to focus on social networks, blogging, and search engine ads.
But email marketing, the ‘traditional’ digital advertising avenue, tends to be overlooked. Some claim it’s outdated or doesn’t quite have the reach that social media has.
That’s incredibly wrong.
It’s important to get an email list for your business – for past customers, people who’ve signed up as a subscriber, and so forth. These emails can contain anything from monthly newsletters and free resources, to special offers and other promotional content.
Here’s why you should incorporate email marketing in your overall online strategy:
1. Email is more personal. It’s a ‘direct’ line of communication, and you can actually personalize it. Ever gotten those marketing emails that start off with “Hi [insert your name here]”? Well I have. Although it can seem slightly invasive, it’s got that individual touch that gets my attention.
2. It’s permission-based. This is a big deal, because your recipients choose to give you their email address (unless you’re a spammer or hacker of course). Plus, people prefer to receive promotional content in their inboxes than to see it in their Facebook newsfeeds.
3. Emails are usually checked daily. Unlike a social media post, an email sits in the recipient’s inbox (or spam folder) until they do something about it. So they are compelled to address it in some way – whether that means deleting or opening it. Also, your email is more likely to be received and seen than a post on a social network is.
4. The number of email accounts are staggering. Keep in mind that everyone who has a social media account will have an email account, but not the other way around. This particularly applies to older generations or people who solely frequent the Internet for business-related purposes.
5. The ROI is great. According to SocialMouths, for every $1 spent, $44.25 is the average return on email marketing investment. It’s extremely cost-efficient and fast, and has a better conversion rate. Furthermore, email metrics are easier to define and track: open rate, what people clicked on, bounced emails, complaints, unsubscribes, etc.
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In the next part of this guide, we’ll talk about how to get started with your email marketing campaign.