Why Email Marketing Is Important
No matter where you are in your business journey, I highly encourage you to utilize email marketing.
This blog will cover why it’s so important in terms of serving your audience, what platform we use and recommend and then speak to advantages of email marketing.
If you are hesitant about diving into the world of email marketing just know you are not alone. However, here is a fun fact for you: email marketing is nearly 4x more effective at audience engagement than social media and using this avenue as well as social media will serve your audience that much better.
The Importance of Email Marketing
Email marketing allows you to build relationships with leads, customers and past customers. It's your opportunity to speak directly to them in their inbox, at a time that is convenient for them. Coupled with the right messaging, email can become one of your most impactful marketing channels.
Emails are the most effective form of communication to tell your audience about what you have to say. 85% of adult internet users are on email. That beats out search engines by 15% and social media by 22%. That’s some pretty powerful stuff, sista.
While social media platforms are still effective, they are constantly changing their algorithms, which can be difficult to compete with. I’m definitely not saying that you need to choose one over the other. However, when you use both of them, you are better serving your audience.
Email marketing is easy to measure
Most email marketing tools offer the ability to track what happens after you have sent out your email campaign. You can track delivery rates, bounce rates, unsubscribe rates, click through rates, and open rates. This gives you a better understanding of how your email campaigns are working, which ones to tweak or which ones to get rid of altogether. These metrics should not be ignored. They are an important part of your internet marketing campaign as a whole. While there are various studies and surveys that present “optimal” numbers to aim for, it all depends on your industry and target audience. If your customers not only want but expect daily emails, you better provide them. However, sending too many emails to consumers who don’t want more than one a week will see your unsubscribe rate increase. It’s all about knowing your customers and providing valuable content.
Allows for targeted messaging
Now let’s talk about the importance of email marketing when it comes to lead nurturing – sometimes referred to as email lead marketing. The main idea here is that your potential customers are at different stages of the buying cycle. Some may be in the consideration stage, while others may be at the research and compare stage, and even others in the ready-to-purchase stage. Creating buyer personas can help you determine what kind of content to create for each step.
Segmenting these customers into appropriate email marketing lists helps businesses target these groups more effectively. Customers need information to move them to the next buying cycle stage; pushing the right content can do just that. It’s all about moving these prospects down your sales funnel – not as quickly as possible, but as efficiently as possible.
Increase brand awareness
Nope, social media isn’t the only platform that helps a company’s brand awareness. Possessing a customer or prospect’s email address means one thing: they showed a level of interest in your business. Email marketing gives you the ability to increase that interest level, that brand awareness, by staying top of mind.
This doesn’t mean to send four daily emails to every single customer. That’s actually a great way to get customers to hate you… Instead, try some email marketing that promotes your activeness in the local community. Too many times companies try to sell, sell, sell their products via email marketing, and completely ignore the brand awareness factor. By doing so, they’re also prohibiting the ultimate possibility of building customer trust and adding a sense of personality to their brand.
Remember what you own
We don’t own our followers on Instagram
We don’t own our fans on Facebook
but…
We do own our emails and email lists/subscribers
Quick Recap
Email marketing is wildly more successful than posting on social media
Email marketing is a more steady form of communication with your audience that won’t change overnight due to a new algorithm
Remember what you do and don’t own
MWD uses FloDesk for email marketing and all our email markeitng services are exclusive to FloDesk.
If you want to start with a free platform you can try MailChimp. (the free version will not offer a great deal of features to execute at a professional level though)
Use code MYWOLFDESIGN to get 50% off your FloDesk subscription.
