Email is one of the most reliable ways to reach your audience. 99 percent of US respondents to a recent survey check their email daily.
And while email has been around for decades, the same survey shows it’s not going anywhere, with 78 percent of marketers seeing an increase in engagement over the past year.
Let’s look at why email marketing is important for your small business.
1. Email Is Ubiquitous
One of the biggest advantages of email compared to some other channels is that it works everywhere. Your audience can read their email on a Windows PC, a Mac, a smartphone, a tablet, or virtually any other device that’s connected to the internet.
It doesn’t matter if you’re using email marketing for realtors, lawyers, an e-commerce store, or any other type of business — those clients use email.
2. You Can Drive Traffic to Other Places
Email lets you direct traffic to other properties like your website, social media pages, and blog posts.
When you create new content, it takes time for Google to index it and start sending traffic to it. If you’ve got an email list, you can send them a message as soon as the content is live and have traffic to it within minutes.
3. Use Email to Boost Sales
Email is a great way to boost sales. Whether you’re experiencing a drop in business or simply want to drive more sales during good times, you can do it with email marketing.
Create a special offer page on your website and send an email to your list promoting the deal. If you want to see even better results, send a series of messages over a few days to ratchet up the urgency.
4. The Power of Segmentation
As your email list grows, you’ll be able to segment it into sub-groups with particular interests. This lets you send highly targeted messages to the people who would be most interested in a particular topic.
You can also segment your list into prospects, buyers, and raving fans who have made multiple purchases. Send special offers to your most loyal customers or target your prospects with deals to convert them into paying clients.
5. You Own Your Email List
Another huge factor in email marketing’s effectiveness is the fact that you “own” your list. Unlike other platforms where the hosting company controls, your email list remains firmly within your jurisdiction.
When someone follows you on Twitter or likes your Page on Facebook, those companies have ultimate control over who you can contact. If they decide they don’t want you on their site, you cannot contact those followers.
With email, you control the list, so you don’t need to worry about someone else making some kind of arbitrary decision that shuts you out. This stark contrast ensures stability and reliability.
Why Email Marketing Is Important
The pivotal role of email marketing extends beyond its vast user base. Its versatility spans an array of strategies—from newsletters to content sharing and traffic generation. Commencing with a couple of strategies and gradually expanding as your list grows exponentially amplifies its potential.
By implementing these strategies effectively, businesses can harness the true potential of email marketing, witnessing increased engagement, heightened conversions, and fortified customer relationships.
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