You might be thinking that, since social media has come along and much of the communication with your clients takes place over there, the email newsletter is no longer necessary. In fact, email marketing still works and is more important in your overall communications strategy than ever before.
Here are my 5 top reasons for why email marketing still works
1. It is personal
That is the single most important thing about your email marketing. Think about it. No one complains about what you say or how often you say it on social media. It is acknowledged that social media is a public space. Now, think about your inbox. How do you feel when you find unsolicited emails waiting for you? It is an invasion, isn’t it? When people subscribe to your newsletter they are inviting you into their world. Email marketing is personal and it goes directly to the person you wish to speak to. That is why your email newsletters need to be personalised and it’s why you need to be respectful about what you bring to that space.
2. It can be targeted
If your list is well constructed you will be able to choose specific segments to target in your campaigns. For example, you can divide your list by sex, location or even by the type of business they run. Not everyone is going to need all of your services, but with email marketing you can talk directly to the sector that does.
3. High ROI
A recent report by the Direct Marketing Association says that the ROI on email marketing is a huge 4000%, way above the returns on any other form of marketing.
4. High conversion rates
A case study by Marketing Sherpa found that targeted emails were 208% more likely to convert than general emails. This is supported by the findings of Monetate which also shows that any email marketing converts better than social media and search.
5. It is easy to access
You don’t have to go to the post office to collect it. There it is, sitting in your inbox waiting for you. Today emails are accessed by smartphone or mobile device as often as they are by computer. No matter where they are, the email is available to them through whichever mobile device they have with them.
Don’t listen to people who say email marketing is dead. It is not. Keep using it as part of your marketing strategy and be clever about how you do it.