Despite repeated proclamations of its extinction, rumours of the death of email marketing have been greatly exaggerated — especially since email and social media are such a powerful combination. Especially when it comes to enquiries. You might not reach young kids but for slightly older types (you know, the ones with the money), email is still a really powerful marketing pillar.
Email marketing provides the most direct line of communication for turning leads into sales, which is why smart business-people have no intention of giving it up any time soon.
Once you have someone on your list, your job is to continue communicating with them, and for that, email is the superior choice, here’s 3 key reasons why:
1. Email is Still More Popular for Business than Social Media
Email is universal, widely used, and still the place where business is conducted online.
Whilst an important part of your marketing pillars, by using multiple social networks (e.g., Twitter, Facebook, Pinterest), you’re spreading your audience across multiple platforms. Comparatively, a powerful email list can be a singular distribution channel for content and updates.
If you’re not sold yet on the power of email marketing, wait until you see the statistics below.
2. Engagement is Much Higher via Email
I’m always checking my open and click-through rates on recent broadcasts. After compiling an average of some data from my weekly newsletter, it was apparent that engagement via email was incredibly strong.
- 59% OPEN RATE
- 31% CLICK THRU RATE
To put these numbers into context, data compiled on Twitter shows that the average click-through rate rarely tops 1.6%. Without paying for promotion, the average Facebook post is even worse.
This is compared to email open rates, which hover around 20% for many industries and can go up to as high as 40, 50, and 60 percent (and beyond!).
Email regularly offers better value per pound spent than even search and paid ads:
- Email £25 for every £0.50p spent
- Adwords £10 for every £0.50p spent
- Banner ads £1 for every £0.50p spent
Email also has higher conversion rates per session than search and social combined:
- EMAIL 4.16%
- SEARCH 2.64%
- SOCIAL 0.48%
It’s easy to see that an engaging newsletter is a win-win. You get to send out valuable content to current customers and prospects who have an interest in your industry; in return, you’re able to maximize one of the most powerful, personal marketing channels available.
Perhaps best of all, however, is that you don’t have to compete with all of the distractions that are present on social networks.
3. Email is Made for Business
You are competing with fun on social media. It’s one of the reasons it is so engaging. When the average user logs into Facebook, they want to see new pictures from last Friday night, updates from family members, and funny posts from their friends.
Email is MUCH more targeted.
What other marketing platform lets you instantly send a message to thousands of people across the world? Of course, social media can help you spread the word amongst a global audience – but there’s no telling who’s actually reading your content.
You can build the relationships that are the key to your business success with easy, inexpensive and highly effective email marketing. You can become a trusted email sender in the eyes of your prospects and customers.
When you have someone’s email, you’re allowed to communicate with them and when you communicate well, you’ll see a MUCH higher response than any other mode of communication.
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