These days, it’s easy to assume that there isn’t room for email marketing next to the multitude of social media platforms available to consumers. So, how do you as a business owner keep your consumer base engaged via email? Two words: relevant content.
Your consumers don’t need yet another fluff-filled email in their inbox. But they do want information about a company to whom they feel loyal.
As a business owner, your main goal should be to continuously engage that consumer loyalty, and you can do that in a few different ways.
Email can be so much more personal than many other social media platforms. Rather than posting and hoping that your customers see it, reaching out to them can give you the opportunity to engage with them directly. And we don't mean customizing your email marketing platform to send out "Dear, First Name" emails – that's just a telltale sign you're automating the process. But the people on your subscriber list know you (they should, if you're following best practices), so don't be afraid of making your message personal.
Give them something special. It really is all about loyalty. Obviously, you want a first time customer to become a repeat customer, and you want those people who’ve been supporting you for years to feel like they can count on you to deliver. When you personalize your content and offer something special (e.g. deals and exclusive offers to your loyal VIPs), you demonstrate that these people matter to you. Do that, and they won't archive your emails with the other, impersonal promos.
Provide valuable information
Email is a great way to give your consumers more information than can fit into a 140-character box. Scrolling through timelines and feeds doesn’t always offer the same opportunity to pause and read - and even if you do, sometimes you lose track of where you found it! Sending a pointed email detailing exactly what you want your consumer base to know allows them to pause, take in the information, and know exactly where they can reference it later - in their personal inbox.
Need some stats? We have them.
According to a study by McKinsey & Company, email marketing is 40% more effective than social media.
The same study above showed that the buying process happens three times faster via email than in social media.
Surveys conducted by the Channel Preferences Survey showed that 91% of people access their email at least once a day - and that they prefer to receive business information via email.
According to Fourth Source, 92% of internet users have at least one email account - which means that nearly everyone has an email, whereas not everyone has Facebook, Instagram and Twitter - which can minimize your reach if those are your only platforms.
Don't get us wrong – while we absolutely tout the benefits of email marketing, it's not a one-and-done solution. A great website, engagement on social media, blogging, and straight up advertising are all part of a well-rounded marketing plan.