Someone recently said to me that email marketing is dead. That email is synonymous with “spam,” and that they were not interested in wasting their time with it. They went on to say that only a small percentage of the people on their email list ended up buying something when they sent out an email.So, instead, they dedicate their marketing efforts to newspaper ads and handing out flyers on the street.
Let’s just pause for a moment and reflect on what you just read. Instead of making a predictable number of sales every time they sent out an email (which costs them next to nothing to do), this small business owner has decided to invest time and money on arbitrary distribution of flyers, and print ads hiding on some page inside a newspaper, in hopes of reaching someone out there who “might” have some interest in what they are selling.
Do you see how shortsighted this thinking might be?
Let’s take a look at some facts:
1. People use email. There are over 4 billion email accounts in active use right now. That’s
3 times greater than the number of users on Facebook, and 15 times the number of people on Twitter. And who knows how much greater than the local paper?
2. It’s the most effective marketing medium on the planet. According to a 2015 study by VB Insight, email has the highest ROI of any marketing channel available today, far surpassing social media, search marketing, television, radio, and print media.
3. Email is targeted. If people are on an email list, it’s because they’ve asked to be there. They are interested in some aspect of what a business or marketer has to offer. Unlike an ad, which might be encountered by people who have no interest in what your business is all about, email lists have a much higher likelihood of getting the right people to respond to the right offer.
4. You own and and are in control of your email list. The same can’t be said for social media followers, nor can it be said for newspaper readers of radio listeners. Those are open platforms. Email, on the other hand, has no algorithms in place to limit how many people will actually receive your campaign.
The bottom line is that you shouldn’t underestimate the power of email for your business. It still grabs people’s attention, and is a tool most businesses haven’t fully optimized for their benefit. Email marketing is smartest way to ensure you are continuing to build relationships with your prospects and customers long after they first encounter your business.