We live in a world where social media, chat apps, and instant messaging are dominating the digital landscape, so it might be tempting to dismiss email marketing as old-fashioned. After all, who even reads emails anymore, right?
However, the reality is that email lists not only endure but also persist as a crucial instrument for businesses and individuals seeking to establish meaningful connections, engage effectively, and market successfully. In this blog post, we'll delve into why your email list is still relevant and I provide some content ideas that might add a bit of sparkle to your newsletters.
Direct and Personalised Communication
One of the greatest strengths of email marketing is its ability to deliver messages directly to a person's inbox. Unlike social media, where your content can easily get lost in a sea of updates, advertisements and those annoying suggested posts, email provides a personal and one-on-one communication channel. When someone subscribes to your email list, it's a clear indication of their interest in your content or products. This direct line of communication allows you to send targeted, personalised messages, making your audience feel valued and understood.
And personalisation is the key word here. Ensure your emails are sent to the person, not “Dear Friend” I talk about how you can take the next step with personalising your emails in the section below about Segmentation and Targeting.
Control and Ownership
This is a big one and you don’t appreciate how big until you have your social media account deactivated. Unlike social media platforms, where the algorithms and rules can change at any moment, your email list is something you have control over. You own your subscriber list, and it's immune to sudden shifts in policies or popularity. Building and maintaining an email list ensures that you can always reach your audience, regardless of changes in the digital landscape.
Conversion and ROI
Email marketing remains a good contender for delivering remarkable returns on investment (ROI) within the realm of digital marketing channels. According to the Data & Marketing Association (DMA), investing just £1 in email marketing yields an impressive average ROI of £35.41. The success of this channel stems from its ability to precisely target an already engaged audience with content and offers tailored to their needs.
Building Trust and Credibility
Email is often considered a more professional and trustworthy form of communication compared to other online platforms. When you consistently deliver valuable and relevant content to your subscribers, you build trust and credibility over time. People are more likely to engage with your brand and take your messages seriously when they see you in their inbox.
Analytics and Insights
Most of the email marketing platforms offer robust analytics tools that provide valuable insights into your audience's behaviour. You can track open rates, click-through rates, conversion rates, and more. These metrics allow you to refine your strategies and improve your email campaigns continually – even the time you send the campaign can make a difference.
Segmentation and Targeting
Depending on the software you choose, you can get some really sophisticated segmentation and targeting features. You can group subscribers based on their interests, location, purchase history, or any other relevant data. This enables you to send highly tailored content and offers to different segments of your audience, increasing the likelihood of engagement and conversions.
With software like Mailchimp you can automate customer journeys using email which can drive more repeat business and increase customer retention.
Email content ideas
A gentle reminder, that the cornerstone of a successful email marketing campaign is sending relevant content to your subscribers. Don’t just send stuff because you normally send an email once a week. Make sure you understand your audience's preferences, needs, and interests, and tailor your email campaigns accordingly.
Educate and Inform - email marketing is an excellent platform to educate your subscribers and position your brand as an industry expert. Share valuable insights, how-to guides, industry news, and informative articles that help your subscribers solve problems or learn something new.
Exclusive Offers and Discounts - Everyone loves a good deal. Offering exclusive promotions, discounts, or early access to new products or services to your email subscribers can be a compelling incentive for them to stay engaged. These exclusive perks make subscribers feel valued and appreciated, strengthening their loyalty to your brand.
User-Generated Content – social proof has never been more important. Feature customer reviews, testimonials, or photos of customers using your products. This not only builds trust but also shows appreciation for your subscribers' support. you can read about this in more detail my blog post "How Case Studies, Testimonials and User Generated Content can Help Your Business".
Behind-the-Scenes Content - Give readers a glimpse of what happens behind the scenes at your company. This could be interviews with employees, a virtual tour of your workspace, or a day-in-the-life feature.
Industry News and Updates - Share the latest developments, trends, and news relevant to your industry or niche. This can help keep your subscribers informed and engaged.
While the digital landscape is constantly evolving, email marketing remains a powerful and relevant tool for businesses and individuals. Its direct and personalised nature, control, trust-building potential, analytical insights, segmentation capabilities, and automation make it an indispensable part of any successful marketing strategy.
However, it’s important to remember that building and maintaining a strong email subscriber list requires a commitment to providing value consistently. By delivering relevant content, educating your subscribers, and offering exclusives, you can cultivate a loyal and engaged audience. Remember that email marketing is not just about sales—it's about building relationships and fostering trust. When you consistently provide value to your email subscribers, you'll find that your brand's reputation and customer loyalty will flourish.
So, don't overlook the enduring power of email lists; they continue to be a valuable asset in the digital age.