Nowadays, marketers are required to do less work in order to reach their potential customers. They can connect with their audience in a highly personalized way without having to leave the boundaries of their budget. While most marketing trends will come and go, e-mail marketing will always remain.
One of the reasons why e-mail is so popular is the fact that it has a very large reach. While social media platforms may boast of over a billion users, they cannot surpass the amount of people that e-mail is able to reach. E-mail is the currency of the World Wide Web and everybody who is active online has an email address.
Another major benefit of email is the fact that e-mail delivers the message. The majority of emails you send will reach their recipient. On the other hand, it is less likely that a person will view your post on Facebook. This alone shows that if you use e-mails accordingly, you are likely to reach a larger audience when compared to when you use social media.
You can send single e-mails, an e-mail series as part of an autoresponder or even a monthly newsletter. All of these ways are effective at communicating with your customers for a very low cost (often free). You can also import e-mail lists into platforms like Facebook and advertise to “custom audiences” of the e-mails that Facebook matches to its users – this is incredibly powerful!
The key to making e-mail marketing work is to get your message opened so you need a compelling subjest line that creates curiosity and makes the recipient want to open it. The other key is consistency. Whether it be an e-mail newsletter or an e-mail series they have to be consistent as people are very unlikely to buy from you off of a single e-mail. But if they receive regular communications from you that add value and allow them to get to know, like and trust you they will be far more likely to purchase from you in the future.
When used properly e-mail marketing is still a powerful platform and used with social media and even direct mail it can help you grow your revenues and therefore your business.