Despite what you might have read, it’s still important to have an email list. List building was all the rage twelve years ago and companies had to develop opt-in and double-opt- in systems in order to protect themselves from spam accusations. Every entrepreneur under offered a newsletter and many of them were packed with killer content.
1. Everyone Uses Email
Email dominates the digital economy. It remains the go-to messaging platform for nearly everything, from Amazon to the ESPN. In fact, according to Hubspot, 91% of consumers use email. In the B2B space email is particularly strong, 73% of businesses use it as their primary form of communication.
Regardless of which industry you’re in, the majority of your customers still rely upon email.
2. Email Communications Remain Strong
Being the dominate digital messaging platform for many years we treat our email as an information source because it’s always been like that. This means that we are much more likely to act upon our emails when compared to other forms of digital marketing or advertising. Email marketing remains strong because we pay attention to our email, and thus act upon it more often.
3. Email Marketing is Cheap
Particularly in the last five years, email marketing services have become both powerful and affordable. The very popular platform Mailchimp comes standard with all sorts of smart functionality like automation as well as strong analytics. This functionality was once the domain of elite and expensive enterprise email platforms and now it’s available for as low as $1o a month. Mailchimp also has a limited plan that ‘s free.
The price point available for email services makes it an accessible way for small businesses to create a robust marketing strategy while operating on a minimal budget.
Long story short, email marketing is a channel where a lot can be done for a very small price.
4. Email Marketing Provides Good Analytics
Email marketing creates a feedback loop with your customers. After a campaign is deployed, its efficacy can be quickly determined via analytics. Run enough campaigns and you’re able to understand the factors that influence an email’s resonance with your subscribers. Open rates, click through rates and other KPIs consistently take the temperature of your audience.
This feedback loop can be extremely valuable, providing you with a constant stream of actionable business information. This information keeps your business customer-centric and forward-looking.