“Email is irrelevant.”
“Email is dead!”
Have you heard – or said – similar things before?
Consider these eye-opening numbers from a blog at HubSpot:
- 99% of consumers check their email daily
- 80% of business professionals believe email helps in customer retention
- 59% of respondents say that marketing emails influence their purchase decisions
In the era of social media, many have declared that email is no longer relevant. But those percentages show that is not the case. When used properly and strategically, it is a powerful way to turn leads into customers and customers into brand evangelists.
Reputation and trust building
Email is more than just sending coupons and promotions to your subscribers. On a local level, you are the expert. Your customers are turning over every stone they can find while researching their flooring purchase. Then they are coming to you for help. Why not send them valuable and relevant content to help guide them along their path?
When you use content such as blogs or video as part of your campaign, you’re adding value to everything you send. Not only does this strengthen your reputation as the expert, but it also builds trust within your business communications. The more content you provide, the more they will learn about your business – and the more they will trust you.
Soon, people will start looking forward to your messages because they know you deliver quality, useful content regularly.
Brand identity and awareness
Regular email updates give you a great opportunity to connect with your subscribers and also further cement your unique brand identity in their minds. It’s a good way to get customers or potential customers to visit (and revisit) your website or blog, and more traffic often leads to more revenue.
Consumers love connecting the dots, and your marketing channels should work cyclically with each other to encourage that. Adding social media buttons to your content, for example, suggests additional ways for your customers to connect with your brand. Furthermore, your social media posts can be leveraged to encourage people to subscribe to your email list. See how this all ties together with your business right in the middle?
Sending the right message at the right time is key to keeping them engaged and their eye on the inbox. Consumers should eventually anticipate receiving your emails – frequently enough to remain top of mind, but not so often they get ad fatigue. (PRO TIP: Two to four per month is a good starting range.)
Budget-wise, email is one of the most cost-effective forms of marketing available. Depending on the source, research shows that email generates $38-42 for every $1 spent. Think: direct mail without the costs.
Through this strategy, you are able to reach a potentially large audience quickly and effectively while providing the valuable content your consumers seek. Be their expert!