These days, marketers get excited by retweets, ‘likes’ on Facebook and even Instagram comments. So perhaps it may initially seem quaint that organizations need to build up a credible email list. But that old school email list can be a lifesaver.
Here are some major reasons WHY it’s important to establish an email list.
1. Almost Everyone Uses Email
Even in 2018, social media has its holdouts. You don’t hear marketers telling businesses to get off social media….and rightfully so. Why should your brand forfeit free exposure to thousands of potential new clients? Yet, too many organizations are willing to sacrifice email as a viable means of communication with stakeholders. According to Statista, email adoption will reach 90.9% of the public in 2019. That compares to just 69% who use social media. Meanwhile, Pew Research estimates that 77% of Americans own a smartphone. So, of the three – social media, email and smartphones – email is by far the most widely adopted by the public. So why forsake it?
2. Take Advantage of Special Offers
Building an email list will allow you to reward your most loyal consumers without advertising a discount to everyone. You can easily set up a polished quarterly email blast that gives out a 25% off coupon that’s tied to a discount code entered at purchase. If you don’t publish the coupon everywhere, then you retain high anchor pricing for new or infrequent clients while rewarding those who choose to sign up for the email list.
3. Fully Define Your Own Product or Service
By now, businesses are well aware of how Yelp comments and Amazon ratings – or even comments on an Instagram post – can shape public awareness of their products and services. That’s a huge double-edged sword because one irrational, embittered client could ‘poison the well’ for many satisfied customers who don’t bother to leave feedback. One solution – communicate through email. The targeted email crafts the message YOU want to give about your product or service without any static from troublemakers. Your email can then direct consumers to a website that you also control completely. Message control is crucially important and something that won’t be diluted or disturbed in an email.
5. Cost Effective
As a marketing tool, email is relatively inexpensive. If you’re not an ace with graphic design, you might need someone to help you set up an effective template. You might want to buy a subscription to MailChimp or Constant Contact (MailChimp has a Forever Free plan up to a certain amount of addresses and Constant Contact has a free 60-day trial). But these expenses pale in comparison to buying newspaper ads or billboards. Even social media marketing requires a serious outlay of cash, even to effectively speak to your own subscribers! With emails, once the client has signed onto your list, your costs are minimal.
6. Empower Your Event
Facebook has become a victim of its own success regarding event invites. Now, some of us receive so many event invitations that we become overwhelmed and don’t check them anymore. Effective use of an email list can be a hedge against this trend to make sure your people remember your upcoming events and, for the old fashioned, can easily print out the details. Psychologically, there’s something about an invite that pairs well with an email that remains in an inbox. It’s the virtual version of receiving an invite in the mail. If people recognize the name of your organization and see the subject line – you’re invited – they may just put it in their calendar.
So to sum up, although social media may be the popular play online for businesses, in many cases, email marketing is the SMART play.