The Importance Of Email Marketing For Small Businesses.
Some people argue that spam or junk mail essentially killed email marketing. Makes sense, if you think about it. Don’t we all hate spam? Even more so, people are proclaiming that with the ever-increasing popularity of social media and enterprise social networks is the impending obsolescence of email.
Well, I’ve got news for you. Email is alive and well, and email marketing will continue to gain traction as marketing shifts from globalization to personalization.
Now, here are some of the reasons why email marketing works:
1. Data-driven and measurable
2. Allows targeting
3. Builds relationships
6. Outperforms social media
McKinsey and Company, in a recent study, explains that email surpasses social media’s conversion rate by 40X. In a 2013 article by Wired quoting Custora, a marketing data firm, email ranked next to organic search and CPC in terms of customer lifetime value by channel at +12% compared to Facebook’s 1% and Twitter’s -23%, as online retailers quadrupled their customer acquisition rates through email to approximately 7%.
Of course, this isn’t to say that social media is no longer a valuable marketing channel. It still is, but it pays to remember that email marketing definitely has its uses and can be used in conjunction with other marketing methods like social media marketing, video marketing, content marketing, and so on.