The question is: ‘Why do I even need an email list and strategy anyways?’.
I hear this A LOT from current clients, and even just people that I chat with day to day and on social media. The answer is actually pretty simple!
Aside from your own website for your business, your email/contact list is among the ONLY things you own for your business as it relates to marketing and communication.
You can think of Facebook or Instagram (or any online platform that you access really) as rented space online. Even if you’re paying for ads on these platforms or paying for their ‘premium’ service, you still do not own any of the data there. All of the content you’ve created, all of the connections you’ve made, and even the ads you painstakingly set up for your business can be turned off in one second flat by You can think of Facebook or Instagram (or any online platform that you access really) as rented space online.
Sometimes it’s not even your fault! Actually most of the time it isn’t your fault. I myself got caught up in this in mid-2020 when something I posted (I still don’t know to this day what it was because Facebook won’t tell you by the way) their bots interpreted as being against their terms of service. The only piece of content missing when I regained access was a video from halloween of my family dressed up. My husband was the Tiger King (ya… I know…), I was a tiger, and our youngest daughter was a baby tiger. Was our costume considered offensive or a threat? Honestly I have no idea, but what would have been a funny story to some people, to me was actually devastating because not even a few short months before my Facebook account was hacked (WITH two factor authentication on) and I was out of luck trying to prove my identity for over FOUR MONTHS!
For the average person, they might just hop on another social channel to connect with friends or family. But for me (and maybe this could have been you too), my business was held hostage by Facebook and Instagram, and I had no way of communicating with anyone to promote products and services, and just connect with my customers and potential customers online.At least that’s how it felt, until I took a step back and remembered ‘But Brittany, you’ve still got your email list!’.
I told myself from that moment forward, I was going to do a better job at communicating CONSISTENTLY with my email list, and I would do everything in my power to share my story and help other business owners get their email list set up and working for them so that they to could breathe a sigh of relief that they have that line of communication open.
So let’s break down quickly why an email marketing strategy is a good idea for your business:
As mentioned above, you own this contact list and data (no one can take it away from you!)* Unless you break anti-spam rules, so be careful how you get your contacts in the first place. Hint: NEVER purchase an email list.You can communicate in real time.
You can send a message (email) to someone and it will be delivered to their email inbox in real time, in other words, you’re not trying to determine the ‘best time to post’ to ‘maybe’ reach enough people on social media.It’s easier to measure than many other marketing strategies and tactics.
You can look at things like clicks, open rates, new subscribers gained etc to give you an idea of what to do next.
t’s affordable! In some cases it’s only the cost of your ESP (email service provider) and your time to write and send emails. If you’re outsourcing your email marketing, you can expect to pay anywhere from $25-$200/hour for someone to craft your email copy, design images, maintain your list, and send out emails on your behalf.
Messaging can be targeted! If you tag your subscribers in different ways, you can send specific messages to a specific group of people. For example, you might have a group of people that have already done business with you that might get a different message than those that are still ‘leads’ in your business.
It’s used by almost everyone. According to a recent hubspot survey, 91% of consumers use email.
Those are my top 6 reasons you NEED to use email in your marketing mix, and we didn’t even touch on the big one, which is ‘MAKE MORE MONEY!’. Obviously we wouldn’t be building an email strategy if it didn’t do anything for your business 😉