I know, I know: Email isn’t the most glamorous form of digital marketing.
Social media platforms such as Facebook, Instagram, and Twitter are much more popular because that’s where people spend the bulk of their time.
But email still serves a unique and vital role – I would rather have 100 subscribers to my email list than 1,000 likes on my Facebook page.
1. Your email list is yours, and yours alone
Building up an email list takes a lot of time and effort and you don’t get the instant gratification of watching hundreds of people publicly like your Facebook page, but your list is yours.
With email, you aren’t at the mercy of an ever changing algorithm.
For example, with Facebook, when you post on your page, only a certain percentage of your followers will see it organically and determining on the engagement of that sample size, Facebook decides how many others it will distribute the content to.
And to reach every person who has already liked your page, you have to pay.
So instead of a multi-billion dollar company being in charge of who sees your posts, with email marketing, 100 percent of the people who signed up to your email list will receive your email. How many open it, however, depends on the value of your content and the strength of your subject line.
2. Your subscribers already know who you are
If someone has taken the steps to sign up to your email list, they already know who you are and they have already made a commitment, albeit a small one.
They have exchanged their email address in return for something that you are offering, whether that be a free guide, a discount code, or they simply want to receive your emails for whatever reason.
This means they are interested enough in what you do/what you are offering to go through the hassle of entering their email.
So with an email list, you will have a smaller, but more valuable audience that you can reach directly.
3. Email is more personal
Because email is private, you can be more personal. Your emails will be seen by those who have subscribed to your list and won’t be featured on your public profiles for anyone to see.
With email, you can also personalise the experience for your users. If they have given you their name alongside their email, you can start each email with Hi [their name], which is something that isn’t possible with social media.
4. You can target a specific section of your audience
Most email marketing platforms allow you to put your subscribers into categories and you can then send an email to just that section of your audience.
For example, imagine your list grew considerably over a short space of time and you wanted to send your new subscribers an email that you had previously sent out.
You could tag your new users as ‘New’ and send out that email to just them, so that you don’t annoy those who have already read it.
5. Email isn’t going away
Bebo, MSN, MySpace, Piczo… I grew up using a lot of these once popular social media platforms that are sadly no more.
Email was there before, and continues to thrive, despite the rise and fall of platforms such as this.
Everyone who uses the internet has an email address. You need one for Netflix and to create a social media account.
To cut a long story short, email will continue to thrive, so it’s better to start building your own list sooner, rather than later.
How do I build a list?
You need to use an email marketing service. There are plenty to choose from, personally I use MailChimp, however, there are dozens of free companies to choose from.
Simply Google email marketing services and do some research on the best platform for you.
Alternatively, get in touch with Digital Minded and I would be happy to help you to start building your list.
While you’re here, feel free to sign up to the Digital Minded email list. We send out a couple of emails each week filled with advice about digital marketing.
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