I know you want to build your business, and you’re probably pulling your hair out wondering how to do that.
I urge you not to ignore the power of email marketing.
Your clients might be addicted to Facebook and Twitter, but that doesn’t mean they are not checking their email every day too.
Honestly, email marketing is STILL the no.1 relationship marketing channel.
I know social media is big for brand discovery and content sharing, it is an unreliable way to continually speak to your clients.
Even if someone goes so far as to like your Facebook page, essentially saying that they want to hear from you, there is no guarantee that they will see your message because of Facebook’s algorithms.
Your client on Facebook could see something like 12,000 things in their newsfeed at any given time, so the social media user may never see all of the content shared by their friends and the fan pages they like. Facebook uses an algorithm to figure out the best content for each user.
If somebody likes your brand’s Facebook page they only have a 5.5 percent chance of actually seeing one of your posts each time it comes out.
So even though that prospect liked you and told you that they want to hear from you, they won’t necessarily get every message that you put out there. The same is not true with email.
As long as you have a good deliverability score, if a consumer opts into your list, the chances are they are going to get your content in their inbox.
This relationship is a lot more valuable because instead of catching you when they happen to be in their social news feed, your message exists in the inbox where consumers check all of their messages.
Another reason that email trumps social is that email can deliver more content, presenting more opportunity for interactions.
Facebook allows for only one post at a time whereas in an email you can send a number of stories in one correspondence.
For example, Ben Settle sends out an email every day. This is beneficial because when his readers is done with one email, they often gravitate over to his blog for more quality.
On the other hand, on Facebook, your client goes back into their social feed where they are more likely to interact elsewhere and disengage with your brand.
Email also gives you more control.
The direct relationship between your brand and your email subscribers means that anytime you want to reach out to your audience you can do it.
You can contact them whenever you feel like it, right from your mobile phone while you’re on the train, in the pub, swigging a cool beer on the beach.
This ability to have a direct communication makes your client relationship a lot more valuable, because there is a much better chance that the message will get to your subscribers every time.
Email marketing is also better than Facebook and Twitter because it drives ROI.
If one of your prospects likes your Facebook page it doesn’t mean profits for you.
On the other hand, your email subscribers are more likely to click-to-purchase or click-to-read your content.
There is a revenue opportunity, especially if you are sending ads in your emails. And I hope that you are.
Every time one of your subscribers opens your emails, you can earn a profit from your ad impressions.
Every time one of your subscribers clicks through to your website, you are drawing income from those ad impressions.
With Facebook and social media, your prospects might see something once or twice and then they are gone.
With the power of email marketing your prospects are coming back again and again, helping to build an ongoing relationship.
The more high quality content that you send your prospects, the more likely that they are to click, and the more they click the higher the revenue potential and the better the relationship.
These are the loyal customers that will subscribe to your content and respond to your offers.
Email marketing is also better than social media for building relationships because you can learn more about your customers and tailor your messaging to their preferences.
While you can segment by age group, gender and location on Facebook, the targeting opportunities are limited.
Email offers a much greater opportunity to truly personalize the content according to each individual.
For instance, if someone sees a cool shirt on Facebook and likes it, it is harder for a retailer to track that individual’s personal preferences.
Maybe they like cool shirts, but they really spend their money on sports shoes. You wouldn’t know it from Facebook.
In email, you can learn your clients personal preferences based on their click, browse and purchase behaviour. This allows you to segment more effectively and learn with your own personalization algorithm without relying on Facebook.
Plus your email list of clients is your property.
Facebook can close your account at any time it feels like.
And if it does, you’ll lose a massive part of your business.
Never, ever let that happen to you…
If you need help with your email marketing, email me on firstname.lastname@example.org
Go at it Champ!