Yes. The end, goodbye!
Obviously I’m not leaving it there - ha, ha! For those of you that still need convincing, here are my top ten reasons for using email as a marketing tool.
1. Everyone's got email
It’s worth it because 92%* of internet users have at least one email account. They interact with email every day. Email spans the generations more than any other form of communication. My Mum has email, so do I, so does my younger brother and so does the youngest person you work with.
In short, more of us have email than use any other form of digital communication.
Email is almost 40% more effective than Facebook and Twitter combined in helping your business acquire new customers. - McKinsey
2. It's personal
You’ve heard everyone banging on about how everything should be personalised, right? So, what’s more personal than an email coming into your inbox. Sitting with you all day, or at least until it’s read and deleted, read and forwarded or read and filed.
3. It's measurable
You know I’m always talking about measuring your activity - it’s the only way you know whether it’s working. It's really easy to measure email. And for free. All the main email marketing services include metrics to help you see what’s working and what isn’t. At the bottom of this blog I've included a list of software available.
Open rate – CTR – CTA (convert)
4. It's targeted
Your email list is gold dust. It’s so valuable. The people on your email list have already bought into you. That’s why they're on your list. They’ve already used your services; they’ve enquired about them or you at least have already met them. They don’t need as much selling to as someone on social might. You’re one step ahead already.
5. It's compliant
Worried about GDPR? Don’t be. Most email marketing tools take care of this for you. That’s part of what’s going on when you are asked to click the boxes where you see cars, traffic lights or buses – you know the ones. You’re consciously opting in by doing this. In some cases, you can even choose what type of communication you receive, this is a great practice and is really in the spirit of the GDPR regulations.
6. It's a sales boost
Follow up emails are really powerful in boosting sales. You know the ones “you’ve left this in your cart, did you mean to buy it and forget?” or “if you liked that, you’ll love this”. They have been known to increase sales by over 30%, so they’re definitely worth investing some time in setting up.
Over 1/3 of clicked cart recovery emails convert to a sale. - Dan Wang for Shopify
7. It's a vehicle to share your expertise
To be successful in your industry you need to present yourself as the expert. Email is a great way to do this – whether you are promoting your blog, your service or sending out a good old newsletter.
8. It's using AI
Don’t panic, I’m not suggesting that you’re able to transport your potential or existing client to a virtual world where they ‘experience’ what you’re offering. Something far simpler. There are ways that you can test the reactions of your readers. The simplest form of this is testing two different titles and seeing which one creates the most positive actions – clicks. This A/B testing facility is included in most email marketing services.
9. It's automated
One of the top reasons that email is so great. You can automate a whole journey using email marketing software. If you click on this link, you get that email. If you click on another link you get another one. If you don’t click, a different one. Followed by a. number one after an other. In a world where it’s accepted that it takes seeing or interacting with a brand 7 times before purchase, this is a brilliant tool.
10. It's free
Finally, if you don’t have millions of contacts, this can be free. Mailchimp, for example, is free for up to 12,000 emails a month to 2,000 contacts.
So, isn’t it a no brainer?
There’s a whole host of options to use. I use Mail Chimp but there’s also: Campaign Monitor, Constant Contact, Zoho Campaigns, Campaigner, HubSpot, Send in blue, Salesforce Pardot, Get response, Infusionsoft. If you haven’t chosen one yet, read PC Mag’s review.