(Hint: very!)
In the fast-paced world of digital marketing it’s easy to question the relevance of older, less exciting channels. Yet, amongst the social media giants, there sits a steady, cost effective and powerful tool that suits businesses of all sizes – our old (and actually quite fun) friend email.
For many businesses email is the quiet hero, bringing in more sales than any other marketing channel, all while keeping customers happy and loyal.
Email marketing myths
Before we get onto some reasons why email marketing is (still) important, let’s debunk some of the myths that we hear when we’re talking email marketing strategy.
Myth 1. Social media marketing is enough for us
Yes, social media marketing is a lot of fun and yes it can be a great lead generator, but if you’re concentrating all your efforts on social media, chances are you’re not showing your existing customers much love. And with rising ad costs and ever-changing algorithms you don’t want to put all your eggs in the social media basket. Email marketing is a very affordable way to turn leads into customers and keep your existing customers engaged.
Myth 2. Young people don’t use email
Sure, young people don’t use email as much as they have in the past, but for transactions like buying clothes or booking an exercise class, we promise you, young people do use email. And every inbox check is an opportunity to connect.
Myth 3. Everyone hates marketing emails
Yes, everyone hates getting bombarded with salesy emails. But when your favourite brand has an offer on an expensive face cream, or a celebrity chef sends you their latest recipe – it cuts through the inbox noise. People love marketing emails when they provide value.
3 reasons why email marketing is important
So, now we’ve tackled some email myths, let’s have more of a look at why email is important for your business. There are many, but we’ve concentrated on the top three because we know you’re busy!
1. It allows you to build connections
Great marketing is about connection and a well written email speaks to its reader. Over time email can build stronger relationships, foster trust and loyalty and can ultimately drive desired actions like booking the class or buying the thing. The key is really understanding your customers and how your email content and product or service can serve their needs.
2. You own the relationship (not TikTok or Meta)
No ever-changing algorithms to second guess here! Your email list is an asset you own and this gives you more control. You decide who, what and when and if paid ads get too expensive or a social media platform gets bought by someone you don’t share values with (no names mentioned) you’ve always got your email list.
3. Email provides a high return on investment (ROI)
For many of our customers, email marketing consistently delivers one of the highest ROIs of any marketing channel. This is because when it’s done well, email directly reaches your audience with messages they want to read. You can also use it to test content ideas and measure the results, allowing for continued improvement.
So, the short answer to ‘how important is email marketing?’ is – extremely. And this is true for nearly every business.
A little about Spinifex
We’ve been doing email marketing since everyone had Hotmail addresses and we’ve used it to sell everything from lipsticks to exercise classes.
We love helping growing businesses reach their potential and we have a hunch we’d love to work with yours!
