As promised, we’re back with an essential discussion about why email continues to be an indispensable business marketing strategy. Let’s get right into that.

In recent years, Facebook, Twitter, and other social media outlets have become popular avenues for online promotion. However, classic email marketing remains invaluable to organizations and businesses of all sizes. In fact, email marketing has several advantages over some of today’s novel marketing techniques. Read on for the top reasons why your business should focus on developing a powerful email campaign.

Email Marketing is Personal

Email is a targeted and direct way of initiating one-to-one rapport with new subscribers – and of fostering your relationship with your existing readership. With effective use of personal information requested on the email sign-up page, you can ensure each subscriber is targeted in an appropriate and relevant manner. Personalizing email delivery options based on each client’s preferences and interests allows for individualized, targeted, and effective messaging. This results in a marketing campaign that resonates with your audience, in turn reinforcing your relationship with your subscribers. And, once you’ve earned their loyalty, you can easily convert subscribers into paying customers.

Email Marketing is Trusted

Since reputable businesses only email individuals who have voluntarily subscribed to their mailing list, the recipient inherently trusts this marketing channel. Your subscribers have already demonstrated interest in your business by signing up in the first place, so you can be confident your emails will be received with enthusiasm. By enlisting knowledge-hungry subscribers, you’ve promised to deliver fresh and useful information. And, by following through on this promise with personalized and engaging content, you can strengthen their trust in your business, thereby further developing your relationship.

Email Marketing is Measurable

Unlike other marketing avenues, email allows you to measure the impact of your promotional content. Through the use of embedded hyperlinks in each email, you can direct the reader back to your website or Facebook page. By setting up special landing pages that track the click-through rates for each of your communications, you can actually measure the resulting webpage traffic. On average, click-through rates are 4-5%, and even a slight increase can make a significant impact on your bottom line. This feedback loop not only offers transparency, but also facilitates refinement. By analyzing the response rates and tweaking content accordingly, you can improve the performance of your email campaign.

Email Marketing Works

Effectiveness is the most significant factor for a business to consider when exploring marketing options. Industry surveys continue to confirm that among all marketing tactics, email brings in the highest return on investment. Simply put, email marketing works.

Email Marketing is Affordable

In comparison to other marketing strategies, email is one of the most economic ways of promoting your business. In the early stages, when your list is small, you can easily administer it manually. However, once your list outgrows your capacity to manage it, you can take advantage of a professional email list management service. Most of these services are quite affordable and offer a variety of pricing options.

Next Up…

In the next post, we’ll examine some of the leading email marketing services available, outlining the pros and cons of each. We’ll provide you with the necessary details to make an informed decision about which option best suits your business’ – and your clients’ – needs.

About the author: Keith is the co-founder of Summit Evergreen, and helps course authors, product creators, and self-funded businesses increase their revenue from their existing traffic.