With so many ways to reach your customers via social media, why bother with old-school email? Simple. Email marketing works in ways social media platforms don't. Here's how, in Part 9 of the blog series inspired by our free eBook, 11 Internet Marketing Trends 2014.
1) Ensure receipt of your message.
You may be posting the most compelling of content on your blog or social media platforms. But that doesn't do you â€“ or your customers â€“ much good if they're not around to see it. Not everyone spends every waking moment on Facebook. (And even if they do, Facebook uses a formula that limits the display of your posts to followers.)
The point is, email gives you an opportunity to reach your customers, and potential customers, without any doubt.
2) Personalize your message.
As conversational a tone as you may strike in your social media posts or blog, you're still clearly talking to everyone.
Email allows you to address people directly, by name. Granted, they likely realize you're sending out a bulk emailing, but seeing their name in print makes them feel like you're talking directly to them.
3) Target your message.
Again, blogging and social media marketing require one-size-fits-all content. Yes, there are exceptions (e.g., Google Plus enables you to share different content with different Circles). But overall, you're likely focused on creating content with universal appeal.
With email, you can target your message based on whatever customer data you have at your disposal. For instance, you may tailor one email message to everyone who lives in Phoenix. You may tailor another message to everyone who bought patio furniture from you last year. You can even combine the two, sending an email for a patio furniture sale to all of your Phoenix customers.
4) Test marketing messages.
When you post a special offer to your Twitter page, everyone sees the same thing. This is great if the offer proves to be a successful one; not so great if it's a dud.
Instead of putting all your eggs in one basket, test offers on a test segment of your email list. Whichever message gets the most response is the one you can then send out to everyone else.
5) Make sharing easy and private.
Inherent to blogging and social media is the share factor, but not everyone likes sharing content publicly. And even if they do, some content they may only want to share with people they know very well, of which Facebook, Twitter, and most other social media platforms do not represent.
When someone receives an email from you, with encouragement to share it with others, they can do so easily (and privately) with specific people. So instead of your shared content showing up in a newsfeed that their friends might seek, your message is being delivered directly to another mail box.
How effective is your email marketing campaign? Get 10 tips on doing it right. Download our ebook. It's easy, fast, and free.