Don’t make the mistake of thinking that email marketing is useless and that everyone deletes bulk email and never looks at it. If the people on your mailing list are genuinely interested in your products or are your previous customers then your emails have a much higher opening rate; compared to sending your emails to complete strangers. But why is it so important to collect emails anyway?
Why are emails valuable?
When it comes to direct contact promotion (as opposed to billboards, Google Ads, which are an indirect/shot-gun approach) having a database of identities which you can contact such as by phone, email, or post is utterly essential. It is done with postcards, letter mailings, flyers, phone calls and now in the last 10 years emails. Emails are attractive as it takes barely any resources or energy to make the contact (whereas doing thousands of mailings or phone calls requires man-power and finances) However, you do end up loosing control, but that doesn’t obviate the value of email marketing.
Isn’t it Spammy?
We all get spam emails every day, and we delete them without the slightest reservation. That is because they came from a source for which we did not sign up, or we are not interested in the subject/content of the email. However, if you collect email addresses from people who are willingly signing up to receive emails from you, and who are prospective customers then you have solved both of those points, as you are getting people who want your information, and are interested. And that is exactly the kind of person you want in your database.
What can I do with Email Marketing?
There are many approaches to take as to what kind of information you want to send to your email database of identities. It could focused on articles with useful information, seasonal special offers, company news and upcoming events, DIY Tips, curiosa, straight up hard sales text, or combinations therein, etc etc. Whatever you choose it should be interesting and useful/helpful.
Conclusion
The more people you can reach with ‘your message’ the more people you can get sales from, and the more targeted your audience the higher ratio it will be. So get those emails!
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