Email Marketing

Guide to Email Marketing

Email isn’t dead. It’s one of the few marketing channels we can use to build an authentic connection with the humans that keep our businesses alive.
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The first marketing email was sent in 1978, resulted in $13 million in sales, and kicked off what has become one of the most highly used marketing channels even to this day. Given its early beginnings, email isn’t as shiny as some newer channels like messaging and social, but it is an effective way to build an owned audience that gets results.

Email marketing isn’t spam. It’s not a personal note from an old colleague either. It’s something in between. Your customers don’t give their information lightly, and — if used right — email marketing can be both a relationship-building and profit-building tool.

You should use email to build upon an existing relationship with your subscribers and leads by providing relevant, valuable information that will help them take action on their goals.

That’s right, email marketing isn’t just about you, or your company. It’s about your customer.

If you keep this golden rule in mind, your subscribers will not only read your emails, but they will look forward to hearing from you every time.

There are 3.8 billion email users worldwide, so if you’re looking for a way to reach your customers, email is the perfect place to find them. On average, email generates $38 for every dollar spent, which is a 3,800% return on investment.

Here are some stats that prove how effective email marketing can be:
  • Two thirds of customers have made a purchase as a direct result of an email marketing message.
  • Only 20% of leads that are sent directly to sales are qualified, meaning they need to be nurtured via email and great content.
  • When it comes to customer acquisition, email is 40X more effective than Facebook and Twitter combined.
  • Perhaps the best reason to use email marketing is that you own the channel. Outside of compliance regulations, there is no external entity that can impact how, when, or why you reach out to your subscribers.

Unless you have the (wo)manpower, free time, and capital to individually build a personal relationship with each one of your prospects and customers, email should be your best marketing friend.