As a business owner, you may have heard the buzz that email marketing is outdated and ineffective in today's digital age. However, this couldn't be further from the truth. Despite the rise of social media platforms, email marketing remains a valuable tool for businesses to connect with their customers. It's even more essential now as consumers are bombarded with countless ads and often overlook social media posts. In this blog, we'll explore why email marketing remains an important communication channel for businesses with social media followers.
Firstly, we need to understand that social media followers do not belong to businesses or brands. Your followers on social media platforms such as Instagram, Facebook, or Twitter are owned by the platform itself.
Hence, your social accounts may get shut down if you, unknowingly, breached terms of service, posted inappropriate content, or worse, you got hacked! How are you going to inform your followers of what had transpired? How would you direct your followers to your new account?
Therefore, it is important to convert your social media followers into your asset. How? By getting your followers to sign up on your email list. Once they are on your email list, the data belongs to you! Be it a change of social media handle, or hopping onto a new media platform, you can easily inform your followers!
Secondly, with email marketing, you are not subjected to algorithms. Although followers can engage with your content and products via social media channels, the platforms control the algorithms that determine what content your followers see. You may have thousands of followers, but only a fraction of them may see your posts due to the platform's algorithm.
You own your email list, and the messages you send will be delivered directly to your subscribers' inboxes. Furthermore, email marketing enables businesses to segment their audience effectively. We can create targeted campaigns and send personalised messages to different segments of their audience. These segments can be based on various factors such as demographics, location, interests, past purchase behaviour, and more. Segmentation allows businesses to send more relevant messages to our subscribers, which in turn, can increase engagement and conversions.
Thirdly, an email establishes one-on-one communication with your audience. This allows for a more personalised and intimate connection with your audience than social media, where your message is competing with millions of other posts. Therefore, email marketing can be more effective in building relationships and loyalty with your customers.
Email marketing is still a relevant and effective tool for businesses, despite the rise of social media platforms. Businesses must convert their social media followers into email subscribers, to have access to an owned and direct communication channel with customers, without being subjected to algorithms. Segmentation allows businesses to send personalised and relevant messages, which ultimately results in higher engagement and conversions. In conclusion, email marketing should remain a critical aspect of any digital marketing strategy, as it allows businesses to connect with their customers effectively.
