Is email marketing dead? Certainly not! For every $1 spent on email marketing, the average return on investment is $44.25 (Source: emailexpert). This outperforms any other marketing channel that I’m aware of. Since the creation of the email, many other tools have come and gone, but email has stayed around. And there is still no better tool for building an online community. Today, every business organisation is talking about improving their online visibility and competing for attentions on the same social media platforms. If a company is serious about business, it should focus on building an impressive email network, in order to turn every mail into a revenue generating mail.
I’m often asked how to set up a mailing list. This totally depends on what you want to achieve from your mailing list. There is so much information and different mailing list systems out there that i’ll write a separate blog on this in the future. But in this blog I will explain the importance of building a mailing list, and the benefits you can generate from it.
The Importance of Having a Comprehensive Email List
Consider the following situation – you have almost 40 contacts in your email and you send a message via mail to each of them, say informing them about your recent blog or extending gratitude for showing such a great response to your last write-up. By doing so, you are not just promoting your brand, but also valuing your customers. Therefore, an email is a personalized asset, which must be personal in nature, crisp and precise with a distinct message, to elevate your company’s fortunes, and simultaneously, making customers feel that they are greatly loved and treasured.
Email has a high conversion rate, and if you build up your mailing list you can continually monetize it by cross-selling new or supplementary products to existing customers. Amazon, Konga and Jumia are prime examples of this. Even if you aren’t selling a product it is essential that you collect emails, so that you can direct traffic back to your site. For example, every time I add a new blog or content to the site, I notify my list. This helps raise awareness of my new content, as a result of this there is an increase of traffic to the site.
The reason for this is that people won’t check your website every day. But research from mobile app company Locket says that the average smartphone user checks their phone 110 times a day. And 64% of decision-makers read emails via mobile devices (Source: emailexpert).
Email gives you a greater chance of promoting your new product or service to your customer. Once an email is received, it does not disappear like a tweet on your Twitter timeline. It is constantly visible until you decide to read it, or delete it. An email can be easily searched for in an inbox, or filed away in a folder. People interact with emails differently.
Setting up a mailing list database can be challenging, but when are the toughest goals accomplished without great efforts and determination? Your email list shows off your ability to gain your customer’s trust. A large email list opens the global routes for a company to engage in profitable partnerships and additional income opportunities. An organization with a track record of well-accepted emails has greater chances to sell advertising space in the emails. Therefore, an email marketing list is not just an approach to better connectivity, but to increase overall profit.
The Customer Connection
When I wake up, one the first things I do is switch off my alarm and then I check my emails on my phone. This is probably the same for most of you. The emails I receive are mostly from important businesses and services that I have registered with. Admittedly, there is some junk in there as well. But for the ones that I’ve requested, I’ve done so out of trust and loyalty to that brand. This is the same for your customers.
Through email you can communicate on your terms, but it’s your responsibility to send out information that your customers want. If you don’t, you run the risk of losing them to a competitor, or even worse receiving emails saying “take me off you mailing list”, which is damaging to your brand. Someone who has willingly handed over his or her email address is eager to engage with you. If they like what you’re offering they will promote your product or service through their own channels.
Quantity Vs Quality
During these years, the question of choosing quality or quantity while sending mails to customers has been continuously discussed. While some prefer quality content over the number of mails sent, others strongly support the practice of sending bulk emails with lazy writing. The larger your mail is, the more likely you are to generate business leads. However, the quality of the content plays a big part in this. After all, its quality first that attracts customers, not a flurry of unreasonable, irrelevant mails in their inbox. So, the ideal situation is the one where quality is maintained first and an email list organically grows over time.
Email Marketing Outweighs Social Media
Your mailing list gives you direct contact with your customers, and indirect contact to their networks. Also, your communication is not at the mercy of a third party, such as Facebook, Twitter or Google ranking. God forbid all your search engine rankings disappeared overnight, what would you do? Use your mailing list to contact your customers is the correct answer!
These days’ people spend too much time building their social media networking community, and not enough time building their mailing list. Your mailing list is your main asset for building a genuine and engaged community. Start building it now, and don’t regret not doing it sooner.