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We get so wrapped up with social media that we tend to forget we don't own the platform, the rights to the user base, or anything about it.
I have seen major businesses and brands get completely wiped out on Instagram or other social platforms because of being fradulently hacked or someone marked them as spam. Because of that, they lose their entire account and with that, their massive audience they've spent so much time building.
But unlike social media, you own your email list. You can take it with you wherever you go and no one can take it away from you!
I love connecting with my audience on social media, but with the constant change in algorithms and platforms trying to encourage business owners to spend on advertising, only a small percentage of our audience actually sees our content.
This percentage can vary daily depending on the changes each platform is making, but with email marketing, on the average, you'll have more like 30% (or more!) of your audience opening your emails.
Plus, you have a 50/50 chance of someone opening up your email in their inbox versus the potential that they will catch it when you post on social media.
I like those odds a lot better.
You remember those people that were routing for you from day one? Your family? Friends? Early adopter customers? Yeah, them.
Take the opportunity to connect with them in their inbox.
You have a unique advantage to provide value (as well as share business information with them!) to your community through email marketing.
Not only will they love it, but because of this you'll likely bring back more customers and clients again and again.
Reason number four piggy-backs with my last reason. People are oh-so busy these days and there is a lot of digital noise and clutter out there.
Bring people back into the conversation by popping into their inbox regularly!
You're like an old friend that just keeps showing up no matter the chaos of the current season.
I promise you that even though they may not engage, buy, or reach out, they are still paying attention. And when they are able to do so, they will come back into the fold to be a customer or client once again.
Social media can sometimes seem so polished and perfected. I feel like due to that, we can lose a lot authenticity with our audience, but email marketing is more like a conversation than a curated art exhibit.
As people join your email list, they get to know you or your brand, and as you show up regularly to provide value, help, or insight into their lives -- they begin to (you guessed it!) KNOW, LIKE, and TRUST you!
These individuals usually become repeat customers and clients, so this reason goes along way towards overall business growth!
You are in business to make money, right?
Email marketing has been proven to be more profitable per lead than social media.
Now that's not to say you can't make money with social media, but what I am saying is that email marketing doesn't have to cost you a cent to encourage sales and bookings. Where as on social media, you generally have to spend a bit to make a bit.
Either way you slice it, email marketing can be more cost effective for your business while also having a bigger return on investment.
Most notably my favorite reason, getting the chance to land in someone's inbox is a privilege. That means you should take every opportunity possible to provide value and serve your audience in whatever way possible.
Serving constantly means that when you go to sell, you're more likely going to sell higher volume because of all the free content you've given away.
When in doubt, add and provide value as frequently as possible!
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