While some thought email marketing was a relic of the past, it remains, against all odds, one of the most powerful channels for reaching and retaining an audience. Why? Because unlike social networks, where your content is drowned in a sea of information, email arrives directly in your recipient's inbox. And that makes a difference.
In our article "Onboarding Like a Pro", we talked about the importance of properly welcoming your new members. Email marketing is the ideal tool for this. But it offers so much more:
Segmentation and personalization:
The major advantage of email marketing is that you can segment your audience and send personalized messages. A new customer doesn't have the same needs as someone who's been loyal for 5 years. So talk to them differently.
With the right tools, you can automate most of your email marketing. From welcome sequences to abandoned cart reminders, let technology do the work for you.
Measurement and optimization:
Email marketing platforms provide a wealth of data: open rates, click-through rates, conversions. Use these informations to fine-tune your campaigns and continually improve your strategy.
A direct channel:
Unlike social networks, where your subscribers may miss your content due to the algorithm, email is direct. If someone subscribes to your newsletter, they're already interested in what you have to offer.
Remember "Content is King"? Well, email is a great way to showcase your contents. Share your latest blog posts, videos, or case studies directly to your subscribers' inboxes.
Never underestimate the power of email marketing. When done right, it will:
And the best part? It fits perfectly into any business model, as we've seen in previous articles in this series.