Five Reasons Why Email Marketing is Important for Your Business

As you dive into 2023, what tools are you using to help you scale your business and connect with your audience in a way that stands out among the rest? If you’re here, I’m guessing that email marketing is one of the things on your list. And I’m so glad it is!

Email is a powerful tool in your marketing strategy. It allows you to build relationships with your audience, position yourself as an industry expert and leader, and increase your brand awareness.

I hear so many people say that they don’t want to bombard inboxes with emails they’re not going to read, don’t want to come across as spammy, or don’t have time to write emails.

I am here to tell you why everything you’re telling yourself isn’t true. Email marketing is one of the most affordable marketing channels and will almost always provide you with the highest ROI!

According to Constant Contact ….

• For every $1 you spend on email marketing, you can expect, on average, a return of $36

• 80% of professionals say email marketing drives customer acquisition and retention

• 60 % of consumers say they’ve purchased the results of a marketing email vs. only 12.5% on social media

Here are a few things your email SHOULD do…

• Provide your reader with value

• Include a clear call-to-action (This doesn’t have to be a sale every time, it could include a link to a resource you found helpful, a podcast episode, blog post, etc. – something they can ENGAGE with)

• Relate to a product or service you offer

And a few things you SHOULDN’T do regarding email marketing. Don’t…

• Send an email to send an email – make sure it relates to your business and provides value to your reader.

• Include too many calls to action where you end up confusing your reader

• Sell EVERY single time OR only send emails when ready to make a sale. You have to build the relationship first.

In a time of economic uncertainty, email can play a crucial role in ensuring you don’t lose connection with your audience. Creating a solid email marketing strategy will help you reach and connect with your ideal audience at an affordable cost.

Many platforms offer free or very cost-effective plans, so the most significant expense is your time. More on that in my next post! I will share tips and tricks to map out your email marketing strategy so that you have content built out for the next quarter in no time!

However, here are five reasons email marketing is vital for your business in 2023.

Stay in touch with your audience regularly

There is no magic number of emails you should send to your audience that will give you results. The most important thing is that you are CONSISTENT. Consistency is key to your marketing. Whether email, social, blogs, podcasts, etc. – you should be consistent with how often you put content out.

Pick something manageable and get really good at it. Once you’ve started to show consistency, you can begin to play around and test what works and what doesn’t work with your audience. Depending on what feels right to you, you can start by emailing monthly, weekly, or twice a week, then increase or decrease from there. Just focus on consistency.

Build relationships with your audience

People buy from businesses they know, like, and trust. Think about the last big purchase you made. Was it from a brand or person you knew, OR was it something you’ve never heard of before?

If you hadn’t heard of the brand, did you research it, look for reviews, or ask a friend if they’ve heard of it? My guess is yes. Most of us will not make a mid-size or large purchase without first researching, building a relationship with the brand, asking our friends, or reading reviews.

Email marketing allows you to build relationships over time through the value you provide in your emails. You are consistently engaging with them, getting them to start making positive recognition when they see and hear your brand.

Position Yourself as the Expert

Email Marketing helps position you as the expert in your industry. Each email should provide value, whether in the form of educational information, directing them to resources you found valuable, a podcast episode, a blog post, or a story to invoke emotion and curiosity.

The more content you put out to your audience, the more you will become the expert they look to get their questions answered. Including links to your blogs, podcasts, or videos will be tremendously helpful in sending them back to your website—a great call to action for when you’re just providing value rather than selling.

Targeted Messaging and Easy to Measure Results

Email Marketing allows you to target your customers in the place they visit almost daily – their inbox!

You can and should segment your list and send personalized messages that appeal specifically to their interests based on how they are getting on your list. When people are added to your list, they typically come from an ad you have on social media, a lead magnet you offer, or an event you were at.

Most times, you have an idea of why they’re on your list, which allows you to tag and categorize them based on their interests (aka your online course, your coaching program, one on one mentorship, and so on.)

This doesn’t mean the content has to be entirely different, just that it is altered slightly to appeal to that specific audience. You can change the call to action, the blog post you’re directing them to, the podcast episode you recommend, or the story you tell.

Most email platforms allow you to track your open and click rates, giving you an idea of how well your emails are performing. This will provide insight into what is working and what needs improvement.

Increase Brand Awareness

Whether your ideal client opens your email every time or not, they still see your name in their inbox. This helps to keep you top of mind, especially if you use other forms of marketing like social media, SEO, or other targeting tools based on their behavior.

If done well, email marketing will foster relationships with your ideal audience and establish your brand as a reliable and preferred point of reference. They will come to you the next time they have a question about your particular expertise. How you craft your emails (voice, tone, style) should align with your brand so they familiarize and easily recognize your emails from your competitors.

Almost everyone uses email, so it’s a great way to keep yourself top of mind for your ideal audience. Now that you know the benefits of email marketing for your business, what action step can you take today to get started?

Map out a plan, commit to emailing twice per month or once per week, segment your list, and so on. The stats I shared earlier are why email marketing is so valuable for your business.

However, I know you are most likely busy trying to do everything, so let me help you!

I’d love to connect to hear more about your business and how email marketing can play a big part in helping you scale to the next level so that you can make the impact and income you desire!

You can connect with me by using the contact form below.