Your Most Powerful Marketing Tool
Email marketing has been around for a while, in fact, the first email for marketing purposes was sent in 1978. The introduction of the internet in 1991 revolutionized life for all of us, it also completely altered how businesses communicated to the masses. The 1990s saw email marketing explode with the advent of “spray and pray” marketing as a method of B2C communication. As a result of that marketing method, CAN-SPAM laws and a slew of other regulations were put into place, however, despite all of the bad press – email marketing remains one of the most effective methods of communication.
Why Email Is So Important
Email today is a lot different than it used to be, spamming is out and permission-based marketing is in. While permission-based marketing has limited the individuals you can email, it has significantly increased the engagement with those individuals that have subscribed to your emails.
Did You Know that:
For every $1 spent on email marketing $44 is made in return, according to a study by Campaign Monitor.
Welcome emails are incredibly effective: on average, 320% more revenue is attributed to them on a per email basis than other promotional emails.
Email subscribers are 3x more likely to share content on social media than leads who came through another channel, according to QuickSprout.
77% of people prefer to get permission-based promotional messages via email (versus direct mail, text, phone, or social media).
Tuesday is the best day of the week to send an email (according to 10 email marketing studies).
Above it all, email marketing remains a vibrant and powerful way to connect with your audience, allowing for a more personal and/or educational message to be delivered to those with whom it resonates the most.
All About The Relationship
Much of life is about relationships – the relationships with our friends and family, co-workers, acquaintances, and even our customers, clients or patients. The purpose of a relationship with your patients, or prospective patients, is to develop a connection with your audience where they know, like and trust you – and the content you create.
A lot of times these relationships begin online, through social media or a Google search, and the potential client is driven to your Google listing, website, Yelp ad, Facebook or Instagram page. Each platform certainly has its own strengths; these networks are great because of the social word-of-mouth that happens when you’re engaging with your connections. This engagement strengthens your relationship with your existing audience and it also puts you in front of a new audience.
Clearly these are both good things, but due to the nature of these networks, you don’t have much control over who sees your updates or even when they see them. Not to mention these connections aren’t necessarily yours. Facebook, LinkedIn, Twitter, Instagram, and any other network can make changes that impact your ability to connect. And in a worst-case scenario, the social networking site could go away completely, which means you’re left with nothing.
The Power Of Your Email List
Best practices dictate that you should always be looking to move your followers and social connections onto your email list. Through your email list, you control the experience and you don’t need to worry about losing these connections because of a random algorithm or platform change, in fact, the only way you can lose them is if they unsubscribe. Email marketing remains the king of the marketing kingdom, boasting a 4400% Return on Investment – essentially a $44 return for every $1 spent!
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