Why Email Marketing Works
In the age of social media (where every company is jumping into Twitter and Facebook), why do you think email marketing is still a great way for a small business to market?
Ben: That's a great question.
The first answer is because either nobody is doing it right (and so the few who are doing it right almost have no competition) or because more people are thinking social media is the way to go, and doing little or no email at all.
It's kind of like when email first hit the scene.
People stopped doing direct mail and so those still doing it cleaned up -- since they had so little competition in the mailbox.
It's the same with email in a lot of cases.
People think they can just throw up a Facebook fan page or whatever and sales will come in without using boring "retro" email. Of course, the joke is on them -- Facebook is not a sales platform and neither is any other social media site. Those sites have their uses, but they're terrible for direct selling.
Besides that, here are some more reasons:
1. Email Is Visible
People check their emails constantly throughout the day. There are a few super disciplined souls who don't. But many people still endlessly check their emails. That gives emailers a tremendous amount of leverage if you do it right.
2. Email Is Intimate
Email is the Internet text version of talk radio when you do it right. I call it "talk radio on glass" (or on the screen).
Think of your favorite radio personality.
People tune in every single day to hear that person as he/she reveals things about themselves and just get really personal with their audience. Listeners will go out of their way to listen to that show and they'll love every minute of it. That's kind of how it is with email. It's very intimate. Do it right and people get to know you like they know their favorite radio talk show host or their favorite character on TV. They're basically tuning into your “show” every day.
You're going to put a little show on for them and you're going to ask for a sale.
It's really no more complicated than that.
3. Email Increases Sales
For businesses, this is the most important reason.
The better you get at email, the more money you make (assuming you have a list and are always building it, of course). This is why I recommend daily emails -- it's just like your own daily talk radio show -- except with email. Depending on what you sell and your list, you could see sales as much as double rather quickly in some cases.
4. Email Is Fun
In fact, one of the secrets I teach is not to write about anything that's not fun to write about. How can you not have fun if all you're doing is writing about fun things? People will have a ball reading your emails if you do that.
They'll look forward to it.
They'll be not only willing to buy, but anxious to buy in some cases.
You're not imposing on them -- they want to hear from you. When you're in that position, it becomes very easy to make a good living sending out an email every day that takes just 10-15 minutes of your time.
5. Email Is Adaptable
You can write an email and then take that email and quickly turn it into a podcast, video, article, blog post, Facebook note or even a book (by taking all your best emails and compiling them together). That's a lot of leverage and gives each email tremendous "shelf life."
Those are just a few reasons why email is so powerful.
There are a lot more than that.
But in my opinion, if a business is not using email, they're basically stealing from themselves without even realizing it.