When I speak or meet a new person who learns what I do they almost always ask me that question (or a variation). They usually mention the prevalence of social media and how it’s more fun (or easy or whatever adjective) to connect that way versus via email.
My first response is always to ask “how many times have you checked your email box today?” And even if we’re talking first thing in the morning, the answer is always “multiple times.” I get it – I have five different email addresses and can access it through three different devices.
Email is the BEST way to directly reach your audience. You OWN the connection so you are not at the mercy of an algorithm to reach your audience.
Remember earlier this year when Facebook, Instagram and WhatsApp all took a time out?! At the same time! It happened more than once. When one company owns multiple channels, you really feel a break down.
Here's the scoop – if you're relying on one of these channels as the sole (or main) method to reach your audience, you're leaving your ability to grow your business in someone else's hands. Do you really want to do that??!
I mean, if the platform goes down…or if the formula for who sees what you post changes…you can't do a thing about it.
Compare that to your email list – you own it and no one can restrict your ability to access your peeps.
Recently the Wall Street Journal recognized the strength of email – here's an excerpt:
“For marketers great and small, the algorithms that power social media represent the ever-rising cost of doing business on the platforms owned by the duopoly of Google and Facebook. Email allows authors to intimately connect with readers, lets brands address their most loyal customers and budding startups develop armies of influencers.
Readers’ ready access to the “unsubscribe” button is largely a good thing for all involved, since it nudges email content creators to produce authentic, high-quality experiences rather than superficially engaging ones, and to connect in ways that are deeper than what advertising-first mediums like Facebook generally allow. . . .
Email’s success is due to a handful of factors. The first is that, like the web, it’s one of the few open standards we have left. No one controls it, and no company can get between a sender and its recipient.
Another factor is a dawning awareness that social media may not be particularly good for our mental health or our democracy, leading to a wave of users scaling back and even opting out entirely. The things that drive people to subscribe to and actually open emails are very different from the things that motivate them on social media. Email, by contrast, can feel healthy.” – “The Hot New Channel for Reaching Real People: Email“
So you see, it’s not that email doesn’t work…it’s that you’re not using it properly. And if you’re ready to start using it properly, stick with me because I’m here to help.
P.S. For more insights on how to leverage your email marketing, join my email list – CLICK HERE to join.