You Own Your Customer List

Unlike Facebook and other social media channels, email allows you to collect and keep your contact list. So if there’s a change in rules, algorithms, or the sanity of the trillionaire owner, your hard work won’t come crashing to the ground. Your growing nest of contacts is much safer with email.

Email for Small Businesses is Dirt Cheap

Compared to other marketing channels, email is cheap. There is no incremental cost to sending emails, and the monthly cost of most Email Service Providers (ESPs) is very low. And with an average profit of $36 for every $1 spent, Email Marketing is a wise investment.

Email is Intimate

There’s no denying it. Light those candles. The eyes reading your emails gave you consent to enter their inboxes (at least they should have). Which means you’re much more likely to have a warm and receptive reader than playing attention games in crowded social media lounges. But with that trust comes responsibility. So behave you dirty bird.

Email Helps Get the Right Message Out at the Right Time to the Right Person

Segmentation, Automation, and Personalization are common tools with many ESPs. I know it sounds boring, but pay attention. This is important.

Why? Because you’re not just blasting out messages to one generic audience. Rather, you send targeted, personalized messages to specific customers based on their past behavior. And at a time when they’re most likely to be receptive.

It all seems a tad creepy. But it’s also a way to connect with all of your customers - to show you’re paying attention to their particular wants and needs. And this also means you won’t be chained to your keyboard 24/7 tapping out appropriate responses. You’ll be putting your focus where it should be: on your business.

This level of detail and control is unique to email, and not available in other marketing channels.

Email Marketing Delivers Gold Data Eggs

If you’re losing feathers over all the bird analogies, please stay with me - you’re almost cage free. Deliverability, Open Rates, Click Through Rates, Conversion Rates, Unsubscribes, and all the other KPIs are the Gold Data Eggs of email.

These priceless nuggets help you figure out where you’ve been, where you are, and where you should go with your strategy (including the Segmentation, Automation, and Personalization we chirped about earlier). So start building that nest, collecting those eggs, and analyzing that data.

And I promise to stop with all of this bird talk.