I recently watched an episode of Shark Tank, and they did this segment with one of the sharks and several of their entrepreneurs. They came together for a day of learning marketing skills and tactics. It was a nice segment you were reintroduced to several brands that you haven’t seen on the show in a while, but there was one thing that they focused on that I think may have deceived the audience. There was a high focus on building their businesses’ social media presence and lists. Don’t misunderstand me social media is important; people spend a lot of time looking at Facebook, Instagram, YouTube and Twitter. So much time that you can’t ignore those channels. But they spent no time at all on Email Marketing.
%
of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed.
Let me share some statistics with you. Each of these stats come from surveys or studies performed in the last couple of years. When I use the word email it means from a list where the consumer asked to participate not SPAM. Consumers are more likely to see your marketing efforts through email, there are 3 times the number of active email accounts as there are active members on Facebook and Twitter combined.
Consumers are 6 times more likely to click-through from an Email than they are from a tweet. Your message is 5 times more likely to be seen through email than it is through Facebook (Campaign Monitor). 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed (Izideo).
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The goal of building an email list is to create customer loyalty. These are individuals who for the most part want to know what you have to offer.They have had some sort of a positive interaction with you and they want to know more about what you do. They want to know when you are having a sale. They want to be knowledgeable about your products and services. Give your customers what they want. Take the time to nurture an email list. Get to know your customers through email.
I like to think of social media as a way to get more people on my email list that way I don’t have to rely on Facebook to show them my message and I don’t have to pay for an ad to get them to see my message.
And obviously our goal is to get a consumer to convert; 4.24% of visitors from email marketing buy something as compared to 2.49% of visitors from search engines and 0.59% from social media (Monetate).
Think of social media as a way to get more people on my email list that way I don’t have to rely on Facebook to show them my message.
Email marketing is not dead; it only growing. 92% of online adults use email, with 61% using it on an average day (Pew Research). Employees spend 13 of their working hours each week in their email inbox (on average) ( McKinsey & Company). 76% of marketers see active growth in their number of email subscribers (Ascend2). What are you doing to grow your list?
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