“Email has an ability many channels don’t: creating valuable, personal touches – at scale.” – David Newman
In a world obsessed with the newest social media platforms and algorithms, one tool remains persistently powerful: your email list. It’s not just a list of names and addresses, but a curated community of people who have willingly opted to hear from you.
Why is an email list so important?
1. Direct Communication: Social media platforms can be a great way to interact with your audience, but their algorithms control what users see. With email, you bypass those algorithms and land directly in the recipient’s inbox. This means that your message has a higher chance of being seen and engaged with.
2. Personalization: Emails can be tailored to the individual preferences and behaviours of the recipient. Personalized emails, addressing the recipient by name or offering tailored recommendations, tend to have higher open and click-through rates.
3. Ownership: Platforms like Facebook or Instagram control your followers there. If the platform were to shut down or if your account gets suspended, you’d lose that audience. But your email list? It’s yours, offering a level of stability and control that social platforms can’t match.
The ice cream company, Ben & Jerry’s is a great example of using email to engage with their target audience. Their ChunkMail newsletter wasn’t just about promotions; it was about creating a community. Fans received updates on new flavours, exclusive deals, and news about the company’s values and initiatives. This ongoing conversation turned casual buyers into loyal brand ambassadors.
Action Step: Take a moment to analyze your email marketing approach. If you haven’t started building an email list, start now. If you already have an existing list, think of ways to offer more value, be it through exclusive insights, deals, or content tailored to your subscribers. Remember, it’s not just about the total number of subscribers, but the quality of the relationships you build.
While it’s essential to adapt to new marketing trends, don’t neglect the tried and true power of email. It’s a direct, personal, and owned channel to communicate with your audience.
To learn more about building, and optimizing, your email strategies, be sure to check out our book of the week: “Launch” by Jeff Walker.