Why You Should Invest in Email
Imagine this. You just woke up and while you want to fall back asleep, you know you need to avoid hitting snooze, so after turning off your phone's alarm, you swipe over to your email. The subject line of this very email caught your attention.
"Alright," you think, "I'll learn how to be a better marketer while I wake up." You read the email, then another, then roll over, get out of bed, and start your day.
Sound familiar?
Emails Get Read
91% of Americans check email daily, according to McKinsey & Company research. It's the best marketing tool for regularly connecting with current and future customers.
No social media platform comes close to this level of usage or how often people use it.
YouTube has the highest usage for social media. About 83% of Americans have used it, but that just means they've used it at least once - not even close to email's daily usage.
Emails Actually Reach Your Audience
Unlike social media, your content always gets delivered to the people who signed up. Email service providers help keep your emails out of SPAM folders. This means that unlike unpredictable social media, your email will actually make it to the subscriber.
Emails Turn Prospects into Customers
The McKinsey & Company research found email was nearly 40 times better at getting new customers than Facebook and X. People are three times more likely to buy from email than social media.
Think about your own email usage. When you open an email, you're making a longer time commitment than with social media. You plan to read when you click on an email. With social media, you just want to look at it for a few seconds.
The more time you have to build a relationship with a future customer, the more time you have to earn their trust and help them like you.
You Own Your Email List
I know several business owners who had their Meta accounts shut down. That doesn't happen with email. You can export your email list anytime and take that bad boy to another email service provider if you want.
What to Write to Get Read
Remember reading magazines? Maybe you're like me and still read them. They entertain, inspire, or teach you something.
That's what most of your marketing content, including email, should do for future and current customers—entertain, inspire or teach. You can even do a mix of these three things in one email.
There's a rule in the content marketing world that 70% of your content should be helpful (teaching, inspiring, or entertaining), and 30% can sell.
You can use that ratio in every single email or apply it to all your emails together. You have choices here, friends. Do what feels right to you.
Should You Be on Substack?
There are several things to think about when deciding if you want to start a Substack newsletter.
I want to keep this email short, so I'll explain more in the next email.
What's Your Biggest Email Roadblock?
If you don't use email, is it because you're not sure what to write? Feel like you don't have time? Not sure which email service provider to use?
Hit reply and tell me what's holding you back. I'll write a future newsletter focused on how you can overcome that obstacle.
Have a great weekend,
Melissa
This is so important. I tell my clients this all the time! You don't own your followers.