A lot of clients come to us and say, “I have a big following on Instagram, Facebook, [insert your social media platform here]. Do I really need an email list?”
Social media allows you to reach lots of people relatively quickly, but you cannot control who sees your content. Changing algorithms and advertising requirements can drastically shift your ability to connect with your audience. With a newsletter, the same people are seeing your content on a regular basis, which means you stay at the top of their mind.
More importantly, email newsletters allow you to build trust with subscribers in a way social media cannot. Social media allows you to see a nice, curated picture of the lives of people and brands, kind of like a storefront. But inboxes are personal and private, more of a one-on-one conversation.
When a customer (or potential customer) provides you with his or her email address, they are allowing you into their personal space. This indicates a higher level of commitment than a “follow” on social media—which means they are more likely to buy from you down the line. Especially if you build loyalty first by providing value via email.
Here is where the trust comes in. Your customer allowed you into their personal space because they hoped you would bring value to their life. Do so by sending them valuable emails and respectful campaigns.
Use email marketing to promise value and deliver on your promises, and you will teach potential customers to trust you and your brand.
You might be wondering. Can’t I do that on social media? The answer is yes! You can provide value and build trust in multiple places, and you should.
But don’t sacrifice email marketing just because social media seems easier.
We love email marketing because it’s a reliable medium that allows you to build connections with your customers over and over again.
Ready to use your website to start or grow your email list? We can help.