Why You Should Build an Email List for Your Business

With so many marketing efforts to pour your time and resources into, has email made it into your strategy?

If not, it’s time to think again.

While growing a separate audience for your brand can feel repetitive, with the same attention often taken for social media, it’s important to realize that your email list is one of the only things you have control over.

Social media algorithms and best practices change constantly, so having a solid audience with access to their inboxes is gold.

If you’re not convinced about the power of email marketing yet, consider the benefits businesses that buy in are experiencing.

Gather an attentive audience

When you follow an account on Instagram, how invested are you in following their life or business? Perhaps you’ll see their posts in your news feed, but if you want direct access, you’ll have to search out their channel.

Now think about when you decide to join an email list.

They’re not the same level of commitment.

When someone takes the time to notice your callout, enter their name and email address in an opt-in form, and confirm the subscription, they invite you into their inbox—a sacred landing place for your messages, updates, and offers.

Through email, your content has another, more direct, avenue to reaching those you want to hear it compared to decreasing reach found on social media channels.

Instant access to potential clients

People who join an email list are actively interested in hearing what you have to say. They want see a behind-the-scenes look at your business, hear more of your expertise, and figure out if you’re the right brand to partner with for the services or products you offer.

Therefore, email marketing is a critical component to your sales process. Here you can prime your prospective customers by educating about service and product benefits, addressing possible concerns, and painting a picture of the happy ending that comes from partnering with you.

“In fact, the chances of getting click-throughs on your content is 6x better in email than from tweets.” – Campaign Monitor

But I’ll bet that your current clients don’t instantly sign up to work with you after initially hearing about your business. Today’s consumers take their time vetting possibilities before spending their hard-earned money.

Easy to start and manage

Don’t sweat the prep. There are many service providers to choose from, so spend a little time researching to find one that provides the specific features you’re looking for, along with a price point (there are free ones!) that meets your budget.

Once you create the framework to your system in a few simple steps, sign-ups will happen in an automated process, and you’re free to create campaigns with the content and design of your choosing.

Opportunity to spread your message and make a sale

As we already touched base on, starting an email list creates another means to sell your services and products, and bonus, in a more personal method than social media.

But instead of feeling overwhelmed by another outlet that needs content, know that it’s perfectly acceptable to repurpose content. That is, with the knowledge that best practices differ between email, blog posts, and social media posts.

In the scale of your entire social media audience, how many people see your posts announcing new additions to your blog or touting your services? If you’re not sure, take a quick look at the high-level analytics within your accounts. Odds are, not many of your email subscribers saw them. And email allows you to expand more on the topics and sprinkle in extra callouts.

Consider this. Consumers touch brands six to eight times before being labeled a lead. So this is another way your prospective clients can notice and interact with your company. And even better, once they do reach out or react to your pitch, they’re stronger leads because they are experienced with your brand.

Start conversations

What better way to receive market research feedback than directly asking those who’ve opted to receive your updates? It’s a valuable way to start one-on-one conversations with ideal clients and subscribers interested in your industry.

So don’t forget to ask questions in your emails. The more specific, the better. That way it’s easy for subscribers to hit reply and fill you in on their thoughts, reactions, and questions.

Here are some examples of questions you could ask:

  • What’s the biggest question about (your field) on your mind right now?
  • How likely is it that you’d purchase (new product or service)?
  • What’s slowing you down in (your field) for your business?
  • How have you seen success in (your field) this year?
  • Why are you specifically interested in (your field)?
  • What are your thoughts on (latest update or news in your field)?

And many, many more.

Hopefully these benefits have convinced you it’s time to give email marketing a try, or if you’ve dabbled before, give it a go again. Your sales numbers will thank you.