With all the ways to interact with your customers, whether through social media, face-to-face, or other channels, it is easy to overlook email marketing. If your business is not actively building a database of customer emails, you may be setting your business up for digital failure. But what exactly is email marketing?

What is Email Marketing?

Before we get into why email marketing is important for your business, let’s understand exactly what is email marketing. Email marketing is a way to reach your customers or prospective customers through email who have given your business explicit permission to contact them.

This definitely applies to email marketing. So many businesses (likely your competitors) do not use email marketing responsibly. Just because you have permission to email someone does not mean you should constantly blast them with your latest blog posts or sales pitches.

Instead, you need to use email marketing responsibly since it is such a powerful channel. Let’s take a look at why it is so important for your business.

Targeted Marketing Opportunities

Unlike many other marketing opportunities, when properly implemented, email marketing can provide your business with various ways to target specific customers.

More Personal and Targeted than Social Media

While there are many benefits of using social media for your business, there are many of your customers who might not use social media. However, these people more than likely have an email address.

Data Driven &Measurable

Knowing what works and what doesn’t is key to the success and improvement of a marketing campaign. With email marketing, you get insights into your initiatives.

Permission to Contact Prospects & Clients

Let’s face it, it is much easier to see results by contacting those who want to hear from you. This is done very easily in email marketing by having users confirm their email address after they submit it to your business.

Stay Top of Mind

Email marketing allows your business to email the consumer whenever you want. While not every email needs to be a sales pitch, your contact with the customer should provide something of value to them.

Generate Sales

At the end of the day, your business is about making sales. You have probably heard the phrase, “the money is in the list.” The list they are referring to is your email list.