Why you need to build + keep an email list
In the fast-paced world of digital marketing, where trends come and go and algorithms are constantly changing, email remains a direct, reliable, and cost-effective way to reach your audience. For businesses big and small, global and hyper-local, building and nurturing an email list is more than just a marketing tactic. It’s a powerful asset that drives engagement, boosts sales, and fosters long-term customer loyalty.
Here are a few reasons why you need to build and keep an email list.
- You own your email list.
Unlike social media platforms that can push an update with new priorities that tank your reach, randomly ban your account (or shadow ban it), or disappear entirely when the masses move on to a new platform, your email list is actually yours. Your email list is one of the only channels that you can control directly.
2. Direct access to your audience – no algorithms acting as gatekeepers.
The social media struggle is real. Social media strategy can feel like an uphill battle when the algorithms are constantly growing and changing. A post that gets hundreds of views one week could get only a handful if posted at a later date. Email cuts of the middle man. You have access and a direct line of contact with people who have already said they want to hear from you. No praying for likes, saves, or shares – these people are already interested in what you have to offer.
3. Email is still one of the highest performing digital marketing channels.
In this digital age where social media has taken over, it can be easy to lose sight of the facts and figures. Email still converts. It continues to outperform most other digital marketing channels when it comes to ROI, especially for service-based and/or relationship-driven businesses.
4. Frequency.
Most people check their email inboxes daily. Many people partake in social media detoxes where they try their best to stay off social media for a set amount of time, but they’ll probably still check their email inbox. Even if it’s a weekend, even if they’re on vacation, most people will check at least once a day. It’s just become a part of daily life. If your name keeps showing up regularly in their inbox (but not so often that it’s annoying), you’ll stay at the top of their minds.
5. It gives you a digital safety net.
Again, your email list acts as a direct line to clients, customers, fans, or whoever is on there. If a platform crashes or gets swept up in a privacy scandal, your email list can act as your backup plan. Even if you lose your following on a specific platform, you’ll have your email list to start building your audience back up.
6. Personalization yields conversion.
Personalized ads and communications give you better results than generic ones. By segmenting your email list based on how people signed up, what they’ve clicked on, what they’ve purchased, or any other action, you can tailor your messaging to make your emails more relevant to the people receiving them.
7. You build trust with your customers.
While email might not always get the fastest results, it’s a long game that builds trust and loyalty. A well-run list is a slow burn with a payoff that’s worth waiting for. Emails help you build brand loyalty amongst your audience, allow you to tell your story, and nurture leads until they’re ready to buy, book, or refer.
Have we convinced you that email lists are still important? Get in touch with us to start building your list and cultivating relationships that will last.
