THESE days social media can be a pretty crazy place behind the scenes. Think about it, Mark Zuckerberg and Adam Mosseri have been really changing up Facebook, Instagram and WhatsApp every week, making it more confusing as the days pass.

TikTok, while experiencing amazing growth, is becoming noisier by the minute and we are flooded with very light content that doesn’t always have substance, which is giving some businesses these days pause to truly invest in the platform.

This is where we need to truly focus on building our own properties and leveraging social media as much as we can to bring people back to the platforms that we own.

One of the best owned platforms there is for communication is your e-mail list.

E-mail marketing is an important tool for business owners to reach and engage with their target audience in a cost-effective, measurable way.

It allows businesses to send targeted and personalised messages, track the performance of their campaigns, and integrate with other marketing channels to create a cohesive omnichannel strategy. By using e-mail marketing, businesses can build relationships with their customers, increase loyalty, and drive sales.

One of the key benefits of e-mail marketing is its cost-effectiveness. It allows businesses to send messages to large groups of people without incurring the high costs associated with traditional marketing channels such as direct mail or print advertising. Additionally, e-mail marketing allows businesses to track the return on investment (ROI) of their campaigns, so they can see exactly how much revenue is generated from each email sent.

This makes it a highly measurable marketing channel, enabling businesses to see exactly how their campaigns are performing and identify areas for improvement.

Another reason why e-mail marketing is important for business owners is its ability to deliver targeted and personalised messages to specific groups of people. By segmenting their audience, businesses can send relevant and timely messages to their customers, improving the effectiveness of their campaigns.

For example, a business could send a promotional e-mail to its list of loyal customers or a newsletter to its list of subscribers. This targeted approach allows businesses to deliver messages that are more likely to be of interest to their audience, leading to higher engagement and conversion rates.

E-mail marketing is also a great way for businesses to engage with their audience and build relationships. By sending regular e-mail, businesses can keep their brand top of mind and build a connection with their customers.

Here is a breakdown of how e-mail marketing can help you:

1. It’s like a virtual megaphone: E-mail marketing allows marketers to shout their message from the virtual rooftops, reaching a large group of people with just the click of a button.

2. It’s a cost-effective way to reach your audience: Instead of spending a ton of money on expensive advertising campaigns, e-mail marketing allows marketers to reach their target audience at a fraction of the cost.

3. It’s super targeted: With e-mail marketing, marketers can segment their audience and send targeted messages to specific groups of people. This means they can send personalised messages that are more likely to be of interest to their audience, leading to higher engagement and conversion rates.

4. It’s all about the numbers: E-mail marketing is a highly measurable marketing channel. Marketers can track important metrics such as open rates, click-through rates, and conversion rates to see exactly how their campaigns are performing and identify areas for improvement.

5. It’s a great way to build relationships: By sending regular e-mail, marketers can keep their brand top of mind and build a relationship with their audience. This can help increase customer loyalty and drive sales.

A few popular e-mail marketing platforms you can choose from are Convert Kit, Mailer Lite, Mailchimp, Aweber, Brevo, Active Campaign, Constant Contact, and Omnisend, just to name a few to get you started.

In conclusion, e-mail marketing is an important tool for business owners looking to reach and engage with their target audience in a cost-effective, measurable way. It allows businesses to send targeted and personalised messages, track the performance of their campaigns, and integrate with other marketing channels to create a cohesive omnichannel strategy. By using e-mail marketing, businesses can build relationships with their customers, increase loyalty, and drive sales.