10 reasons you need to use email marketing within your business
If you’re not using email marketing within your business, you could be leaving a lot of revenue on the table. Email marketing is one area I’m looking to develop further this year, as historically I know I haven’t used it quite as well as I could have, but 2025 is the year this will change. I also love writing, which is a bonus because the primary form of content creation for email marketing, is writing.
But why am I focussing on email marketing this year?
People who sign up to my email list are more invested in my brand, than those on social media.
If people are signing up to your email list, they want to know more. Their email inboxes are a sacred space but they’re giving you full permission to contact them there. Which means they’re already engaged more than the average social media follower, and are invested in what you have to say, and the products/services you have to offer. This means that selling to them has already become so much easier. But it’s also easier to continue to develop a relationship with them!
We own our email lists, but we don’t own social media.
Your email list is one of two places we have complete control over. The other being our website. And so getting people onto our mailing list means that should social media ever cease to exist, we still have an engaged audience ready and waiting to buy from you that, more importantly, you can still easily contact. Yes email marketing providers may change, but you still have complete control over the email list, that you can easily transfer to another provider if needed.
You can develop far stronger relationships with potential clients.
Your email marketing is the place for people that are already interested in your brand to get to know you far better. You can develop conversations, tailor the content based on their preferences and be in regular contact with them. All of which builds better trust with you as a brand, and as a result, increases the likelihood of converting your subscribers into customers.
You can gain a lot more data about your portential clients/customers.
You can gain data on all sorts of areas such as:
Open rates
Click through rates
Sales from emails
Number of people who unsubscribe
This in turn gives you a fantastic indication of:
Which content is resonating, that you should probably replicate.
Which subject lines are getting a large number of people opening emails, and whether this is translating into sales or not.
Which products/services are most popular.
And which content isn’t working for you.
These answers then inform you of the strategy going forward to allow you to get the best possible results from your email marketing.
You can also use A/B testing, which will allow you to test different content, whether that be the main body of text, or the subject lines and previews, to determine which works better for your business.
You can personalise your emails far more than you can personalise social media.
On social media, the extent you can personalise your content is by asking questions, encouraging engagement and responding to the engagement. Possibly followed up with a message to expand the conversation further.
On email, you have loads more options. You can:
Personalise based on content preferences, so that subscribers join different lists that you send separate emails to based on the content they’ve chosen to see. For example, I might have brand photography, digital marketing and website design segments, that upon subscribing, my subscribers can choose to join. Some may choose all three, others may only choose one, but they’ve now chosen which content of mine they want to recieve.
Send suggestions based on products or services they’ve purchased. This can be set up automatically.
Include your subscribers first name at the top of every email. A simple tool that goes a long way to making them feel like you’ve emailed them individually (even though they know you haven’t).
Email people based on how often they open your emails. If you want to reward those who always open them, you can do so without emailing everyone else on your list!
The return on investment of email marketing is far higher than social media.
Fun fact: for every $1 spent on email marketing, you could be making $36. (Provided you have the right strategy, that is). That’s a 3600% ROI for email marketing on average. Some stats say that this could even increase to $42. Of course, this is depending on your strategy, and to an extent the size of your email list.
Why is this the case?
Your email list is a group of subscribers who are already invested in your brand. So you can then create tailored emails to them, based on the interests they’ve shown, with simple calls-to-action and links to your website to encourage sales. If you provide plenty of value and entertainment (which you should be doing anyway), sales will feel far easier than selling on social media!
Remember, the people on your email list want to be there, so make sure you are valuing that by emailing them regularly.
You can generate more traffic to my website.
Firstly, if you don’t have a website, you need one (I can help!). Secondly, email marketing is a great way to drive traffic to your website. You can include links to your website content that are relevant to the email you’re writing and direct people to more information. Having a blog adds to this, especially if you have a few relevant blog posts to the theme of the email!
It’s easier to build brand awareness.
Regularly emailing your email list, means that you’ll create opportunities for them to learn more about your brand on a more regular basis. Especially as they’re guaranteed to see the email landing in your inbox, whereas on social you’re relying on a social media algorithm for people to see your content… The better brand awareness means the likelihood of a sale is far higher.
Email marketing helps build credibility.
People won’t buy from you unless they know, like and trust you. And with email marketing you can contact your ideal client, and guarantee they’ll at least see your content (whether or not they open the email is a different matter, but that’s a blog post for another time). This is then your time to continue to provide so much value, that genuinely helps them, on a regular basis. If they can take the value and it makes a difference, it shows them that you really know what the heck you’re doing, and builds credibility and authority within your industry. So when they feel they’re ready to buy a specific product, or service, that you offer, they’re more likely to buy from you because they know it’ll be worth it.
You can save time with automations.
With email marketing, I can set up Welcome Sequences and other workflows when specific conditions are set. The Welcome Sequence, for example, means that as soon as someone signs up to my email list, they’ll be getting a series of emails straight to their inbox. This saves so much time as I don’t have to remember to manually send each email to every new subscriber.
Depending on your business you can also automate abandoned cart emails, birthday emails and suggestions based on specific products or services being bought. This is especially useful for product based businesses, as they are workflows that once set up, you don’t need to think about but could be key to driving more sales for your business, automatically. The result? You can reach more people at once, and you can also spend more time on other areas of your business.
Suddenly, using email marketing as a marketing channel for your business has become a no-brainer…
And if you’re unsure where to start, I’d recommend Flodesk. I’ve used Flodesk for a few years now, and it’s by far one of the easiest email marketing providers to use. Things I love about it include:
A set fee of $38/month regardless of how many subscribers you have. On other providers after a certain number of emails sent per month, or subscribers per month it starts getting a lot more expensive.
The email builder is so intuitive to use, regardless of whether you have design experience or not.
You can save your branding and logos so that when you create your emails they’re instantly customisable to ensure they stay onbrand.
It’s easy to import gifs into your content.
You can create beautiful sign up forms (that are easier to create than some of the other platforms I’ve used).
There are a bank of templates ready to use for your emails.
And if you’d like to use Flodesk for yourself, sign up here*.
*I’m a Flodesk partner so will also receive commission if you use this link to sign up!
