People trust their inboxes
People are bombarded by advertisements. From billboards to magazine articles to TV/radio commercials to online ads to telemarketers, advertising is everywhere. And most of it ranges from ineffective to annoying. And yes, spam email is part of this. But, at the end of the day, people trust that content in the email inbox is meant for them. This gives email marketing a credibility that print or online advertisements, even highly curated Facebook Ads will never equal. And your email marketing doesn’t have to feel like marketing for it to be successful.
Permission to keep in touch
The single most powerful component of email marketing, when done right, is that prospects give you permission to keep in touch. This significantly lowers the resistances advertising has to overcome to be effective. It also suggests that your mailing list subscribers are interested in what you have to say. So if you connect with them in an interesting and engaging manner, you’re much more likely to get through than if you just peppered them with ads.
Build trust and credibility over time
Email marketing doesn’t need to be a one-hit win. You can take your time, providing valuable information over days or weeks, and build a strong foundation of trust and credibility with your prospects. Most ads take multiple impressions to be effective anyway (why do you think they loop the same TV commercials…), but what if you could present increasingly persuasive information over the course of two weeks, rather than hitting people over the head with the same slogan again and again? Email marketing makes this possible.
Tell a story
Email is a content-rich medium, meaning you can provide a lot more value than a simple ad. Take advantage of this. Telling stories, such as testimonials and case studies, in a personal format, is one of the most persuasive marketing techniques. And no marketing channel gives you as much control over how you tell your story. You can provide significantly more value than in an advertisement or Facebook post. And you can ensure consistency, quality, and scale, in a way that in-person marketing cannot. In short, effective email marketing gives you the best of both worlds.