Email marketing is a vital part of every company’s inbound marketing system. In the world of communicating and sharing online, email is more important than ever. In fact, in a recent study by Merkle, social media users are more likely to check their email 4 times or more per day! And according to comScore, email is still the method preferred by users of all ages for receiving commercial (i.e. work-related) communications.
Moreover, over 188,000,000,000 (that’s billion) legitimate emails are sent every day. That dwarfs the mere 60,000,000 Facebook updates, 140,000,000 tweets, 3,300,000,000 web searches and 1,000,000,000 items shared on Google +. (Take a look at this Infographic from SmarterTools.)
Email performs 5 very basic, crucial lead nurturing functions, once a prospect has chosen to receive information from you:
- Permission to be “front and center” on a regular basis if they’ve subscribed to a blog, podcast, newsletter, etc.
- Personalizing special offers on products and services that are relevant and timely
- Sharing the latest news and information on your company
- Sharing your freshest, relevant content that they can use immediately
- Sharing other content from another resource that’s tied to their interests
Email marketing is one of the most cost-effective ways to stay top-of-mind with your prospects and customers and build loyalty.