Email marketing is the best retention tool on the internet.
It’s intentional. Laser focused – and one of the only ways you can have a conversation with your best customers at scale.
Social media algos are the shifting sands of the internet marketing world. You feel all stable and secure one minute then BAM! Things shift under your fingers and your entire strategy sinks.
Email is steady and when managed the right way, will reach more of the people already keen to buy from you.
From the latest creatine gummy bites flavor to pre-workout powders – no matter what you’re brand is promoting, email is the best shot you have at getting your message in front of your people.
On Facebook, the organic reach of a post can be as low as 2% of your total followers. Instagram is slightly higher this November at 11.95%
Let’s stay optimistic and say that you’re crushing Instagram right now. With 25K followers, your best organic post this week reach somewhere approximately 2,988 humans (we hope bots aren’t up in your business – dirtying up your data 😮).
Now, let’s compare those stats to email.
For the numbers in our little experiment – let’s say you’ve got 25,000 subscribers on your list and you ship out one of your campaign emails today.
Around 5,370 of your subscribers (your tribe, your people, the ones who willingly gave you access to them) will open up what you sent out.
And because email, by its nature, lets you make a compelling offer to the people who raised their hands up in the air and handed over their private email information, you have the opportunity to convert those opens into sales.
Would you rather have 3,000 people scroll past your social post, trying to convince them to click on in and then find the link to your site and then purchase (I’m bored already).
Or would you prefer to have 5,300+ people who know you, like at something about your brand be just a tap or click away from their next purchase?
Social Media Organic Reach – 11.95% Email Open Rate – 21.48% Email Click-Through Rate – 2.69%
That’s the power of email marketing. The power to reach people who have already shown an interest in what you’re selling.
You have something they want.
You have something that will help them reach their goals.
Help them get to there.
Now don’t get me wrong, social media has its place. It’s the second best companion to email marketing, and paid reach is a completely different beast than organic reach (you’re using paid reach to grow your email list…..right??)
Oh, you wanna know the next best companion to email marketing – it’s that sexy sister, SMS…..but that’s a topic for another day.
And the open rates for regular campaigns will pale in comparison to the open rates for your welcome sequence.
Or your abandon cart (aka resale opportunity) emails.
Or your post-purchase (aka customer success) emails.
From the limitless customer-driven triggered email flows to the chance to gather first-party data so you can deeply understand what is driving your audience to you,
Every email you send is an opportunity to retain a customer you’ve probably already spent money on acquiring.
And that’s where your profit starts to bloom.
