Running Digidol a lot of small businesses ask me different questions about email marketing. They vary in their context and specifics, but at their core, the question is typically: Is email marketing still an effective way to promote a small business?
For most, social media marketing campaigns replaced their old email marketing campaigns using up the time and resources they used to commit to updating their subscription base.
However, with social platforms’ continuous algorithm changes and a recent drop in organic reach, is email marketing now a massively underused asset for small businesses?
To help answer that question I partnered up with a professional copywriter, Fred from Fred Copy, who specialises in creating high-quality email marketing content.
We debated and discussed the effectiveness of email marketing for small businesses, and its pros, cons and comparisons with social media marketing, and afterwards, he kindly agreed to collaborate on this blog. So, without further ado, here’s what Fred has to say:
Introduction to Fred Copy
You want to promote your business, and you’re wondering, is email still relevant today? I hope so; I work for one of the biggest email marketing companies in America, InboxArmy.
I spend my days writing drip campaigns for e-commerce, real estate, and a huge variety of other brands. Let’s start this conversation by talking about social media. Most of us use it, but is it the best way to reach your target audience?
Social Media: The Middle-Man That Keeps You “Busy”
Have you invested lots of time and money in growing your social media presence? I know, from experience, this is an incredible volume of work, plus lots of multitasking:
Which Hashtags and How Many?
Best Time to Post
Reels or Stories
Video Editing (Oh My God!)
Long-Form or Shorts
Staying on Top of the Algorithm Changes
The Best Platforms for your Business?
Aaarrrrggghhh! My head wants to explode…
You might have thousands of followers and likes, but how many people actually read your posts and take action? All that traffic, so much work responding to comments, yet very few leads and sales. Is this an efficient use of time? I think not.
Social Media Platforms Own Your Audience
They can shut you down at any moment. The platform itself could close in a heartbeat – remember Myspace?
Exactly! Imagine building your following with hours upon hours of social media posts, only for your business to disappear overnight. To make matters worse, the days of organic reach are a distant memory.
Why is Organic Reach on Social Platforms Declining?
It’s simple: social platforms are pushing towards monetisation through paid advertising. I could go into way more detail here, but you get the point.
I’ll level with you – I do have a Facebook page and YouTube channel for my copywriting service. My videos include training on the beach in Vietnam and singing Chinese karaoke. I use it to show I’m a real person so clients can get to know me before they book a consultation.
It’s just a small part of the bigger picture. I get most of my work from referrals, networking, and personalised emails to new prospects. So, organic reach is dead, social media keeps you “busy,” but the actual conversions are very low.
Email is the Solution Because Email Marketing Outperforms All Other Channels
Fifty-nine per cent of marketers believe that email is twice as effective at generating leads than other channels. This astonishing statistic comes from Sopro’s Whitepaper ‘The State of Prospecting 2023.’
Think of email as the BJJ (Brazilian Jiu-Jitsu) of marketing – because hands down, it consistently beats its rivals. The smaller guy can beat the bigger guy, and smart strategy beats brute strength.
With email marketing, you are the black belt. You’re in control. Once someone subscribes to your email list, you can reach them directly – no middleman involved.
Your list is an asset that belongs to you. Email is the most reliable way to stay connected with your audience.
Email Marketing has a Track Record of High Return on Investment (ROI)
Research from Campaign Monitor shows that for every dollar spent on email marketing, you can expect an average ROI of $44.25.
This is much higher than social media advertising. Advancements in tools and software have enabled even more personalised email campaigns.
Segmentation is based on many things, including user behaviour, preferences, and purchase history. This makes email the smart, friendly, and most personal form of marketing.
Email Allows You to Send Relevant Content
Here’s an interesting fact: waitresses who repeat the order back to their customers get up to 68% higher tips. Personalised emails get a significant increase in open rates, engagement, and sales.
The big takeaways:
- Show The Customer You Have Listened
- Join The Conversation At The Right Time
- Talk About The Things That Interest Them
As a copywriter, it’s my job to write an appealing subject line because if they don’t open the email, they won’t know how you can help them. Then, I ensure the tone of voice is suitable for the brand and the specific customer.
Think about this – social media content often disappears from view within hours, whereas emails stay in a customer’s inbox or folder until they decide to engage or buy. This creates a more lasting connection between your brand and the customer.
People are becoming more cautious about privacy and data security, and email is the number one platform to develop a transparent relationship.
By managing emails with a personal touch, the customer feels valued and seen, creating a mutually beneficial relationship where everyone wins.
The Conclusion: Email Isn’t Dead
The ROI is unquestionable, you build trust with real prospects, and you own your customer data. No one can take it away from you. I usually write interactive email designs – they are the holy grail of email marketing.
If you are on a smaller budget, there’s good news: text-only emails are still very effective. If you aren’t investing in email marketing, now is the time to make it a central part of your strategy.
Digidol And fred copy Collaboration
I am always on the lookout for professional partnerships and opportunities to work with talented freelancers to enhance the quality of the digital marketing services that Digidol can offer.
Fred is an exceptional copywriter with great skill for creating personable and engaging content that leads to click-throughs and conversions. If you would like to find out more about Fred’s services you can Book A Free Consultation with Fred Copy!
