Email marketing isn’t new, but there is a renewed focus on this tried-and-true channel. And for good reason: email marketing puts you in charge of your marketing, without leaving it to the hands of third-party platforms and their changing rules or prices. It is also a consistent way to get in front of users, regardless of which websites or social media platforms are popular that day. Investing in your email marketing list is really investing in yourself.
Third Party Platforms Are Not Your Friend
Google and Meta (Facebook) are the giants in the advertising space. And they know it. They provide space, and you are just renting it. They can change algorithms, pricing, rules and products however they see fit. Your strategy has to evolve to meet their evolution. As they trade in data, you not only pay them for your ads, but also offer up your customers’ information. Ensuring you maintain a robust email database is the best way to safeguard against changes you can’t control. Because you control your email message, design and strategy.
Trends Are Fleeting
The changes made by these third-parties, particularly social media platforms, can also drive away users. Which means that real estate you’re renting from a big social network, could lose value very quickly. The best way to combat this? An email database that you own and operate to meet your needs and match the patterns you see with your own email marketing list.
Of course, there are even more positives to maintaining an email database. The costs for marketing are typically much lower. Even if you need to run a lead generation campaign to grow your list, that is a one-time cost per lead. The cost per email send after that is much lower than any advertising platform’s CPM or CPC. So what are you waiting for? Get started today!