Email marketing has not fallen by the wayside, even though mobile and social media technologies are all the rage. Most of the world does not live in Silicon Valley, Austin, or Redmond. Most people do not have a blog and don’t even comment on blogs. Most people barely stumble their way through their mobile phone operating systems and Facebook.
The Comfort Factor
Most people use email. Most people are comfortable with email.
Email is not public in the same way that social media is, so there’s a chance for more personal communications to be highly effective. Sending private, personal messages to prospects & customers has been an effective marketing strategy since forever. The method by which these messages are written, delivered, stored, and accessed has changed over the centuries, but the basic dynamic and effectiveness of this channel has not changed at all. The infamous Nigerian email scams we all receive are a perfect case in point: this scam has been going on since long before we started using email.
Email should not be overlooked in your marketing efforts. In fact, even if you did no other kind of marketing at all–no blogging or social media–you should still be doing email marketing.
How Email Fits In
But the goal of these posts is to highlight how the three main channels work together with each other and how they tie in with blogging. Here are some main points for how email helps boost the other two channnels:
- Email sends traffic to your blog and to social media pages (or any online property you wish, for that matter). You send an email with a link to a post, a tweet, a facebook update, whatever. You can encourage your email subscribers to also follow you on Twitter or be your friend on Facebook. This gives you more chances to be helpful to them, which leads to more sales in the long run.
- Email allows you to reach folks who aren’t heavy social media users (which is most people, actually).
- Selling on your blog may not always be appreciated by your readers, but selling via email is effective. Part of this has to do with the public vs. private aspects of both channels. A privately made offer in a one-on-one setting is more powerful than a general public update to everyone.
- What makes for good blog posts also makes for good emails: a subject line (headline) that grabs attention and content that delivers on the promise made by the subject line. If you’ve been working on writing better blog posts, congratulations, you’re also a better email marketer–even if you haven’t even started email marketing yet!
- You can use your blog and social media presence to get email subscribers more easily. While you may not always convince folks to try social media, you can more easily convince social media users to subscribe to your email newsletter.
I love the poetry of the “golden triangle” metaphor, but let’s use a different metaphor for a moment that we all know: the stool. A stool needs at least three legs or it doesn’t stand up. Blogging and social media only give you two legs, but add email marketing to the mix and now you’ve got something that stands on its own.
What You Will Regret
If there’s one thing people regret, it’s not starting email marketing sooner. Nearly every online business person I know or read has expressed their regret they didn’t start sooner!
Email Marketing In Depth
If you want to know more about email marketing alongside blogging, check out this in-depth post I wrote called The Ultimate Guide to Email Marketing for Your Blog. This one really blew a lot of people away, and I think you’ll find it valuable to read it (or reread it).
I hope you have a better feel for how these three marketing channels all interrelate and boost each other, and why you want to be working on all three for your online business. If there’s anything else you want to know or if you have any questions, feel free to leave a comment below!