Marketing is about hype and the shiny new thing, making email the forgotten toy of yesteryear. But small business owners do themselves a huge disservice by failing to adopt the well-known best practices in email marketing simply because it’s not new. Here’s why they shouldn’t.
Email Has a Huge Audience
While the growth numbers in social media and search engine optimization continue to be impressive, the fact remains that 72 percent of people check their email more than 6 times per day. This means email is probably the most reliable way to get in touch with an audience.
People Prefer Email
While Facebook is great for reviving old social connections and Twitter is awesome for real-time commentary of political debates, research shows that 77 percent prefer to receive permission-based commercial messages via email. This implies that end-users carry strict expectations about how they like to use the various technology platforms they engage with. It is best not to violate those expectations just because the audience may be there.