The two big advantages of email marketing are price and ease. Emailing is an inexpensive way to advertise your company and its products and/or services compared to many other types of marketing. It's also extremely easy to set up and track an email marketing campaign, making it a very accessible type of marketing for small businesses.
Newsletters can be sent to the email list you've built from the people who provided the necessary information on your website, for instance, providing these potential customers with news updates about your company, upcoming events and/or special offers – and, of course, reminding them that your business exists and that maybe it's time for another visit.
Email Marketing Is Still Relevant
In an age of increasing usage of social media for advertising, email marketing still rules the roost, according to a study conducted by HostPapa:
94% of Internet users use email, while only 61% use social media
75% of adult online users say that email marketing is their preferred marketing method
the "opt-in" feature of email allows marketing by consent
email marketing allows targeting by demographics (age, income, etc.)
email messages have a much wider range of formatting possibilities than social media messages
email offers more reporting and analytics capability, such as click-through rates, open rates, bounce rates, and conversions
The huge advantage of email over social media is that prospects and customers are more likely to see an email than social media. Just posting something doesn't mean that everyone you want to see your message will see it. Your post might not even show up in your targets' social media streams. However, an email will sit in the inbox until it's read (or deleted).
Ideally, email marketing should go hand-in-hand with social media. Adding social media "Like" or "Share" buttons to your marketing emails gives an additional way for customers to connect with your brand. Snippets of positive reviews from social media fans can be included in emails, and conversely, social media postings can be used to encourage fans to subscribe to your email newsletters.
Email marketing can substantially increase your income if you do it correctly. (See the tips below.) It's a great way to get people to visit and/or revisit your website or blog, and more traffic usually equates to more income.