Why Business Email Marketing Should be the Center of Social Media Strategy

Business email marketing is seen by some as a low-return strategy, and by others as an outdated medium now that Facebook and Twitter have come about. Yet there are literally thousands of businesses out there that are reaping the rewards of business email marketing every week … and plenty of list subscribers that feel their heart jump a little whenever a blog post or special message lands in their inbox from a particular company. Today we look at why business email marketing is definitely NOT an outdated Internet marketing technique … and why it should actually be at the centre of your social media strategy.

Email marketing is more intimate
The least intimate interactions of all on the net are those on social networking sites like Facebook. Status updates are generalized, messages can be viewed by anyone, etc. Microblogging is necessarily a little more personal, and if you have a personal or company-based blog, this gets more personal still as it allows for individual comments and responses, and offer mostly opinion-based, individually toned content. However, email content can be fully targeted, customized to suit the receiver, and can start a dialogue if you let the user know where to direct replies.

Email marketing doesn’t depend on third-party sites
When you set up a Facebook page, you’re depending on Facebook to maintain a secure site, offer options that allow your company to act in a way consistent with your corporate value, etc. You’re also expecting that the site won’t find an arbitrary reason to take down your content (as often happens with YouTube), and won’t change their terms of service in a way that doesn’t suit you. Business email marketing depends on nothing except having a valid email address.

Business email marketing is more exclusive
If you save your best deals and price offers for your business email marketing, people will soon come to value those little segments of their inbox highly! Business email marketing offers the opportunity to give your communications real value, beyond being another ad that people have to endure.