It never fails. Every time I'm talking with a business owner about online marketing, and I bring up the topic of email marketing, the idea gets shot down. Business owners want to talk about social media and how they can use it to get new customers. Email? No, that's boring and old. They want new ideas.
I absolutely agree that social media is a powerful way to connect with your target market and your current customers. And yes, I think your business should be spending time on social media networks.
Why do so many people hate email marketing?
Mostly, I think it's because people always think that they themselves hate getting emails from companies. And I write "they think" because I don't really think that they hate all of the emails.
If you really think of the emails you get from companies, there are some that you just delete and never even read. But chances are, there are emails that you do open and read. For instance, I always open the emails from Marie Forleo and John Jantsch that land in my business email inbox. And I open emails from Whole Foods and Vitacost in my personal inbox. I follow all of these people and companies on social media networks, but I still want to open those emails.
I like to receive emails from them because I am interested in what they have to say.
That's the reason your business should be sending emails to customers and potential customers. Because there are people who are interested in what you have to say! It won't be everyone. Some people just prefer to connect on social media. Others will unsubscribe because your emails are not of interest to them. That's okay. If someone is not interested in what you are sending them, they probably aren't a good candidate to become a customer. Or maybe they are, and they just want to stay minimally connected via Twitter and Facebook.
We All Have Different Preferences
It's important to remember that not everyone in your target market has the same preferences as to how they like to be connected to your business. Some people will respond to email and that's why you need to start or continue using it to reach them. Once you see the positive results of your regular emails, I'm sure you'll be singing the praises of email marketing.