Email is one of the most reliable ways to reach your audience. In fact, 99 percent of US respondents to a recent survey check their email daily.

And while email has been around for decades, the same survey shows it’s not going anywhere with 78 percent of marketers seeing an increase in engagement over the past year.

Let’s look at why email marketing is important for your small business.

1. Email Is Ubiquitous

One of the biggest advantages of email compared to some other channels is that it works everywhere. Your audience can read their email on a Windows PC, a Mac, a smartphone, a tablet, or virtually any other device that’s connected to the internet.

It doesn’t matter if you’re using email marketing for realtors, lawyers, an e-commerce store, or any other type of business — those clients use email.

2. You Can Drive Traffic to Other Places

Email lets you direct traffic to other properties like your website, social media pages, and blog posts.

When you create new content, it takes time for Google to index it and start sending traffic to it. If you’ve got an email list, you can send them a message as soon as the content is live and have traffic to it within minutes.

3. Use Email to Boost Sales

Email is a great way to boost sales. Whether you’re experiencing a drop in business or simply want to drive more sales during good times, you can do it with email marketing.

Create a special offer page on your website and send an email to your list promoting the deal. If you want to see even better results, send a series of messages over a few days to ratchet up the urgency.

4. The Power of Segmentation

As your email list grows, you’ll be able to segment it into sub-groups with particular interests. This lets you send highly targeted messages to the people who would be most interested in a particular topic.

You can also segment your list into prospects, buyers, and raving fans who have made multiple purchases. Send special offers to your most loyal customers or target your prospects with deals to convert them into paying clients.

5. You Own Your Email List

Another huge factor in email marketing’s effectiveness is the fact that you “own” your list.

When someone follows you on Twitter or likes your Page on Facebook, those companies have ultimate control over who you can contact. If they decide they don’t want you on their site, you have no way of contacting those followers.

With email, you control the list so you don’t need to worry about someone else making some kind of arbitrary decision that shuts you out.

Why Email Marketing Is Important

The sheer number of how many people use email is a big part of why email marketing is important. But email marketing spans a lot of different strategies.

You could use it for newsletter marketing, sharing content, driving traffic to other properties, and much more. Ideally, you should start with one or two strategies and expand as your list grows.

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