Part 1: What is Email Marketing?
The Basics
In its simplest form, email marketing involves sending marketing messages through email to individuals who have willingly provided their email addresses. These individuals have essentially raised their hands indicating they are interested in what your business has to offer. This gives you a direct, unrestricted line to communicate with these potential and existing customers.
Why Permission Matters
One of the primary advantages of email marketing is that it is permission-based. People who subscribe to your emails want to hear from you. This makes your communications far more welcome than unsolicited messages, reducing the likelihood of bothering your audience. When customers receive your newsletters, they have actively chosen to engage with your brand.
Why Not Solely Rely on Social Media?
The Risks of Social Media Dependence
Social media platforms like Instagram, Facebook, and TikTok might seem like perfect channels to market your business. However, relying exclusively on these platforms comes with its own set of risks. Platforms become crowded and algorithms change, often requiring businesses to pay to maintain the same level of visibility. Not all your followers see what you post, which means your reach can be severely limited.
Limited Access to Customer Information
One of the biggest drawbacks of using only social media is that you don’t own the platform or the customer data. If your account gets hacked, or the algorithm changes, or TikTok finally gets banned in the U.S, you could lose access to your audience. Unlike social media, email marketing allows you to own your customer list, providing a stable and direct way to reach your customers regardless of external changes.
The Advantages of Email Marketing
Direct Communication
With email marketing, you have the ability to reach people directly in their inboxes. This is a more reliable method of communication compared to social media posts that might get lost in a sea of content. Email marketing lets you speak directly to your customers, making your messages unavoidable and ensuring higher engagement rates.
Cost-Effective
Email marketing is one of the most cost-effective marketing channels available. It’s far cheaper than running ads, billboards, even social media influencer campaigns. You can reach a large audience without breaking the bank, making it an ideal strategy for small businesses with limited marketing budgets.
Better Data and Insights
By building an email list, you’re able to collect valuable data about your customers. From their email addresses to past behaviors and preferences, you can segment your audience and send targeted campaigns. This level of personalization can help increase open rates, click-through rates, and ultimately, conversions.
Automation Capabilities
Email marketing platforms often allow you to automate various aspects of your campaigns. You can set up welcome emails, birthday discounts, or even reminders for frequent customers. Automation ensures that your messaging is always consistent, and you can set it and forget it, giving you more time to focus on other parts of your business.
Studies Show: Email is Still King
A study conducted in 2023 revealed that 89% of smartphone users check their phone within 10 minutes of waking up, with email being the most frequently checked app.
This statistic corroborates the idea that email remains one of the first and most consistent ways people consume digital content. Being present in your customers’ inboxes soon after they wake up increases the likelihood of engagement. This is not the same recommendation for text message marketing–we’ll dive deeper into that in the next lesson.
What’s Coming Up Next?
Email marketing is not just a good-to-have; it’s a must-have for modern-day restaurant businesses. In this series, we’ll be diving into various aspects of email marketing to equip you with all the knowledge you need:
