Why Is an Email List Important?

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I’d like to take a moment to explain why an email list is important to your marketing efforts. If you’ve been following me for long, you know I strongly believe in the power of networking and list building. Why? If you don’t have an email list, you are severely limiting yourself and are leaving a powerful tool out of your toolkit.

But why is an email list important? Let’s look at a few reasons.

Email is personal

When you send an email, you’re speaking to your subscriber at home. For other content, he has to go browse the web. He has to step outside and look for content with which to interact. Email is the opposite. It comes to him.

Email is a personal, walled garden. If someone doesn’t want you in that garden, you won’t be allowed in. It’s not insignificant when someone chooses to receive your emails.

Email is targeted

Targeted traffic is the best kind of traffic. You want visitors who have already shown some level of interest in your product or service. This type of traffic converts so much better than untargeted traffic.

An email list is important because it provides a wonderful source of targeted traffic. In order to be your subscriber, someone must choose to receive your emails. These people have already shown interest in you and what you have to offer.

An email list is yours

Social platforms are awesome. Facebook, Instagram, Twitter, Google, YouTube, etc. Very powerful and very useful, but very not yours. These sites can shut you down on a whim if they so choose. You could wake up one morning and find that your account has been suspended. Awesome. Neat. Not cool.

Your email list, however, is yours. Google can’t shut you down if you look at them the wrong way. YouTube can’t demonetize you. They have no control over it.

Your subscribers want updates from you. The giants of the Internet can’t take that away. That’s a beautiful thing.

Email is private

Unlike a public forum, group chat, timeline or wall, email communication happens on a private basis. Your email is sent to your subscriber, and he reads it. If he has questions, he replies directly to you. No one else can see this communication. It’s personal, private, and powerful. That is not to be underestimated.

Email is a relationship builder

Why is an email list important? It’s one of the best ways to build a relationship with would-be customers. Remember, people on your list have chosen to receive email from you. They want to hear what you have to say as you teach and help them get what they want.

Email is read more than once

Unlike a tweet or Facebook post or YouTube video, an email doesn’t disappear from a user’s inbox after it’s read unless he actually deletes it. This means he can go back and read your email again and again and again – as many times as he needs. It’s not a read-and-forget method of communication.

Email is checked first

According to OptinMonster, 58% of people check their email first each day – before checking any other platform. That’s nothing to sneeze at!

Email is used more consistently

OptinMonster also reports that 91% of people polled use email at least once a day – compared to 57% and 14% using Facebook and Twitter, respectively.

Email is preferred

The same report shows that 77% of people preferred email for promotional messages. Hold up. That’s huge. 77% of people find email ideal for viewing and interacting with promotional material. That’s great news for you as an email list builder.

Only 4% preferred Facebook, and a tiny 1% preferred Twitter. Email is the clear winner here.

Email is growing

OptinMonster further reports that email is growing in number of users. It grew by 7% in both 2018 and 2019. Don’t let anyone tell you email is dead. It most certainly isn’t. Quite the opposite is true in fact.

Email will only continue to grow in importance for the foreseeable future.

Fernandez, Mary. “Email Marketing vs Social Media Performance (2016-2019 Statistics).” OptinMonster, Retyp, LLC, 7 Jan. 2019, optinmonster.com/email-marketing-vs-social-media-performance-2016-2019-statistics/.

An email list is a critical tool

Hopefully you’re starting to see why an email list is important to your marketing efforts. Email marketing provides a personal, targeted, private method to reach your subscribers. It allows you to build a relationship with your potential customers like no other tool, and no one can shut you down – unlike social media. And the best news? People love it. They prefer it over other methods of communication, and it’s only expected to grow.

Should you be building an email list? Absolutely.