Why Email Marketing is So Important: Owned vs Rented Audience

With our recent unveiling of Privy's seamless integration with MailChimp, we think it's valuable to have another look at what makes email marketing is so powerful. Also, check out our post about how to master email marketing.

Email marketing is a fantastic way to communicate your business' messaging online. It's inexpensive, brand-specific, and it's delivered directly to your customers. Moreover, it's easier to track success than other marketing media In the digital space. There are countless alternatives to email marketing, but let's take a look at why email is central to the marketing efforts undertaken by businesses online.

Owning your business customer list is important

Owning vs. Renting Your Audience

When we step back and look at the digital marketing landscape, we see a plethora of platforms that promise to push your messaging to a wide audience. The success of those platforms is measured by the number of 'impressions' and 'click-throughs' that a particular message receives. While email marketing can also follow these metrics, there is an essential component of email that sets it apart from the rest - ownership of the audience.

When you put ads on Google, Facebook, Yelp, or another platform, you're effectively renting access to their user base to get your message out. You aren't able to see specifically who was searching for you, where they came from, or whether they ever spent any money with you. These ad space providers have an immense amount of data about their audience, but they own that data so it can be difficult to ensure that you only pay for the people you want to see it. Just like a billboard, business temporarily rent digital ad space to reach an audience, but they have little control over who that audience is and whether or not the audience is acting on the message.

While there's definitely value in getting your word out in a targeted fashion through these kinds of outlets, too many business owners forget or ignore their opportunity to cultivate and grow an already-captive audience through email. It's an audience that they own and can directly and inexpensively connect with.

Like a piece of property, ownership means you can do more with it than you can when renting, and in the long run, it'll be less expensive and more customized to your brand.

One-to-One Marketing

Ownership of your audience gives you the ability to send your message directly to a captive audience who, by giving you their email address, have indicated that they want to hear from you. This is often referred to as 1-to-1 marketing because your business is connecting directly with one customer or all of them, as you're able to personalize and craft your message for your unique audience. Whereas traditional marketing would have you create a widely-appealing message, email allows you to communicate with your fan base on a more personal and individualized level. This is crucial for generating loyalty, establishing your brand, and converting infrequent customers into frequently-visiting 'regulars'.

Personalized email signup forms help you create more effective marketing campaigns.

In the end, email should not be your only marketing effort online, but it will surely be an essential part of most successful digital marketing programs.

Grow your email list with website widgets and mobile landing pages from Privy. Sign up free at privy.com/beta