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This makes sense if you think about the reasons that make email an incredibly powerful communication channel:
1. Email is Personal.
Email allows you to land into a user’s inbox. There is no ranking system limiting your reach. It is very direct and personal.
2. Email is Purposeful.
To get updates from you, a user fills out a form to signup for your email list and confirm their email address. Someone doing this much work is obviously interested in hearing from you, and they are much more receptive to your message.
3. Email is Targeted.
As we mentioned earlier, the user has already shown interest in your product or content. Since you already know what they like, you can deliver them highly relevant offers to get better results. This is called segmentation, and we will cover that later in the article.
4. You Own Your Email List.
You do not own Facebook, Twitter, or Google. Your social media campaigns and SEO efforts can go to waste when these platforms change their policies. On the other hand, you own your email list, and it is not influenced by decisions of other businesses.
5. Email is One-on-One.
People read email in the privacy of their inbox. The message is not on a public timeline or newsfeed. They can ask you questions directly in private with confidence. This helps build trust and connection.
6. More People Use Email Several Times a Day.
You may have heard that Facebook has 1.4 billion and Twitter has 100 million daily active users. What you have may not have heard, is the number of people using Email every day.
Every internet user has at least one email account. A recent research conducted by Radicati found out that there 3.8 billion active email accounts. That’s half the population of Earth.
This is precisely why every smart business in the world has an email list.
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