In the past month, two business owners, having established their businesses in the past year, wanted to have a conversation about where to focus their marketing efforts to build sustainable growth for their businesses.

The initial discussion was about how they were using social media platforms to promote their businesses and the challenges they were facing to effectively use those platforms.

I raised whether they were using e-mail marketing to reach their respective audiences.  Both advised whilst they were collecting e-mail addresses from clients, they were not being used to market their businesses.

In response, I outlined  the following three compelling reasons as to why building and nurturing an e-mail list is a cost-effective way to build a solid foundation for sustainable growth:

1. E-mail marketing offers a direct and personalized way to communicate with their target audience. When a person is included on an e-mail list, the business has access to their inbox, which creates an intimate connection with that person. Such a connection allows the business to deliver tailored messages, promotions, and updates directly to potential customers, thus increasing the chance of making a sale.
2. Consistent, valuable e-mail content helps establish trust with their target audience. When people receive valuable information or offers from the business regularly, they are more likely to perceive the business as being reliable and knowledgeable. Trust is a critical factor in converting leads into clients.
3. E-mail marketing will help the business build long-term customer relationships. By the business regularly staying in touch with their audience, they can keep them engaged, informed, and interested in products or services. This approach encourages repeat business and customer loyalty.

My message to business owners is building and nurturing an e-mail list will create a valuable asset that will bring benefit to their businesses for many years to come.  Don’t underestimate the power of e-mail marketing — it’s a timeless strategy that helps businesses thrive in the digital age.