These days social media can be a pretty crazy place behind the scenes. Think about it: Mark Zuckerberg and Adam Mosseri have been changing up Facebook, Instagram and WhatsApp every week, making it more confusing as the days pass.

TikTok, whilst some have been experiencing amazing growth, becomes noisier by the minute, and we are flooded with very light content that doesn’t always have substance, which is giving some businesses these days pause over truly investing in the platform.

This is where we need to focus on building our own properties and leveraging social media as much as we can to bring people back to the platforms that we own.

One of the best-owned platforms there is for communication is your e-mail list.

E-mail marketing is an important tool for business owners to reach and engage with their target audience in a cost-effective, measurable way. It allows businesses to send targeted and personalised messages, track the performance of their campaigns, and integrate with other marketing channels to create a cohesive omnichannel strategy.

By using e-mail marketing, businesses can build relationships with their customers, increase loyalty, and drive sales.

One of the key benefits of e-mail marketing is its cost-effectiveness. It lets businesses to send messages to large groups of people without incurring the high costs associated with traditional marketing channels such as direct mail or print advertising.

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Additionally, e-mail marketing allows businesses to track the return on investment (ROI) of their campaigns, so they can see exactly how much revenue is generated from each e-mail sent. This makes it a highly measurable marketing channel, enabling businesses to see exactly how their campaigns are performing, and identify areas for improvement.

Another reason why e-mail marketing is important is its ability to deliver targeted and personalised messages to specific groups of people. By segmenting their audience, businesses can send relevant and timely messages to their customers, improving the effectiveness of their campaigns.

For example, a business could send a promotional e-mail to its list of loyal customers or a newsletter to its list of subscribers. This targeted approach allows them to deliver messages that are more likely to be of interest to their audience, leading to higher engagement and conversion rates.

E-mail marketing is also a great way for businesses to engage with their audience and build relationships. By sending regular e-mails, businesses can keep their brand top-of-mind and build a connection with their customers.

Here is a breakdown of how e-mail marketing can help you:

– It's like a virtual megaphone: E-mail marketing allows marketers to shout their message from the virtual rooftops, reaching a large group of people with just the click of a button.

– It's a cost-effective way to reach your audience: Instead of spending a ton of money on expensive advertising campaigns, e-mail marke