As with so many things in business, there is no definitive answer to these questions. Each method has its place. However there is overwhelming evidence that people prefer to receive promotional material via email marketing, as this recent study shows. The reasons for this? It’s convenient, it’s personal and it’s instant.
Why Email Marketing? Why Not Adwords Or Social Media?
People like a personalised targeted message containing a redeemable coupon or special offer. So if it is delivered by email to a smart phone it will get their attention every time. Contrast this with internet and social media marketing. Here the scope may be wider, but the approach is “scattergun”. Lots of clicks (if you’re lucky) but no real certainty that a good percentage are not tyre kickers or dreamers.
Cost is another factor. Most small businesses work with a limited budget. Therefore they need to find the most affordable ways to reach and engage their audience. Email marketing is a cost- effective digital marketing tactic that takes very little investment to get started. Email marketing is also relatively inexpensive to maintain over time. Consequently this allows small businesses to get more for their marketing spend.