There is no better way to build a responsive audience of clients or customers for your business than with the classic workhorse of the internet, your email list.
Email marketing strikes many as "old-fashioned." More fashionable venues like social media and mobile marketing get all the attention, and some people will even try to tell you that email marketing is dead.
Unfortunately, reality doesn't agree. In fact, with a strong content marketing approach, email is more powerful than ever. Consider the latest data:
Email has the highest ROI. The Direct Marketing Association (DMA) puts email marketing's ROI for 2012 at $28.50 for every $1 invested. This compares to display advertising's return of $22.38, search's return of $19.71, mobile's return of $11.37, and direct mail's return of $7.00.
Buyers prefer email to other communications channels. A 2012 survey of consumer channel habits and preferences found 77% preferred to receive permission-based promotions via email; only 6% preferred such messages via social media. A similar survey of UK consumers found 69% preferred email as the channel for brand communications.
Buyers make more purchases from email communications. 66% of online users say they have made a purchase as a result of an email from a brand, more than three times the percentage of people who have purchased in response to a message delivered via Facebook (20%) or text message (16%).
Why? Because it moves the conversation about your business or information product to a more personal environment — the in-box.
And the email in-box still happens to be the #1 preferred channel for permission-based marketing messages, by a wide margin.
Email provides you the most direct line of communication for conversion to sales, and smart online marketers have no intention of giving it up any time soon.
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