Whether you are a business or a church, there is one thing we can all agree on: community is important. Without community, people will not stick around, engage, or invite others to join them. However, because of all of the social media platforms it can be hard to build community consistently across Instagram, Facebook, YouTube, etc. This is why it is more important than ever that you are leveraging email marketing to its full potential.
Email marketing is a form of communication and advertisements that inform the recipient of new things going on in your organization. Not to be confused with spam, good email marketing fosters connection and community while driving up engagement and causing people to take action. On top of these things: email marketing is great for creating brand awareness and incentivizing your recipients. With the proper structure and care email can be used to journey with somebody through a series of steps and actions. Email marketing can onboard somebody to your cause, wish them a happy birthday, and give them free resources because they were interested in something on your website.
Email first came out in the 1970s. The first email was sent by a man named Ray Tomlinson. His first email was just a string of numbers and letters, but it was that email that changed digital communication. Years later, a man named Gary Thuerk used this new way of communication to inform people about new products his company was offering. This email marketing led to a staggering 13 million in sales. By the 90s, email was commercially available for everyone and it came with a fun dial up sound!
Most organizations use email for a singular purpose: to drive the recipient to action. While this may be the most common use for email marketing, it has many more benefits and uses. Churches across the country are using email to inform people of events and gatherings and by creating community. Not to mention, email keeps everyone on the same page about what is happening inside your organization. When you sign up for an account online you need an email to send it to. If social media is showing people what you're doing online, email is the home where it all starts. Good email marketing will drive up people visiting and attending your organization and those people will inform their friends about the great experience they had. Email is the most cost effective way to communicate and engage with people online. Not only is it cost effective, it has an ROI of $36 to $1.
One of the biggest misconceptions about email marketing is that it is only used to drive up profits and sales. At White Oak Media, we use email to add value to people’s lives. There is enough spam and content that does not matter floating around everywhere. That is why we send our email list blog posts and free resources that add value to their organization.
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