Why is an Email List a Valuable Business Asset?

If you realise that each of the email addresses you have on your email list belongs to a real live human being, then you can easily start to understand why an email list is so valuable. In fact, it’s arguably one of the most valuable business assets you have. The most successful online marketers in the industry agree that your email list is your most valuable business asset. If they’re still saying it and using it, it must be true.

Don’t Reinvent the Wheel

One of the biggest mistakes new business owners make is thinking they need to totally reinvent the wheel. That’s why new ideas and software spread like wildfire online. We’re talking about professional internet marketers like Neil Patel, Corey Dilley, Joe Pulizzi, and more all agree that they are successful due to their email list.

Social Can Disappear

Sure, they have an excellent product or service, but they can market it effectively because of their email list. As Joe Pulizzi once said…

“You can’t build your content on rented land.”

What he means is that using free services like Facebook, Google +, YouTube.com, and others is like rented land and it can and will be ripped out from under you whenever you break a rule or the platform disappears or changes drastically.

I’m not saying do not use these platforms; what I’m saying is do not rely on one just platform to reach your audience, especially one which you have no control over. Facebook, YouTube.com, should form an integral part of your digital marketing strategy, but you should complement these by building a solid and sustainable email list. You will own your email list, and no one can take it away from you!

Understand the Value of Each Subscriber

Getting that email address from your audience member is a sign of trust and the beginning of building a long-term relationship. Know the potential lifetime value of each list member, and the lifetime value of each person who becomes a customer. Then treat them according to their value. If you look at it like that, it can provide an incentive to ensure that you send valuable information to your list on a regular basis. You need to nurture the relationship, understanding their value makes it more likely to take care of your list, feed your list, and make your list members happy by sending great information that they need and want as well as compelling offers that make sense for them.

Conversions Are Higher

When you use your email list well you’ll get more traffic, send offers they want (due to segmentation), and personalise the messages for even better results. When you are able to segment your market, you can test what works easier. It’s hard to segment on social media or even your blog.

But with email you can laser target your messages for better conversions because of how they got on your list – through targeting, a freebie, and desire. What’s more is that you don’t have to worry about rules and regulations for the social media site, although you do have to follow the laws and rules of your email list provider, it’s still usually much easier to get your message across in email than on social media.

Email over all is still the most used method of marketing for businesses. Why? Because it works. If Amazon quits using email marketing then you may be able to take that as a sign that it doesn’t work, but it does work and that’s why Amazon (and countless other big brands) has relied on email marketing since day one. Since most people still prefer to get information via email over ads when they’re trying to be social don’t discount the value of your list.

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