Why Email List Building is Important for Your Small Business

Why Email List Building is Important for Your Small Business


It doesn’t matter what niche your small business is in; your website may already be getting consistent traffic that you work on converting into clients or customers. You may already have an audience that is familiar with your brand and products.

This current audience of yours may comprise of potential customers, new customers and as well as the ones who have bought from you before. They could be at any stage of the buying cycle. However, if they don’t have a way to maintain their relationship with your business, you may not be getting the most out of your customer base.

When you give your prospects and customers a way to stay connected to you through a medium like email, you have the opportunity to give them value, build a relationship and take your business to the next level.

Having access to a list of subscribers who are interested in your products/services and want to learn more about your industry is key to growing your small business. Because finding new customers each and every time can be expensive. Your email list can help you repeat buyers at no extra cost.

Reason 1: You Cannot Solely Depend on Social Media

You don’t control your Facebook page or your Twitter followers the way you control your email list. At the end of the day, you are at the peril of the social media network you’re on. Do you have access to the contact info of your fans/followers? Of course not. Which means, regardless of how big your followership is on social media, you don’t own it.

In the earlier days, you could reach out to almost all of your fans on Facebook with a simple post. However, with time, the organic reach on Facebook has dwindled. Today, you can only reach out to a very small percentage of your fanbase, unless you are willing to shell out advertising dollars. Even though you put in the effort to grow your list of social media followers, you are restricted unless you pay to play.

Coming to your email list, there’s nothing like it. Because your list is yours in the truest sense of the word. You’re free to contact your subscribers at any time. The only expense you face is the cost of sending out your emails.

Even your subscribers will be happy to hear from you, given that you are delivering value-oriented information to them. They won’t mind learning from you, buying your products or taking up any relevant offers, because they have given you explicit permission to contact them.

Last but not the least, your social media message may not reach each of your fans. But with email, that’s simply not the case. You can rest assured that your email message is being seen by your target audience. Because you’re connecting with them in their inbox, their most guarded place on the web.

Email list building can change the way you do business. With access to a responsive email list, you can experience increased sales, better feedback, and freedom from spending big money on advertising.

Reason 2: A Bigger Email List Can Change Your Business

While the quality of your list matters more than how big it is, still you cannot and should not underestimate the power of having a bigger list. When you see how valuable your list can be in the long run, you’ll want to consistently grow it. Because the more people you have on your email list, the more people see your offer. Which increases the likelihood of getting more sales and word of mouth marketing.

By consistently focusing on growing your email list, your business doesn’t get stagnant in any way. You’ll have an ongoing stream of customers and clients who are eager to give you repeat business. In short, your email list building efforts need to be continuous for best results. It’s definitely not a set and forget tactic.

Reason 3: There’s More to Your Email List than You Think

Small businesses that are new to email list building quickly learn that there’s more to their list than they thought. Because when you have access to laser targeted email list, you’re suddenly in control of how you communicate with them. It’s vastly different than any type of cold marketing that you’ve done.

You get to know your audience better when you are consistently in touch with your list. Instead of assuming what’s important for your audience and trying to sell them products that you feel they should buy, it’s the other way around. Having your own list lets you turn the tables.

You get to interact with your email subscribers and learn about the products they are interested in or the content they want to see from you. Even though you’re not connecting to them on a one-on-one basis, it’s almost as if you are.

Also, by understanding the behaviour of your email subscribers and how they open, read, and click through your emails, you can learn about their likes and dislikes. You’ll no longer be aiming in the dark as you slowly understand what problems they are facing, and how your product/service could help them. You can even survey them from time to time.

All in all, knowing your email list subscribers puts you in a better position to make smarter decisions when it comes to launching new products, creating relevant content, etc.

The best part about this is the fact that there are still many small businesses that aren’t leveraging the true power of having a mailing list. Which means they are not trying to get the most out of their contacts list, while you are. This gives you an edge over your competitors who aren’t looking beyond other channels such as social media.

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