Email marketing is the cornerstone of digital marketing.
Most of the people who visit your site will not buy from you immediately. Capturing contact info for additional marketing and “lead nurturing” is the best way to sell in 2016, and email remains the highest converting channel for interacting with leads.
Email marketing funnels begin with a “lead magnet”. This is something compelling you offer your website visitors in exchange for their email address. Possible options include a free digital download, a free service trial, a “seat” at a webinar, site membership, a coupon, etc.
Once the person subscribes to your email list, you’ll have the opportunity to display your authority and credibility by providing valuable content to them via email.
Other benefits of email marketing include:
Low cost
Global reach
Easy to automate
Easy to segment
Immediate communication
Easy to setup and run
Easy to track and optimise
There are a lot of marketing channels that are hard. As you may have noticed from the above list, email marketing is one of the few that can be described as “easy”.
You are able to ensure consistency using automation for email triggering events
And there are a number of platforms that help manage this
Additional Reading
21 Powerful Ways to Quickly Grow Your Email List by Jacob McMillen
How to Build Your Email List: The (Better Than) Ultimate Guide by Aaron Orendorff