Mastering Email marketing, Lesson 1: Understanding email marketing

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Sales is the art of communication. And email is the communication backbone of the internet.
Other communication platforms will rise and fall. Email is definitely going nowhere.
It’s been around longer than all the others. It will survive longer than all the others. It’s Lindy.
To be good at it, you'll have to learn through it's ranks and master as much as you can. This is just to provide an introduction to the power of email and explains why it remains the most useful sales and communication tool today.
Ownership
10 years ago Facebook groups were considered the next big thing. Companies invested time and money into growing their own. The following 10 years saw engagement on Facebook decline and the majority of Facebook groups become worthless.
If you’ve built up an email list, you own that list. No one can take it away from you. Your ability to communicate with your audience is not dependent on the success of a third-party platform. All you need is an Email Service Provider (or SMTP server) and you can send a message to anyone’s email address.
Bigger Reach
On both Twitter and Instagram, the “completion rate” for each user is around 5%. 10,000 followers results in 500 impressions.
On email, the industry-wide open rate is 21%. 10,000 subscribers result in 2,100 opens.
Conversion is king
Email doesn’t just have higher quantity reach but also a far higher quality.
On social media, an impression is someone seeing your post on their timeline. A small % fully read your message. An even smaller % click on it.
On email “reach” is considered an open. You have their undivided attention. You’re not capped at 280 characters. And you can include buttons to click through to a website.
The upshot is email converts better than any other social media platform can.
And when you combine conversion, reach and ownership it's not surprising that the return on investment from email marketing outweighs the other channels:
Hilton Doubletree cookie
Let’s look at a real world example of this:
Back in 2016, a web development teacher called Wes Bos launched a new course called,React for Beginners, priced at $149.
At the time his email list was 29,000 and his Twitter following was 35,000. Below is a diagram showing the three main channels his first week sales came from:
Hilton Doubletree cookie
That’s 4.1 times more paying customers from email than from Twitter. Now this is an isolated example, but it’s illustrative of a broader point:
When it comes to conversion, email is king!
Summary
Not only is email the only channel you have complete ownership over. It’s also the channel with the best reach and which converts best.
In the subsequent posts,  we will be diving into how to actually grow an email list.

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