The rise of social media and its excess of platforms on the web has distracted our attention by what is still one of the best marketing channels around today. Email.

That’s right, email is still one of the most effective tactics in marketing and contributes greatly to reaching a higher goal. But email has long been ignored by many people in business, even some marketers!

If you are one of those people who is not using email, watch the following video as I take you through my 3 reasons why email is still a top performer in marketing.

Firstly, building a high-quality email list is one of your biggest assets.

Think about social media. The people connected with your brand on any of your social platforms are likely a mixture of paying customers and potential leads, some maybe even are your competitors keeping a close eye on you.

But it’s hard to tell who is who, and fairly challenging to re-engage those lapsed contacts on social media.

With an email database, it’s a lot easier to define who is and is not a customer and communicate with those contacts with relevant email messages that will engage, build more trust and influence a purchase decision.

In short, it’s easier to connect the right message with the right people over email than it is on social media. Building an email list should be at the top of every business’ priority list. Remember, the gold is in the list.

Second, email delivers high, or at the very least, a reasonable return on investment.

Email’s return on investment is evident business revenue, amplified brand awareness, increased website traffic or even improved sales conversions.

The power of email marketing is in its ability to provide a return on investment approximately 4 time higher than other digital marketing channels. Research shows that this return is increasing year on year for both B2B and B2C companies.

This suggests that people are constantly engaging with brands on email and for small businesses with small marketing budgets, the revenue growth email provides proves that it is still the best digital marketing tactic for small businesses.

My third reason why email is a top performer is that it turns cold leads into warm leads and interested buyers.

Segmenting out your paying customers and contacts in your email database will provide better opportunities to send the right message to the right person for a higher probability of influencing action.

Email is a great way to nurture those potential customers using tailored and hyper-personalised messages along the journey to a purchase decision.

The gold is most definitely in a list, but it’s not in the list alone. The true gold is in a well-nurtured list. So if you’re sending the exact same message to your entire email database, you’re going to find it harder to generate those much-needed warm leads.

They are my 3 reasons why email is still a top performer in marketing today. If you’re not jumping at the opportunity to communicate with your email database, then I suggest you get started right away.

No matter how many other innovative digital marketing tactics emerge, email marketing remains one of the best ways to reach and engage your target audience.