But quirky platform algorithms quite often interfere (more on that later), and you may fail to reach your audience with special offers or promotions one day.
Email marketing allows you to contact your subscribers anytime and anyhow you like, while its unique solutions like personalization, segmentation, and others help you to perform most effectively. This is why it is a brilliant idea to bring your Instagram followers into your email list to send them offers, promos and interesting content directly.
Emails have the highest return on investment
Return on investment (ROI) is one of the main indicators of any business’s success. If you invest time, effort and money, you need to know how much your investment is generating and how quickly it will pay off. According to Litmus, email marketers get back $36 for every $1 they spend, making it the most effective channel. As for Instagram, reports show that on average, businesses generate $6.50 in revenue for each $1 spent on influencer marketing via Instagram.
You’ll be targeting the interested audience
People follow brands on Instagram for various reasons: to read news about their favorite companies, to be in the know of current trends and special offers, to get in contacts. They might do it for years and get very attached. So getting your Instagram followers’ emails means that you’ll have the contacts of those people who are genuinely interested in your business and have already invested their time at least, if not money. It makes those emails especially precious and a huge difference even compared to emails you can get from your website.
The message will reach the subscriber
The evolution of Instagram includes its constantly changing tricky algorithms. Every time you open the app, the Instagram algorithms decide in which order stories, reels, lives and photos will show up in your newsfeed. Besides, there is a notion of a shadowban, when the content does not appear in the feed at all for various reasons. It can be an upsetting experience for a blogger or a business account.
Email marketing ensures that you reach your audience: your email will reach the recipient, unless there are problems with the deliverability. The only thing that can tear you apart with your subscribers is the spam filter, but it is quite easy to avoid – our definitive guide on how to stop your emails from landing in spam folders will be of much help.
It is relatively inexpensive or even free
If you already have a solid list of addresses, you have several options on how to use them best compared to other marketing channels. You can even send out emails for free if you fit limits. Email marketing services like us provide limited free plans, but for better results and effectiveness you may choose the appropriate one that corresponds to your goals and scale.
Either way, as we already mentioned earlier, email marketing is a way cheaper way to reach your subscribers than Instagram. For example, the average CTR in social media is about 1% while the average email marketing CTR is 1.7-2.6%.