When I was 13, I created a time capsule.
A Sunday afternoon experiment, a cardboard box that I sealed up and wrote an opening date 30 years in the future.
I don’t remember a lot of the things I put into that cardboard box, but there’s one thing I know will be waiting for me:
My old toothbrush.
I specifically remember putting this item into my time capsule and wondering about the futuristic ways that we would be cleaning our teeth by the time I opened it.
Over two decades have passed, and the toothbrush I currently use is … pretty much identical to the one in the box.
Some things just work.
(You’ve guessed where this is going already.)
Yes, my old toothbrush has a lot in common with emails.
Email Marketing Still Works
Because email marketing still works. In fact, it works better than ever.
My customers are constantly bombarded with information about how to market their local businesses. Read any of the big marketing blogs, and it feels like anything over 12 months old is out of date already.
Take something like Facebook ads.
A highly effective marketing strategy, no doubt. I even use them myself. But it is constantly changing. New strategies are revealed almost weekly. There are people telling you to write long posts, others saying you need short posts. Some swear by emojis, others say it’s all in the image. Then there’s the whole targeting thing to get your head around.
And that’s just one marketing tactic.
Too Many Options
It’s hard to know what to choose. Where should you be directing your resources? Why should you invest in one and not the other?
It’s easy to be tempted by the latest shiny new thing, especially when you read a case study about how one restaurant or hair salon is doubling sales by implementing a new tactic effectively.
That’s one of the reasons my customers love email marketing.
Email Is Simple
The simplicity of email makes it attractive. Just build a list of people who are interested in your business, and stay visible.
My customers like it because they know exactly where they stand. They can invest a certain amount of time and money each month into building their list and sending a newsletter, and they know they will get a return on the investment.
Email Will Stay Simple
One of the best things about email is that it won’t change much over the coming years.
Despite all of the changes we’ve seen, email is still one of the most popular online activities. It’s still where you get all your most important notifications.
Email has evolved, sure. And it can get wildly complicated when you start looking at all the things you can do with it.
But when it comes to marketing your local business, simple works best:
One newsletter, sent monthly, containing information that your subscribers will find useful.
It doesn’t need to be any more complicated than that.
Keep Doing What Works
Email’s effectiveness has been proven over many years. Yes, it may seem a bit old fashioned compared to newer techniques. But what works, works.
If it ain’t broke, don’t fix it.