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Well, it was never quite cheap. But it used to be a whole lot cheaper to acquire a customer through social media.
Changes in privacy laws that make targeting more difficult, rising ad costs, and a flooded online market all mean that you need to pay a lot more money for each customer click on Instagram.
Lots of the darlings of the retail industry discovered this. Like Allbirds and Peloton.
When people had extra cash and advertising on social media was cheaper, their DTC channel seemed awesome. But the economy weakened, costs spiraled - and they had to join the platforms they once avoided like the plague. Now even these brands have quietly started selling on Amazon because reaching customers directly purely through social media was just too expensive.
Even on Amazon, though, there are advertising costs.
But you know which platform DOESN’T have advertising costs? You got it - email.
Sure, you need to advertise in order to get people onto your list. Once they are signed up, though, they are a free captive audience.
I'll say it again and again. Investing in your email marketing plan is one of the best decisions you can make for your brand. The costs are low and the payoffs high. And if you develop a strategy even a little more sophisticated than your competitors, it can really increase sales.
But if you invest in Email Infusion, it won't just be a little more sophisticated. I'll help you build an email world that makes your customers really look forward to hearing from you. Even when you aren't running a sale.
Still fangirling over email,
Chavy