Why your small business should utilise email marketing

We understand that as a small business your marketing dollars are precious. They can’t be used on anything that might result in good exposure for your brand, instead they should only be used for data-backed marketing strategies that are known to generate great results. Email marketing is one of those marketing strategies that works.

Email marketing may seem a little outdated now that you have a bunch of different social media channels. You may be wondering if people even still use emails? The answer is yes. With 3.9 billion email users in 2019, this figure is set to rise to 4.3 billion by 2023 (that’s half of the world’s population) meaning most of your customers are using emails and so should you.

Email marketing is a cost-effective and efficient way for you to reach your target audience directly. It provides you with the opportunity to begin building loyalty, trust, and awareness and to start collecting feedback. Email marketing truly is a great way to connect with your target audience online. In fact, 87% of marketers utilise email marketing to communicate with their audience organically.

But what even is email marketing?

Get the low-down on email marketing?
Email marketing is simply the use of email to promote your brand, product or service. Emails are sent directly to your customers inboxes meaning your promotions can reach the right people at the right time, rather than you hoping they see your advertisement on Instagram for example. Email marketing makes sure all your previous customers or potential customers are aware of everything that’s occurring in your small business.

But it’s not just emailing about products or services. It can be so much more than that. Email marketing is a way to communicate with your audience, to improve brand recognition, build credibility, boost sales, and generate traffic to your business. And people enjoy them! 91% of adults like receiving promotional emails from businesses they have bought from. When small businesses create and implement a strong email marketing strategy, return on investments (ROI), leads, and click-through rates all increase. Here are a few ideas of the different types of emails you can send:

  • transaction email
  • newsletter email
  • milestone email
  • survey email
  • lead nurturing email.

The dos and don’ts of email marketing
Email marketing may be simple but there are still a few things to consider if you want to nail it. There are a wide range of different types of email marketing from advertising mail to customer referral programs. But the most important thing about any email marketing campaign is to ensure that it aligns with your business’s values and ambitions. There’s no point sending out content that’s random or doesn’t make sense!

Think about sending timely campaigns, emails when a customer is most interested or emails after a purchase. Getting creative with when you send your emails can be a great way of improving website traffic, improving click-through rates, and boosting sales. If you’ve ever shopped online, placed things in your cart and then never actually bought them you have probably received an email about it. The power of timing your email marketing correctly can be seen in this example, with abandoned cart emails resulting in 69% more orders! Even more astounding is the fact that whilst the average email open rate is 21% the average open rate for a welcome email is 82%. It’s important to think about the timing of your emails!

Similarly to social media marketing, email marketing should follow a structured plan. You should aim to send an email out at least once a week to encourage customer loyalty and continue generating traffic to your business. Sending out weekly newsletters or promotional emails will ensure you continue communicating with your audience in a cost-effective manner. Whilst you may feel like you’re annoying your customers most customers really enjoy it, with 49% of consumers saying they would like to receive promotional emails on a weekly basis. So don’t be scared to send them!

Whilst you can find some great examples of email marketing strategy templates online, it’s important that you create a plan that is targeted towards your specific audience. Producing emails that are personalised to your audiences needs and have a commercial message are most effective in generating greater leads and conversions. Your customers will simply click out if they can’t relate or aren’t interested in your email, that’s why you must capture their attention quickly. The key takeaway to creating a successful email marketing campaign is to ensure you’re creating personalised content.

Advantages of email marketing
There are many advantages to implementing an email marketing campaign, especially when combined with a strong content marketing strategy. In fact, Email marketing is almost 40 times more effective in gaining a business new customers than Facebook and Twitter campaigns combined!

Email marketing is a great option for small to medium sized businesses wanting to begin producing cost-effective campaigns. Not only are email marketing campaigns time and money saving game changers, but they also provide a high ROI, with every $1 spent generating an average return of $42. Email marketing also provides you with important metrics to learn what works for your business, and as we all know understanding your marketing analytics is the key to success. Here are some of the major benefits of implementing an email marketing campaign:

  • strengthen relationships with customers
  • build loyalty
  • increase trust and credibility
  • generate leads and increase conversion rates
  • gain new customers and keep old ones, with 81% of SMBs relying on email marketing for customer acquisition and 80% for retention.

The advantages of email marketing can’t be understated. Email marketing is a cost-effective and successful method of marketing that can strengthen a businesses presence online and place them at the forefront of their customer’s mind.   

How to do email marketing yourself
There are so many different online marketing tools that can help you get your email marketing campaign off its feet. The benefits of an internet marketing plan nowadays are that there are many different tools and applications that make the process easier.

With the rise in technological growth, email marketing software has become a game changer for busy b2b marketers and b2c marketers as all you have to worry about is the content, rather than manually sending emails each week. Could you imagine sending a couple emails a week to thousands of different people, it sounds like a nightmare!

Luckily for you guys we’ve compiled a list that should make it easy to figure out what email marketing software is right for you. Some great email marketing software includes:

  • Campaigner
  • Hubspot
  • Mailchimp
  • Zoho campaigns
  • SendinBlue
  • SalesForce Pardot.

Email marketing is a game changer for small to medium-sized businesses
Email marketing shouldn’t be a nice-to-have but an essential aspect to any businesses marketing strategy. It’s cost-effective, simple and produces a high ROI, making it an easy strategy for small to medium sized businesses to implement.

If you’re having trouble creating, implementing or starting an email marketing campaign contact us today and we can help lead your business to success!