Small businesses can’t take any chances with their marketing budget, so it’s always a good idea to implement the most efficient strategies possible.
When looking to market your small business, email marketing is the most effective and efficient form to pursue.
Read on to discover why.
It produces the highest ROI with minimal resources.
Email marketing knocks it out of the park in terms of ROI, which makes it an excellent choice for small businesses. Direct mail produces just 7% for every dollar spent, while email marketing delivers $38 per dollar spent.
Unlike social media, you’re only contacting email subscribers who genuinely want to hear from you. Plus, it’s much easier to track your conversion rates with email marketing.
You can gently build a relationship with leads.
61% of people prefer to communicate with brands through email over other types of marketing, like direct mail and Facebook. Email marketing also allows you to communicate with your leads on a personal level.
You know they want to hear from you because they voluntarily gave you their email addresses, so start conversations with your leads that gently guide them towards converting. You can provide high-quality content to solve your leads’ problems through email.
61% of people prefer for brands to send them marketing material through email over other channels, like social media and direct mail.
Source: Small Business Trends
It helps build brand recognition.
Brand familiarity is crucial for building trust and increases the likelihood of leads converting into customers. Email marketing makes it easy to spread your brand’s message, aesthetics, and voice. However, it’s important to keep your branding consistent in every email campaign, including your voice and tone.
You can educate your leads and customers.
It’s crucial to demonstrate your company’s value to leads if you want them to convert into customers. Use email marketing to explain why you’re the best fit for the job. Show them how you can solve their problems better than anyone else.
You can accomplish this with blog posts, videos, podcasts, and other content. Create content that educates your subscribers about topics that interest them as well as your business itself.
It’s ideal for personalization and customer retention.
With email, you can send your subscribers highly personalized content, which is essential for customer retention. Using data you’ve collected, like browsing behavior, you can create campaigns with personalized product recommendations.
You can also segment your subscriber list by demographics like age, gender, job title, parental status, and location.
How to measure the results of your email marketing campaigns
Your email service provider should make it very easy to track your email marketing metrics.
Simply log into your dashboard and click on the specific campaign you want to check. You’ll be able to see who successfully received your emails, opened them, clicked the links, and took action.
To figure out your conversion rate, take the number of subscribers who converted into customers and divide it by the total number of successful deliveries for the campaign. Then multiply the result by 100 to get a percentage.
Keep an eye on your rates over time and change your tactics as needed to produce the best results.
Does it really matter?
It’s essential to understand why email marketing is an important tool for small businesses. Unlike large corporations, small companies don’t have a massive marketing budget to play with, so they have to stick with tried and true marketing methods that produce the best results.
Now that you understand the value of email marketing for small businesses, you can start implementing your own email marketing strategy.
Take things slowly. You’ll need to learn how to write interesting subject lines, conversational copy, and actionable links. And don’t forget to brush up on other best practices, like personalization and mobile design as well.
Check out this Knowledge Base article to learn about how to create the best email marketing strategy.