Top Benefits of Email Marketing That Small Businesses Should Know
Regardless of how large or small your business is, it is critical to strategically distribute marketing dollars, particularly for small companies with specific needs and limited budgets. Every dollar spent on ads must be justified, and small businesses, in particular, must ensure that they reap the benefits all at once.
Unfortunately, lots of small companies do not have the luxury or budget to run multiple ads across several platforms at the same time. Unfortunately, there’s email marketing. It is a cost-effective way for small businesses to reach out to their target customers, increase their customer base, and improve their credibility. In this guide, I’ll share with you the benefits that email marketing can bring about to your business.
Table of Contents
- What is email marketing?
- But is email marketing dead?
- Benefits of email marketing for small business
- Reaching the right audience at the right time
- Ensuring consistent outreach
- Building authority with expert content
- Saving your money
- Saving your time
- Allowing for personalized content
- Providing trackable metrics
- Building stronger relationships with customers
- Increasing sales
- Emails are the most preferred brand of communication channel for consumers
- Collecting feedback
- Some disadvantages of email marketing
- Final words
What is email marketing?
Email marketing is the practice of using emails to promote your brand and product. Your prospects subscribe to your email list by filling out a form on your website. You then send them emails relevant to their interests. The target of each email is determined by where your reader is in the customer value journey.
But is email marketing dead?
That was the consensus a few years ago. Email’s future was bleak. But it appears that it has turned out to not be the case. Marketing channels can be compared to waves in that they peak and trough depending on the nature of the production and market saturation.
Of course, marketers are drawn to the new bright and shiny object, ignoring less flashy but tried and true methods. Once upon a time, everybody used email, many of them ineptly. There was spam as well as phishing (ok, there still is).
No one adequately targeted customers… Customers are wise to unsolicited sends. They were aware of their legal rights. As social media grew in popularity, digital forerunners predicted email’s demise.
Email, on the other hand, continues to be the primary method of marketing communication for the vast majority of people.
And the first email was sent more than 40 years ago. That’s an impressive track record. Good brands realize that loving their customers leads to long-term success and loyalty. It fosters relationships. Trying to make a fast buck is frequently a race to the bottom.
Benefits of email marketing for small business
Reaching the right audience at the right time
One of the most significant benefits of email marketing for small businesses is the ability to reach your target customers wherever they are. People are more likely to overlook written advertising documents, miss billboards, and skip ads. Email is a different matter. Email marketing allows you to reach customers even more easily because they can still check their email and can do so at any time and on many devices. According to studies, people spend almost half of their time working from home checking their messages.
This equates to a substantial amount of time spent in the inbox. Email marketing tools will assist you in ensuring that your email is sent to the intended recipients.
Ensuring consistent outreach
Email marketing is a great and easy way to keep in touch with your customer based on a daily basis. Consistent outreach can result in consumers thinking of your brand first when they need your goods or services. The importance of consistency cannot be overstated. If you only send emails to your network a few times per year to promote your brand, engagement will be poor.
It is critical to concentrate on engaging with your target audience on a regular basis through valuable and relevant content. Make sure your contact information is readily available so that people can contact you quickly when they’re in need.
Building authority with expert content
It is critical for small business owners to put their brand as an authority in the minds of their customers. Email marketing does not have to be limited to only providing sales information and coupons. Aside from emails designed to increase traffic to your website, you can use email marketing to offer new and original content that your target audience would enjoy reading. Incorporating videos into the email marketing plan will increase the value of each email sent.
Saving your money
The effective use of budget and time is one of the most appealing benefits of email marketing for small businesses. According to statistics, the return on investment in email marketing has been rising year after year. Data shows every $1 invested in email marketing yielded a $44 return on investment.
As a result, email marketing is the best way to go for small companies with minimal marketing budgets. Traditional methods of marketing, such as TV ads or billboards, are costly. While they have value, many small companies do not have the budget to do them on a regular basis.
Creating a professional email marketing campaign, on the other hand, is neither time-consuming nor difficult. Your emails have the power to reach hundreds of people at a low cost. If you own a small company and want to squeeze the most of a limited marketing budget, email marketing is for you.
Saving your time
Most business owners are low on time and resources – email marketing can solve that problem by helping you automate everything. When you create a new email campaign, it automatically sends it to your target list after you set up your list, set up your offer, and schedule your emails. You can interact with your audience and acquire new customers even when focusing on other aspects of your company. Of course, you must monitor your campaigns and make adjustments as needed, but email marketing is one of the most hands-off marketing techniques available.
It’s also relatively cheap, particularly when compared to other options, such as paid ads. For very little money, you can create a professional email campaign that reaches thousands of subscribers.
Allowing for personalized content
Email marketing allows you to create targeted content and tailor your campaigns. When it comes to personalization, it can be as simple as using the contact’s name in the text. Indeed, it has been shown that emails with the recipient’s first name in the subject line have a far higher click-through rate than those without. One of the most significant advantages of email marketing is the ability to create personalized email content that is highly tailored to the needs of your target audience.
Providing trackable metrics
When it comes to subscribers opening emails, there is a short window of time. They see your email in their inbox and decide whether to open it or ignore it based on how well the “From name” and subject line resonates with them. A high open rate indicates that your consumers are familiar enough with your brand to want to hear from you at any time of day.
Following that is your click-through rate (CTR), which gives you a clear understanding of how many consumers went through your email content and clicked on the links inside. Across all sectors, the average click-through rate is around 7%. After a customer clicks through the email, your next aim should be to get them to convert – that is, to take the action that your email has asked them to take.
Email conversion rates are a valuable metric to monitor because they indicate how well your email performs. These are all the metrics that email marketing can track and provide for you so you can evaluate the effectiveness of your campaign.
Building stronger relationships with customers
Marketing entails demonstrating value to customers and demonstrating to them how they can take the next move with your business. You have the opportunity to send valuable, related content to anyone who enters your email list. Any email you send to your customers does not include any sales pitches for your goods or services.
You should provide useful information in your correspondence. When you can show the value you bring to your customers, they will look forward to hearing from you every week. The value does not always have to be a sale or an offer; it may also be knowledge that you believe they would find useful. You might, for example, send an email with a link to a recent blog post you wrote.
List your social media accounts in your newsletters and invite subscribers to communicate with you on those sites. This increases your credibility with your audience because if they are interested in a specific email you sent, they can quickly learn more about your goods or services by clicking on your social media links.
Small companies found it difficult to increase their revenue. However, email marketing is one of the best ways to increase sales, particularly if traffic to your physical store is down significantly.
If they receive a timely offer, some consumers will make a purchase decision. Increasing the urgency of the deals, as well as providing generous sales or free delivery, are excellent ways to turn a subscriber into a consumer.
Furthermore, email marketing can be an excellent way to upsell and cross-sell existing customers. Customers that haven’t ordered in a while may also be re-engaged. You will inspire your audience to buy from your company by creating customized and targeted deals for customers on your list.
Emails are the most preferred brand of communication channel for consumers
The primary reason consumers like email is that it is personalized to them. In the past, whether they wanted sales, deals, or frequent content updates, they would have had to use an RSS feed or visit the brand’s website on a daily basis.
Much of that has changed with the introduction of email. According to a survey conducted by Marketing Sherpa, 60% of survey participants reported that email is their primary channel for receiving marketing messages from brands. It’s easy to see why companies are growing their email marketing budgets.
Collecting feedback from your customers via surveys or, simply, questions is a significant advantage in email marketing. It gives your subscribers a sense of exclusivity. And, after all, there’s nothing better than feeling special, isn’t there? As a result, the audience will have more trust in your business, and you will be taking advantage of a fantastic research opportunity.
To get the most out of this component of email marketing, focus on the most active subscribers. Since these people are more interested in your emails, they are more likely to have positive feedback.
Some disadvantages of email marketing
Despite all of the great benefits that it provides, email marketing does have some drawbacks that are worth mentioning.
The spam factor
Spam is the biggest downside of email marketing. Marketing emails can be a gamble because some recipients hate commercial emails, especially if they are not well-targeted. You must also ensure that your emails comply with privacy and data protection regulations so that consumers can open and read them with confidence. And when it comes to opt-in newsletters, you must be cautious not to send too many.
Building an email list
If you are a new business, the benefits of email marketing can not yet be available to you. Why is this so? Since you don’t have a mailing list. It takes time to build an email list, as you need to gain subscribers. However, just because you don’t have a mailing list or just a few clients have signed up to receive messages from you doesn’t mean you shouldn’t communicate with them. Make every attempt to increase the size of your database.
Sign-up forms can be added to your blog or website. Use coupons or giveaways to entice consumers to sign up. One email address at a time, create your mailing list. It might take some time to grow, but if you take the time, you’ll soon feel the benefits and reap the rewards.
Undelivered emails are regarded as an inevitable problem in the field of email marketing. Some of the email addresses you’re sending become inactive or have full inboxes as time passes. In other cases, you may have a title that is considered too spammy, in which case email software and email service providers can filter it out.
Avoiding spammy content and periodically reviewing your mailing list to remove those who have repeatedly created deliverability problems, on the other hand, will help you ensure your message reaches the majority of recipients.
That’s it! I hope that this article has provided you with valuable information about the benefits of email marketing. Please feel free to leave comments below for a further discussion on this topic!