In today’s business world, there’s hardly any business without a form of digital marketing in any of its marketing campaigns. Day by day, new marketing techniques are emerging on how best to reach your target audience from the numerous online consumers. Among these many marketing strategies, one that still stands out till date is email marketing. With the advent of social media ads across most platforms, many marketers believe email marketing has already fallen out of touch which is not true. Email marketing remains one of the cheapest and the best marketing technique to reach your target audience, especially for small businesses. In this post, you’ll learn why email marketing is important for small businesses and how to use it to grow your business.
What is Email Marketing?
In simple terms, email marketing refers to a form of marketing that makes customers on your email list aware of new offers, products, promotions and other services. It is also usually used as a means to sell your products and keep your audience engaged between purchases. Over the years, email marketing keeps changing the way we do business and is still regarded as the most profitable direct marketing channel, generating an average return on investment of $42 for every $1 spent
Here are some of the reasons why email marketing is important for small businesses.
One of the reasons why email marketing still remains relevant in the world of digital marketing is the cost. It is still regarded as the cheapest means to get to your audience.
Email marketing tools can cost anywhere between $80 to $250 a month for services and in some cases – free. These prices depend on the tools, the size of your email list and extra costs such as copywriting.
Although many people abuse this form of marketing by purchasing bulk email addresses, which is classified as spam. It is mostly effective when you build your own list from scratch. Your own list will represent your target audience who are interested in the business you do. This will make you have an active list of hungry subscribers and potential customers.
Targets only your Customers
Other forms of marketing involve people who have never interacted with your business. Some target people based on their interests, habits and online activity. This is often the case with Facebook and Google. However, email marketing grossly differs in this. It targets people that have interacted with your business in one way or the other. Most times, they deliberately subscribe to your mailing list to have access to first-hand information and latest update about your product or service.
Most companies build up their mailing lists when users subscribe to their newsletters or register on their websites. When customers voluntary give their email address, you can be sure they are pretty interested in the business you do. It is effective when you market to this group of people.
Helps differentiate your audience
Email marketing allows you to concentrate on a segment of your audience. When you build an email list through subscription or registration, other personal details of the customers are captured. This information includes age, location, address, gender, name etc. These details make it possible to classify customers into different demographics. With this demographic differentiation, tailored emails with special offers or information can be sent to each group. This will further gain their trust and loyalty to the brand.
Call to Action
Direct interaction remains of the many challenges of digital marketing today. It’s often difficult to receive feedback from your customers. Even when you have done everything right about your marketing campaigns. Users can still opt to ignore them. You cannot force users to pay attention to your offer. However, this is where email marketing trumps them all.
Email marketing enables you to put in some effort to encourage users to take certain positive actions. This is where a Call to action is effective. You can request users to pay your website a visit, read more about your offers, leave a feedback and lots more. Call to action will save you from giving too many details in the mail which makes it appealing to your audience.
It Saves you time and energy
Unlike other forms of digital marketing, email marketing remains one of the simplest form of marketing. It does not require any complex tool, a separate unit or huge team to operate. The main requirements are: an auto responder, your email list , salesletter (message) and if you’re totally new to this – less than an hour tutorial to get you started. It also saves you time to handle other marketing tasks.
One exciting feature of email marketing is that you can easily see the metrics. Most traditional forms of marketing – like television, radio and newspaper – are pretty lacking in this. Most email marketing tools are equipped with an analytics dashboard which gives you access to all the statistics you need to evaluate the performance and also set your strategies to press on. There are even tools that shows you if your messages were open, where they were opened, how many times they were opened and the click through rate of your mails .With this, you get insight into what works and what doesn’t so you can make adjustment where necessary.
According to optinmoster , 99% of email users check their email daily, some as much as 20 times a day. With this, you can assess immediate results of your campaign. Once the email is sent, users will receive and be notified. Most will check this within 24 hours of receipt and take the required action.
At most, you will see the result the next day, whether the recipients receive or reject your offer. Other marketing techniques takes longer time to perceive what is going on with your campaign.
Email marketing knows no bounds. There is no limit to its geographic spread or any demographic grouping. You can send your email to people from different countries, gender, age group or profession.The larger the range of your customers, the bigger your potential customer and the higher your chances to succeed.
How effective is Email Marketing
It’s a well-known fact that there are more email users than Facebook, twitter and LinkedIn users. Today, email users are more cautious of unfamiliar emails and are very selective about who they allow in their inbox. Which leads many small business owners to ask, “Is email marketing still an effective and proper online marketing tactic for small businesses?” The simple answer is yes.
When done correctly, email marketing outshines other marketing tactic and has been proven to be an effective means to communicate with customers. This is why email marketing is important for small businesses and should be an essential part of almost any small business marketing strategy.
There’s no marketing method without its own pros and cons (email marketing inclusive).But, email marketing has shown to still be a strong tool for internet marketers, small and big corporations and even non-profit organisations. Email marketing is a highly productive way to achieve better results with digital marketing. It is still relevant, effective and works for business all around the world.