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Why Should Every Small Business Invest in Email Marketing

by Josh Biggs in Marketing on 3rd February 2021

As a small business, pooling the majority of resources into marketing is not a viable option. You need cost-efficient marketing strategies that would deliver for the time and money you spend on them. Email marketing is one such strategy that fits the campaign of small and large businesses alike.

The ROI for every $1 spent on email campaigns currently stands at $38. That is an impressive number, but emails have a lot more to offer to small businesses.

Here are the top 6 reasons why every small business should invest in email-based marketing.

  1. Personalized Content Delivery 

Your website and social media accounts allow you to interact with your target audience on a broader level. With emails, you can take this conversation on a personalized level and talk individually to customers.

According to a report, 72% of customers interact only with personalized messaging. You need to build a relationship of trust with your customers and emails to help you do so. Customer confidence can aid your small business sustain and also thrive in the future.

  1. Quality Traffic

Build your email list with an organic strategy. Ensure you have explicit permission to send promotional and non-promotional content to customers. Include CTAs in the different types of emails you send.

As customers have opted-in to receive your emails, this shows an existing interest in your products or services. The traffic which is diverted through CTAs to your website is all quality traffic. Such specific audience targeting improves the probability of conversion rates on your website.

  1. Improve Customer Engagement

Take a leaf from theĀ email marketingĀ services from giant corporations and modify them to suit your small business. For example, OTT platforms send out emails suggesting new shows based on customer viewing behavior.

You can recommend products based on current customer purchase habits. If that strategy is too much to take on, you can start with sending personalized birthday or anniversary coupons. According to a personalization report by Accenture, 91% of customers are likely to shop with brands that offer personalized recommendations and offers.

  1. Brand Awareness

Your email list is a customer base that already has an interest in your business. Leverage this behavior to get your brand story out to the masses. Educate them about your brand values, introduce them to different areas of your brand, keep them apprised of new products, services, or ventures.

This mode and tone of communication help build brand awareness and credibility amongst customers. It instills a sense of belonging and sends out a message that customers are very much a part of your brand journey.

  1. Optimized Time and Budget Management

As a small business, it is understandable there would be monetary constraints when it comes to digital marketing. Another way of looking at it would be how to get the most benefit of a limited budget. Email campaigns would be the way to proceed.

You can automate emails by utilizing third-party email services. Draw up personalized templates for different occasions and let the email service do the rest. There is an initial effort involved, but emails are a cost-efficient option as compared to other marketing strategies.

  1. Listen From Your Customers

Use email marketing to hear valuable feedback from your customers. When they make a purchase enquire about their shopping experience, customer service, what else would they like you to implement.

As a small business, if you cannot spare market analysis costs, then reach out to your customers. The best way to collect feedback from customers would be to send them a personalized email informing them why you need their input, the time required for a survey, and how this would benefit them.

Email campaigns do take time to show their effectiveness, but the customer trust and brand credibility you’ll build converts into tangible results like a boost in sales and revenue. Personalization is the key; remember that when you start your next email campaign.

Categories: Marketing