Marketers have been using various channels to reach their target audience. There can be new channels, but email has been integral to any digital marketing campaign. Email marketing has provided businesses with a huge opportunity to communicate and engage with their audience. Therefore, email is considered a crucial factor in marketing success. Furthermore, email marketing offers several benefits for businesses. However, it can be challenging for small business owners as it involves several processes, such as growing a list, making several email sequences, and more. Here’s a guide to email marketing, its importance, and how it can help small businesses.
What Is Email Marketing?
Email marketing involves conducting marketing activities and engaging with the audience through email. Many marketers believe it is one of the most effective digital marketing strategies. It helps make your customers aware of your new products, promotions, and offers. It plays a crucial role in digital marketing with brand awareness, lead generation, building relationships, and keeping customers engaged.
In 2020, around 306 billion emails will be dispatched and received daily worldwide. The number is expected to increase by more than 376 billion daily in 2025. This shows how much businesses and marketers use email to market and communicate with their customers. Despite the growth of social media, email is still an effective channel for businesses to promote their products and brands. For that reason, a solid email marketing campaign is essential, especially for small businesses.
Benefits of Email Marketing for Small Businesses
Email marketing is not just for large companies with big marketing budgets. It is an excellent strategy for small businesses with limited budgets. Here are some benefits email marketing offers small businesses.
Forming Strong Customer Relationships
Marketing involves showing value to customers and reaching out to let them know what’s new in your business. You can send valuable and relevant content when someone joins your email list. Product launches, major events, and news about the new Customer Education program are excellent topics for regular newsletters.
Yielding a High ROI
According to a study, email marketing has a four-fold higher ROI than other digital marketing strategies. It has a median ROI of 122%. You can increase this number by implementing techniques like double opt-in, A/B testing, and sticking to a regular schedule.
Time-saving and Cost-effective
Email marketing is ideal for business owners short on money and time. It is easy to automate and cost-effective. After creating your new email campaign, setting up your list, determining your offer, and designing your email, you can automatically send it to your target list. Email marketing is a hands-off method; you can send your emails automatically. You engage with your audience while working on other aspects of your business. However, ensure to track your campaign and adjust things when needed.
Also, email marketing is relatively more affordable than other methods, like paid advertising. You can establish an effective email campaign with very little money.
One of the biggest challenges for small businesses is building credibility. Customers always consider the reputation of a brand before purchasing a product. For that reason, credibility is crucial for small businesses. People often trust big brands because they are familiar with them. Big brands have already built their reputation and credibility. That is why consumers often purchase their products.
By staying in touch with your clients and keeping them informed about your company, email marketing can help you establish credibility. The more they hear and learn about your business, the more they trust you.
Email Marketing Practices for Small Businesses
Digital marketing evolves, which is why you need to learn new methods and improve on them. If you are starting your email marketing campaign, here are some tips you may try.
1. Utilize Email Marketing Software
During the early stages of your email marketing campaign, you can send your emails to your subscribers. However, your subscriber list grows as time passes, and sending emails becomes time-consuming. The best way to minimize your tasks is to utilize email marketing software. It allows you to automate important email marketing tasks, such as gathering email addresses, sending emails to subscribers, and generating analytics reports.
Additionally, email marketing software can assist you in several tasks, including:
- Saving and organizing your contacts
- Creating email templates
- Creating campaign landing pages
There are several email marketing software available on the market today. Ensure you choose one with the features you need for your campaign.
2. Make It Simple for New Subscribers to Join
You must have subscribers to implement email marketing. Therefore, you have to encourage your visitors to subscribe to your newsletter. Embed a signup form on your website to make it quick and easy for your visitors to get on your mailing list. Ensure your email signup’s calls to action (CTAs) are clear and strategically placed. Also, take advantage of the power of social media to generate subscribers. Publish engaging and relevant content that can attract the right audience. Put a link in your profile bio that leads them to a signup landing page.
Most customers are cautious about providing their email addresses. Let them know how they can benefit from connecting with you. Will you send them discounts or offers, educational information, or newsletters? Be compelling by using eye-catching and engaging CTAs that offer value.
3. Plan Your Email Campaign
Once you have assembled your target audience, it is time to determine your main goal for your email marketing campaign. Do you want to promote sales and special offers? Do you wish to upsell or encourage your customers to check out their abandoned carts? Do you want to ask your existing customers for reviews or referrals?
When you have determined what you want to achieve, you must create your campaign using different types of emails. There are five types of emails that you may use for your marketing strategy.
- Welcome emails – The very first email that your new subscribers receive. These emails help build customer relationships by creating a positive first impression, setting expectations, and building trust.
- Blast emails – Used to send a single email message to an extensive list. However, it is often ineffective as there is no personalization, and the recipients are not targeted strategically.
- Monthly newsletter – These emails are usually sent regularly, mostly monthly. They contain business updates, events, and blog content. Sending newsletters to your subscribers is an excellent way to market to your customers by sharing content about customer success stories, tutorials of your products, and promotions you are running.
- Promotional emails focus mainly on spreading the word about your products to potential customers. They often provide access to gated content, share discounts or coupons, or announce an upcoming special event. They are the most common type of marketing email that customers receive.
- Reminder emails remind targets of their cart and encourage them to complete their purchases. Telling your customers to complete their purchases helps create a sense of urgency. Include an image and description of the item with discounts to entice them to convert.
Furthermore, email marketing is a fantastic way to re-engage past customers. Remind them of your brand. Follow it up with a “we miss you” message and offer an incentive or discount to do business with you again.
4. Use Dynamic Content
When sending dynamic content, your audience receives relevant information that they need at the moment, not what they wanted a few months ago. Personalize your email to earn customer loyalty. You may use marketing tools like Personalize to help you publish dynamic content for your subscribers. Determine each customer’s interest and promote the right product at the right time. This tactic may result in at least 50% better response rates and increased revenue.
5. Ensure Your Content Is Mobile-friendly
Most people open their emails on their mobile phones. Ensure your email content is viewable on different screen sizes. Test your content’s mobile friendliness on mobile phones, tablets, and laptops through Google Search Console.
6. Track Your Campaign
The email marketing software you choose should provide you with information about how your campaign is performing. It allows you to improve your strategy in the future. You can determine which part of your strategy needs improvement through your customers’ responses to your email. Track the performance of your emails and campaign, and review the whole process to examine your mistake and make some changes.
Leverage Email Marketing for Your Small Business
The right email marketing strategy can help you engage with customers, establish solid relationships, generate leads, and increase revenue. Start your campaign by defining your goals, identifying which types of emails to send to your subscribers, and tracking your performance.
Digital marketing can be overwhelming, especially for entrepreneurs just starting their businesses. It would be best to seek help from experts like Grey Smoke Media, who can help you create a solid marketing strategy for your business’s growth and success.