Although email has been around for a while, it’s definitely not dead. In fact, 99% of people check their email every single day.
Because of this, it’s a great way to market your business, especially for small businesses. Not sure why?
We’ve created this guide outlining the importance of Direct mail marketing, email marketing, and some of the main reasons you should invest in this tactic.
Strengthen Customer Relationships
One of the biggest reasons email marketing is important? It allows you to strengthen relationships with your current customers.
In order to create loyal customers, you need to provide high-quality products and services and great customer service. Part of a positive experience happens when they know you’re thinking about them. And email marketing is a great way to let them know.
You can use email to update your customers about important information.
Have a new product coming out? Hosting a big event? Send out an email.
That way, you don’t have to take time to call every single customer (which is nearly impossible for most businesses) or spend money on a mailer.
Basically, email is a great way to grab your customers’ attention without being pushy or annoying. In other words, it’s a great solution.
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It’s Cost-Effective
Next, email marketing is cost-effective. In the world of most small businesses, marketing budgets are the reality. And in most cases, they’re pretty tight.
How nice would it be to be able to run a Super Bowl ad or a large-scale nationwide print campaign any time you want? But this simply isn’t the reality.
For this reason, email marketing is a great option for small businesses because it’s cheap. Creating an email marketing campaign doesn’t cost a lot of money. And it also doesn’t take a lot of time.
Plus, you can reach people’s inboxes directly, right on their phone or computer.
Consider other forms of marketing like TV commercials, Facebook ads, or billboards. Yes, these are great ways to reach your audience, but they’re also expensive.
And you’ve also got to factor into the planning, production, and distribution costs of these methods. Email is simpler, cheaper, and just as direct as many other traditional marketing methods. If you use the correct email list hygiene techniques like bulk email verification, you can get more leverage from your email list.
Increase Sales
Another fact about the importance of email marketing? An increase in sales.
Here’s something every small business has in common: wanting to grow their bottom line. Simply put, the more you sell, the better you’ll do all around.
And email marketing can help make this happen. There are lots of different strategies you can implement to sell more products via email.
For example, you could do a promo blast to your whole list letting them know of a big sale. Or you could send an email to everyone who leaves an item in their cart, reminding them to make a purchase.
You could also email everyone who bought something within the last month, providing them with a list of similar products that might catch their eye.
No matter your specific sales goal, you can make it happen with email marketing.
Establish Authority in Your Industry with Content
No matter the industry you’re in, you have competitors. To stand out from the crowd, you want your customers to see you as an authority. You want your company to be seen as an expert in your field.
To do this, you should also send valuable content to your readers on a regular basis. If you have a blog, this is the perfect place to source articles that can prove your authority.
If you don’t have a blog, consider creating one and start publishing content on it! This way, you’ll also be able to generate website traffic through SEO.
Remember that you don’t want to always bombard people with offers. Mix in content along the way throughout your emails for better results.
Easily Track Metrics
In the world of traditional marketing, it’s often difficult to know exactly how a marketing campaign has performed.
For example, how can you know the exact influence of a billboard, a newspaper ad, or a sponsorship at a sports arena?
The truth is that it’s really hard to know the metrics. With email marketing though, it’s much easier to track performance!
Depending on your email marketing tool, you’ll be able to see a wide range of data, including:
- Open rates
- Click-through rates
- Which links generated a specific percentage of clicks
- Conversion rate
- Number of unsubscribers
- Mobile open and click-through rate
Using this data, you’ll be able to discover trends. Perhaps subject lines with a question perform well with your audience. Maybe they prefer a specific type of promotion more than another. Relying on metrics, you’ll be able to have a concrete idea of what’s working.
Importance of Email Marketing: What’s Next?
Now that you’ve read all about the importance of email marketing, what’s your next step? It’s great that you’re educated, but how can this make a difference in your business?
It’s time to create an email marketing strategy. If you’re already sending emails, great. Think about how you can improve the content of your emails so they produce greater results.
If you’re not using email at the moment, make a plan for how you can start. Begin with a schedule that’s doable, perhaps sending one email a week.
Soon, you’ll start to enjoy the results of your email marketing program.
Want to learn more? Check out the rest of our blog for additional tips and tricks.
