Email marketing is a cost-effective and reliable way to connect your brand with your customers and reach them where they regularly visit—via email. This has been a long-standing brand recognition strategy for businesses that is still effective even today. According to a study, 41.5 percent of brands believe that email marketing is critical to the success of their businesses.
This strategy is not just applicable to big businesses but also to small ones. They can better reach out to their existing and prospective customers, expand their customer base, ensure retention, and establish their business reputation.
Now, let’s dig deep as to why email marketing is a smart solution for small businesses.
The bridge between brand and customers
Unlike other marketing channels, email marketing enables your business to constantly stay in touch with your customers. What’s also good about it is that you can directly and effectively let your customers know that they are valued—may it be through simple “Thank you” or “Happy birthday” emails. The moment you personify your brand, the more your customers will be able to connect on a personal level.
Engaging your customers via email is simple and easy. You just have to make sure to deliver creative content that adds value to your customers. That way, the more they’ll look forward to your email updates.
Email marketing still offers a myriad of benefits for your small business. These include the following:
1. Strengthens relationships with customers
We all know that it’s almost impossible to connect to all your customers in person or via phone. Good thing, email marketing bridges this gap.
Once someone agrees to join your email list, you now hold the opportunity to share with them useful, relevant, and value-adding content. This value doesn’t always need to be an offer or sale. It may be any information that you think will be useful for them—something they’ll look forward to. When you have the opportunity to regularly seed content about your business, take the chance to strengthen your relationship with your customers. Tap into their curiosity by offering exclusive and interest-driven content, greet them on their special days, provide them with offers and information they might need, and many more.
2. Offers targeted and personalized content
Email marketing enables you to do customer segmentation based on their interests or preferences. This way, you can send them personalized content and drive engagement. You can craft a suitable subject line, share images that resonate well with your customers, and adjust your tonality based on your customers’ preferences.
In the process, make sure to ignore the impulse to push for hard selling in your early engagement phase. Cultivate a strong foundation of trust through showing your credibility and through ensuring relevance content-wise.
3. Builds credibility
With email marketing, you can build your small business’ credibility by keeping in touch with them and ensuring they are up to date about your business. The more they know about what happens around your business, the more they’ll trust and engage with it. You can also establish a well-founded reputation as a valuable resource for them.
To build trust and credibility, ensure that your emails are relevant, authentic, and personalized.
4. Jacks up sales
For small businesses, growing their sales is a huge challenge, especially amid the pandemic. Knowing that the foot traffic to brick-and-mortar stores is reduced, online campaigns such as email marketing are the best and easiest ways to reach out to your customers and grow your sales.
With email marketing, you can also upsell current customers and re-engage customers who haven’t done any purchases in a while. The possibilities are limitless with great email marketing tactics, so keep exploring what’ll work for your business.
5. Increases brand awareness
Regularly communicating your business with your customers helps them become naturally aware of your brand and what it offers. Your customers and subscribers eventually become familiar with your company as a whole, products, and services.
6. Boosts website traffic
To keep web traffic high, email marketing is key. It helps get your customers to visit your website. Drive more traffic and get customers to engage with other content pieces on your website by including relevant links to your site within your email marketing content.
You may also opt to include social media sharing options in your email to encourage customers to endorse and promote your content across their own channels.
7. Optimizes budget and time
There are always time and budget constraints in any business. However, we know that bigger businesses can go all out and buy advertising spaces, unlike small businesses. Even direct mail campaigns can be costly for small businesses. You have to spend money from designing and printing to mailing and delivery. Besides, these require a longer lead time, which may make you miss out on current opportunities you can ride on for better marketing.
With email marketing, you can save a lot of time and budget. You can quickly send emails to many subscribers at once, send as many messages as you can without shelling out money, and many more. Indeed, email marketing isn’t time-consuming and complicated.
The bottom line
By harnessing email marketing, you can further build your brand, reach your marketing goals, and establish credibility—all without many complex processes and costly payments.
Consider the details above and make sure to familiarize yourself with the email marketing guide to help you get started or improve your current email marketing strategies.