If your job is to get more sales coming out of the marketing machine, chances are that email would be an asset to your marketing plan if you are not already using it in some shape or form. Consider these benefits:
Why email marketing for small businesses makes sense
- Regular email to customers will show you what content, offers and news they are looking for. It’s your very own customer intel. Good email send providers will have metrics that show you what worked and what didn’t
- Direct line to online shopping. Email marketing is great for taking advantage of “I want it now”. There aren’t many other marketing platforms which allow customers to go from seeing an offer to purchase all within minutes. If you are looking to bring your cost of sales down via retention campaigns you have to consider email
- Email marketing has pull. The iContact The Small and Midsize Business Email Marketing Survey 2013 showed that 84 percent of businesses said they used email to engage and solicit feedback from customers
- It pays well. Two-thirds of marketers (66%) state that email delivers an ‘excellent’ or ‘good’ ROI. The Econsultancy/Adestra Email Marketing Industry Census 2013 shows that even with a growing arsenal available to marketers, email still holds its place as a channel that offers a strong ROI
- If you run an offline business you can use email marketing to drive foot traffic through your door by providing a code or voucher in the body of your email
- It integrates amazingly with other marketing channels. But don’t just stick social share buttons at the top or bottom of the email, they need to be placed with relevance. Marketing Sherpa has a brilliant example with the KFC double down email
If you are ready to take action, you’ll likely be in one of these two groups.
The DIY Digital Gymnist
You are ready to roll up your sleeves and get started. There are a number of excellent email providers such as mailchimp, icontact, constant contact, campaign monitor. They walk you through the process from adding contacts, email design and send.
You’ll want to bring in expertise to test this channel as part of your wider marketing activity. Look beyond case studies with open and click rates. Look for:
- experience integrating email as part of a wider campaign
- end user learning that translated into improved results over time.
If you have any questions about this post or email marketing, put them below and let’s chat.