Small business owners and small marketing teams (which we’ll call SMBs from now on) often face similar struggles: limited time and resources as well as the requirement to wear multiple “hats” of responsibility. Given these constraints, SMBs must be prudent with their marketing strategy and budget.
SMBs’ focus should be on maximizing the marketing channels that deliver the most bang for the buck in terms of time spent and dollars earned. The marketing channel that is both ROI-efficient and budget-friendly is email.
Email marketing now accounts for a 20% impact on total revenue, up from 17% one year ago (Source: Email Evolution Conference 2017). And the number of worldwide email users is expected to reach 3.7 billion this year.
Simply put, email is the channel where SMBs’ customers are.
If you’re a small business owner or run a small marketing team (perhaps, just you?) and you haven’t taken a good look at email, here’s why you should add the channel to your marketing mix:
Depending on the size of your mailing list and the extent to which you want to use email for customer communication, the email channel is an inexpensive option—especially when compared to your more traditional channels like TV, radio, and PPC. Email list subscribers intentionally signed up for your mailing list as well, meaning they are expecting to receive communications from you. With that permission, email generates more conversions for less money, meaning better ROI.
Email enables you to share helpful information directly with your customers. If you deliver the kinds of content they’re looking for, you’ll keep customers engaged with your brand, build trust, and ultimately garner more conversions.
Customers are increasingly going mobile—in fact, the percentage of email opens occurring on mobile devices is typically well over 50%. Email makes it easy to reach your customers anywhere they check it—desktop, laptop, tablet, or smartphone.
It’s imperative that your marketing communications look professional. Well-designed and coded emails help ensure you deliver a good impression in the minds of your subscribers. Continuing a positive brand and user experience in your emails is a great way to keep your business top of mind.
For SMBs, each open and click can make a huge difference. With proper tracking, you can get instant access to engagement metrics (like opens, clicks, even sales) for your email marketing campaigns and understand what’s working and what’s not. You’ll be able to make changes and improvements as you go as well.
Email is the perfect channel for leveraging word of mouth and earning referrals to your products and/or services. You can incentivize your current, happy customers to bring you new customers by offering the referrer and the referee some sort of discount or other offer.
Strong, consistent communication is key to building and nurturing relationships with current and prospective customers. Emails can serve as subtle reminders to maintain engagement with your brand. Triggered emails can be utilized to support actions customers make in regard to your brand, maintaining that engagement and driving recipients toward conversion.
PRO TIP: Share your email newsletter on your social network feeds to reach new people and entice them to join your mailing list.
If you are an SMB seeking business growth, email can create a wealth of opportunities for you without breaking the bank in terms of cost. Professional email marketing advice does come at a price, but ensuring you’re making use of and building a mailing list can be done inexpensively (both in terms of time and money).
An effective email marketing strategy can be the key to hitting it big in your marketplace. Get started now! InboxArmy offers service packages that can help SMBs take their email marketing to next level.
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