Virtually every organization across the globe nowadays engages in some sort of email marketing.
Did you know, email marketing is around 40 years old? Yes, the original marketing mail was sent approximately 40 years ago by an advertiser, namely Gary Thuerk from DEC (Digital Equipment Corporation).
He sent an email urging his organization to about 400 users, which created an immense stalk in emails.
Today, email is as crucial as ever since brands have moved to digital communications and channels with the advent of COVID-19.
Over 55% of advertisers have informed receiving the best revenue from email campaigns.
In research conducted by Seventh Sense, around half of the participants said they intend to send more emails to interact with users and prospects as a consequence of the Covid crisis.
As per HubSpot, email marketers are broadcasting 27% more emails as compared to they used to do before coronavirus. LiveIntent, a marketing platform, lately issued data revealing email pamphlet engagement has increased throughout the pandemic, with profits most eminent for email newsletters that incorporate shopping (83%), finance (43%), and hard news (38%).
From delivering a higher ROI to brand loyalty to customer engagement, email marketing has been proven its impact on time and again. Here are a few astounding statistics on email performance:
Marketers who used fragmented campaigns saw as much as a 760% boost in ROI. (Campaign Monitor, 2019)
31% of B2B marketers declare email newsletters are one of the best ways to sustain leads. (Content Marketing Institute, 2020)
Deciding where to spend your marketing dollars is not a decision you take effortlessly.
You understand you need to pull new customers keeping your current clients coming back. However, you cannot invest resources or time into something that will not deliver the outcomes you predict.
An email marketing strategy is an affordable solution, which provides you the strength to reach users in a position most folks attend every
day- their inbox.
How Can Small Businesses Take Benefit of Email Marketing?
A report of 2020 by Statista states that in 2019, the worldwide email users were around 3.9 billion, and this number is predicted to reach 4.3 billion by 2023.
Small companies are in an unusual spot to profit from email marketing since they have versatility in their image. For instance, as a startup or small business, you can develop trust with local users much faster than larger organizations, who perhaps do not resonate with smaller groups.
One of the most crucial methods to memorize with email marketing now is to be as direct, reliable, and straightforward as feasible with your users.
Generic or unsolicited emails are out of fashion now, and the modern customer is interested in organic approaches.
Hence, you should be paying attention to getting users to subscribe to the newsletters, and you can develop a robust emailing list with the help of the following pointers:
- Always make the subscription process simple. Don’t go for a too fancy or multi-step process. Besides, be sure to allow potential subscribers to understand what to foresee before they sign up.
- Users who register for your email newsletter will lose faith in your business if they figure out that there is different content from what they were presuming.
- Always remember how tough it is to enhance subscribers and how aggressive the internet is, with multiple organizations vying for attention. Try to build high-quality, independent content in your newsletters that users cannot assume to figure out anywhere else.
- Being a small business having local clout, you can utilize your regional knowledge to elevate your brand name as a specialist in the area. To achieve this, both conservatively and effectively use email marketing strategically.
How to Calculate Email Marketing Success in Small Businesses?
Calculating the victory of email marketing in startups is the core of building more powerful campaigns. You can measure the success rate with multiple metrics.
- Keep track of email numbers that are indicated as spam, as well as emails that are delivered.
- Examine the deleted emails before or after opening.
These factors can yield relevant insights that’ll assist you in planning future newsletters, as well as email marketing strategies.
One of the striking things you can perform to enhance the effectiveness of your email marketing approach is guaranteeing that your newsletters are developed to represent well on phones.
The simplest method to execute this is to utilize a trusted email service provider, which highlights responsive templates to optimize emails for mobile devices automatically.
6 Striking Advantages of Email Marketing
1. Keeps Your Customers Informed
Email helps you to stay in contact with your audience. They can check the emails anytime they want.
It provides them a sense that you care for them. This mail can be as easy as saying, “Hi, we value you; here is our special offer.”
2. Reach Customers Instantly
As per Litmus, 54% of emails were accessed on a mobile phone. This is vital and should come into action at the preparation of any marketing approach.
More and more users are utilizing their mobile gadgets to access not merely emails but other media and information.
3. Permits for Targeted Messaging
Now let us go through the importance of email marketing for small businesses when it comes to lead enhancement. The key concept here is that your possible clients are at varying phases of the buying cycle.
A few perhaps in the consideration phase, while others might be at the compare and research phase, and others in the ready-to-buy phase. Building buyer personas can aid you to check what content to formulate for each step.
Dividing these users into relevant email marketing records assists businesses to aim at these groups more productively.
4. User Engagement
For a long period now (more than 40 years), emails have been a way of interaction. We have been groomed to respond to an email over the years. Whether it is to respond, forward, to buy something, or to sign up, we can use email differently.
Knowing this, emails can drive users to your website by using a call-to-action or any other strategy. No doubt, email marketing is one of the best ways to drive leads.
5. Email Marketing is Measurable
Most email marketing utilities provide the capability of tracking what occurs after you have carried out your email campaign. It is possible to track bounce rates, delivery rates, click-through rates, open rates, and unsubscribe rates.
This provides you a better knowledge of your email campaign working, what changes you need to make, or what needs to be added.
6. It is Cost-Effective
This is one of the reasons why email marketing is important for small businesses. You can reach several consumers for less than pennies per message. This implies the price per conversion is less with email marketing.
Do you know the top 51 benefits of Social Media Marketing in 2020?
Email Marketing Tools For Better Results
Since email marketing is majorly about community building, there are multiple tools for the same.
Contemporary day email marketing utilities aren’t merely about sending promotional messages. They have several features and functionalities to smoothen your process.
So here the most crucial marketing tools your small business would require to kick start your campaign!
1. Management Tools
These consist of tools that provide exceptional imports from API, excels, CSV, automated email cleansing utilities, online form builders, category segmentation tools, and more.
2. Creation Tools
These incorporate Drag and Drop Email editors, mobile-friendly newsletter creations tools, online survey creation tools, readymade newsletter templates, and more.
3. Delivery Tools
Some of the delivery tools include the building of API triggered emails, innovative targeting tools with segmentation features, A/B testing tools, autoresponders, and more.
4. Tracking Tools
These include combined analytics dashboards, website analytic tools like location tracking tools, real-time callbacks, device engagements, delivery failure trackers, and more.
Email Marketing Tips for Small Business
Here are a few proven email marketing strategies for small businesses:
1. Focus on Quality
Focusing on customer engagement in the core objective of email campaigns for SMBs. Users no longer wish to be served with promotional messages that they don’t find appealing.
What makes you unique here is your email’s content quality. Take time to comprehend your target user-base and their behavioral patterns.
2. Utilize Sign-Up Forms
No doubt, you desire more and more users to register for your newsletter solutions. You can do it in two ways:
First, by building a link that leads them to the sign-up place. The second alternative is to produce a built-in sign-up form on the website itself.
It is crucial to note that in-built sign-up forms bring better customer response as compared to link, as they give a robust visual existence and accessibility.
3. Craft Mobile-Friendly Email Campaigns
We know that the contemporary age is hooked on their smartphones. Hence, it is significant to make sure that the email content, which you build or your small, as well as medium business, is email responsive.
The email design needs to fit the screen varieties across varied devices such as a tablet, smartphone, and desktop.
Final Thoughts: Email Marketing is a Boon for Small Businesses
The market is competitive in terms of promotions and marketing. Thus, instead of avoiding the best platform for advertising, we must take the benefits of the emailing system.
Email marketing benefits for small businesses are many but don’t be in a rush. Always strategize everything properly and perform thorough market research.
Frequently Asked Questions
Q1. When to Use Email Marketing in Your Business?
A1: Use email marketing when you need to:
- Build relationships
- Boost brand awareness
- Promote your content
- Market your products
- Generate leads
- Nurture leads
Q2. How to Create a Perfect Email Marketing Strategy?
A2: Follow these steps as mentioned below for a perfect email marketing strategy”
- Define your audience
- Establish your goals
- Create a simple sign-up way
- Pick an email campaign type
- Prepare a schedule
- Calculate your results
Q3: How to Analyze Your Email Marketing Analyses?
A3: Following steps, you should follow to analyze email marketing:
- A/B test your marketing emails
- Set email marketing KPIs
- Adjust diverse email element to boost results
- Utilize an email marketing report template