There are so many different marketing channels available to today’s marketers that it can hard to know where to start and which ones to focus on. You don’t have the time or resources to try each channel individually to see what works best.
When you have a limited marketing budget you need to make every dollar you spend count. That’s where email marketing can help. More than half of marketers say that email is their biggest source of ROI, which is a pretty compelling reason to invest in email marketing.
Below we explain 10 benefits of email marketing for your small business, and how a marketing automation system can help you succeed
However, just because almost everyone has an email account doesn’t mean you should be sending all of these people your email newsletters. It’s important to define your audience and then segment your customer database so you’re only sending your email marketing campaign to relevant and interested recipients.
2. It’s the Right Communication Channel for Businesses
Your customers chat with their friends on Instagram, Twitter, WhatsApp, and Facebook Messenger, but that doesn’t mean they want to hear from you on this channel. In fact, 68 percent of teens and 73 percent of Millennials said they prefer to receive communication from a business via email. You need to be listening to what your customers are telling you they want and adapting accordingly if you want to reap the benefits of email marketing.
3. Drives Revenue and ROI
Every marketer wants to be able to see tangible results from their campaign efforts, and email marketing is one of the channels that will drive the best ROI for your business. In fact, email marketing generates a whopping $38 for every $1 spent. That translates into an ROI of 3,800% ROI.
It’s important that you have a system in place to effectively track email clicks, website visits, and conversions if you want to have an accurate picture of the ROI that email marketing generates for your business, and understand where and when you can optimize campaigns.
4. Costs Less than Traditional Methods
While direct marketing methods such as flyers, magazine ads, TV and billboards have their place, it’s much cheaper to send customers email. If you use a marketing automation system to send out your campaigns you can save even more time and money as you don’t have to go through manual processes to create content or spend hours on writing code or programming.
5. Enables Personalized and Targeted Content
Using a marketing automation system to create and send your email marketing campaigns can also help you personalize your content and target the right people for these campaigns. By tracking and understanding the past behavior of your customers, you can ensure they only receive the most relevant campaigns and that the content within these emails is personalized according to their demographic information and interests.
As you personalize email marketing content for your customers and only send them campaigns they are interested, they will be more likely to open your newsletters. And the more they open your emails, the better you can get to know them, build a relationship, find out what they like and dislike, and continue to be top-of-mind on a day-to-day basis.
This will then make them more likely to not only buy from your business but also become a loyal customer and reduce churn. In fact, 80% of business professionals believe that email marketing increases customer retention.
A well-crafted email marketing campaigns can encourage people to make their first purchase through tactics such as telling them about the benefits of your business, offering useful and informative content, and sending them discount codes or coupons. You can also use your email campaigns to create a strong brand identity that people will instantly recognize, which makes them more likely to trust your company.
8. Creates Sharable Content
You can’t share a TV ad. You watch it and then 30 seconds later you’ve forgotten about it. Emails are not only a lot more permanent than other marketing mediums such as TV ads, but they can also be easily shared. Word of mouth advertising is a huge driver of sales with 90% of consumers saying that are more likely to trust and buy from a brand recommended by a friend. Add to that the fact that 59% of consumers say marketing emails influence their purchase decisions, and you can start to see how email marketing drives revenue.
9. Helps You Avoid Cold Sales and Marketing
People have to opt-in to receive email marketing campaigns, which means they have asked you to contact them. You won’t be annoying them (or wasting time and money) by pushing unwanted direct marketing mailshots through their door or calling them when they are just to sit down to dinner. Instead, they will be expecting your email, which makes the chances of them opening it, reading the content, and engaging in some way much more likely. They are also more likely to share the email with friends.
10. Allows You to Reach More Devices
Mobile is now the preferred platform for reading emails, but some people still read mobiles on their desktop PC, and some people even print out emails to read offline (strange but true). By creating just one email you can reach people no matter which platform they prefer to use (and many people will switch between platforms). It’s easy and convenient and they have access to their emails wherever they go. This makes email marketing a very cost-effective and efficient way to market to customers.
If you want to be able to take full advantages of the benefits of email marketing then a marketing automation platform can help you. You’ll be able to save significant time and money when creating the content that will most resonate with your audience and make them want to share it, as well as segmenting to help drive revenue, and tracking and measuring success.