Email marketing is a good way to promote a company’s products or services. It is a marketing strategy that involves sending email messages to an already-owned email list, and thanks to modern tools, such campaigns can be easily set up, automated, and personalised for the people who receive them.
Small businesses, in particular, have to tread lightly when it comes to the forms of marketing endeavours they employ for the simple fact that their resources are more limited. As a result, they want to know that should they invest in something like email marketing, they can get a good return on investment.
Here are the major benefits of email marketing, and why you should really consider investing in email campaigns:
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It Is Cost-Effective
First, let’s talk about money. Marketing tools that enable sending a quick email newsletter and setting up campaigns are generally not really expensive. What’s more, most of these tools designed for email marketing charge a monthly payment based on the size of the contact list you come in with, so if you’re a small business with only a few thousand contacts, you’ll pay a fraction of what a big company with an extensive list pays for the same service.
This way, you can run your email marketing campaign at a lower cost, and only need to think about investing more when you grow your audience, which likely means you’ve also increased your profits. Plus, the return on investment potential is huge – the Direct Marketing Association estimates that for every dollar spent, email marketing brings back $40 in profits.
It’s Great at Engaging Your Audience
When it comes to audience engagement, you’re more likely to discuss the benefits of social media than email newsletters, but don’t discount the potential of the latter.
Through marketing automation especially, this marketing channel can be a great way to check in with your target audience at some rather key moments, and get them to act. For instance, emails can be set up to trigger whenever a potential customer abandons their cart, after which they are nicely greeted in their inbox with a “Your products are waiting for you” subject line that could remind them to go back.
Or, you can also check in with customers who haven’t interacted with you in a while, and send them an incentive to go back to your website and buy something with a coupon just for them. When done right, email marketing can be a great way to keep your target audience close and engaged.
It Increases Traffic to Your Site
Different marketing channels often work together to help a business reach its goals. For instance, if you’re running an SEO strategy to boost traffic to your site, email marketing can help you support that effort.
Because, at the end of the day, the email content is designed to lead people to a landing page, where they then have to take a specific action they’re looking for. That extra traffic is also high-quality traffic because the users already know you, so the chances of them closing the page quickly is low as long as what they find on the page matches their expectations from the email. This then lowers your bounce rate, which is something Google takes into consideration when it ranks the websites on the SERP.
That, coupled with other traffic-increasing strategies like a social media campaign can help you reach your goals a lot faster.
It Helps You Improve Brand Awareness
Email marketing is not the first choice for improving brand awareness, but it is an effective tool that can help you with this goal, even if right now you’re scratching your head trying to figure out how.
So, you run a lead generation campaign to get email contacts from the target audience. Then, you send an email to said audience, trying to get them to convert, to buy, to sign up, or other actions you want. But users already gave you their email, so isn’t brand awareness already, well, there?
Sort of. Users can provide you with their email for a bunch of different reasons, and it’s not a guarantee that when they do, they’ve also gotten to know your brand. For instance, if you offer a coupon with a small discount for signing up for your site, they will do it just to get the coupon, use it, and then maybe never return to your site again.
You’ve scored a lead and a conversion, but the users may not know you enough to become loyal customers. So, emails with a brand awareness focus can help bridge the knowledge gap, and let the users get to know you better.
You can:
- Send welcome emails right after sign-ups
- Inform them of your unique selling points, such as how you operate differently than your competitors
- Keep them updated with changes they’d be interested in
- Check in with them and as for their opinions, reviews, etc.
If you also target your customers based on characteristics they have in common (such as location, demographics, interest), and have a strong call to action, you can build brand awareness through email.
Over to You
The benefits of email marketing are very encouraging, especially for small businesses, but it’s worth mentioning that to see them come to life, you need a good email marketing strategy.
That’s a strategy designed around your business, that can support your goals and meet user expectations. To make sure you take the right steps into the world of email marketing, Australian Internet Advertising can help you build a strong foundation.
Reach out to us by phone at 1300 304 640 or online, and let’s start creating your email marketing strategy!
