Email Marketing for Small Business Success
Digital marketers have been debunking claims that email marketing for small businesses is old and outdated and much less profitable than in its early-rooted heyday. And while it’s true “new” forms of digital marketing are important for small business success, timeless email marketing strategies do still work, making it easier for businesses to engage with their audience. Here’s what you need to know to create a successful email marketing campaign for your small business.
How Email Marketing Works
Email marketing starts with a well-formed plan to send messages to a targeted group of people via email. Messages could be sales messages or write-ups meant to share information that will interest the audience. Like writing for any audience, there is a purpose, and the message is written to serve that purpose.
The next steps involve using an email autoresponder to send email blasts. An autoresponder is a cloud-based software program, usually purchased on a subscription plan, that enables email marketers to collect email addresses and store them in a database. Emails can be segmented into classifications based on demographic information and other criteria useful to the marketing team. Though a single email is written, the autoresponder personalizes each email to the recipient. For example, the autoresponder automatically adds in each person’s name, making it seem as though the email was written personally for that individual.
Using an autoresponder to send emails allows for a seamless and effective process for reaching large audiences. Simply write the email, and hit the send button. Now, everyone on the list will receive the same email tailored to them.
Email Analytics
Autoresponder software as a service (SaaS) companies also provide marketing analytics for email campaigns. These analytics tell marketers what the open rates are for emails and even the sales conversation rates. Many also offer A/B split testing analytics to compare email variations sent to split up groups and determine which generated more conversions. Marketers can test different subject lines, body content, call to actions, and images to further their marketing objectives.
Facts About Email Marketing
Email marketing offers numerous insights into your market’s behaviors. This helps you better understand your market, their needs, and find solutions that not only help your market but help you grow your business. Here are some facts and benefits relating to email marketing.
Email marketing facts:
- Almost 80% of people prefer to receive promotional emails from companies they know and trust
- You can use social media to help promote your email marketing campaign
- Most people access their email around 10 times a day
- 65% of consumers prefer to be contacted by email versus another form of communication
Email marketing offers a number of benefits, including:
- A high ROI
- Effective targeting strategies
- Cost-effective tools
- The ability to reach a large segment of your audience
- Quantifiable metrics measuring the success of an email campaign
- A platform for building a more personal relationship with customers
- A way to automate and continually improve upon your messaging
Best Email Marketing Autoresponders
There are a lot of email autoresponder companies to choose from. To help you decide which email marketing software is best for your small business, we researched and tested numerous services. Check out our list of the best solutions for small businesses to find the best one for you.
Bottom Line
Get started with email marketing if you have a small business or startup company and have a small marketing budget. Email marketing is the most cost-effective marketing strategy available for a small business, offering the highest return on investment.
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Frequently Asked Questions
What are the benefits of email marketing?
Email marketing is a cost-effective way to reach a large audience. In addition, email is a personal form of communication that keeps customers engaged with your company.
How do you create an email marketing campaign?
Creating an email marketing campaign requires a number of components, including an email list, content, and a call to action.
First, you will need to create an email list. Your email list should be comprised of people that are interested in your content or products. You can start this process by collecting contact information from your website’s visitors.
Next, you will need to create content for your campaign. Content can include anything from blog posts to infographics. The content you create should appeal to your audience.
Finally, a call to action is the next logical step you want your readers to act on. This can be anything from clicking a link back to your website, making a purchase, or even filling out a survey to help you better understand your market’s needs.
What email marketing platforms can be used?
There are several email marketing platforms a digital marketer or small business owner can choose from. Check out our best email marketing services guide.
What is the importance of segmentation?
Segmentation is an important concept in marketing. It is the process of dividing a market into segments based on criteria like geographical location, age, race, income, occupation, and likes and dislikes.
Segmentation is important because it can help to figure out what type of people are interested in the product or service the company is marketing. This information can be used to create a specific marketing strategy for that segment.
What are the most common mistakes in email marketing?
The most common mistakes in email marketing are not using an appropriate subject line, not following the law, targeting the wrong audience, and not providing interesting content.