A study from Statista shows that the number of email users amounted to a whopping 3.9 billion in 2019 and is estimated to grow to a huge 4.48 billion users in 2024. Therefore, it wouldn't be wrong to say that the growth and prominence of email are on an all-time high. Moreover, with the number of emails sent and received every day projected to increase to over 347 billion in 2023, emails definitely have emerged as a reliable form of communication across the globe.
So, as a marketer, you must leverage email marketing for establishing a connection with your audience while finding new customers and developing your business. 73% of marketers consider email marketing an excellent channel for generating ROI. Therefore, email marketing can especially be beneficial for small businesses who are looking for a cost-effective and reasonable channel for marketing.
23% of SMBs are already perceiving email marketing as a smart business tactic and leveraging it to the core. So, if you are running a small business, it is high time you employ email marketing in your strategy. Start by planning a focused and consistent email marketing strategy and see how it gives you impeccable results by helping you reach out to your customer base and potential leads in a short span of time.
Here’s a quick look at 8 benefits of email marketing that can take your small business to the next level.
1. Works towards segmentation
With email marketing, you can segment your customer base into different lists based on certain criteria like purchase history, sales funnel position, demography, gender, purchasing power etc. Such segmentation helps in sending the right message at the right time while improving your sender reputation and giving you better results in terms of revenues, engagement, click-through, and open rates. In fact, the open rates for segmented emails are 14.31% higher as compared to non-segmented campaigns. That's the reason 56.67% of marketers believe that segmentation is the most effective email marketing tactics for driving conversions.
2. Promotes personalization of the content
Email marketing allows you to target your customer by helping you personalize your overall email marketing strategy. You can take the data you have collected about your customers along with additional purchase and behavioral data extracted from within your business and use it for sending highly personalized content. An email ai can surely create great content for your email for your prospects. Here are a few ways that can help you ace the email personalization strategy for your small business:
- Incorporating the subscriber's first name in the subject line or email copy.
- Sending emails based on the customer's interaction with your website, products they have looked at, the time when they abandoned their shopping cart and much more. Here's an email template example from FOOD52 that's making use of the cart abandonment emails in a good way.
- Using life cycle events such as birthdays and anniversaries to trigger personalized greetings or special offers. See how Mint makes use of a birthday email in a creative way by rhyming all the way through its content.
Remember, 57.73% of marketers already believe in the power of email template personalization. Make sure you are one of them.
3. Facilitates trust and credibility
As mentioned already, email marketing helps you customize the content to what your customers want, thereby helping you build trust and credibility through your brand. To put it in other words, when you have an idea about your customer's interests and needs, the chances of your email landing in their inbox rather than the spam box becomes higher.
In this context, you can make use of permission-based email lists. Such lists include a checkbox for your customers to opt-in for receiving your emails. It is a great way of ensuring and informing customers about the kind of emails they are signing up for along with the frequency with which they will be receiving emails from you.
4. Provides impeccable brand recognition
Email marketing is all about crafting content that's brilliant and relevant. This helps small businesses stand out as a clearly identifiable brand. Simply put, email marketing gives you the opportunity to directly connect with your existing and new consumers by reaching their inboxes instantly. Therefore, with valuable and relevant content reaching the customers on a regular basis, developing your brand identity becomes easy. It also gives you an edge over competitors.
You can create valuable user-generated content by encouraging the customers to give their feedback. You can ask them if they are happy with your content or would like to switch to something different. Do it the way SQUARESPACE does.
5. Accelerates sales
Do you know that email marketing generates an approximate of $37 billion in retail sales yearly? Now, that makes it clear how email marketing can boost your sales instantly. All in all, if used in the right way, email marketing can encourage customers for impulse buying. Here's how you can do it:
- Once you know what kind of products your customer has bought, you can feature items that are usually purchased alongside their usual products.
- Keep a check on the past purchasing behavior of the customers and list items that are similar to those purchases.
- You can even entice the customers for purchasing more by creating a special offer or discount for any of their future purchases.
6. Builds strong customer relationships
A good email is always appreciated by customers. Remember, customers are keen to know what's going on with your business and how they can involve themselves with your brand. This is where email marketing comes in handy and bridges the gap between you and your customers and facilitates the creation of robust customer relationships.
You can take help of the drip marketing campaign to drive a customer to convert. Such campaigns work effectively in providing constant value to your subscriber base. It also keeps your brand on the top of the customer's mind always.
7. Helps in time and budget optimization
Unlike traditional marketing tools that are high on budget and consume a lot of time, email marketing facilitates seamless and efficient use of time and budget. From designing aesthetically pleasing and professionally looking campaigns to sending quick emails to your vast subscriber base, email marketing helps you do it all within the realms of your budget and time. As a result, it will help you generate more revenue while helping you focus on bigger marketing goals.
8. Allows quick evaluation through metrics
Email marketing gives you access to various metrics to give you a clear and precise idea about how well your campaign is working. Here's a sneak peek into various metrics that can help marketers get an idea about what works for their email campaign and what doesn't.
- Open rates
If your email open rates are good, it means your customers want to hear from your brand irrespective of the time and day.
- Click-through rates
Click-through rates give you a precise idea about the number of customers who went ahead and clicked through the links within your email content. It implies that they are able to connect with the emails you are sending.
- Conversion rates
Once the customer clicks through your email, the next step is to convert. It is a critical metric to analyze as it tells you how well the CTA placed within your beautifully designed email template has worked.
Wrap up
Email marketing serves as a communication channel that gives your business the ability to connect directly with your customer base, prospects, and partners. So, make sure you are extracting the benefits of email marketing effectively.
Remember, with email marketing, you wouldn't only build your brand but also implement your marketing goals and that too without breaking your budget. What else can a small business wish for? So, go ahead, take some inspiration from the points mentioned above and create an email marketing campaign that does the needful for you. Happy emailing, folks!
