Why Email Marketing is Important for Your Small Business in 2022

Marketing Emails

Email users are increasing decade by decade and will continue to grow in the future. 

Email marketing is a powerful and reliable tool to nurture leads, boost repeat purchases, or achieve any other specific marketing goal you may have. So, email marketing can still be a crucial strategy for any business, as a massive audience still exists. 

Are you unsure whether email marketing is a good strategy for your small business? 

Let us look at the 7 undeniable benefits of email marketing for small businesses and some handy email marketing tips to get you started. 

What is Email Marketing?

Email marketing is any form of marketing done via email. But there is way more to it than just creating and sending marketing emails to your mailing list.

With email marketing, you can keep in touch with your customer and ensure your brand and products remain at the top of their mind. 

You can also use email marketing for the following things:

  • Educate the target audience 
  • Drive more traffic to your landing pages
  • Conduct surveys to get customer insights
  • Share important business and brand updates
  • Make announcements 

Email marketing will allow your small business to do several things from one channel. Also, it has one of the highest returns on investment, so it is an excellent strategy for your small business.

7 Undeniable Benefits of Email Marketing for Small Businesses

There are countless reasons why email marketing should have a spot in your marketing plan, regardless of what other strategies you are using. Here is an overview of 7 benefits of email marketing for small businesses:

1. High Conversion Rates

Email marketing converts much better than many other marketing strategies. According to Barilliance, the average email conversion rate in 2021 was 1.33%, meaning that in every 100 marketing emails sent out, at least 1 ended in a purchase.

While this might not sound like much, it is still a highly impressive conversion rate when you consider other things like the fact you do not have to pay for clicks or impressions.

Additionally, most of your sales through email marketing are upsells and repeat sales by your previous customers. These are typically higher-value sales than selling to first-time customers.

2. Low Investment

Email marketing does not require a massive investment to execute, at least when compared to other strategies. There are many low-cost and even free but still highly effective marketing tools that you can use.

Besides being one 0f the most cost-effective marketing strategies you can use for your small business, it is also time-efficient. 

Designing an email marketing campaign does not take a lot of time. Also, you can put your email marketing on autopilot using the many email automation tools. 

3. High ROI

High ROI is perhaps the biggest benefit of email marketing. There are several reasons behind the high email marketing ROI, but the three main ones are cost, automation, and scalability.

Businesses can start using email marketing without spending anything, meaning their initial investment is relatively low, hence the high ROI. 

Also, email marketing is easy to scale as you can send one email to thousands of prospects, and automating them means you do not have to spend a lot of time.

4. Easy Adaption

Email marketing is an easy strategy to adapt that will not require any special skills to execute. In its most basic form, email marketing only entails creating a marketing copy and sending it to your email list, which anyone can do.

Although there are several email marketing tools that you can use to make the process more efficient and effective, most are automated, so you will still not need any special skills.

Email marketing campaigns are also easy to adapt to different business needs, and you can customize them to suit your specific marketing goals. Moreover, the customers also self-regulate as they are free to unsubscribe anytime they want.

5. Covers Entire Buying Funnel

Email marketing is not just good for sending promotional emails to prospects. Instead, it covers the entire buying funnel from brand/product awareness to purchase.

You can use different emails to inform prospects about your brand and why they should consider them, nurture them once they become leads, and persuade them to convert into customers.

Follow-up emails allow you to guide your target audience from one stage to the other, increasing the likelihood of a conversion.

6. Provides a Personalized Experience

Personalization is a powerful tool that you can use to win more customers and ensure your prospects and customers have the best experience. Up to 80% of consumers are more likely to buy from a brand that offers them a personalized experience.

Email marketing allows you to address the users by their name, making them feel like you are talking to them and are more likely to solve their problems.

Also, email marketing allows you to create a customized journey based on the customer’s interest and offer more personalized recommendations. Moreover, you can further personalize the marketing by tailoring the email send time and frequency.

7. Supports Constant Engagement

Email marketing is one of the best ways to maintain constant customer engagement. Whether you want to alert your customer to a new offer or inform them you have new stock, you can do this quickly with a simple email copy.

Email creates a direct connection with your target audience. And if you provide good value for your customers with engaging newsletters, you will have an advantage when competing for attention in their inboxes.

It will be easy to improve email engagement by researching and understanding your customer needs and delivering email content that addresses them.

Email Marketing Tips for Small Businesses

There is no doubt that email marketing can be a highly effective strategy with high conversion rates and ROI. 

However, how you execute the marketing strategy will determine whether the prospects will interact with the marketing message or add you to their spam list.

Getting your email marketing strategy right typically takes trial and error and largely depends on the target audience. However, here are some email marketing tips that small businesses can use to make it more effective:

Make it Easy for People to Register

Creating an email list is one of the first and most important steps in executing an email marketing campaign. You need to have a target audience to implement this marketing strategy, and here you have to make it easy for the prospects to register.

You do not need to ask for a lot of information because an email address and one name should be enough. Long and cluttered forms are not preferred by most clients, and very few will spare time to fill them out.

Also, make the process a single click where the users only need to enter their name and email address and click on “Register” to complete the process.

It would be best to use creative ways like dynamic QR codes to direct the prospects to the email sign-up box. QR codes raise curiosity, and many people will want to scan them. You should not have any trouble creating a custom QR code with a tool like Beaconstac’s Dynamic QR code generator.

Offer Registration Incentives

What does a prospect gain by registering on your email list? An incentive will motivate more people to sign up, making it easier to grow your email list and reach for your email marketing campaign.

And you do not have to give them anything extraordinary as freebies like eBooks or discounts and coupons are often a good enough incentive for many people to provide their email.

Also, make sure that the incentive is clear and place it somewhere it is hard to miss. A simple but strong CTA like “Sign Up to Get a Free Coupon” usually does the job.

Position the Email Registration Box Thoughtfully

While positioning the email registration box might not sound important, it has a massive impact on how many people sign up for your email list.

Here are some of the best places to position the box to increase conversions:

  • At the bottom of an article to encourage readers to sign up.
  • Above the fold, is the page section visible without having to scroll.
  • On the footer, especially for ecommerce websites with no posts.
  • At the top of the homepage

Personalize Email Marketing Message

It is hard to overemphasize the importance of personalizing your email marketing message. The target audience needs to feel that you are talking to them and not just sending a generic marketing message.

Email open rates are no longer as high as they used to be years ago, and so nowadays, getting anything between 17% and 28% of email open rates is perfect. However, you have to personalize the messages to get this high open rate.

A small business that takes time to research and create personalized content and send relevant emails to the target audience will get the best outcomes like increased lead generation and conversion rates.

Make Emails Easy to Read

Besides making your email message personalized and relevant, it also needs to be easy to read. And one of the best ways to do this is by making good use of visuals.

Based on research conducted by 3M Corporation, it is concluded that visuals can be processed 60,000 times faster than text. 

An easy-to-read email will not just include a bunch of words but also contain visuals and a structure that presents the information in a more palatable manner. 

Besides visuals, you can also make your emails easy to read by formatting them to ensure they are easy to understand, using small paragraphs, and dividing the text into sections with headings. 

Don’t Send Too Many/Few Emails

It can be tempting to bombard your email list with several emails to increase the chances of getting a conversion. 

However, this will only increase the likelihood of people marking you as spam, as nobody wants to get several marketing emails from your business every week.

It is essential to keep the promise you made to the prospects when signing up. If you promised to send them a weekly newsletter, make sure you only send them one email per week.

However, this does not mean sending them just one email every month or after several weeks. You have to keep your brand name at the top of the prospect’s mind, so make sure you also do not send too few emails as the target audience will be less familiar with your business.

Make the Emails Mobile-friendly

More than 50% of email marketing campaigns are opened on mobile devices. So, if you want to increase the reach of your email marketing and enhance customer experience, you have to make your emails mobile-friendly.

Hence as you craft your emails, it is essential to make sure they are mobile-friendly and test them to see how easy they are to read and interact with on mobile devices. 

The good news is that there are different tools you can use to see how the emails appear on various devices, such as mobile emulators. Make sure you have a good mobile strategy for your email marketing campaign.

Conclusion

There are now more than 4 billion email users globally, and the number is expected to keep growing. 

This means that almost everyone online has an email address, so email marketing is still one of the best ways to reach out to customers.

A well-executed email marketing strategy can help small businesses generate more leads and take advantage of the many other benefits of email marketing.

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