Small businesses have limited marketing budgets and don’t have the luxury of using several marketing channels. Many simply pick one, cross their fingers and run with it. Small businesses also do not have the time to test out the different marketing channels. They need a channel that’s proven to work and one that will deliver near immediate results.
These unique needs of small businesses make email marketing a no-brainer. Email marketing has been proven time and again to deliver results with minimal investment. And, not just for small businesses, Fortune 500 companies continue to use email marketing to build an audience of qualified leads.
Let’s drill down into four reasons that make email marketing such a potent business tool.
- You Can’t Argue with Facts
Facts are stubborn. And, these are the facts according to the Radicati Group, Inc, a technology market research firm based out of Palo Alto, California:
- There are currently 2.6 billion email users.
- The number of emails exchanged daily in 2015 was 205 billion. This is projected to jump to over 246 billion by 2019.
- By 2019, this number is projected to grow to 2.9 billion.
- By 2019, over a third of the global population will be using email.
- Most IM, social networking, and other forms of communication require users to have an email address in order to use the service.
- Most people have more than one email address. The global average is currently 1.7 accounts per user.
- In 2015, each business user sent and received an average of 122 emails daily. This is projected to grow to 126 by the end of 2019.
From these facts it’s clear, email is effective and shows no sign of slowing down in the future.
- Email Marketing ROI Easy to Measure
One of the major beefs seasoned marketing professionals have with social networks is the difficulty is measuring the return on investment. Marketing Directors all over the world are having sleepless nights trying to explain to company boards, the huge investment in social with little to show for it in the near-term. This is not to poo poo on social, which is a critical content marketing strategy, but it’s a fact, email marketing almost always reports a positive ROI and is easy to measure.
- Customers want to Receive Commercial Messages via Email
According to research by several marketing firms, the communication from customers is loud and clear. So long as you have permission to do so via a subscription, customers want to receive commercial messages via email and not SMS or social media.
Email is one of those things you can easily automate. All you need is a good tool. You then develop the content you want to send out over time and create an editorial calendar. The tool will then do the rest. In fact, many tools allow you to tailor an autoresponder to send out a different response for different types of customer behavior. This is not to say that your should set it and forget it. No, you will still need to monitor your metrics and make some tweaks. But, email marketing remains one of the most efficient marketing channels.
So, let us now look at 5 email marketing tips to help you do it right.
- Be Clear on Your Goals
Don’t be like a rudderless ship. You need to clear on your destination or any destination will be a good destination. What exactly do you want to accomplish with email marketing? You must be able to summarize your goal in one sentence. If you can’t do this, your goal isn’t clearly defined.
- How Does Email Complement Your Other Content Marketing efforts
It is rare for email marketing to be used on its own. It will usually be part of an overall content marketing strategy that may comprise a blog, social media, YouTube etc. You need to be clear on the place of email in the overall context.
- The First Impression is a Lasting Impression
Once someone subscribes, wow them with a welcome email. Make them feel that the subscription is worth it. In the welcome email let them know what to expect and when to expect it. The autoresponder sequence should be introduced to the customer at this stage.
- Ask Questions
The most successful email marketers have mastered the art of engaging their subscribers. This can be accomplished by sending a personalized email once in a while asking them what kind of posts they would like to see. Even if you only get a few responses, they can be golden nuggets of information that help you understand your subscribers better.
- Mobile Usability
41 percent of emails are opened on mobile devices, that is, smartphones and tablets. So, when designing your email pay more attention to how it looks on mobile. Test it out before sending to be sure it’s just right.
According to Jeff Walker, a self-made millionaire known for the Product Launch Formula that has helped businesses earn over $400 million, an email list is a license to print money. Jeff has used email marketing to sell over $20 million worth of his Product Launch Formula. Email marketing is at the heart of anything he markets. So, if you aren’t already using email marketing, this should convince you to get started.