The numbers show that email marketing is still a widely used, and successful, marketing channel.
However, your small business can use email marketing in many different ways. How do you choose your approach? One way might be the following chart from the Email Marketing & Marketing Automation Excellence 2017 Report:
Source: Email Marketing & Marketing Automation Excellence 2017 Report
Top Benefits of Email Marketing
The chart illustrates the seven top benefits of email marketing (ignoring “Other”), each of which is a worthy goal depending on what your small business is aiming to achieve.
1. Generating More Leads
Encouraging visitors to sign up for your email marketing list is just one way to generate more leads. Another strategy is to encourage your email subscribers to forward your emails on to friends, families, and acquaintances or to share it on social media.
2. Improved Sales
If every subscriber on your list turned into a customer, you’d be in small business heaven. Unfortunately, that’s probably never going to happen. However, you can increase your sales by focusing the right email campaigns on the right people. The secret to doing this is email list segmentation, a process that enables you to nurture each of your list subscribers with the right message at the right time, eventually moving each through your funnel to becoming a customer.
3. Improved Conversion Rates
In order to sell, you need to convert and the key to email conversions is to nurture them using content. Like #2 above, the key lies in email list segmentation however, it helps to know what type of content to use at each stage of the sales process. Once you nail that, your nurturing efforts will be much more effective and, your overall conversion rates will increase.
4. Reduced Marketing Costs
If your small business marketing budget is tight, you’ll be interested in low-cost ways to promote yourself. Happily, there are a lot of email marketing tools out, many of which offer a free tier of service and low prices when you need more features and functionality.
5. Identifying Better-Quality Leads
The last thing you need is to waste time on bad leads. That’s why, before marketing your small business, it pays to have a lead qualifying system in place. Happily, email marketing itself is a lead qualifying system that demonstrates a prospect’s interest based on:
- The fact that they signed up for your list in the first place;
- Whether they open your emails; and
- If they click on any of the links within your emails.
6. Integrating with Other Media to Boost Response
Integrated marketing is a powerful tool in any marketer’s kit. One of the best integrations for email is with social media where your emails can include:
- Social share icons;
- Super-sharable content; and
- Deals to share which then give a referral reward back to the subscriber who shared it.
7. Shorter Sales Cycles
Email marketing is a great way to get your most convincing content in front of prospective decision makers. If you’re nurturing the right subscribers via email as mentioned in No. 5 above, and you’re using both segmentation and the right content as mentioned in No. 2 and No. 3 above respectively, then you can speed up your sales cycle by getting the right content to the right decision maker at the right time.
Now that’s powerful stuff.
Email Marketing Photo via Shutterstock
More in: Email Marketing
Email marketing is easier than sending a real newsletter via snail mail or advertising in traditional media like the television or radio. It is cheaper too.
Hi, Matt! Great post! With email marketing, your business can create deeper relationships with a wider audience at a fraction of the cost of traditional media. However, it’s important not to overuse email marketing. Receiving marketing emails can irritate people if it is irrelevant, too frequent or unwanted. Thanks for sharing!
Content should always be done strategically. That is because content is very important in Internet marketing and can be shared or ranked on the search engines. So a plan really goes a long way.
Great tips! As you know, email marketing is becoming more and more popular, I can reccomend you an excellent service for automating your prosperting – proofy io , and it’ll be as personal as it can be
Almost every time I suggest to someone to use email marketing for their campaign, they become really skeptical. Though you’re right, effective email marketing will live for a long time more and has lots of benefits. My campaigns have never failed yet. I’ve been using MailChimp for such a long time but also tried a new program recently, about few month ago. It calls Campaigner which is cheap and convenient.
That is nice that you could increase your sales by focusing on email campaigns for the right people. Maybe it would be good to get a paid newsletter service for an email campaign. Then I would be able to have someone do this for me if I were running a small business.
Hello, I read your article, and your information about email marketing is really amzing and very helpful for me. Thank you very much:)
this article for email marketing boost and grow our business.
Very informative article for email marketing. but today bulk email sending it’s going to spam folder. any good suggestion for inbox the mail using our own SMTP system.
Thank you for writing this article.