EMAIL MARKETING
Tips for Small Businesses
Email marketing, one of the oldest online marketing methods, has withstood the test of time. There are several reasons why you should consider e-mail marketing if you are a small business or a start-up. But first, what is e-mail marketing?
What is Email Marketing and how does it Work?
Email marketing is a method of sending a commercial message to the desired person or set of people via email. This usually includes any email communication sent to an existing or potential customer. Some best practices for successful email marketing campaign include:
- Writing a strong, solid subject line to increase open rates and deliverability
- Creating and sending multipart messages (both text and HTML versions) to beat spam filters.
- Testing deliverability to know the best days and time of day to send emails
- Proper selection of the target audience
- Incorporating clever graphics and videos
- Giving readers a web-like experience where they complete all actions such as making a purchase or signing up for an event within the email
How does a Small Business Benefit from Email Marketing?
Email marketing is one of the cost-efficient online marketing methods, allowing you to use your marketing dollars elsewhere. Besides this cost-benefit, there are several other reasons why you should run an email marketing campaign.
With email marketing, your business name, logo, color palette, tagline, and brand graphics will be on display with each email. These brand elements build brand awareness and recognition, which in turn builds trust.
There are advanced software programs in the market to help you track user engagement. This helps you determine whether your campaign is working and you can then make the necessary adjustments and retest.
An email allows you to connect with your target market. Something as simple as addressing the recipient by name goes a long way in making the reader feel special.
Your subscribers will opt-in and opt-out at will. This allows you to remain with only those who are interested in what you are offering. This is why email marketing has such a high conversion rate. You will not waste time and effort on people who are unlikely to buy from you.
Your bigger competitors will have been tried and tested over time. It takes time for people to know your credibility and reliability. Creating a consistent email marketing campaign featuring quality, relevant, and on-topic content helps build trust.
Your lack of longevity or clout in the industry means your target audience will not know what you are offering. Email marketing gives you an opportunity to share what you are offering, to advertise events and giveaways, and to share your location and business hours.
A good email marketing campaign is not only good in bringing new customers and retaining old ones, but it also helps you generate new opportunities like joint ventures, strategic partnerships, speaking engagements, media interviews, and more. It also allows you to get new income streams such as an affiliate.
You can send an email to thousands of people in your mailing list with a click of a button. This increases your reach in ways traditional marketing methods can never do. Coming up with a mailing list is also not a hustle because you can have opt-in and opt-out options on your website.
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