Email marketing is used by most of the world’s best-known brands. But that doesn’t mean it’s just for big businesses with big budgets. It’s actually one of the most advantageous marketing tactics available for small businesses with limited budgets.
Why is email marketing good for small businesses?
With email’s ability to establish strong customer relationships, boost brand credibility, and drive sales, email marketing has become an essential tool in the arsenal of successful small business owners.
So, what are the advantages of email marketing?
Here are 5 of the primary benefits of email marketing for small businesses:
#1 Improve credibility & brand awareness
Studies have shown that it takes as many as 5-7 impressions for people to recognize a company logo. That’s a lot of looking, but it matters—76% of women and 80% of men prefer to buy from brands they recognize.
One of the fundamental benefits of email marketing is its capacity to build credibility and brand recognition. By consistently delivering high-quality content to your subscribers, you can position your small business as an expert in your industry.
With each email sent (and in conjunction with your other marketing tactics), your business’s name becomes more familiar, leading to increased brand recognition and trust among your audience. Through strategic email marketing campaigns, you can foster familiarity and transform one-time customers into loyal advocates.
It goes without saying that to have the desired effect, your emails must leave a positive brand impression, No spam, no sleazy sales! Always focus on providing value to your target audience. No doubt they receive plenty of emails every day, so you don’t want to give them any reason to unsubscribe.
#2 Build & maintain relationships with customers
Email marketing is a powerful tool for nurturing and maintaining relationships with your most loyal customer base. Send them special deals, freebies, birthday messages, and loyalty rewards to show your appreciation. You can also use email to keep them informed about important business updates that they need to know.
Even when potential customers aren’t actively looking to buy, email marketing keeps your business at the top of their inboxes and minds. For example, you can send industry-specific tips and news to establish yourself as an expert in your field.
At Brighter Messaging, we share marketing tips and advice for small businesses in our monthly email newsletter:
#3 Personalize your touchpoints
We’re willing to bet that at least 50% of the billboards you drive past are advertising a product you’ll never buy or even be interested in. One of the major advantages of email marketing is that it allows you to personalize content to suit your target audience. Unlike a mass market billboard, you can send your email list relevant and valuable content and offers that could actually benefit them.
If you have a solid marketing strategy in place, you know who your current customers are, and you have a good idea of who your potential clients are, too. You can use this information to craft valuable content that is especially relevant to this target audience. Your emails can be specifically directed at their pain points, interests, and needs.
People are also more likely to open and engage with emails that they perceive as tailored to their needs. That’s why you should segment your recipients even further based on their interests, demographics, and behavior. By getting really granular with your targeting and messaging, recipients are more likely to feel that the communication speaks to them, and thus are more likely to take action.
#4 Reach a wider audience, wherever they may be
Which of these accounts do you have?
Although we’re not sure about all the social media marketing platforms and other marketing channels, we can almost guarantee that you have #1. And we bet you access it on a mobile device, too. At least once a day; probably several.
There’s no doubt that email marketing boasts unparalleled reach. Almost everyone has an email address, and they access their emails on various devices, including mobile phones. People check their emails daily, providing a consistent channel for communication.
In contrast to social media, where algorithms can limit your reach, email marketing ensures your (high-quality) messages reach your audience’s inboxes.
#5 Increase sales & ROI
Perhaps the most compelling advantage of email marketing for small businesses is its remarkable return on investment (ROI). The average ROI for email campaigns is a staggering 3600%, with some industries experiencing even higher returns. What this means is that every dollar invested in email marketing can yield an average of $36 in profit. (And no, that’s not a typo!)
Why is email so profitable? For one thing, it’s relatively cost-effective. You can get going with a free email platform, and even write and design your own content. Second, it’s effective when done right. Well-executed email campaigns can boost product or service sales directly or indirectly.
Whether by sending promotional emails, generating immediate purchases or nurturing leads for future business, email marketing has a direct impact on your bottom line. In fact, 60% of consumers report making a purchase thanks to a marketing email.
Can I start email marketing for free?
Essentially, you can start email marketing for free if you create and send emails from your existing email provider (such as Outlook, Gmail, etc.). There are also email marketing services that offer free plans with limited features and subscriber limits. But, like anything, you get what you pay for.
Keep in mind that while these free plans can be a good way to get started with email marketing, they often have limitations compared to paid plans. These limitations might include fewer features, lower subscriber limits, and the inclusion of the provider’s branding in your emails.
A free plan could be a good option if you’re just starting out and have a small list of email subscribers. As your email list grows and you require more advanced features, you can consider upgrading to a paid plan.
Ready to leverage the benefits of email marketing in digital marketing?
Email marketing is a game-changer for small businesses with limited budgets and big aspirations. Its ability to build credibility, maintain relationships, personalize content, reach a wide audience, and drive sales makes it an invaluable asset in your digital marketing toolbox.
If you need help using email marketing to your advantage and gaining maximum ROI, don’t hesitate to get in touch with the email marketing experts at Brighter Messaging. We’d be happy to help!
Have you read our comprehensive guide on The Power of Email Marketing for Small Businesses?