When it comes to choosing marketing activities for your small business, email marketing is one that should not be ignored. It’s an incredibly versatile way of promoting your business and staying in touch with your audience. Plus, it’s practically unrivalled in terms of return on investment with an average of £44 gained for every £1 spent.
If you need any more reasons to dive in with email marketing, then here are some of the biggest benefits it can offer your business.
We’ve already mentioned the massive ROI of email marketing. This is helped by the fact that email marketing can be an incredibly low-cost and even free marketing strategy. There are plenty of email platforms out there with free versions, such as MailChimp and MailerLite. Costs will just be incurred on these platforms if you have a large subscriber list and are sending lots of emails, or if you want access to more advanced features.
Of course, it can still take a lot of time to write and design your emails, organise your subscriber lists, and monitor engagement with your emails. The team at Vitty can manage your email marketing to ensure that it is time-effective as well as cost-effective for you and your business.
Targeted marketing is effective marketing, and email is a great way to achieve this. Once you’ve got your email list, you can segment recipients based on various demographics and criteria. Say you’re advertising an offer for first-time customers. Only sending that email to people who haven’t bought from you before will be much more effective than sending it to everyone.
That way, your emails get seen by the right people and you don’t annoy the rest of your list by bombarding them with irrelevant emails. Plus, if you have a limit on how many emails you can send for free or if you’re using a pay-per-email platform, then you won’t waste money on sending emails to the wrong people.
The targeting and segmentation options of email marketing allow you to personalise your emails for better results. You can tailor the content of your email, the language you use, the subject line, and much more to appeal directly to the recipient. The more you know about your audience, the better. Even small personal touches like using merge tags to greet each recipient directly can get more people to take notice.
One of the great things about email marketing is that you’re communicating with people who want to hear from you. It’s important that you only send e-newsletters out to people who have signed up to receive them. This is not only for data protection reasons, but also for the success of your marketing strategy.
If you send out a bunch of unsolicited emails, then people will ignore them or mark them as spam. You’ll achieve much greater results by sending emails to a smaller group of people who have chosen to subscribe. These people are more likely to open your emails and engage with them positively.
It can be hard to get your content seen online, but email marketing is a great way to share it. If you’ve written a new article or created an amazing infographic, then you can send it out by email to all your eager subscribers. You can even embed videos into your emails for more interactive content. This is an effective way of getting more eyes on your content, especially since your recipients can easily share the email with others who might be interested.
An important purpose of marketing is keeping your brand in the minds of your audience. The next time they want to buy something that you offer, you need to make sure they think of you. Sending regular emails is one of the best ways to achieve this. You can gain greater brand recognition and build stronger relationships with your customers by keeping in contact and providing engaging, relevant content.
You can also use email marketing as an effective sales strategy. Send out emails with some of your most popular products and enticing offers. Personalisation is important here. You can use targeting and segmentation options to make sure the products and offers you include in the email are relevant to the recipient. A strong call to action is also essential when driving sales or conversions through your emails.
If you have an e-commerce website, then there are lots of ways email can help boost your sales. It can help you tackle cart abandonment, for example, by sending emails to those customers to remind them to complete their purchase. You can also use email to upsell to customers after a purchase. In their order confirmation email, show them some related products that they might be interested in adding to their order. You can even automate these email strategies to make the process easy as well as profitable.
Even when you’re not using email to actively sell to your customers, it’s still an effective way of driving more traffic to your website. You can include links to your product pages, blog articles, services information, or any other page you want your audience to see. Just make sure that the content on your website is up to scratch so that your audience is more likely to engage with it when they land on your website.
Any type of marketing without monitoring is like operating your business in the dark. Luckily, it’s easy to monitor your email marketing with lots of different key metrics available to measure. Email marketing platforms have built-in measurement tools allowing you to see how well your campaigns are performing and how they compare to previous ones. Here are some of the key metrics to consider when monitoring your email marketing:
Monitoring these metrics over time will help you tailor and improve your email marketing strategy to ensure that you are getting the best results possible.
We want to make sure you get the most out of your email marketing, too. If you need support with planning or implementing your email marketing strategy, then contact Vitty to find out how we can help you.