Despite what you may have been told, read, heard or just assumed, email is an internet marketing tool that is holding its own in the marketing options for businesses. Email marketing is alive and well and there are quite a few reasons why email marketing is important for your small business. Email marketing is not dead! It works–really!
Whatever you think about email marketing, the truth is that it can lead to higher lead conversions, increased sales and brand awareness for your small business. Because of this, I encourage you to focus on why email marketing is important to your internet marketing strategy and focus on what email is rather than what it is not.
Dare I say cheap? Well, maybe it isn’t “cheap” but is sure is a very low cost internet marketing channel to implement and it has a great return for your business. One comparison shows direct mail with a 7% ROI versus email marketing at 28.5%. That’s a huge difference whether you are a small business with a limited amount of resources or a large corporation with many internet marketing options to choose from. No wonder businesses should be using email strategically!
2. Simple and Quick:
Think about how many emails you write in a day. How easy is it to do?! Most everyone can quickly write an email and hit ‘send.’ It doesn’t take a lot of your business’ resources or time to put together an email and send it off. You may already be doing more email marketing than you think.
3. Personal and Customizable:
With email marketing, you can easily choose who receives it and who doesn’t – allowing you to target the population you want to be in front of – you know, the people who want to hear from you and want what you have to offer. You can also easily customize your emails to a segment of the population, to a buyer persona, or even for the current season of the year. You are not locked into one thing!
4. Relationship Focused:
Email does not have to be SPAM – and it should never be! It can be used thoughtfully to build loyalty and trust in your brand. Email marketing is important for building relationships with prospects, leads, current customers, and even past customers because it gives you a chance to speak directly to them, in their inbox, at a time that is convenient for them. Be friendly and personable. You are not invading their space if you have chosen your message and your recipient wisely.
5. Action Oriented:
Whether they realize it or not, email recipients have been trained well to do something with an email – reply, forward, click-through, sign-up, or buy. Think about it! Email has become transactional in nature and you can use it to direct traffic to your website and ultimately drives sales. As you develop your small business internet marketing strategy as a whole, using email will allow you to see results and that is a great reason why email marketing is important.
When you choose to use an email service, one of the benefits is the tracking ability you gain. There are many measurable actions you can track such as bounce rates, delivery rates, open rates, click through rates, and unsubscribe rates. You can easily get a picture of how your email campaigns are performing, make adjustments and improve your effectiveness. Email marketing metrics are important to remember as you monitor and measure your internet marketing strategy as a whole.
7. More popular than Social Media:
Some people think that with the growing popularity of social media platforms, email may be pushed to the side, but if you think about it almost every social media account requires an email to be set-up. So if you are not using email as part of your internet marketing strategy, you are missing out on a channel that a majority of the world uses!
8. Mobile and Global:
Just as email is at the core of social media, email has also gone mobile. We are taking our email with us everywhere we go! And with the internet accessible all over the world, email marketing can have a global reach.