Unlocking the Power of Email: How Strategic Email Marketing Drives Business Growth and Engagement
Deciding where to spend your marketing dollars as a small business owner isn’t a decision you take lightly. Every dollar counts, and you need to get results.
The bottom line is that you can’t go wrong with email marketing. It allows you to reach out to customers in a place they visit every single day – their email inbox – on a device they have with them all the time – their cell phone.
In this post, we’ll explore the top ten reasons why email marketing is the MVP for every small business, and how it can help.
Before we get started, here are some stats:
- For every dollar spent on email marketing, you can expect an average of $36 in return. (Litmus 2023)
- 91% of customers like to get promotional emails from companies they do business with (Marketing Sherpa, 2023)
- As of 2021, 80% of the US population uses email, and email marketing is the primary driver of customer acquisition and retention. (Insider Intelligence, 2023)
- There are over 4 billion email users across the globe, and this number is predicted to reach 4.5 billion by 2025. (Statista, 2023)
- More than 300 billion emails are sent and received each day worldwide. (Statista, 2023)
- The average open rate of emails across all industries is 22.61%. (Mailchimp, 2022)
- When it comes to welcome emails, open rates are 68.6%. (GetResponse, 2022)
Those are pretty impressive stats, right? Now let’s dive in…
1. Email marketing provides the power of personalization
Personalization never goes out of style. After all, we’re all human, and personalized emails show that you care.
And don’t just personalize based on interests. Addressing your subscriber by name and sending emails in their time zone adds that extra personal touch.
Utilizing opt-ins ensure your emails are relevant to your customer based on their specific interests and needs. This increases the chances of your emails getting read instead of ending up in the spam folder.
2. Builds credibility with permission-based email lists
No one likes to get emails from unknown senders. It feels spammy, and customers often immediately delete them.
Building permission-based lists with a check box for customers to opt-in ensures that your customers know what they’re signing up for and how often they’ll be receiving emails from you.
3. Increases brand recognition and trust
As you consistently provide valuable content to your customers, they will become more and more familiar with you. Your subscribers become familiar with your products, services, and your company as a whole since you’re consistently in their inboxes.
By communicating with them on a regular basis, they naturally become more aware of your brand and what it stands for. As you share useful information about your company and industry, you establish your brand as a valuable resource that builds trust with your customers.
4. Increases sales
60% of consumers say they’ve made a purchase as a direct result of an email they received (Constant Contact, 2023). That’s definitely no small potatoes!
You can use your email marketing campaigns to not only sell your products and services but also to boost referrals, upsell, and re-engage past customers who haven’t purchased in a while.
5. Helps you nurture leads
When someone fills out a form on your website, you can design an automated email series that guides them through their decision-making process using written content designed for every part of their journey – whether they have just found your business, are researching their options, or are ready to make a purchase decision.
6. Affordable and optimizes your time
Email marketing is easily automated. You can set up campaigns on autopilot and still provide customers with timely, personalized, relevant content. And email marketing doesn’t need a large portion of your budget either, especially as you get started.
7. Email marketing is easily scalable
Initially, your campaigns can be completely free. As you develop and grow your business, most providers offer affordable marketing plans that scale as your email list and your company grow without straining your budget or compromising quality.
8. Email marketing is easily measurable
Most email marketing platforms have built-in analytics to help you understand the success of your campaigns. You’ll be able to see things like whether or not your emails were opened, who opened them, who clicked on links, which emails “bounced” (didn’t reach anyone), who unsubscribed, and which ones resulted in a sale.
9. Benefits your SEO strategy
Email marketing campaigns that drive traffic to your website with things like blog posts, product promotions, and exclusive offers improve SEO by increasing the number of visits and the amount of time visitors spend on your site – two major indicators that search engines look for.
It signals to search engines that your content is relevant and people trust you. This, in turn, enhances your SEO strategy. Just remember to include a call to action (CTA) in each email so readers click through to your site.
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