Small Business Email Marketing
Businesses of any size can benefit from email marketing, but the communication method is especially useful for small businesses. Creating an email campaign provides an opportunity to build a list of loyal consumers, establish a reliable touch-point avenue, share offers and information and to establish your company as a credible, reliable industry brand.
Email campaigns are especially useful to small businesses because they cost little and return a lot.
Benefits of Marketing Your Small Business
When getting active with your small business, consumers might be skeptical or unsure about what it is you offer or where you stand in the market. Emailing new or potential consumers regularly lets potential buyers learn more about you without doing much of their own investigative work.
Sending a consistent email with a catchy subject puts the choosing power in the customer’s hands so they can decide when and where to learn more about your brand. When you start to include engaging content or purchase offers, you’ll see your consumer base begin to grow with you.
Advantages of Email
As you spread the news about your brand through word of mouth, email creates a secondary touchpoint that consumers can refer to recall brand information or share with a friend.
And, as your consumers tune in to learn more about your business, marketing boosts your professionalism, showing potential buyers you know what it takes to successfully run a business and that you have the resources and team to execute.
Let’s take a look at more of the biggest benefits of using email marketing for small businesses.
Top 7 Benefits of Email Marketing
Solidify your unique brand
The vision of a brand can be big, but its execution and presentation in the market tend to be pretty concise. Brands only have so much ad space to fill, so many lines of text available and so many seconds of video to catch consumer attention, explain the product and show off the aesthetic or personality of the brand.
Emailing is an incredible way to overcome this limited marketing capacity. Use the language, blank space, and content to show your consumers your brand personality and what shoppers can expect as your loyal consumers. Here are a few ways to expose your brand through email:
- Run contests with consistently themed prizes. If your household product brand’s theme is about tropical paradise and getting away, then run a contest for tropical vacations! You don’t have to be a travel company to support consumers having a great time.
- Speak conversationally or humorously to give consumers a laugh. Even if you provide a mundane product or service, speaking comically and like a friend shows consumers that while you take their household necessity seriously, you’re a relaxed, approachable team.
Target and personalize content
Personalized content is growing and email campaigns are an effective way to share it with consumers. You can tailor emails by name, interests and optimal timing for readership. As you collect more consumer data, you can offer better email content that respective shoppers will enjoy.
Optimize your budget
Emailing is cost-friendly, which is one of its biggest appeals to small businesses. By putting in a bit of creative effort and using an automated email and data collection software program, you can make the most out of a preliminary marketing budget.
By sending coupon offers and product promotions, you add an opportunity to get your product or service in front of consumers. Consumers who see your brand name and aesthetic over and over again are more likely to purchase from your company when they need the product or service you provide.
Email campaigns can also include direct links to purchase, tie-ins to seasonally relevant goods or special glimpses at how and when to use a product or service. Since a sale is the ultimate goal of every marketing effort, build a reason to purchase into every email you send. For example, if you share an email on a team member’s recent trip overseas, discuss the apparel worn or gear used to create rationale around purchase.
Establish content expertise
While email is a preferred method for coupon delivery or promotion awareness, it’s also an underused space for establishing an authoritative voice in the industry. As you know since you’re running a small business, you don’t have to be a big company to be experts at what you know or do. In fact, sometimes it is the small team that makes offering expertise to every single consumer possible.
Use an email campaign to share content that exploits industry knowledge. Try including these features in your emails to help make your small team have a big voice:
- Include how-to videos with step-by-step tutorials on products
- Include short videos that give consumers a glimpse of your service for free. For example, if you are a yoga and meditation spa, offer a 1‑minuted guided morning meditation
- Comment on relevant current events so that consumers stay informed, know you’re informed, and begin to trust you to keep them up to date and in the know
Strengthen Consumer Relationships
Keeping your consumers in the loop on company changes or happenings establishes trust with consumers. While it might start and grow slowly, this confidence is what ultimately prompts a follower to purchase your product or service.
Email is a great way to let consumers know what’s going on internally in the brand. Are there new hires? New products? Changes to services directly related to consumer feedback? If so, let your audience know. The trade of goods and services creates an intimate relationship, so take advantage of building familial and respectful rapport.
In today’s technological age, it is easy to keep a mass consumer base informed, engaged and reminded of your appreciation. Take advantage of communicating through one of the basic modes that your consumers already check every single day.
Strengthen consumer insights
When you set off to build a marketing campaign, establish clear goals to use as checkpoints for measuring your efforts and to collect useful insight on consumers. As you analyze the email marketing data, you can harness powerful consumer behavior insight, such as which subject lines tempt shoppers enough to open, which calls to action are not asking too much, with offers earn redemption, etc. The more you get to know about consumers, the more you can tailor your marketing campaign toward their interests and needs.
Have you had particular luck with any of the above benefits in your email marketing campaign? Let us know any tips or questions in the comments below.
Rosy Strategies is a premier provider of marketing solutions and resources. Wherever you’re at in your business development, our team has solutions to help your company grow by making the most of marketing tools.
Email marketing has the power to improve your brand awareness, create greater traction with potential buyers and establish opportunities for repeat purchases with current shoppers, so get started on your email campaign today. Reach out to Rosy Strategies to learn more about the services we offer and how we can help your brand grow with email marketing.