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

  1. 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.
  1. 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.

Target and personalize content

  1. 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. 

  1. Increase sales

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.

  1. 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
  1. 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 Relationships

  1. 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.