5 Benefits of Email Marketing for Small Businesses (updated 2021)

Are you investing in email marketing to grow your business? If not, you’re missing a huge opportunity to engage your audience.

Despite the rise of social media marketing these past few years, and the resurgence of direct mail, email marketing is still alive and thriving. It’s a quick, easy way for you to connect with customers and prospects alike, especially since most people can check their email on the go whenever the mood strikes.

Take a look at these five key benefits of email marketing and discover how you can put them to work for you:

#1 – Email Marketing is Inexpensive

It costs almost nothing to send an email. Email Service Providers like MailChimp and Campaign Monitor make it easy to create beautifully designed emails using templates and simple drag and drop editing features.

Statistics show that email marketing has an extremely high ROI, raking in $44 for every $1 spent. That’s a 4,400% ROI!

#2 – It Creates Top of Mind Awareness

Even if you don’t see a direct sale because of your email, you can rest assured you’ve put your company at the forefront of your prospect’s mind, even if it’s just for a moment.

Seeing your name in their inbox makes an impression. Every email exposes your audience to your brand. Studies show it takes at least seven impressions to build brand association.

If you send an email and don’t get a response, don’t be discouraged. The more consistent you become with your email, the better opportunity you have of your efforts paying off.

#3 – You Can Learn More About Your Customers

Sending emails gives your customers a chance to learn about you, but you can also learn more about them.

Analytics can tell you who’s opening your emails, what they’re clicking on, and ultimately what they’re interested in.

This information can help you create more effective email marketing campaigns in the future, tailoring your offers to their desires, and helping you increase your ROI.

#4 – You Can Track Your ROI

One of the hardest things about marketing is determining a specific ROI. You want to know what’s working and to what extent so you can decide if it’s worth your investment. Things like billboard ads and postcard marketing don’t make it easy to measure their worth.

Email marketing removes some of this guesswork. You can track things like opens, clicks, and actual sales to see what you’re really getting from your efforts. You can compare these metrics to what you’re spending on email marketing to gauge your effectiveness.

Keep in mind that sales shouldn’t be the only thing you measure when determining ROI. Things like brand impressions and website clicks are also important, even if they don’t result in immediate sales. These things can’t be calculated in your ROI, but they can give you a sense that your marketing is working.

#5 – Email Marketing is Highly Targeted

Email marketing makes it easy to segment your audience to create tailored campaigns. You can send emails to the most engaged portion of your audience, or target by demographic information like state or time zone if you have it available.

#6 (bonus) – It’s Easy

In the past, have you ever had to teach someone the best way to use TikTok, Twitter, Facebook, Instagram, or Pinterest? Maybe, right? Have you ever had to teach someone how to read an email?

In Closing

Email marketing gives you no shortage of options when it comes to connecting with your audience. It’s eco-friendly, affordable, and gives you one of the best ROIs compared to other forms of marketing.

If you do start (or restart) using email marketing in your strategy, make sure you give it enough time to work. Stopping too soon because you don’t think it’s working could erase any potential benefit you might have seen had you just kept going a little longer. If people need your products and services, then you need to be there when they go looking. Periodic email sends will keep you right on the top of their mind.

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