Become An Expert With Expert Content
As a small business owner, youre likely seen as a local or regional expert when it comes to your area of business. One way to further cement this identity in the minds of consumers is to continue positioning yourself as an expert through the use of content.
Email marketing doesnt have to just be about delivering coupons and sale information. In addition to emails designed to drive traffic to your business, you can use email marketing to deliver unique content that your subscribers will enjoy readingor watching.
Videos are a great way to establish your brand as a thought leader in the industry. Just take a look at our example below:
When you use blogs or videos as a part of your email campaign, youre adding value to each and every email you send.
Not only does this build your reputation as an expert, but it also builds the reputation of your business communications. People will be excited to receive emails from you because they know you deliver quality content regularly.
If you already offer expert content through a blog or YouTube channel, then you may want to consider offering exclusive, email-only content in order to convince people to subscribe to your email list.
Your content is one of your most valuable marketing tools, and you can use it to build other areas of your marketing strategy. If people love what you do, then theyll sign up to see more great content. Best of all, that content gets delivered directly to them.
Allows You To Provide More Value To Your Audience And Build Trust With Educational Content
Finally, you can reap the benefits of email marketing by using email as a way to distribute content. Probably the biggest reason to do this is that content marketing is highly valuable as a customer education tool. For example, lets say youre a B2B brand in the construction industry. Your company has just launched a major improvement on the power drill, and youd like everyone to know it. To help educate contractors, youve posted a detailed writeup on your website complete with diagrams. By sending a brief announcement and article link by email, youll encourage people to check it out.
Improve Your Email Marketing Strategy
The benefits of email marketing for small businesses may not always be obvious, yet there are many. An email marketing strategy can help you find new customers, retain them and stay in touch with them, all while maintaining a reasonable budget.
While there is a multitude of email marketing services out there that can enable you to start sending your own messages, OutboundEngine is the only one that does all the work for you. Our team of marketing professionals writes, compiles, and automatically shares compelling content that your network will love and will make you look great.
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Go Above And Beyond With A Marketing Strategy
Aside from small business email marketing, you have endless tactics and technology at your fingertips in order to develop a robust and impactful strategy to convert prospects into loyal customers.
Between buzzwords like account-based-marketing and artificial intelligence, where do you start? Whats going to help increase your bottom line without breaking the budget? Consider these questions before moving on to your strategy:
- Whos your target audience? What are the marketing segments?
- What are your competitors doing?
- What does your lead pipeline look like?
- How does your product/service provide value?
- What are your KPIs?
- What is your budget?
Once you have those questions nailed, you can move on to discovering the other small business marketing strategies thatll drive the most results to match your determined goals.
The following are two ways you can drive more traffic to your business and get the most out of your marketing dollars when combined with small business email marketing.
Metrics And Kpis To Discover What Works
When you send an email to your target audience, every feedback they show provides valuable information. With this information, you can bring forward strategies to improve your customer experience.
Here, email marketing metrics and KPIs come to help you skyrocket your ROI. For instance, a reasonable Open Rate indicates that people know your brand and your subject lines are compelling. Also, infers the number of email recipients who clicked on the links added to the email.
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Email Marketing Is Cost
According to Hubspot, 59% of marketers say email is their biggest source of ROI, while segmented campaigns note as much as a 760% increase in revenue. If this isnt convincing enough, a study shows that 60% of email recipients made at least one purchase based on a marketing email.
For small businesses its important to thoroughly plan out where to locate their marketing efforts and budget. Fortunately, email marketing isnt only a great way to communicate with target audiences, its also extremely efficient and cost-effective. According to McKinsey & Company e-mail marketing drives $44 for every $1 spent. Its also 40 times more effective than social media, with the buying process happening 3 times faster than in social media.
Well cover email marketing strategies that will increase your sales in a separate post – look forward to that.
Email Marketing Drives Repeat Sales
You cannot build a successful and sustainable business without repeat customers.
Repeat customers not only save you from the hassle of finding new clients all the time but also allow you to make more money per customer.
A study found that the probability of selling to an existing customer is 60%-70% as compared to acquiring a new customer which is only 5%-25%.
The reason for this is obvious.
People whove already bought from you, trust you. As a result, theyre easier to convince the next time youre selling something.
The same applies to email subscribers.
They already trust you and have willingly shared their contact information with you.
Theyre much easier to persuade, as compared to complete strangers, about the usefulness of your product offer.
This is exactly why email subscribers spend 138% more, on average, as compared to non-subscribers.
Without an email list, your business would miss out on this huge sales potential.
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Build Credibility As A Business
One of the biggest hurdles a small business has to overcome is building credibility. Why should someone give their business to you when your name isnt as recognizable as the big box store down the road?The reason people trust big names largely boils down to marketing. Theyre familiar with these names, so they allow these brands more trust.
The more they learn about your business, and the more they hear about your business, the more theyll trust your business.
Building A Solid Customer Relationship
If you were in your customers shoes, how would it be if you get an email from a brand you love?
The idea that has made popular influencers successful in their career is their person-to-person relationship with audiences. Therefore, it is a must for every marketer to bridge that gap.
Another benefit of email marketing is that it helps you build a solid bond between you and your clients. Indeed, people are more likely to become loyal to your brand when they believe they can talk to you. Also, you can keep your audience engaged whether its a slow or high season.
Additionally, you can inspire them to share your content with their friends. Therefore, email lead generation will pave the road for you to build your audience from scratch.
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You Must Optimize Everything For Mobile
In 2021, if your message, email, or web page doesnt work on mobile, it doesnt work. Just two years ago, Newsday reported that over half of all emails are read on mobile devices. Yet, almost half of those emails werent formatted for a mobile display.
Mobile compatibility is now mandatory if you want to achieve a flawless presentation of your message. This year, strive to ensure that your design and your content display perfectly on every device, like this one from Withings:
Source: Really Good Emails.
Own The Relationship With Your Audience
ConvertKit helps you build a relationship with your followers and own that connection you make with them through your email list.
And its an effective tool for increasing conversions in every niche.
Or you might be a passionate content creator who is interested in building a location-independent business that gives you the freedom and flexibility to create projects youre proud of on your own schedule.
No matter what stage of your business or career you are in, email marketing can help you make a living online.
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Some People Prefer Email
One of the great things about email is that almost everyone uses it. At the same time, email is something that can be opened when you have a minute, and not at the mercy of a ringing telephone. Likewise, emails can be followed up on at the right time, and not just when an ad pops up on a webpage.
Maybe this is one reason that so many customers love email marketing. 73% of millennials prefer to get emails from businesses over other communication methods. This is a very valuable demographic, as they spend plenty of money online. Other consumer subsets prefer email as well, with 99% checking email daily.
Stay Organized With Segmentation
Reaching out to clients on an individual basis can be a costly and time-consuming process. Email segmentation helps you save time by reaching out to your wider audience, while still delivering a message thats personal and relevant to them.
Before Constant Contact, we were manually keeping track of everyone we had reached out to it was crazy, the amount of time it took. Now, I can send out an email to about 300 people in less than five minutes.
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Impressive Benefits Of Email Marketing
If youre not among the 87% of marketers that uses email to build their campaign, youre putting your business at a huge disadvantage. Email is one of the most widely used communication systems in American offices. Small business emails generate clicks and traffic by linking to your website and inspiring action.
But what are some of the biggest benefits of email marketing? Read on to learn some facts about this strategy that you should know and to start growing your business the right way.
Maintains Control Over Audience Contact
One of the most significant marketing risks any business can take is relying on a single platform to communicate with your audience. Many entrepreneurs who host and promote their businesses solely on social media can attest that it almost feels like your business is being held hostage when platforms like Twitter have one of their frequent outages. Thats why its wise to have a backup!
With an email list, however, you can communicate with your audience virtually any time you want. Plus, your email list is always yoursyou alone can control your businesss contact with your audience.
In the event of a social media outage or if your own website servers are down, you can always email your audience to let them know youre aware of problems and that youre working to fix them.
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Metrics To Learn What Works
There is a quick window of opportunity when it comes to customers opening your emails. They see your email in their inbox, and depending on how well the From name and subject line resonate, they decide whether to open the email or ignore it. A good open rate means that your customers know your brand well enough to want to hear from you, no matter the time of the day.
Next up is your click-through-rate which generally gives you a good idea of how many customers took the time to go through your email content to click on the links within. The average click-through rate across all industries is around 7%.
After a customer has clicked through your email, ideally the next goal is to get them to convert in other words, to follow through on the action your email has asked them to take. Your email conversion rates are an important metric to track, for they tell you how well the call-to-action in your email has performed.
Deliver Coupons And Promotions
Many people sign up for email lists only because they want to receive coupons and discounts on the business’s products. While that might sound like a bad thing, it can actually help you win more sales.
Have you ever delayed buying a product just have it because you didn’t want to pay full price? Then, out of the blue, you receive a digital or physical coupon that will allow you to buy the product you want at a discounted rate.
That’s a great day, right? You’re excited to get the product and even more excited that you get to buy it at a reduced price.
The same psychology can apply to email marketing. After you have warmed up your leads to your offer, send a discount code or other offer that your leads can’t refuse. The people who have not converted might give your digital products another glance.
Boost Leads And Sales
Email marketing is a powerful tool to have under your belt, but did you know it also boasts the highest ROI of all marketing channels? Email marketing is often used to promote new products and services, remind customers about abandoned carts, and feature sales and discounts. When timed before a holiday or on the weekend, itâs a great opportunity to convert your leads into paying customers.
Collecting Testimonials And Reviews
In addition to surveys, email marketing may also be used to promote your testimonials and reviews. Both are tremendous social evidence that you can utilise to leverage increased sales.
Many websites use testimonials on their website to seem more trustworthy. This is a frequent technique, as customers usually do not buy from brands that they do not have credibility. But when they realise that in the past other people have already purchased products from, they’re more assured.
Moreover, you may send an email to your customers to post a review on third-party sites such as Google My Business.