As a small business owner, you know that attracting new customers and keeping your existing clients coming back is paramount. Deciding how to invest your marketing dollars isn’t a decision you take lightly. How can you ensure that you are getting the best return on your investment?
Email marketing has the highest return on investment (ROI) of any form of marketing but ROI isn’t the only reason why email marketing is well worth your investment. Ultimately, email marketing is the most cost-effective option and gives you the power to reach customers in a place they visit every day; their inbox.
Nobody wants to feel like they are just another email address in a group of thousands being sent a general email blast. A key benefit to email marketing is the ability to segment your customers into different lists based on their personal preferences and demographics. By doing this, you are able to tailor your messaging to best resonate with a particular group.
Creating valuable content that makes your audience feel like they are being delivered a personal message makes all the difference. At AltaVista, we have developed a segmented and targeted database of thousands of property and facility managers to ensure that your emails are reaching the appropriate prospects.
Understanding your customer and tailoring your content to their interests helps your emails get read instead of moved to the spam folder.
For some customers, an emoji or an enticing subject line will interest them, others will feel like it looks like spam and go hunting for the unsubscribe button. Emails from an unknown sender or with shady or uninteresting subject lines rarely get read and many times are deleted before even being opened.
Creating a permission-based email list where users can opt-in to receive emails from you ensures that customers know what they are signing up for and will be more likely to read your emails.
Do people know and recognize your brand? Direct email marketing provides the obvious benefit of being branded. But brand recognition goes beyond email design.
By showing your customer that you can provide valuable content, they will begin to anticipate your emails and recognize you as an added value to their inbox.
Emails can be used to garner useful feedback on your brand awareness and perception. Use a survey or start a discussion on social media. Are customers happy with the content you provide? What would they like to see?
By getting customers involved in this thought process, you’ll know exactly what they are looking for in your emails.
By providing customers with the information they are interested in on a consistent basis, you are showing them that you are an added value. Whether it be a coupon, a happy birthday message, or a helpful tip, customers will learn to appreciate the emails they receive from you and in turn build trust in your business.
After strengthening this relationship, customers will begin to look to you for information and value and think of your business first when they need the services you offer.
When running your own business, the goal is to be known as an expert in your industry. Your email content is one of the most valuable tools to strengthen your overall marketing strategy.
Customers sign up for your newsletter because they value the information you provide and want to hear from you. Keeping them engaged is one of the biggest wins for an email marketer. As you continue to provide customers with added value, they will remain signed up to receive more content.
Everyone likes to feel exclusive, especially when that means receiving perks.
Just like the services you offer, your customers are not all the same. It is best to use email campaigns to relay that message to your customer, showing them that you understand their needs are unique and important to your business.
As a small business, you might not be able to give away free things all the time, but a little appreciation goes a long way. Whether it is giving a selection of customers a sneak peek at a new product or service, or simply rewarding them with a coupon, everyone loves a good deal. Rewarding your customers is not only a nice gesture, but it is a great way to accelerate your marketing goals. A win-win!
By including content you have created in your email campaigns, you can drive traffic to your site. Emails are one of the best ways to get customers to visit your website. Additionally, once customers are on your site, you can encourage them to stay by suggesting content and resources similar to the ones they engage with, increasing time spent on your site.
By promoting your business through email marketing campaigns, you are encouraging customers to make a purchase right from their inbox. The more relevant your content is, the more likely the customer will take action. According to a report from the Direct Marketing Association, 66% of consumers have made a purchase online due to an email marketing message.
When customers see your email in their inbox, there is a quick window of time when they will consider opening it. Depending on your “From” name and subject line and how it resonates to the customer, they will decide if it is worth their time. Good open rates indicate that your customers recognize your brand and want to hear from you.
The next item to pay attention to is your click-through rate (CTR) which shows you the number of customers who took the time to go through your email and engage with your content. A high CTR indicates that customers are interested in your content.
After a customer has decided that they like your content and has clicked through your website, the next goal is to get them to convert. Conversion rates are an important metric to track, by seeing how many customers have followed through on what you asked them to do you can see how successful your call-to-action performed.
Costs associated with email marketing are very low, especially in comparison to other marketing tactics. With any business, there are always budget constraints, however, rather than spending money on ad space that may not reach your preferred customer, with email marketing you know your money is going directly to those interested in your product or service.
As far as time commitment, email marketing has a fairly low barrier to entry. Most email marketing campaigns can be run through automated systems that will send out regularly scheduled emails on your behalf. It is important to note that while these emails are done automatically, including personalization and targeted send lists can ensure that you are reaching customers you want on an individual level.
At the end of the day, email marketing allows you to create a mutually beneficial relationship between your business and your email subscribers. In today’s business climate, it is paramount that you are communicating with your customers and prospects on a consistent basis.
Email marketing allows you to build your business, achieve your marketing goals set yourself apart from the competition as an expert, and increase revenue, all while remaining within budget.
Want to get set up for success and create an email marketing campaign that will help grow your business? Contact us today to be paired with a dedicated Account Manager who can help you reach your goals!