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Email Marketing Benefits: 10 Ways It Can Grow Your Business

Learn how email marketing can grow your business and keep your customers engaged. It’s one of the best marketing strategies for small businesses.

There is a wide variety of marketing techniques that a company may employ, some of which are a lot simpler than others to get going. One of the most age-old Internet marketing techniques is email marketing, a technique that has a number of benefits that have made it a popular method of advertising even years down the line. But why use email marketing?

Email marketing is a solid tool for getting your brand, product, or service out there, with the added benefit that email marketing tends to go to people who are already interested in your service. However, for small businesses, especially up-and-coming ones, it may not be so easy to see the exact benefits.

In order to help you figure out exactly what these benefits are, the marketing experts at Mailchimp will discuss 10 of the best methods to grow your business using email marketing. These methods are just some of the best but are by no means the extent of what email marketing can do for you.

What is email marketing?

Email marketing is a pretty self-explanatory concept, making it easy both to explain and for a person to digest. Basically, it refers to sending emails marketing your product, service, and/or brand, either to people who subscribe to a mailing list or people you are cold emailing.

Why is email marketing important for businesses?

One thing to understand about email marketing is that sending unsolicited emails is a very tricky thing to pull off. It is not illegal, but there are rules in place that a campaign would have to follow. However, even if it is okay to send these unsolicited messages legally, it begs the question: how effective are they?

Well, the success rate of cold email is rather low when done poorly, but that's true of any marketing tactic. In general, you can expect very little based on the average, but an effective cold email marketing strategy has significantly more success.

One major barrier, however, is the fact that a lot of email programs may mark cold emails as spam automatically, ensuring that the recipient may never even know you tried to reach them in the first place.

10 benefits of email marketing

First, let's look at a quick list of the benefits of email marketing.

  • You don't have to worry about adspace
  • Retain customers
  • Tailor content to your target audience
  • Keep your customers informed
  • Improve your brand recognition
  • Drive traffic to your website
  • Improve sales
  • Conducting surveys
  • Cost-effective marketing campaigns
  • Reach many devices

You don't have to worry about adspace

Unlike other forms of advertisement, email does not require you to purchase adspace. Sure, it is by no means free to run effective email marketing campaigns, but the barrier for entry simply does not exist.

You do not have to worry about whether you can get your content on social media, for example, which is great since a social media website can decide that they do not want your content on their website. This is one of the biggest advantages of email marketing.

Retain customers

When all is said and done, keeping customers is just as important, if not more so, than getting new customers. Loyal customers are a hard thing to find, especially in this day and age, and quality and effective email marketing can contribute to that.

One of the best ways to keep them is through strong customer care. In your emails designed to retain them, you need to make sure that the emails feel like they serve to benefit from them. This comes in the form of showing promotions, offering coupons, and more.

Collect donations

A common strategy businesses employ is collaboration with charitable causes. So, for instance, if you decide to work with one, you may want to send donation links to people who have signed up for a mailing list or who have purchased a product or service.

However, you should make sure that such donation emails are not too frequent, as it may cause harm to the overall success of the campaign.

Tailor content to your target audience

One problem with a lot of marketing is the fact that it cannot reasonably cater to everyone all at once.

However, an email marketing campaign, when properly executed, can do so easily. You just need to make sure that you categorize your customers according to what you think these categories may want out of you. Because this is so difficult to do with certain other marketing campaigns, this reflects the importance of email marketing.

Keep your customers informed

A customer journey is one that you want to keep as smooth as possible, and ensure that this journey ends with them as a loyal one. If a customer feels like the product, service, or brand is not to their liking, or shopping for it is inconvenient, you may see that their journey ends abruptly. Keeping your customers informed of what is going on with your brand, and what is going to happen, keeps them engaged and interested in what is going on with it.

Improve your brand recognition

One of the biggest issues that a small business has to worry about is getting their name out there. There is a lot of competition when it comes to ad space, even on the Internet, but email marketing is a tool that can help potential customers discover that your brand exists.

Drive traffic to your website

If you are trying to get traffic up on your website, a good marketing email is one of the best ways to do that - emphasis on good. If the email title, for instance, is not appealing, the potential customer is much more likely to ignore or delete the email without even clicking on it. Thus, there is not even the chance for them to check out your website.

Improve sales and other marketing channels

So long as you execute your email marketing campaign the right way, the likelihood of a solid clickthrough is likely to be relatively high. This is especially true in the case of emails where customers sign up, as they are already interested in you and your product (at least to some extent).

You should be mindful of not pursuing sales too aggressively, however. Customers tend to find an aggressive promotional strategy not to be ideal to deal with. This can be to the extent that your customers either unsubscribe from your mailing list or, even worse, mark your email as spam.

At this point, the only way to reach them would be to go around the spam filter, which is deeply unethical. However, if your strategy is not aggressive enough, you may also be wasting potential sales.

The best way to determine whether you have hit that magic point between "too much" and "not enough" is to experiment. You may lose sales in the process, but wisdom is a good trade for that.

Conducting surveys through email

This email type is usually best used with preexisting customers, or at least customers who you know are relevant. This is because randomly cold emailing is not likely to get you good results.

Surveys are a great tool to figure out a variety of things and put into action any changes that are needed. For example, a survey can be used to determine whether navigating your website is easy, how likely a customer is to return to the website, how they feel about the price of your services or product, and more.

Cost-effective email marketing campaigns

Cost is a big deal for a lot of small businesses, and an email marketing campaign is one of the best ways to reach your target audience while spending only a relatively small amount of money.

You can get an email marketing campaign going through a variety of means. These include whether you are using an automated system and/or if you are hiring a freelancer worker or an email marketing company.

Reach many devices with email marketing

A person who has an email address is most likely going to have it on multiple devices. As a result, you do not have to worry about whether they are able to reach you or not. So long as the recipient has an Internet-connected device, they can likely read the email you sent them.

It does not matter whether we are talking about a computer, laptop, tablet, or smartphone, these devices are all capable of displaying your marketing email.

Start your email marketing journey today

If you are ready to get started with an email marketing campaign, one of the best ways is to look for a piece of software that is used workflow automation to get your email campaigns going. Mailchimp is a great choice for that, and you would do well to check out what they have to offer. Get started today and experience the benefits of email marketing yourself.

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