For small businesses, spending money on or even simply finding money that can be allocated to marketing is a big decision.
This is where email marketing can come into play.
Before making the decision, it’s important to understand the benefits of email marketing to your business.
Email marketing has been around for approximately 40 years, and it still provides small businesses with the chance to get significant results for low investment. The new kids on the block, such as social media still struggle to effectively reach and engage with potential and current customers.
In this post, I give you 11 benefits of email marketing and how each can help you.
The benefits
Benefit #1 – Many people check their email every day
How many times do you find yourself opening your email on your computer or mobile device? Whether it’s work-related or personal, most people check their email at least once a day to see what new messages they’ve received. This means that email marketing offers small businesses the benefit of getting in front of their audience on a regular basis. The simple fact that your customers check their email every day is the most important benefit.
On average, businesses achieved a return on investment of $22.78 for every $1 spent on email. ~ The Australian Email Marketing Benchmark Report 2018
Benefit #2 – It is more cost-effective than traditional marketing tactics.
Compared to traditional marketing channels such as direct mail and print, email marketing is relatively inexpensive. For what you may pay, the cost per email sent can be an excellent return on investment (ROI).
Benefit #3 – Your funnel can be automated
When you automate your email marketing, you can add automation to your sales cycle. Using techniques such as drip campaigns to automatically send emails to specific individuals on a set schedule. This creates the touch points that are so important to keeping your business in front of mind. Add techniques to send messages to individuals when they take a particular action on your website, and you have a powerful tool to engage with your prospects.
Benefit #4 – Get more website traffic
Incorporating links back to your website is a great way to increase traffic. Search engines do take notice of people visiting your site and the length of time they stay there so it’s worth considering.
Having a carefully worded Call to Action (CTA) that stands out is a great way for your readers to take notice and take the action you want them to take.
On average, Australian businesses see a 20.89% open rate for their email marketing campaigns.
Benefit #5 – Easy to measure
If you’ve ever considered print marketing, you may have been told about circulation numbers. The figures tend to be estimates and, in some cases, inflated. You can never truly measure how many people read your advert let alone take any action.
On the other hand, email marketing metrics give you information such as delivery, open and click through rates so you can see if your marketing is working. Each metric can tell a story about how your audience is receiving your message.
Benefit #6 – Your emails are easily shared
It’s nice when people tell others about your business. Including buttons that help your readers share your content is easy to do. Combine the buttons with some text asking them to do just that and your readers may well spread the word. Especially if the content is relevant and interesting. This helps improve your reach and bring new leads to your business.
Benefit #7 – You can reach people on any device
Statistics show that more and more people are checking their email from their mobile devices. Many desktop email checkers are transitioning to mobile. What does this mean for your business? You can use email marketing to reach people no matter where they are or what type of device they are on, improving visibility and reach over time. Make sure that your emails are easy to open and read from mobile devices, paying close attention to image sizes and the amount of text on the page.
A recent Australian study showed that 50% of people who read their emails do so on mobile devices.
Benefit #8 – Email allows you to add a personal touch to your marketing
A key outcome of various studies is that more emails will be opened if they’re personalised. Now, don’t make the mistake of thinking that personalisation means simply including the person’s name. Our readers are too smart for that. If they’ve given you their name, they aren’t surprised if you use it.
Have you ever received an email newsletter that includes a link to a lead magnet when you have already downloaded that lead magnet? This is an example of a marketing email that wasn’t personalised.Â
Personalisation is making sure the content matches your reader’s experience. The right message to the right person at the right time. Your email subscribers are more likely to respond to content that seems like it was written just for them.
Benefit #9 – It's quick, easy, and inexpensive to get started
Email marketing platforms should be making it easy to setup a basic campaign. That campaign can include triggering an action on the platform when your reader triggers the CTA. They select a button; they’re sent another email to deliver the offer.
Benefit #10 – Reach an already engaged audience
The first indication that someone is interested in what you have to offer is when they either make a purchase or request your lead magnet. By the simple fact that someone has given you their email means you already have someone who is engaging with your business. You will get better outcomes if you then take that person through a customer journey within your business. This is why your marketing cycle should be a funnel. It should be cyclical.
In Australia, you should see an average click-through rate of between 4.5% and 6% depending on whether you’re a B2B or B2C business.
Benefit #11 – Instant impact
Remember point number 1? Many people check their email at least once a day. If you have an interesting subject line, a compelling offer, and a call to action, you will see results within minutes of your email being sent. Time limiting an offer to a specific time-frame is a tactic that works.
Wrap up
I hope these 11 benefits of email marketing have give you at least one reason to start.
Remember point number 1?
Many people check their email at least once a day. If you have a compelling subject line, a compelling offer, and a call to action, you will see results within minutes of your email being sent.
Limiting an offer to a specific time-frame is an often used tactic that does work. Creating a sense of urgency convinces subscribers to take immediate action. Many brick and mortar businesses may have to wait weeks until they see a return on their marketing investment.
