Email marketing is a valuable marketing tool for any small business. Even though technological advancements have given birth to platforms like social media marketing, emails are still relevant and should be a main source of communication for successful small business marketing.
Why is email marketing beneficial to small businesses?
There are a number of reasons as to why email marketing is suitable for small businesses. First, it's an effective and reliable solution for delivering your brand directly to your customers, sales prospects and business partners. It's 20 times more cost-effective than traditional media and can complement the business model of almost every small organization.
More importantly, it is proven to work. According to a study by the DMA (Data & Marketing Association), 66% of consumers have made an online purchase as a result of an email marketing message. When utilized as part of an overall web-based marketing strategy it can provide a wide range of benefits for small businesses.
So what emails should a small business be sending?
If you already have an email marketing program off the ground but are wondering what to send or how to engage your customers, worry no more! We’ve compiled a list of the top emails your business should send on a regular basis for quick and effective email marketing:
1. Welcome message
A simple welcome goes a long way. This email should use a friendly tone to welcome new customers or subscribers to your online world, reminding people why they're on your list and reassuring them that good things are in store.
2. Newsletters
A newsletter is a valuable marketing tool that helps update customers on company news, improves brand awareness and builds a relationship with the audience. Your newsletters should match your brand's look and feel. If you're using a template, consider customizing it to include your company's colors and logo in the header so that readers will feel more familiar with the content from the start.
3. Coupons, deals, promotions
There is some serious power in offering your customers deals and discounts on a regular basis. They not only promote a specific product or service but also encourage the customer to make a purchase or take action. For example, your retail store could offer 10% off the customer's next purchase in store if they provide a specific code from the email.
4. Subscriber-only deals
Create subscriber-only deals that make your email subscribers feel special. If you're able to offer special deals on a regular basis, you can leverage them to encourage new sign-ups.
5. New inventory, products or services
You can also inform your customers about a new item that you have in stock by sending an inventory email. Another great idea is to send out an email when you are offering a new service. By doing this, you're updating customers on the latest and greatest, which will hopefully end in a sale. As soon as you have the inventory (or service set up), take a killer picture, create the email and hit send.
6. Survey/feedback
Sending out a survey can be a good way to collect valuable information from your customer base. By receiving feedback directly from your customers, you can effectively improve your service and show them you value their input. You could also use a survey email before stocking a new product or offering a new service to get an idea of what items people prefer and how many people would buy them.
7. Appointment follow-ups
Following up to appointment requests is a crucial part of email campaigns. Once a prospective customer requests an appointment, they are hoping to hear from you and may have some inquiries about your services. If done right, follow-up messages can engage your prospects to find value in your service, which ultimately builds brand loyalty.
If your business doesn't have an active email marketing effort, it's time to give this area some serious thought. Don't wait until your email list is "big enough" to get started on using these tools. The more you put emails on the back burner, the more you could be losing out on the revenue that it could be generating!
