For most small business owners, managing the daily operations of a company is a full-time job all by itself. Now you throw in internet marketing, website maintenance, communications, bookkeeping, and the host of other things required to make your business efficient and successful, you might become overwhelmed.
As a result, it’s not uncommon for people to drop the ball in one area or another. Many times that area is marketing, which in reality, is the lifeblood of your business. If people don’t know you, if they don’t hear from you, then they soon forget you. But how can you possibly do everything? One of the answers is email marketing.
What is Email Marketing?
As the name would suggest, email marketing is the use of email in marketing communications.
One of the easiest ways to communicate and market to your existing and potential customers is through email marketing. It is more cost effective than other forms of marketing, and it frees up your time so you can get back to running your business. It means that you can allow technology to do the legwork for you. You can reach far more people using email than you can meeting them face to face, on the phone, or even with conventional advertising. Not only that, but according to one of the leading email delivery services online, Aweber, email marketing delivers a return of 4,300 percent. WOW!
138% more is spent by consumers who receive email offers than those who don’t.
66% of consumers have made a purchase online as a result of an email marketing message.
Growing Your Business with Email Marketing
In it’s simplest form, email marketing is a powerful tool for building relationships with your existing and potential customers. It gives you the opportunity to speak to many people via one cohesive message and one easy media method. It allows you to target your message to a specific segment of your customer base or to everyone at once. It allows you to stay connected with loyal customers and even those who may be on the fence as to whether to do business with you. In my experience, there is no downside to at all to email marketing.
For many years my wife and I operated a very large online store that delivered a digital, downloadable, product. We used email marketing extensively to keep in contact with customers who had already purchased, to inform people who had not yet purchased, and of course to notify both groups of upcoming sales so they had the opportunity to purchase. Our store was open 24 hours a day, 7 days a week. We made sales on a regular basis but when we sent a message to our email list telling them of a limited one day sale, our sales would jump by as much as 40%.
We were able to track everything, how many emails were delivered, how many were opened, how many people clicked a link in the message, and who did not open. This allowed us to track our customers with great detail as to their shopping habits, the types of sales they liked, and how often they bought. Knowing this kind of information puts one in a great position to plan the future.
This is what sets email marketing apart from traditional advertising. Instead of an ad that tells consumers about your company for a short period of time in a medium you hope they are reading and and hoping they make a purchase, you’re making real connections with those who are truly interested in your business and building a long-lasting, trusting relationship.