why email marketing?
Well, to answer that question, we’ve put together a list of just a few reasons why email marketing is one of the best digital marketing tactics that a small business can invest in. Email marketing can improve sales conversions.
Marketing emails work well as part of your lead nurturing campaigns as they can help move leads through the marketing funnel quickly and effectively. This means that email marketing is an effective way to improve sales conversions. Email helps you improve brand awareness.
Though small business owners may not be looking for love online, they certainly are looking for ways to connect and build relationships with their leads and customers. And if you’re not using email marketing to do that, you may be missing out on a powerful opportunity.
Consumers Prefer Email
The number one reason why email marketing is a no-brainer for companies is because consumers prefer email. Most small businesses are working with limited marketing budgets, which means that they can’t waste time with marketing tactics that won’t resonate well with their target market.
While social media has become a popular way for small businesses to communicate with their audience, brands sometimes just can’t get the organic reach they are looking for through these channels. However, social media isn’t the only answer. Email also provides a professional and direct medium that allows businesses to reach out to their leads and customers.
What’s more is that most consumers actually prefer to communicate with brands through email. In fact, one study from Marketing Sherpa reports that 72% of consumers prefer to receive promotional messages through email.
With access to email right on their smartphone, most consumers find this type of communication very convenient. Not only can consumers stay connected with their favorite brands wherever they are, but they can easily redeem any coupon codes or other special offers right from their phone.
Today’s consumer is bombarded with marketing messages, and they tend to respond best to those that are personalized and relevant. With email marketing, you can personalize your messages and content based on the subscriber’s preferences and buying patterns. Email segmentation makes it easy to deliver the most relevant offers and content to the consumer.
Consumers like the ability to get information about exclusive offers and last-minute deals. Email marketing allows your small business to instantly and directly get the word out about these sales and promotions so that your consumers can take advantage of the opportunity to save.
Now that you know why email marketing is so popular with consumers, it’s important to understand how often they prefer to receive email communications and what types of email communications you should deliver. Many studies have shown that email users prefer to receive marketing emails just once a week. This frequency allows you to communicate consistently without overwhelming your subscribers.
When it comes to the types of email messages that consumers like to receive, there are a few different reasons why consumers generally sign up for email communications from brands:
- Coupons and Sales Promotions
- Loyalty or Rewards Programs
- Company News and Updates
- Contests and Sweepstakes
- Free Content like E-Books
- Products or Service Information
- Exclusive Peeks at New Products
The only way to know for sure what types of content resonate with your unique target audience is to track the success of your email marketing campaigns over time. Track metrics such as open rates, click through rates, and conversions to see which types of content your subscribers respond to best. Unsubscribe rate patterns can also help you better understand what types of content your audience is not so interested in.