Social media might seem like all the rage these days, but there’s another form of digital marketing that’s still just as prevalent, even if we’re not talking about it as much: email marketing. Think about it… How many times a day do you check your email? Sure, maybe not as many times as you check Twitter and Instagram, but it’s probably still pretty frequent. And, unlike social media sites, email isn’t a mass form of communication—it’s personalized.
If you’re a business owner who’s just starting out and looking to expand your business, don’t discount how valuable email marketing could be to your company’s growth. Plus, with tools like mail merge, templates, and performance trackers, it’s easier than ever to run a successful email marketing campaign.
While it’s definitely true that email isn’t the latest form of communication, it’s still extremely prevalent, especially in the business world. Why? Well, mostly, it comes down to accessibility: Creating an email account is easy and free, and once you create an account, you can log into it from any Internet-connected device. Furthermore, the fact that it’s been around for so long means that the majority of people not only know what it is, but they also know how to use it. Over the years that it’s been in use, email has established a reputation for itself as a convenient, reliable means of communication, and even as texting and other forms of instant messaging increase in popularity, email has already found its place in professional communication, and nothing has been able to replace it yet.
Email’s steady, long-held popularity has rendered it a widely-used platform that virtually (no pun intended!) everyone has, which is why it’s still such a powerful tool when it comes to broadening your customer base and boosting profits. Of course, that doesn’t mean that social media isn’t still a smart way to maximize outreach—after all, it doesn’t have to be one or the other; this is a win-win situation!
There are a few different types of email marketing campaigns, and depending on your business, some might work better for you than others. (That being said, you’ll probably be using a combination of campaigns, anyway.) These are couple of the most common campaigns that businesses use:
- Welcome Emails. When you meet someone new, what’s the first thing that you do? Introduce yourself, of course! The same idea applies to finding a new customer—you want to say hello and tell them a bit about your company. Sending a welcome email not only shows your customer that you care, but it also serves a stepping stone for building your relationship with them. (Speaking of which, a welcome email is the perfect time to ask a new customer about their email preferences so that you’re not annoying them with unwanted emails. It’s also a great opportunity to invite them to connect with you on social media!)
- Promotional Announcements. Whether it’s a new product, a recently-uploaded blog post, or a seasonal sale, you want the people who follow your brand to know when something exciting is going on. Promotional announcements are an easy way to keep customers informed and interested in your business—especially if you send coupon codes and alert them to limited-time offers.
- Newsletters. Newsletters are a simple but effective means by which you can connect to your customer base on a more intimate level, fostering loyalty to your brand and building a strong relationship. Even if you don’t always have big news to share, sending out a regular newsletter will put your brand back on your customers’ minds and add a layer of personal incentive to buy from you.
Even if you don’t have a background in graphic design, you can still create original, professional-looking emails, thanks to online templates and other easy-to-use tools. Image courtesy of Pixabay.
Besides a wide reach and higher profits, there are plenty of other benefits that come with email marketing—the most convincing of which, perhaps, is how cost-effective it is. This aspect of email marketing is particularly important for businesses that are just starting out because, let’s face it, spending a ton on marketing isn’t always an option. While of course there are more high-tech forms of email marketing, all you really need is an email account and contacts to send your emails to. As your budget increases, you might consider investing in an email marketing service that will help you to streamline and optimize your campaigns, but to start, it’s really as simple as writing up energic, compelling emails and sending them to customers.
As a small business owner, you know how difficult it can be to gain traction, and though it’s true that email marketing is a lot harder than it might look, it’s an effective strategy for businesses of all sizes—especially those that are looking to grow. So, put in the work, get writing, and don’t give up! Email marketing can change your business for the better, just give it some time.