Email marketing may seem old-fashioned and outdated, especially with social networks like Vine and Snapchat making headlines and gaining new users every day. However, email is still one of the most effective marketing strategies your small business can use to reach a dynamic range of customers. Email is both cost effective and easily targeted to the your most relevant readers. And, because users have opted in to your email list or have been subscribed as a result of engaging with your brand in the past, they have opted to read about your business and what it has to offer. They’re hooked in.
What businesses can benefit from e-mail marketing?
Just about any business in any industry can benefit from a solid e-mail campaign; anything from pest control and lawn care to online retail outlets and medical professionals. According to the Direct Marketing Association (DMA), email marketing produces an average return on investment (ROI) of 4,300 percent. That means that for every $1 spent on email marketing, the ROI is $44.25 on average (Exact Target).
According to BtoB Magazine, 59 percent of business-to-business (B2B) marketers say email marketing is most effective for their clients. HubSpot reports that companies that use email to nurture new leads produce 50 percent more sales-ready leads at a 33 percent lower cost than non-nurtured leads.
These numbers are astronomical and it can mean equally huge things for your business. And analytics tools like Google Analytics give businesses a more direct, measurable look at how email marketing directly translates into conversions and sales.
How Small Businesses Get Started with Email Marketing
First you need create a strategy for your email marketing. What goal do you want to achieve with your email marketing? What information should your readers receive that benefits them, and also helps you achieve your business goals? For example, maybe you’re running a great special. Maybe business is booming and you need to open a new location. Maybe you just posted a great blog on your website and you want to direct traffic to it. Whatever your objective is, a well-defined plan is key to making email marketing work.
Conversions Come from Content
Your readers will only convert if they find something of value in your emails. Whether you’re sending valuable offers, useful tips and tricks, or getting the word out about a cause you’re passionate about, make sure it’s something they want to read. If you’re just sending out useless information, you may get a few people to open it, but you won’t get the impressive results email marketing can bring if you’re sending great content. Think of your emails as applications for jobs with your business. You may click on the ones that catch your eye, but you’ll only call the applicants that impress you with their resume and cover letter content. Your subscribers will treat your emails in their inboxes much the same way.
Tools to Help You Along the Way
Once you’ve detailed what information you want to convey, you need to create the actual email, and get it out to the people who want to read it. Online tools like MailChimp and Constant Contact are popular for small businesses to create email templates and manage email subscribers, as well as create and optimize targeted email campaigns. Both tools also offer analytics so you can see how many people open your emails and actually click on your website, so you can continually optimize and test new features or ways of doing things.
Get Email Marketing Help from Tentacle Inbound
The bottom line is that email marketing can have a huge impact on your bottom line. Businesses from a wide spectrum of industries have seen the ROI email marketing can generate. Tentacle Inbound helps many small business clients achieve remarkable growth with email marketing.
For example, long-time Tentacle Inbound client Santa Ynez Vacation Rentals is a luxury vacation rental property management company based out of the Santa Ynez Valley in California. In combination with other digital marketing channels, Santa Ynez Vacation Rentals uses email marketing to communicate with their guests, homeowner clients, local press, and more. Their emails tell their customers about exciting new rental properties available with stunning images and enticing content, as well as enlighten past and future guests about all the fun and inviting things happening in the Santa Ynez Valley so visitors can plan their future trips. This email marketing helps keep their brand top-of-mind with their loyal guests and future travelers.
Another Tentacle Inbound client, equine health and wellness supplement manufacturer Grand Meadows, uses email to get the word out about specials and new products, along with valuable information about caring for healthy, happy horses. They have a carefully tailored content strategy that creates fodder for their social media, search, and e-mail marketing efforts. This content aims to serve their clearly defined target audience, and provide distinct value to their customers even beyond the measurable sales revenue generated from these emails. Tentacle Inbound works with Grand Meadows to continually improve the quality of these emails, test elements to improve readership and click-through rate, and drive more traffic and sales through the official website.
Tentacle Inbound is passionate about getting results for small businesses with email marketing. To learn more about email marketing and all our other digital marketing services, contact us here or call (913) 788-1732 today.