7 Reasons Why Your Business Can’t Survive Without Email Marketing (+ Tips How to Make it Work)
Email marketing is the fastest and cheapest way for you to grow your business. Why? Because it’s a direct link to your subscribers, who are interested in the products or services you offer. Can there be a more fertile soil for you to communicate your updates and special offers?
Emails are used almost by everyone, and their audience only increases: right now there are over 3,7 billion email users out there! In the internet world, having no email address leaves you digitally homeless. And in the business world, not using your customers’ emails equals unrealized potential and wasted money.
If you’re still not sure why your business should invest time and resources in email marketing, let these 7 reasons convince you.
- Get More for Less (read — email has the highest ROI)
Compared to all other marketing channels including social media, direct mail, and paid search, email marketing has the highest ROI. Therefore it is the best solution for small and medium-sized businesses that don’t have much advertising money to spend. Sending emails to your target audience costs close to nothing in comparison to direct mail and phone calls.
But Social Media is free, you might object. Consider this — your unpromoted Facebook posts reach only 6% of your audience in the best-case scenario! If you want more people to see your posts, you’ll inevitably have to go for paid advertising — routinely. Email marketing, on the contrary, lets you reach out to your “warm” audience — people who subscribed to your emails and are interested in the information you send.
What should you consider when calculating email marketing ROI? First, choose an email marketing software that best fits your needs. These are usually available for moderate prices and offer monthly or yearly subscriptions. Through a good email marketing software, you’ll be able to analyze reports and track where every single cent went. Email marketing ROI calculator is a useful tool for this.
2. Have a Consensual Relationship With Your Audience
What’s the main difference between email marketing and direct mail or billboard advertising? One word — consent. Meaning you most likely subscribed to the news you are getting in your inbox (or promotions tab in Gmail) as opposed to tons of unwanted and irrelevant sales calls, advertising in your mailbox, on the streets, and on various internet sites.
As a result, email marketing demonstrates better response rates. Note that permission-based emails can reach as much as 90–100% of your subscribers, as opposed to unsolicited emails, which are deleted by the majority of recipients or caught by spam filters.
Email marketing (granted it’s executed in the right way) gives you the valuable opportunity to build a relationship with your subscribers. If someone subscribes, it means that you have their attention, which is not the case with direct mail, advertising on radio or the TV (formats that cost a lot more than email). Be careful not to deceive your subscribers and send exactly the type and amount of emails that you promised — not more, not less.
3. Know Exactly What Works and What Doesn’t
Another important plus for email marketing is transparency. You will know exactly how each of your emails performs for each subscriber segment. You can see who opened your emails and who clicked which links, from which browsers and locations. This gives you an immense power to experiment and do better with each email campaign you send. Not to mention A/B testing and Subject line advisor that show you the best email campaign content on the go.
Analyzing your emails, you can see which campaigns and products are best perceived by your audience. It’s really almost like having a face-to-face conversation with all your audience at once.
4. Be Personal and Get Tremendous Results
However, don’t fall into the trap of thinking that all your audience members are the same. This brings us to another benefit of email marketing — the ability to segment your audience and address each segment personally. In the age of information when each of us is exposed to 1,500 and more advertising messages per day, relevant and personal communication is the key to success. Research shows that personalized emails get 29% more opens than mass-produced emails.
You can segment your subscribers by numerous factors:
- Demographics (age, gender, profession)
- Geo location (which city or country they come from)
- Subscription Date (when they joined your mailing list)
- Loyalty Status (lead, new customer, loyal customer)
- Payment Status (free trial user, paying customer, customer who just stopped paying, etc.)
- Opens or Clicks from your previous email campaigns (this is where email automation comes in handy)
- Many other factors (you can come up with any attribute important for your business and create a segment for it).
Email marketing automation is a great tool that facilitates personal communication with your audience. Automation lets you set various triggers for emails to send out automatically. For example, you can send one email campaign to subscriber A who didn’t open your email for a week; and an entirely different campaign to subscriber B who opened your email or clicked a link in it.
Email marketing in general — and particularly email automation — lets you easily organize your contacts and segment lists to really focus on clients who are generating income for your business.
5. Get Your Foot in the Door
Brace yourself for the sad truth. Only 4% of your website visitors are interested in your products, and an even smaller fraction of them will actually become your customers. But here comes the good news — email marketing is definitely the best means for capturing those short-term guests! Establish contact when they are on your website and get your foot in the door before they leave to (possibly) never come back!
Try these proven tips for generating email leads from website visitors:
- Add Signup Forms to Your Main Web page. It can be in your website header, footer or sidebar — pick a place where visitors spend more time. It is easy to add signup forms to your site. If you use Mailigen signup forms, your captured emails will automatically be added to your Mailigen email lists. It’s a good idea to track your subscribers’ signup source and create targeted campaigns depending on where the person signed up from.
- Add a signup form to your Facebook page. If you have an active social media presence, this trick can get you many new leads.
- Use Popup & Lightbox Forms. These two forms are in fact very similar: Popup forms show up in motion, but Lightbox forms appear, darkening the background. You can adjust the forms as you like, for example, set the popup to appear after a certain time, when a visitor clicks on a particular element or tries to leave the website (exit-intent popup). In these forms, you can give a discount, invite to sign up for a lottery, offer to download a whitepaper or get an online consultation.
Note: Make sure that the users leave their real email in your signup form — the one they usually open. For example, if you offer a discount, send it to the email the person left — don’t give it straight after entering the email.
6. Make Your Brand Famous
Email marketing facilitates brand awareness, which is useful for most businesses, but especially for local companies or businesses that operate in a highly competitive market. If a subscriber feels like he knows you from your emails and remembers having a positive interaction with you, that person is more likely to choose your products once the opportunity comes. Email marketing is grounded on trust and long-term gains, thus, if played correctly, it skyrockets the buzz about your products or services.
To keep your business top of mind, make sure to send emails on a regular basis, but not too often. Research shows that the optimal email sending frequency across industries is 2–3 times a month. However, this is not written in stone and can change depending on your business field, target audience specifics, etc. Some types of businesses require a much more frequent interaction to keep your audience warm.
7. Track Every Penny You Invest
Email marketing lets you track your investment to the penny; as opposed to other direct marketing means that don’t always show detailed statistics and leave you blindfolded.
With email marketing platforms you can track specific data, like:
- Was the email opened and when?
- Which email links were clicked the most and by whom?
- Where there any emails that were undelivered? Which ones?
- Did any email get a higher unsubscribe rate?
- What is the location of your email openers and clickers?
- Which devices and browsers do your subscribers use?
Furthermore, Email marketing tools allow for you to monitor which emails “bounce” and which campaigns generate purchases, thus letting you track all email activity for Key Performance Indicators (KPI’s).
Your email marketing analytics can teach you a lot about your subscribers’ behavior and help you find out what content attracts customers to your products or services, what converts them into leads, and what persuades them to buy.
Tips How to Make it Work
So — if you still aren’t doing email marketing, it’s about time! It’s never too late to start reaching your goals in a more cost-effective and time-saving way. But mind that your business is losing income while you procrastinate.
There is a catch though.
Even with email marketing, you will still need to make some effort and build your subscribers list. This process might be slower than direct mail or phone calls; however, it guarantees results. That’s why surviving without email marketing can be difficult to say the least.
Here are some quick tips to start working with email marketing:
- Add a signup form to your website ASAP. Make it stand out (consider using popup forms) and you’ll capture your visitors’ attention before they leave.
- If you are an offline business, collect emails at your store or organization asking people to sign up for your newsletter.
- Ask for valuable data in your signup form — be it online or offline. But don’t exaggerate as people don’t like to fill in too many fields. For example, you can ask their first and last name, gender, age, and city. This will be useful for crafting personalized offers later on.
- Add your company’s social media buttons in emails — this will help your campaigns get viral so that more people can join your social networks or newsletter lists.
- Experiment with A/B split testing. Send different email versions to different subscribers, and see which one performs better.
- Know the difference between permission-based email and spam. It’s a must to acquire permission for mailing people. Never manually add people you don’t know to your mailing list, and don’t buy email lists — this strategy will send your emails directly to spam.
- If you don’t have a clear goal, you can’t really measure your results. So lay out a strategy which distinctly states your email marketing goals. Whether it’s selling more products or expanding your business globally, is entirely your call.
If email marketing isn’t the Holy Grail we’ve all have been looking for, then it is pretty close to it. This powerful and cost-effective marketing channel enables you to reach out to your customers personally, strengthen your brand awareness and measure your email marketing results with detailed analytics. All that with minimum cost.
If we convinced you, then choose a reliable and affordable email marketing platform like Mailigen and start with the tips explained in this article.You will still need to do things on your own, and experiment to find what works best for your audience. But if you follow email marketing best practice, you are sure to see your efforts pay off.