The Importance of Email Marketing for Your Business
September 16, 2018
Is there any future in email marketing for small businesses?

The simple answer is YES!

There are many digital marketing tactics available for businesses nowadays. Email marketing is one of the most effective ways to reach and engage your audience. In fact, the importance of email marketing is so great that I recommend most businesses develop a plan for implementation right away. Below, I’ll discuss the top reasons your brand needs to develop an email marketing strategy and start implementing campaigns in the near future.


The Importance of Email Marketing for Your Business


Email is a big part of our lives as professionals and individuals. We are all consumers. Think about how many people you know that don’t have an email address. There’s a good chance that there aren’t many people you know that don’t use email.


More than 3.7 billion people worldwide use email according to Radicati Group. That’s almost 54% of the world’s population! 92% of adults in the United States use email  and 61% of these email users are checking and sending emails on an average day according to data from Pew Research.


This presents a great opportunity for businesses of all sizes to reach their target market. It doesn’t even matter what their audience looks like. By adding email marketing to their list of digital marketing tactics, businesses can improve their reach and visibility. It allows them to engage and convert more leads on a more consistent basis. Everyone wants more leads, right?


Not only does email marketing allow you to reach a large group of people, but it can also offer benefits that other digital marketing tactics can’t provide. Email marketing allows you to personalize your messaging and tailor messages based on customer actions. You can also segment your audiences to ensure that the right leads are getting the most impactful information at the most effective times.


Your competitors are using email marketing which is why you should be too. Marketing Land reports that of the 1.45 million emails sent per month, 1.38 million of these emails are sent by U.S. companies. This means that if you want to remain competitive in the digital marketplace, your company will need to start using email marketing to reach out to your audience.


Here’s Why You Need Email Marketing


I’ve put together a list of powerful reasons that your brand needs to start using email marketing to reach and engage your target customers:


  1. Email marketing is cost-effective.


It’s time to talk money.


Email marketing is one of the most cost-effective digital marketing strategies that you can use to reach and engage your target audience. No matter what new strategies arise in the next few years in the digital marketing world, one thing will always remain the same. Companies need to find strategies that allow them to maximize their marketing budgets while still achieving their overall goals.


Traditional marketing like TV, radio, and print ads can become quite costly. Direct mail can get expensive. There are very little costs involved with email marketing. Depending on your in-house resources, you may need to hire help to create email content. Most businesses also pay to use email marketing automation services like Constant Contact.  ( Shameless plug: Here’s my Constant Contact referral link. It saves you $ after your free trial expires.) Automation makes effective email marketing less time-intensive. These costs seam minimal when compared to buying add space or paying to print and mail marketing materials to leads and customers. Publicity campaigns normally start costing around at least five thousand dollars for local campaigns. National campaigns tend to start closer to ten thousand dollars.


In addition to its relatively low cost, email marketing also provides a high return on investment (ROI). According to Campaign Monitor, every $1 spent on email marketing typically generates about $38 in ROI. This statistic indicates just how cost-effective email marketing can be for businesses, especially smaller businesses that are working with smaller budgets.


Email marketing is the perfect digital marketing tactic for businesses working with small budgets because its relatively inexpensive to start and maintain email marketing campaigns. Email marketing strategies like segmentation and triggered campaigns help you get the most for your money and allow you to grow your business without pouring all of your revenue back into digital marketing. The cost-benefit is a major reason why your business should leverage the importance of email marketing.


  1. You can reach more mobile customers with email marketing.


Mobile marketing cannot be ignored when it comes to the importance of email marketing.


The number of consumers using mobile devices on a daily basis continues to climb. Statista predicts that the number of worldwide mobile phone users is expected to surpass five billion by the year 2019.


Businesses need to find a way to better interact with mobile consumers if they want to remain competitive in the digital marketplace. With two-thirds of emails being read on smartphones or tablets, email marketing proves to be an effective tactic for helping businesses reach and engage those consumers that are using their mobile device.


Think about how many times a day you check your phone for emails or other messages. Every time a consumer checks their phone presents a new opportunity for a brand to reach out and engage that consumer. While some marketing tactics are just not built for mobile engagement, email marketing offers businesses many opportunities to get their message in front of many more mobile users.


In order to ensure that your email messages are effective for mobile consumers, your business will need to create email content with a responsive design. Provide subscribers with the option to view html emails or emails with visuals. Any images or videos that you do use within your content should be small, so that they can quickly and easily load and be viewed on a mobile device. When it comes to written content, make sure that you keep your mobile email content short and sweet, ensuring that all email links can be clicked on and lead to pages that are also mobile friendly.

  1. You can automate the email marketing process.


Email automation will continue to be a major topic in the discussion of the importance of email marketing.


There are many digital marketing processes that just can’t be automated however email marketing isn’t one of them. In fact, automating your emails helps improve the relevancy and timeliness of your campaigns. You can use triggers and workflows to automatically send messages to consumers after they take a specific action.


Here’s an example. Let’s say that a consumer visits your site and spends quite a bit of time looking at different products and adding them to their digital cart. Then, for some reason unknown to you, they leave without making a purchase. With email automation, you can make sure that this user receives an email shortly after they abandoned their cart, reminding them of what they left behind and asking if they need help completing their purchase. In this case, email marketing automation turns a missed opportunity into an opportunity to build a stronger relationship and make a sale.


In addition to improving the relevancy and timeliness of your campaigns, marketing automation can also help you save time and money in the process. With automation, you don’t have to worry about waiting around for the perfect moment to send a message, your automation system takes care of that for you. This allows you to focus on your core business, while leaving the rest of your team free to take on other important tasks.


  1. Email marketing makes it easy to personalize content for better response rates.


The further we get into the digital age, the more personalization has become important to consumers. Rather than just being served the ads for the same products as everyone else, digital consumers want marketing to be more personal and tailored to their needs and preferences. Using triggers, mobile integration, and data collected from other platforms, businesses can help improve the relevancy of their campaign content.


Email marketing makes it easy to personalize the messaging and content that you deliver to your subscribers. Using data that you’ve collected from your subscribers and leads gives you the opportunity to provide more personalized and relevant content that your readers are more likely to enjoy and act on. This can improve both your open and click through rates as well as your overall conversion rates.


Something as simple as using the consumer’s name can make all the difference when communicating with customers and leads. A HubSpot report shows that emails including the first name of the recipient in the subject line have far higher click through rates than those using subject lines without the recipient’s name.


Segmentation is one effective tactic that you can use to increase the personalization of your messaging and content. This is the process of dividing your subscriber list into different groups based on common characteristics. For instance, you might put those living in a common geographic area with a similar climate into one group, while separating those who live on the other side of the country. You can also separate your lists based on the subscribers’ interests or demographic information. Your messaging will be different depending on your lists audience.


Make sure that your subscribers are getting the types of content and offers that appeal to them most by segmenting your lists. This increases relevancy, which can lower unsubscribe rates and improve conversion rates. This type of personalization is often not possible with other types of marketing like direct mail. Which is why it is highly relevant to the importance of email marketing.


  1. You can make your email marketing interactive.


As the importance of email marketing continues to rise, so will email interactiveness. Marketing Land predicts that by 2020, digital marketing that’s more interactive will have a higher appeal and response rate among various target market groups. Email marketing offers businesses the opportunity to provide interactive content straight to consumer inboxes, for a much lower cost than some other marketing techniques or strategies.


Rather than sending the subscriber to a landing page right away, you can provide different types of interactive content within the body of the email. From embedded video content to email carousels. Interactive content keeps consumers interested and engaged before they head back to your site to take action.


By creating more interactive email content, your business will not only be able to better capture the attention of your audience, but you’ll also be able to integrate other channels into your digital marketing. For instance, if you share a video in an email, you might use social media share buttons to encourage others to share the video content on their own social media pages. The more integrated you can make your marketing campaigns, the more touch points you’ll create within your target market.


  1. You can quickly and easily measure your email marketing efforts.


The only way to know if a digital marketing tactic is working for your business is to measure the results. Yet another reason why your business needs email marketing sooner than later because email marketing metrics are easy to track and measure over time. There’s no guesswork or question about whether the tactics you are using are working or not.


With email marketing analytics, your business can see which users opened your emails, if they clicked any links, or if they took the desired action (or converted). You can also see how many people unsubscribed from your list after opening the email. This information becomes valuable as you work to analyze your digital marketing strategy and make adjustments for improvement.


Start Growing Your Business with Email Marketing


Now that you know the importance of email marketing and how your business can use it to grow, it’s time to start making a plan for implementation. If you want to have successful email marketing campaigns set up by 2019, you’ll need to start considering how you will grow your email list right now. Think about what types of content you will offer to your subscribers. Think about how you can influence more conversions over time.


If you don’t have an email marketing expert on your team, it may be time to partner with me. I know just what it takes to help you grow your email list and provide quality content that engages and converts your target audience. My email marketing pricing was designed for small businesses. If you need help with your email marketing planning or implementation, please don’t hesitate to contact me today

Shannon Stapleton

Shannon Stapleton

With a background in marketing and design from DCTC, Shannon considers herself a lifelong learner. She makes investing in herself a priority and prides herself in helping others do the same. She thrives from surrounding herself with good people, good energy, doing good work, and giving back in the community.