Talking to your audience through email might not seem very exciting in an age of social media, but this channel is one of the most effective for encouraging sales and getting your message in front of people.
Read on for our top five reasons why local businesses should be using email marketing.
1) It’s low cost and high return
Email marketing doesn’t have to be expensive; in fact, some of the best things about it are the relatively low costs and high returns it brings. The annual client survey from the Direct Marketing Association in 2015 found that for each £1 a company spent on email marketing, the average return was £38, making it one of the most cost-effective marketing channels around.
Free services like MailChimp are good to use if you’re starting out with email marketing. Just like any marketing campaign, it’s important to make sure you have a clear objective and plan for your email marketing – this will help you focus your attention on what you need your recipient to do, and make it a lot easier to measure the impact of your emails.
2) It’s measurable
You can quickly and accurately track the success of your email marketing campaigns using the in-built reporting tools companies like MailChimp provide. It’s easy to see how many people have opened your email, how many have clicked the links, and even how many shared it with a friend.
Because email marketing can be measured very closely, you’ll be able to see exactly whether your money is being well-spent – great news for local businesses keeping a close eye on their budget. By using the in-built measurement tools from your email marketing provider, as well as Google Analytics, you’ll be able to see a range of data about what subscribers enjoy reading and what’s encouraging them to visit your website, helping you to continually improve your emails.
3) It keeps you in touch with readers
Emails go straight to your subscriber’s inbox, so they’re a very good way to keep in direct contact. Unlike a phone call, which can be intrusive, or direct mail, which can be expensive, emails can be read at any time and allow you to speak with people in a way that’s good for both of you. Bearing in mind your readers will often be on the move, it’s important to provide an engaging and interesting subject line so that subscribers are more inclined to read the email.
Research in 2015 from MarketingSherpa also showed that over 70% of customers prefer communication from a business via email, rather than any other channel. One of the reasons for this might be because it gives subscribers total control over when they read marketing material – but it’s also because email can include images, video, printable coupons and a huge selection of content to interest and engage your reader.
4) It builds loyalty
Regular communication with your existing customers can help them remember you, making it more likely that they’ll shop with you and keep returning to your business. Useful, informative email marketing builds loyalty: daily interactions can increase customer loyalty by nearly 90% (Strativity, 2015).
For some subscribers, daily emails could be a bit overwhelming; however, a monthly newsletter or weekly ‘deal’ email can be just as effective. By giving your readers reliable, helpful ideas on a regular basis, they’ll begin to trust your brand and think of you next time they need your products or services.
5) It connects with people using mobile
Using the internet on a mobile device, like a smartphone or tablet, is now completely normal for many people, as is checking email on the go; 45% of emails were opened on mobile devices in 2015 (Adestra). Email marketing is a useful way to connect with these people who are on the move, strapped for time and looking for something interesting to read.
To make the most of your email marketing for mobile readers, first find out who’s visiting your business website from mobile by using Google Analytics or asking your customers in a survey email. Make sure all your emails are designed for mobile, which means text is easy to read and images don’t take ages to load.
These five important reasons for using email marketing as a local business are just the start. Read our other articles to help you make sure you’re using this useful channel in the best way possible:
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