What is e-mail marketing
Email Marketing Campaign
An email marketing campaign is a coordinated set of individual email messages that are deployed across a specific period of time with one specific purpose. These specific purposes or calls-to-action (CTAs) can include the following: download a white paper, sign up for a webinar, or make a purchase.
Each email requires a well-written subject line, focused content, and a specific call to action to achieve the campaign’s goal.
Just as with most digital content, a subject line should strike a balance between informative and intriguing, inducing people to click without over- or under-promising on what’s inside. Those that don’t accurately represent what’s inside will be judged accordingly.
How e-mail marketing helps small business to grow the next level
1. Build strong customer relationships.
Your customers like to know that you’re thinking about them. They want to be made aware of the latest that’s happening in your business. Why wouldn’t you keep them up to date, if that’s what they want?
Obviously, it’s nearly impossible to reach out to all of your customers by phone. Not to mention that would be a very time-consuming task. Sending mailouts is costly and wasteful.
Email is the best way to reach out with an update for your customers quickly.
The latest product launch, your next big event, and any news about your business are all great topics for regular newsletters. If a customer has opted in to receive emails from you, then you shouldn’t be shy about actually sending out emails and making contact with them.
2. Develop your own unique brand.
Think about some of the most recognizable brands in the world. Some brand names have become so well known that they’re synonymous with the industry they operate in.
Kleenex is a great example of this. What if your small business could have a clearly identifiable brand like that?
Email marketing is a great way to develop your brand because it gives you a direct line to the email inboxes of your customers or potential customers. Regular updates give you a great opportunity to create a unique voice, style, and image for your subscribers.
What do you want your brand to be? Create a brand guide and follow it with each and every email you send. Not only is each email an opportunity to connect with your subscribers, but it’s also an opportunity to further cement your unique brand identity in their minds.
3. Become an expert with expert content.
As a small business owner, you’re likely seen as a local or regional expert when it comes to your area of business. One way to further cement this identity in the minds of consumers is to continue positioning yourself as an expert through the use of content.
Email marketing doesn’t have to just be about delivering coupons and sale information. In addition to emails designed to drive traffic to your business, you can use email marketing to deliver unique content that your subscribers will enjoy reading—or watching.
4. Email marketing is efficient with your time and budget.
Within a small business, there are time and budget constraints, and, in most cases, there’s simply no way around this. While buying an advertisement to play during the Super Bowl would be nice, it’s not an option for most small business marketing budgets.
Even targeted direct mail campaigns that deliver flyers to the mailboxes of people near you can be costly. Between designing, printing, and mailing costs, you could spend several dollars per flyer delivery. Send out flyers to a thousand people and, suddenly, you have a very expensive campaign on your hands, with no promise of results.
The time involved with shooting television commercials or recording radio ads can also eat into your bottom line. Every moment you’re not focusing on your business is lost revenue or, at the very least, a lost opportunity to connect with people on a personal level.
5. Build credibility as a business.
One of the biggest hurdles a small business has to overcome is building credibility. Why should someone give their business to you when your name isn’t as recognizable as the big box store down the road?
The reason people trust big names largely boils down to marketing. They’re familiar with these names, so they allow these brands more trust.
By using email marketing, you’re able to build credibility by staying in contact with your customers and keeping them up to date about your business.
The more they learn about your business, and the more they hear about your business, the more they’ll trust your business.
How to do email marketing
Best way to run e-mail marketing for free
Aside from small business email marketing, you have endless tactics and technology at your fingertips in order to develop a robust and impactful strategy to convert prospects into loyal customers.
Between buzzwords like account-based-marketing and artificial intelligence, where do you start? What’s going to help increase your bottom line without breaking the budget? Consider these questions before moving on to your strategy:
- Who’s your target audience? What are the marketing segments?
- What are your competitors doing?
- What does your lead pipeline look like?
- How does your product/service provide value?
- What are your KPIs?
- What is your budget?