Email marketing has always been the crux of digital marketing. Although social media marketing is considered king, email marketing still has the highest return on investments compared to any other form of marketing for businesses. Since email marketing is easy to manage, gives you complete control, and allows you to establish a connection with your customers.
Now that we have established that email marketing is one of the best forms of marketing, let us discuss how it is important for small businesses.
Table of Contents
- Importance of Email Marketing for Small Businesses?
- Benefits of Email Marketing for Small Businesses
- 7 Tips for Small Business Email Marketing
a. Responsive Design
b. Welcome your customers
c. Get to the point
d. Optimize Subject Line
e. Track Engagement Metrics
f. Segment your Audience
g. Proofread content and test links
- 5 Best Email Marketing Softwares for Small Businesses
Importance of Email Marketing for Small Businesses
Email Marketing has one of the highest return on investments period. For every $1 you spend on email marketing, you make $38-$42. Email marketing has been, is, and will be a cost-effective solution for small businesses. Nearly 3.8 Billion people check their email inboxes every day. Email marketing enables you to target these people. That way, you can maintain strong relationships with your current customers while also getting new customers flowing.
As a small business, you don't want to be spending thousands of dollars on advertisements even though they could provide you with better sales.
Email Marketing however can fulfill everything any other form of marketing provides.
- Reaches your target audience
- Ability to send personalized emails
- Build a stronger relationship
- Promote more relevant products and services
All that without breaking your bank.
Benefits of Small Business Email Marketing
Nearly 86% of the marketers prefer to use Email Marketing compared to other forms of marketing. Rightly so!
Here are some reasons why:
- The cheapest form of marketing
- Ability to automate the entire process
Small businesses can benefit from email marketing in many ways. Here are some benefits:
- Newsletters / Monthy Updates
- Promotional / Limited-Time Offers emails
- User onboarding
- Building a connection with your audience.
- Lead nurturing
- Ability to Upsell
Depending on your objectives and your target audience, the list can get longer. Ultimately, your goal should be to make the highest returns and upscale your business through email marketing.
Now that we have all the facts about email marketing, here are three reasons why it is absolutely necessary for you to employ email marketing for your business.
66% of email users make a purchase through emails.
With email marketing, it is possible to build a very niche set of customers. Only those who are interested in your products and services will subscribe to your emails. This list of subscribers is called an email list. You can then carefully curate an email marketing strategy to target this audience
Once you build your email list, you can then carefully craft different targeted emails for each of these email subscribers. As a result, conversions will be significantly higher.
It is low-cost
Even though Social Media is at the crux of Digital Marketing, Email Marketing is still one of the cheapest marketing channels available. With a good email marketing strategy, you can lower your costs even more by scheduling your email marketing campaign and getting the highest engagement.
There is no other form of marketing for small businesses that give as high a return on investment as email marketing does. For every $1 spent on email marketing in the average return is between $38-$42. It cannot get better than this.
With MuxEmail, you can start sending emails to up to 60,000 contacts for only $29/month. Imagine you have a small business with 5000 subscribers. Just a 10% conversion rate will mean 500 people bought a product or service. If the product sold is $5 or even $10, it is a whopping $5000 made from just one email sent.
Note: the statistics provided above depend heavily on the quality of emails sent, business model, and various other factors.
A personalized email subject line garners 20% more open rates.
Subject Line is the first step towards personalization. Subject Lines are the first thing people see. If it feels like a personal message, people are going to open it.
There are a lot of ways you can engage with your subscribers. Here are some ways you can use to engage with yours:
- Building a bond with your subscribers by sending personalized emails during their birthdays or anniversaries.
- Through product upsell/cross-sell related to their previous purchases
- With content that resonates with the interest of your subscribers
You know what!
7 Tips for Small Business Email Marketing
1. Responsive Design
In 2021, 81% of all emails are opened on mobile devices. As a Small Business owner, you want your emails to be readable on any device possible. Be it tablets, mobiles, iPods, or PCs- email should be responsive and readable.
All emails created on MuxEmail are responsive in design. There is even a feature to preview the email before you send it.
Smart devices such as tablets, mobiles have all given people access to a never-ending source of information. It allows people to do their research before making their purchases instantly.
If your emails are not optimized for all devices, now is the time to do it.
2. Welcome your Customers
You always want the first impression you make to be good. Sending Welcome Emails is the first impression a business makes with a new customer. Welcome emails can go a long way. It insinuates that you care for your customers as individuals.
A Welcome email can be anything from special offers, sign-up forms, or just a simple hello to establish a bond with your customers. Welcome emails have 86% higher open rates compared to any other form of marketing email.
Welcome emails set expectations and also help build loyalty towards your brand.
Here are few key points to keep in mind while crafting a Welcome Email:
- Always use the sender's name. This way, people will recognize you as another human rather than just another company. It helps build a stronger relationship with the customer.
- Craft engaging subject line. Subject lines go a long way. If it is not attention-grabbing, people won't bother opening your email. (Eg: "Welcome to the club! Here's your free 20% Off as promised.")
- Personalize, personalize, and personalize. Remember, you are sending these emails to another human. Talk to them like one. (Eg: "Hey there John, hope everything's going well!..").
- An appropriate Call-To-Action (CTA) button. Every marketing email must have a CTA, including Welcome Emails. Don't get too flashy. Keep it simple and easy to find.
- Add your social media handles. Let your customers know where they can engage with the community, such as Facebook Groups, Twitter, Instagram, etc.
3. Get to the point
Nobody likes to read essays. Moreover, people reading emails generally tend to scan the content.
Your emails should be easy to read. That means no large paragraphs of texts. Keep your sentences short and direct. Don't beat around the bush trying to make a sale.
You don't want your customers to lose attention once the email has been opened.
4. Optimize Subject Line
Subject Lines are one of the most crucial factors that come into play in Email Marketing. Without an attention-grabbing subject line, customers may not even open your email. Or worse, it could end up in spam!
Since you have already put a lot of thought into your design, go the extra step and put some thought into your subject line. A captivating subject line could mean a sale!
Here are some tips to keep in mind while crafting a winning subject line:
- Provide subscribers with self-Interest
- Trigger recipients curiosity
- Create a sense of urgency
- Offer them something
- Communicate major news
- Use emoji in your email subject lines
To learn more about optimizing your subject line, be sure to check out our article on tips to creating attention grabbing subject lines.
5. Track Engagement Metrics
Although email marketing can be automated, don't just set it up and forget about it.
You should always track the engagement metrics such as open rates, click rates, conversion rates, etc. Doing so will give you the data required to make tweaks in the future for optimal performance.
Here are some valuable metrics you need to keep track of:
- Click-Through Rate
- Conversion Rate
- Engagement over time
- Revenue per email
- Number of Unsubscribers
- Overall RoI
I cannot stress enough on how important tracking engagement metrics is for successful email marketing campaigns. To learn more on tracking email marketing metrics, check out this article on the 13 Email Marketing Metrics Everyone Should Track.
6. Segment your Audience
Segmenting your audience is very important. The purpose of segmenting your audience is to curate content according to the recipient's needs. For example, you don't want to send email campaigns about Thanksgiving to people living outside the USA.
You can solve this issue by performing a geographic segmentation. When you divide your customers based on their country, you can curate more personal content.
7. Proofread content and test links
Having a non-functional link in an email can hurt businesses a lot. It's a lost sale. Always test links in your emails and make sure they are functional and the link you intended to add.
Make sure always to review the content you wrote. Have someone else proofread it as you may not always notice your mistakes.
However, if you send an email campaign with an error, always be sure to send an apology email to your customers.
5 Best Email Marketing Platforms for Small Businesses
Selecting an email marketing platform is never easy. There are so many!
So, to help you decide, we have created a list of the five best email marketing platform for small businesses.
MuxEmail has all the features an email marketing tool needs. From drag and drop email editor to rich text & HTML emails.
If you don't want to create Email Templates, MuxEmail provides a ton of cool Email Templates for your Marketing Emails. It even provides in-depth reports of every mail you send. Data such as email opens, bounce rate, complaint rate, and user interaction could all help you better your marketing campaigns as you grow.
They have a unique tag & segment feature which you can use to segregate your target audience. Integrations with Pabbly, Zapier, and Poptin make it that much easier for you.
MuxEmail is free of charge for your first 2500 contacts. Furthermore, it reduces your email marketing costs by up to 90%, costing only $29/month for 60,000 subscribers.
BigMailer is an Amazon SES email marketing tool built to optimize brand and account management. They offer a free plan for up to 1000 subscribers and 2000 Emails/month.
Their simple, easy-to-use UI is perfect for businesses that are not too tech-savvy. They also have integrations with Zapier, advanced segmentation and geo-targeting, and much more. BigMailer charges $45/month for up to 50,000 subscribers.
Through their Zapier integration, you can sync up your customer records with a CRM, in-house application, another ESP, or add records to BigMailer when you acquire subscribers or customers in other platforms like Shopify, PayPal, Google Forms, and many others.
Sendy is a self-hosted email newsletter application that lets you send trackable emails through Amazon SES. This makes it possible for you to send authenticated bulk emails at an insanely low price without sacrificing deliverability. They have integrations with many popular third-party apps like Zapier, WordPress, and many more.
Sendy is a self-hosted email newsletter application. Self-hosted means it runs on your server. You will have to buy their service and set the application up on your web server. Since its a self-hosted application, they charge a one-time fee of 69$
Sendy has beautiful reports, custom domains, bounce, complaint and unsubscribes handling, custom fields, autoresponders, and a ton of other features. All new updates on Sendy that are not major updates are free if you have purchased a license.
EmailOctopus gives you the world-class deliverability and spectacular infrastructure of Amazon SES with stunning, user-friendly UI. They have awe-inspiring blogs to get you started with your email marketing campaigns. EmailOctopus offers free services to up to 2500 subscribers and charges $24/month for up to 5000 subscribers.
They have amazing features such as segmentation and automation. Their sleek, visually appealing design is worth a try!
EmailOctopus also has integrations with all the essential apps such as Shopify, GravityForms, and Squarespace to directly import new subscribers.
5. Pepo Campaigns
Pepo Campaigns is an enterprise-grade marketing platform that allows you to send emails with Amazon SES.
They are working on adding integrations with Zapier. This will allow you to quickly integrate with applications such as Salesforce, Gmail, Zoho, Paypal, and more.
They also have a transactional API that ensures instant engagement with customers. Pepo Campaigns is free of cost for up to 10,000 emails/month and charge $9/month + 0.1$/ 1000 emails sent excluding Amazon SES costs.
The free plan is also limited to only 2,000 emails per day.
To be honest, as a small business, your marketing budget won’t be high enough to effectively use other forms of marketing such as social media marketing and paid advertising. In such cases, when there are budgetary restrictions, email marketing is the best solution.
Email marketing provides:
- Sustainable marketing
- Engagement with customers
all at a low cost.
Email marketing has by far the lowest budget requirement, yet, its scalability is one of the highest. This makes it the perfect marketing channel for small businesses. And as a small business, you really want to engage with your customers. What better way to do that than through email marketing!