Benefits of Email Marketing: 4 Reasons Why Email Marketing is Important for Your Business
Many business owners view email marketing as an expense, rather than an investment. We think that email marketing has reached a point where it is no longer an option, but a necessity for your business.
In this post, we’re going to discover what makes email marketing an integral part of your overall marketing strategy and we’ll look at the top reasons why email marketing is beneficial for the growth of your business.
According to this article on Kinsta, over a third of marketers use email as part of their content marketing strategy to boost sales.
Let’s look at the main reasons why business owners of all shapes and sizes, (and whether you’re in B2B or B2C), should incorporate email marketing in their business.
Reason #1 – Email Marketing helps boost your annual revenue
Email marketing is one of the most effective ways to get more customers and increase your sales. When you have a mailing list of contacts who follow you, like and trust you, you no longer depend on social media platforms to run your business. The social media platforms are known to change the rules of the game, almost every year. And you have to constantly keep up with their algorithms.
Imagine being able to create beautiful content, send it as an email and make sales.
The posts on social platforms are viewed in a jiffy. You can put in hours of work creating content only for someone to view it for less than 5 seconds. Can someone really decide to make a purchase in 3 seconds? However, with email marketing you can hold the attention of a reader for much longer, especially when you send them hyper-targeted emails (i.e. the emails they’re interested in reading. The emails they want to read!).
For example, you’re able to see who buys which product from your store, so that the next time you run a promotion on that product, you can email this group of people giving you a higher chance of making sales. And this in turn saves you time and money on running social media ads!
Working with clients in various niches (from eCommerce to B2B), we’ve found that having the right email marketing strategy can add up to 30% to your bottom line.
If you’re looking to add email marketing and marketing automation to your business, don’t hesitate to reach out to us here. At Bumper Leads, we live and breathe marketing automation!
Reason #2 – Use Email Marketing to connect with your prospects and customers.
Email marketing provides you with a platform to communicate with your customers and prospects at any time, in any place.
Someone who’s never heard of you before can join your mailing list and get to know you through the emails you send. In only a couple of emails, you’re able to build a long-lasting relationship with the new person, and gain their loyalty so they’re eager to hear from you again.
Obviously, the emails you send need to be relevant to what the person is interested in reading. They should also be informative and/or entertaining, depending on your brand. (We wouldn’t want to send stuff that’s going to annoy people and could potentially hurt your business.)
Coupled with social media, email marketing can even be a greater platform in building trusted relationships with your prospects and customers.
With tools such as ActiveCampaign, you can automatically add prospects to Facebook Custom Audiences and connect with them on Facebook and Instagram ‘to keep the conversation going’ so to speak.
Not only that, email marketing can also improve your SEO (Search Engine Optimisation). Remember, to keep sending email subscribers to your website to read your blog articles or view your products. This all adds link juice to your overall SEO efforts which lets Google know that your domain is reputable. This in turn helps you to rank in the search results faster and more people can find you! This is what we like to call a Email-SEO-win-win.
Reason #3 – Email marketing is a strong medium for customer retention.
As we’ve found by the points listed above, with email marketing you can build stronger relationships with prospects and customers. It’s all possible through the content you’re sending them. So, again, it’s very important that the content you send is useful!
How do you know if the subscribers are interested in reading your content?
Well, most email marketing platforms have features that ‘track clicks’ so you’re able to see what type of content people gravitate towards.
For example, if you send an email about Shoes, Scarfs and Perfumes, and 30% of people click on ‘Shoes’, you’re now able to add a tag to these contacts automatically and send them relevant information (about shoes, of course!) for next time.
Why is this important for customer retention?
Sending relevant and personalised content to your customers will keep them around on your mailing list for longer! Meaning, they’re less likely to unsubscribe, and will be buying from you more frequently. You can call these people your VIPs and send them special promos and offers reserved just for the VIPs.
Do you currently have an online store but have no ways of creating VIP segments? Chat to us here, we’ve done this hundreds of times for our eCommerce clients. We can help.
Reason #4 – You can automate your email marketing and make it evergreen.
What do we mean by ‘evergreen’? (We’re referring to an evergreen content here)
The evergreen content never expires. The evergreen content, doesn’t have URL’s (aka links) that expire, no mention of dates and/or countdown timers*. (Ok, in some cases countdown timers can be automated. Depends on the tools you’re using, and most are premium tools.)
What can you automate with email marketing?
You can automate the following content and keep it evergreen:
- Coupon code or e-book delivery emails. Any downloadable content you offer on your site can be automatically delivered to your contacts’ Inbox.
- Follow up sequences such as nurture funnels or ‘welcome sequences’.
- Every time a new contact joins your mailing list you can automatically send them emails that give them insight into your brand.
- Customer onboarding email funnels for when they become your customer for the first time
- Customer loyalty programs and rewards can be automated
- Promote complementary products to existing customers
- Create segments of people who have the same interests, e.g. interested in ‘Shoes’ as per our example above – see Reason #3 above.
There’s a lot more you can do with email marketing and email marketing automation that could save you time and money. By automating your email funnels you’ll be saving yourself a tonne of time and if you’re selling products in these automated emails, you’ll be earning a lot more and certainly, adding more to your bottom line.
OVER TO YOU
It’s no secret, email marketing is a great way to connect with your audience, build relationships and build trust.
As we’ve laid out in this post, there are several reasons why email marketing can be beneficial for your business. You can share the latest news about your business, promote new products, offer special promotions, which then help people stay loyal to your brand and also help you to make more money.
By sharing relevant and personalised messages using email marketing, your contacts will feel extra special, buy more from you and engage with your brand on a more personal level.
Therefore, we can conclude that personal attention with email marketing builds trust, encourages customer loyalty and boosts your annual revenue.
Would you be more successful if you automated your email marketing? We think so!
If you’re looking to set up email marketing for your business but are unsure where to start, reach out to our team here. Let’s talk customer journeys, sales funnels and automated emails. Click here to talk to us.
You can also follow us on Instagram where we post more marketing automation tips for business owners.
eCommerce Strategist at Bumper Leads
Milena loves helping small business owners grow their business through smart systems and automations.
Milena lives in Adelaide, Australia with her Chileno husband and her best friend Netflix. She suffers from mild email OCD, ie hates small font and cluttered newsletters. Milena is on a mission to make online business a less confusing place for a business owner.
She loves anything podcasting, eCommerce and is honoured to be supporting clients all over the world with her coaching.
You can follow Milena on Twitter (@MilenaTheGreat)