Email Marketing: Understanding and Benefits for Small Business

Small business email marketing refers to a digital marketing strategy by sending emails to existing and potential customers and prospects. It is a cost-effective direct marketing tool to reach and engage with your customers, promote your brand and increase sales.

Not only is search easy to manage, but search also provides business owners with a direct and effective way to connect with prospects, nurture them, and turn offers into sales. Even with advances in technology and social media channels, email marketing continues to provide marketers with the highest ROI.

Table Of Contents

1 CRM and Email Marketing for Small Business
2 Why Do Businesses Need Email Marketing?
3 Tips to Build Email Marketing for Small Business Owners
3.1 Create email list segmentation
3.2 Create a more personalized email marketing campaign
3.3 Create a “mobile-friendly” email
3.4 Automatic email
3.5 Post your business social media profile
3.6 Monitor and always optimize

CRM and Email Marketing for Small Business

CRM ( customer relationship management) or customer relationship management systems are used by small businesses for sales management, contact management, increasing productivity, etc.

CRM records customer contact information, captures business interactions with customers, organizes information to provide complete records of individuals or business entities and helps in forging and developing long-term customer relationships.

It provides important information about sales revenue, leads, contacts, activity tracking, marketing channels, and opportunities.

Email marketing tools are used to hold customer contact information and send targeted segmented contact lists and broadcast email messages.

Email messages drive different types of actions based on the behavior of each person in your contact list, you can later track campaign performance including how many people have opened their email and clicked on the link.

Every small business needs a CRM system to track and record data. Small business CRM tools allow business owners to manage various aspects of the company, including email marketing. Email marketing software is used to track click-through rates, open rates, conversions, and bounce rates.

Why Do Businesses Need Email Marketing?

Businesses use email marketing to connect and build relationships with their potential customers, maintain good communication with current customers and update them with changes in business, offer promotions and coupons to encourage customer loyalty.

In research by MarketingSherpa, it was found that most of the adults in the world would like to receive promotional emails from the companies they are subscribed to.

Here are some reasons why small businesses use email marketing to reach people directly where they visit most – their inbox:

  • Email helps small businesses build credibility with their customers by sharing useful and informative content
  • Email gives you the ability to stay first in mind and keep people engaged with your business
  • Email marketing is a valuable tool for increasing sales – both online and in-store
  • This method is inexpensive, easy, and has a high ROI compared to marketing on traditional channels such as TV and radio
  • Easy to reach customers on mobile devices
  • Email marketing makes it easy for you to track various metrics and see how your email is performing
  • Email newsletters are a great way to generate leads for businesses and attract new clients
  • Instead of having to wait for results, with email, you can track how your various campaigns are performing and make changes accordingly

Tips for Building Email Marketing for Small Business Owners

Create email list segmentation

The foundation of effective email marketing is a good email list that contains the names and current email addresses of each recipient. You can collect data from business contacts, customers, suppliers, investors, social media connections, etc.

If you need to grow this list, offer a small incentive instead, such as a coupon or discount. Group your list into different subgroups to increase response rates.

Create a more personalized email marketing campaign

While it may be easier to send the same email to every subscriber on your email list, especially when you’re short on time, small business owners should use personalization aimed at those who receive your emails.

This not only increases customer engagement but also helps in driving revenue. Using the subscriber’s name and other personal details in the subject line or in the body of the email personally will help you build a connection.

Create “mobile-friendly” emails

An effective email marketing campaign should be designed with all users in mind. When designing your email, make sure it looks just as good on a mobile device as a desktop or laptop.

Many email service providers offer responsive drag and drop templates that automatically adapt to mobile formats.

The simple drag and drop editor lets you customize the template by adding colors, content blocks, images, and CTAs. Check the email’s mobile preview to make sure it looks good on a small screen.

Automatic e-mail

It’s a good idea to use automated email campaign tools that automatically send relevant emails to individuals when they encounter certain triggers such as a new signup or purchase.

Automate emails, such as welcome emails to connect with potential customers quickly and transactional emails after a customer has made an online purchase, driving traffic and revenue for your business. Because these emails are timely, highly relevant and personalized for readers.

Include your business social media profile

Newsletters can be effective in growing your social media profile. The most simple and effective way is to add social media buttons in your newsletter so that your subscribers can share content but also connect with you on various social networks.

Monitor and always do optimization

Track and measure email marketing success metrics such as open rates, click rates and conversions to see if your marketing campaigns are successful or not. For an in-depth analysis, consider syncing your email account with Google Analytics.

Additionally, your email message should have a clear and eye-catching subject line along with a message that provides value to its readers, and most importantly have a responsive design.

Monitor the analytical information in your email marketing account to see which messages have been opened and accessed most frequently. This allows you to distinguish the message topics that your audience finds most interesting.

There are a number of email marketing services that small business owners can choose from. You need to look for an easy-to-use and beginner-friendly option that allows you to manage your email list, segment your contacts, and use email templates with a drag and drop editor.

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