Open your inbox and in between messages from your employees and business associates you'll probably find advertisements from your favorite retailers or service providers. In a recent study from ExactTarget, 96% of daily email users subscribe to at least one brand. When your customers open their inbox, are they reminded of you?
Email marketing is a valuable tool for every small business owner because it is low cost, allows for highly targeted and engaging messages and can be tracked to monitor success.
Research indicates that email marketing continues to have a high ROI compared to direct mail because you can proactively reach a large number of people for a relatively small investment. The low start up costs allow small business owners to launch a program without having to come up with a big investment for production, materials or postage. It is also an inexpensive way to try a new marketing tactic.
Segmenting is one of the greatest advantages of email marketing. Send more relevant information to list members by segmenting them into smaller groups. You have the ability tosend different emails to current customers, prospects, segments of your list based on demographics or customers in various stages of your sales cycle. Plus, you can bring them an abundance of different messages to keep them engaged. Depending on your business, send tips, company news, articles, updates on new products, seasonal items and coupons or upcoming sales.
One of B&A’s clients – Gierach Law Firm does this very well. Owned by Attorney Denice Gierach, Gierach Law Firm sends a monthly newsletter to estate planning and business clients with articles on relevant law issues written by Attorney Gierach. The newsletter includes additional items such as links to videos and different law resources found on the firm's website. The newsletter has an average open rate and click through rate that are consistently higher than the industry averages because the article topics are targeted to the firm's clientele.
The average open rate and click through rate are among the data available when measuring your email marketing success. Your sent messages can provide information on how many people are opening and reading your email as well as what items they are clicking on. This information gives you actionable metrics you can use to improve your communications and advertisements. The measurements can also be used to test if different messages or formats are more successful than others.
Consider adding reminders about your business to the inbox of your clients and prospects by delivering relevant and engaging emails. The low cost of entry and measurable results makes email marketing a valuable marketing tool for any small business.
If you would like more information on email marketing and how your business may be able to benefit from this type of marketing please contact us atwww.BuddinghAssociates.com.
Jeanne M. Buddingh is founder and partner in Buddingh & Associates, Inc., an award-winning strategic marketing consulting firm in Naperville, IL. Contact her at (630) 961-4504 or visit www.BuddinghAssociates.com/.