Email marketing has been around since 1978, but in recent years its popularity has skyrocketed. Its importance is second only to social media marketing happening now. It can be used by small business owners for a variety of reasons including:
• Creating relationships - Starting a relationship with customers and potential customers is one of the most valuable aspects of email marketing. It gives you a chance to show the people you're reaching that you and your business care about them and their needs.
• Generating sales - One of the most popular uses of email marketing is to generate sales directly. While it's possible to drive potential customers to a website and then convert them into sales, email marketing has one major advantage: it allows you to convert customers who are already thinking about purchasing your products. This is a much more powerful conversion tool than driving someone from a website straight into the purchase.
• Researching consumer behavior - Email marketing can also be used to research consumer behavior, which is another valuable tool for any business. It can reveal what products and services your customers most value and how - or even whether - they like to be contacted by you.
• Upselling & cross-selling - Many small businesses use email marketing to promote add-on products and services. Whether you run a restaurant or a retail store, you can use email marketing to let customers know about extra items or services they might be interested in.
• Educating & increasing visibility - Email marketing also gives small business owners a chance to educate people about their company, their products, and even themselves. This is an excellent way to build trust among customers, particularly if you're just starting out. It adds to their understanding of your business and can have a lasting impact on their buying patterns.
For a small business that wants to not only survive but also grow in the modern economy (which still reels from the impact of the pandemic), it needs to adapt email marketing strategies. Every day, 99% of consumer check their emails. It's a powerful opportunity to win over customers.
To do this, you need to invest in the right email marketing tools too.
Email marketing tools every small business needs
There are several free and paid marketing tools available in the market. It helps to know the kind of features and tools an email marketing service should provide so that small business owners aren't missing out on key features.
Here's a brief breakdown of the tools and features that will reach customers and convert them into paid users.
- Customer relationship management tools: Great email marketing tools have customer relationship management built into them. This allows you to integrate the platform with your other sales and marketing efforts, making it easier to track customers' behavior.
- Analytics & tracking: Being able to measure the success of your email marketing campaigns is critical. Look for a tool that makes gathering reports according to different metrics easy and fast.
- Multiple user support: Even if you're working solo, you can make use of multiple user support. You can always invite freelancers and other partners to help you manage your email marketing and create better campaigns.
- Optin popup forms: Popup forms are an effective way of encouraging visitors to sign up for your emails. It's important to use a tool that makes it easy to integrate optin forms with email lists.
- Integration with browsers: Great email marketing tools integrate with popular web browsers and allow you to schedule and send emails directly from the browser.
- Segmentation: You need tools that allow you to segment customers and make your emails more relevant. You should be able to tag or label groups of subscribers based on behaviors so that you can later send personalized content to them.
- Personalization: A good email marketing tool will allow you to create personalized content that speaks directly to your different customers. You can incorporate real-time updates into the emails, making it easier to maintain relationships.
- Reporting tools: Tracking the results of email marketing campaigns is critical for small business owners. Look for advanced reporting tools that help you measure your success.
- Drip features: Drip campaigns allow you to send a sequence of emails over a period of time. You can use this feature to deliver helpful content or build anticipation for your products. An email marketing tool will allow you to schedule drip campaigns in advance or send them on the fly.
This is a concise list that provides a general overview of what a good email marketing tool needs to have. There are lots of other features and tools to consider, but these are a great place to start.
Back to you
Email marketing is an excellent way to build customer loyalty among prospects. The key here is using the right email marketing tools for small business owners and making the message as relevant to your subscribers as possible. This will help drive traffic and increase conversions, helping your business manage difficult times and thrive too.