• Leah Swaggerty

8 Reasons Your Small Business Needs Email Marketing


If you haven’t incorporated email marketing into your overall marketing strategy, you are probably missing a great opportunity. A study by MarketingSherpa revealed that 91 percent of adults like to receive promotional emails from companies they patronize. According to a report by Campaign Monitor, more than half of U.S. respondents check their email 10 or more times per day.


Email is a great way for your small business to reach your target audience. Here are eight reasons to give email marketing a try today:


1. It keeps your business top-of-mind.

Regardless of the product or service you provide, you probably realize how important it is to build credibility and relationships with your customers. Even if they are not ready to act immediately, providing regular relevant content will provide your audience with value while reminding them that you exist and that you are able to offer solutions to their needs.


2. It’s cost effective.

If your small business is working with a limited budget, email marketing is a great option. With many free and affordable platforms available, it takes very little investment to start and to maintain. In contrast to expensive TV and print advertisements or direct mail, email marketing can be done quickly and with very low cost, making it a great option for businesses with small budgets.


3. It drives traffic to your website.

In a crowded market, it can be hard for small businesses to stand out. Fortunately, email marketing can help drive traffic to your website and convert leads to customers. Because your email marketing is targeted to subscribers, you know the audience has an interest in your business. Those readers are more likely to click from the email to your website. Your email newsletters can also be shared to your social media networks to drive new traffic to your business.


4. It can be personalized.

In today’s marketplace, personalization is so important. Email marketing provides a unique opportunity to build stronger customer relationships and increase engagement. Email messages can be divided into different campaigns to appeal to different customer profiles within your audience database. This will allow you to cater content based on your audience’s interests, purchases, location, and other characteristics. Some other ways to personalize emails include the “from” name, subject line, copy, images, and offers.


5. It has a high ROI.

Because of its relatively low cost and ease of use, email marketing has a high return on investment that small businesses should take advantage of. According to an eMarketer study, the median email marketing ROI is 122 percent, which is significantly higher than any other marketing channel. Customers who receive marketing emails are more likely to spend more, which results in an increase in revenue. Email marketing also provides qualified leads which result in more web traffic, more sales conversions, and higher brand awareness.


6. It builds your brand.

Speaking of brand awareness, your emails can be a valuable tool in your branding toolkit. Each message should reflect your brand guidelines, including logo, fonts, colors, images, and style. Consistency will strengthen brand recognition and continue to lend credibility and authority to your messages.


7. It reaches more mobile traffic.

Since 46 percent of emails are opened on a mobile device, your small business can’t afford to miss out on the popularity of mobile technology. In fact, smartphone users spend more time reading and sending emails than many other popular online activities. Email marketing is a great way to reach those consumers without a lot of additional investment into new technology or software. But it is important to optimize email messages for mobile devices. A few ways to do this are by using a clean and simple design, limiting images, ensuring text is easy to read, and adding call-to-action buttons instead of links.


8. Email isn’t going anywhere!

Despite the increase in popularity of social media and other marketing channels, consumers still prefer email. It provides more personalization and a more organic reach that isn’t obtained by other methods. According to Hubspot, 73 percent of millennials prefer businesses to communicate by email. It’s convenient, personal, and instant, which allows you to communicate consistently with your audience.

Here are a few types of emails customers may want to receive: coupons, rewards, news and updates, contests, free content, and product information.


Now that you know a few reasons your small business needs email marketing, you can start planning your strategy. Choose your tools and plan to track the success of your email campaigns to see results over time.


If you feel overwhelmed or don’t have the staff in house, contact The Social Bullpen. We can assist you with a custom plan to best reach your target audience.