Small Business Email Marketing is Dead!
Or is it? As a matter of fact, it is not! You could go as far as to say some small business email marketing campaigns are keeping businesses very much alive. Why is that? Well, you might have heard that nobody reads emails any more, or all emails are spam, or (and this is a really interesting one), fans are better than emails. The reality is that email marketing is still a profitable way to reach and engage customers.
Before we go on I want to make one thing perfectly clear: I am talking about permission based email marketing, for example, where the small business has provided a clear value to entice a prospect to subscribe to their email. This could be a free video series, an e-report or by actually purchasing a product.
If the subscriber has given you their permission to provide them with more value on a regular basis and if you have a well structured and designed small business email marketing campaign, then that is exactly what you can provide.
What are the benefits of small business email marketing?
- Minimal cost – There are email marketing platforms that provide free services to small businesses up to a certain number of database contacts, e.g. Mailchimp allows you to have up to 2000 users and send 12000 emails a months for free. If you increase your email list and require more advanced analytics and reporting you can scale up. Consider what benefit it would have on your small business if you made ten extra sales a month, or even one extra sale!
- Frequency – Once you have the email system in place you can send as many emails as you like. Compare this to sending 50 letters and how much that might cost you.
- Multiple formats – Email marketing solutions allow you to send information to your subscriber in whatever format you choose: Simple text, images, or video.
- No limit on size– If you were sending a DVD or a brochure to a client it would cost in terms of shipping and packaging. With email there is no associated cost.
- Automated – Once the system is set up and you have written the copy for the follow up emails then you can relax knowing that no matter what point in the sequence a person is at, they will receive the correct email. Without automation, how difficult would it be to try and orchestrate 50 different emails to 70 different people?
- Personalized – Email marketing solutions allow you to make the message personal to each and every individual.
- Personal Branding Strategy – Email gives to you the ability to set yourself apart from the masses. It allows you to continue building your relationship with the subscriber and highlights the influence of your small online business.
Having a well structured and thought out email marketing campaign can be a well advised addition to an ongoing business strategy that will provide a positive investment for your small business.
Leverage small business email marketing to grow your brand and educate your subscribers about your business: position yourself as an authority and you will see the reward on investment.
Do you use email marketing in your business? Do you get positive results?
About
James Debono is a small business owner and Internet entrepreneur. James dedicates his time to helping other small business owners leverage the power of the Internet to drive business growth and positive change. Click here Join James Debono on Google+
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I still use email marketing. I think they are the most loyal of my readers. I touch them 3 times a week with blog posts, a note with an offer. Once a month I send a newsletter. I hope that is enough times to touch them to form a relationship but not to much to irritate them.
Shawn recently posted..Secrets to a Happy Marriage
The frequency in which you interact with your email list is quite a contentious subject. Many businesses think that once a week is more than enough while some of the biggest online marketers may send emails three times a day. I guess it is all done to what you feel is right.
The only problem with eMail campaigns is the doubt that develops as to whether the missive was read- discarded- or trapped in the spam box.
The best way is to address each mail directly to the user- that improves your chances.
Thanks, James.
Roy A. Ackerman, Ph.D., E.A. recently posted..The truth, the whole truth, and nothing but the truth…
Roy,
The majority of email marketing platforms have analytics tools that allow you to find out which people opened the email, clicked on links in the emails etc. when someone responds to an email then I certainly agree with responding to each individual.
Thanks for your thoughts,
James
As usual, good info. I still use email. There is no singular correct way to stay in contact. Rather, the best plan involves multiple avenues in order to meet the contacts where they are most likely to be receptive to the information.
Nicole Bandes recently posted..The Benefit to Procrastinating
Well said Nicole!
I switch off very quickly from email campaigns. The promises sound ridiculous and they seem too spammy for me.
I end up deleting my subscription to all but a few, so what about a post on how to make yours not end up in the trash bin.
Madonna
Madonna recently posted..Glass Half Empty
Hi Madonna,
There is a very fine line between being spammy and adding value. Those that do it well increase the long term profitability of each customer.
Pay attention to the ones that you are still subscribed to and ask yourself, why are you still subscribing? What is it about the content that is keeping you engaged?
I am going to be doing a series of posts on email marketing and I will definitely be doing the key points to getting your email read.
Thanks for visiting,
James
James,
Very effective headline. You got me to click and read your post. I was happy to find that you are a proponent of email marketing for small businesses.
As mentioned by another commenter, there is no silver bullet for marketing, so anyone that tries to convince you that email marketing is your “small business savior” is not telling the truth. Agreeing with what you said about cost, email marketing is still one of the most cost effective avenues for marketing–it is SO inexpensive and the return can be great.
Thanks for the post, James!
Sean Mitchell
@seanmmitchell
http://www.bombbomb.com
Hi Sean,
I don’t think there is a silver bullet as far as marketing strategies or tools go. All have there own strengths and weaknesses and it also depends on your target audience.
A solid plan, implemented well, will provide results.
Thanks,
James