Email has been around for more than two decades, and it’s not going anywhere anytime soon. It’s still the quickest and most direct way to reach customers with critical information. The reason is simple: Consumers are very attached to their emails.
Here are some benefits of email marketing which all kinds of businesses and organizations can enjoy:
1. Build credibility
People do business with people they know, like, and trust. Email gives you the ability to build credibility with your audience by sharing helpful and informative content.
“For years, in large part to the newsletter I think, I’ve never had trouble attracting new clients and the right kinds of clients. People will read my newsletter and be able to tell if I’m the right person for the project before they even call me.” <Tom Ahern>
2. Strengthen relationships
If you want to build strong customer relationships, it’s important to have an effective tool to communicate with the people who matter most to your business. Email gives you the ability to stay top-of-mind and keep people engaged with your business during your busy season and the slower times of the year.
“Being able to get our message out there is important to us. It gives the members a feeling of being included. They know what’s going on with the gym and know that they aren’t just a number on a list.” <Nicole Sanders>
3. Improve communication
If your business depends on having a reliable way to communicate with your members and clients, you need to have a communication channel you can trust.
“We’ve had people say that they’ve really noticed that there’s more communication going on. It can be something small – maybe the garage doors aren’t going up or down – we try to send out an email right away letting our residents know that’s happening, and sometimes get an email right back saying thank you and that they appreciate it.” <Julia Mason>
4. Build your brand
With email marketing, you can strengthen brand recognition with new and potential clients, and extend your reach when people forward or share your message with a friend. Kashmirhunt helps the local businesses to build their brand.
“The emails are an important reinforcement of brand. I get calls from people I’ve never met all the time. They get the newsletter, or a friend of theirs gets the newsletter, and they know I’m the person to call. It really helps establish credibility upfront.”<Brandon Stewart>
5. Boost sales
When you have an audience of people who opt in to receiving updates from your business, you’ll be able to think differently about how you boost sales throughout the year. This has been especially valuable for a business.
“It has definitely been the easiest way to reach people. If we have a slower day and know that we want to reach local people, we can create a quick email and will get at least a few calls right away. The response is immediate.” <Christine Copertino>
6. Learn what works
Another benefit of email marketing is that it gives you the metrics you need to see how your campaign emails are performing. These insights help you market smarter, and also give you the advantage of better understanding the needs and interests of your customer base.
“Email has definitely helped us with web traffic and attendance at our events. I like that after I send an email out, I can go back and see how many people clicked through on which links. That way I can tell people are interacting with our content and click through to our website.” <Ally Whittaker>
7. Reach people on any device
With nearly two-thirds of all emails being opened on a mobile device, email marketing is one of the best tools you can use to take advantage of the growing popularity of mobile technology.
“We are definitely focused on mobile devices now. I want to know that if someone gets our email, no matter where they are, they can look at it. In fact, when I sent our last flyer I got three phone calls! That’s big! And I am almost positive that all of those people were on their phones, not in an office.” <Carol Singer>
8. Increase website traffic
Whether you’re an e-commerce business that sells products online, or a retail store that wants to increase traffic to your website so that you can bring more people into your store — email marketing can help.
“Email definitely works. We see people clicking through to our website and we have people coming into the shop telling us that they saw our newsletter.” <Dawn Noble>
9. Market with a personal touch
Unlike other marketing channels that often limit your ability to customize your message for the different audiences you communi
cate with, email marketing gives you the ability to organize your audience into lists and communicate with people based on interest, purchase behavior, location, and more. This has proven especially useful for everyone.
“I do the best I can to put all my contacts in separate lists so I can email just the development community, or just businesses, or elected officials, depending on what kind of event announcement or email I’m sending.” <Courtney Hendricson>
10. Get immediate results
When you run a small business, every sale, order, or appointment can have a significant impact. With email, you’re able to get the results you’re looking for right away.
“It’s rewarding because we always get an immediate response through orders. Whenever we need to trigger sales, we’ll think of a great special to put out there.” <Karen Kowal>
11. Generate leads
Not everyone who joins your email list will be ready to make a purchase or sign up for a service. Email gives you the opportunity to capture new visitor’s attention and nurture the relationship with helpful and informative content.
“It’s been great for generating leads. People that are thinking about using our service will usually sign up for the newsletter. I’ll see them pop up for a couple of weeks in my reader-base, and then they’ll call and make an appointment. It’s not long until we pull them in as a customer.” <Meghan Blair-Valero>
12. Promote services
Service businesses face the difficult challenge of keeping clients interested in their business, even when they aren’t looking for services at different times of the year. Email gives you the opportunity to keep your client’s attention without overwhelming them with unwanted information.
“Our email marketing started off as an experiment. But our open rates are usually higher than 50 percent and we get service calls every time we send a newsletter out, so I think it’s working.” <Matthew Taylor>
13. Attract new clients
In addition to connecting with the people on your email list, you can also share your newsletters and announcements on your own social media networks to bring new people to your business.
“People get to see my work, which is great, and these are often people who I never get to meet with one-on-one. The timing of each newsletter is going to be right for somebody, and having the opportunity to show people what I’m doing has just been a great way to grow my business and my reach.” <Jill Singer>
14. Stay top-of-mind
By sharing relevant content with your audience throughout the year, you’ll be able to stay top-of-mind and build credibility. While they may not be ready to act right away, when your audience knows you have something that can help them solve a problem they’ll be more likely to take action when the time is right.
“Almost all of our donations, around 95%, come through our email newsletters. Using email marketing to maintain relationships and build personal connections has been a key to our success. And the biggest part of that has been staying in touch and top of mind throughout the year.” <Julie Taulman>
15. Maintain vendor relationships
You’re probably already investing time and resources into marketing to potential customers. But are you also thinking carefully about how you build relationships with vendors and partnering businesses? Email gives you the ability to maintain communication with all of your different audiences so that you can build the relationships you need to be successful.
“If you don’t have a plan for reaching out to vendors on a regular basis, it’s easy to let some people fall through the cracks. You want to make sure you’re maintaining relationships with both your core vendors and any of the smaller ones you may be working with.” <Lee Klacher>