A staggering 69.7% of Internet users state email to be the preferred method of communication from businesses (eMarketer, 2015). It’s clear that email is where your customers want to be reached. And the customer is always right.
Email marketing is one of the most direct ways of contacting customers, and building and sustaining strong relationships with them. Despite the overwhelming argument for email, small business owners still tend to shy away from the channel in favour of simpler, more familiar methods of communication such as Social Media and their website.
With 4,300% ROI – for ever $1 spent on email, businesses receive $4300 in return (ExactTarget, 2014) – email is significantly more effective than SEO, Direct Marketing and Social Marketing.
If you’re starting out with email, follow our easy steps to email success.
Step 1: Do Your Research
Define Your Strategy
Before you embark on this new marketing initiative, take a step back and work out what you’re trying to achieve from it. Are you looking for leads? Sales? Regular communication with your customers? Once you’ve got a clear direction in mind, you can use it to inform your overall email strategy.
What’s In it For Customers?
You’re going to get in touch with your customers more regularly, which can only be positive for your business. But what’s in it for them? Why should they hand over their personal details to you? It’s important to define this right from the beginning. If you don’t have anything valuable to offer, who’s going to bother to read it, let alone sign up.