Marketers have a lot of different tactics to choose from when promoting a small business. There have been a lot of exciting new options available, several worth trying, but don’t overlook the tried and true tactics as you put together a small business marketing strategy. Email marketing is still a powerful tool for small businesses.

Cost-effective while generating revenue

Email marketing is a cost-effective way to reach a large audience compared to traditional marketing methods like print advertising or direct mail. Small businesses can create and send emails at a fraction of the cost of these traditional methods. Depending on the size of your email marketing list and how you want to leverage your communications, there are numerous platforms to choose from, like Mailchimp, Constant Contact, and many more. Small plans for several email platforms are free while those in need of a larger capacity or more complex messaging may have to pay more. Understanding the costs and what you expect for a return (such as revenue generated from messaging) can help you decide which platform is best for you.

Targeting your audience for more customized messaging

One size fits all simply doesn’t work for small business marketing anymore. It’s too easy to ignore messages that aren’t relevant to our needs, so it’s important that your message is tailored to the audience.  Email marketing allows you to segment your email list based on various criteria such as demographics, purchase history, interests, or engagement level. You can send tailored messages to specific groups of customers, increasing the relevance of your emails and improving your chances of conversion. Not every marketing tactic allows such flexibility not to mention specific segmentation, but email marketing does!

Ability to quickly get marketing messages out

Some marketing tactics, like print marketing or media, need more advanced planning. Not email marketing! If you have a special product promotion that you just established on a Tuesday and want to send out on Wednesday, email marketing makes that possible, promoting your products or services directly to your subscribers. You can send out product updates, special offers, or announcements to entice customers to make a purchase. Email marketing provides the ability to be flexible and dynamic should time-sensitive demands come up.

Driving quality traffic to your website

The naysayers say email is antiquated but nothing is further from the truth. Today’s buyers want to become more educated before making a purchase, and email marketing is the ideal vehicle to drive curious buyers to your website and potentially buy. Including links in your emails can drive traffic to your website, where customers can learn more about your products or services, make purchases, or sign up for newsletters.

Measurable results and timely insights

Email marketing platforms provide analytics and reporting tools that allow you to track the performance of your email campaigns. You can measure open rates, click-through rates, conversion rates, and more, which helps you understand what works and what needs improvement. Using email to get client feedback? You can use email marketing to gather feedback from customers through surveys or direct responses. This feedback can provide valuable insights into your products, services, and customer preferences for future business decisions.

Small business marketers know how to use a variety of tactics when putting together a marketing plan. Email marketing has been proven again and again as a valuable tool for small businesses that can help them reach their audience, build relationships, promote products or services, and drive revenue. When executed well, it can be a cost-effective and efficient marketing strategy for small businesses to compete in today’s digital landscape.

Patty Hughes
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