Why Email Marketing Matters for Small Business

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1. Statistics Don’t Lie.

According to the Radicati Group there will be nearly 3.7 billion email users by the end of this year. That means that over half of the world is using email. With 90% of users checking their email daily, this is a huge potential market. Constant Contact boasts that the average return is “$38 for every $1 spent” in email marketing. That number seems high, but I can confirm via personal experience that there are companies out there getting an even higher rate of return; and of course, some getting less. I would argue that number is going to vary widely on your industry and how you are using your email program to engage your subscribers. However, you can’t argue that the potential isn’t there.

2. You Can Track The Data.

This will depend some on whom you use to send your emails; but in most cases, you can readily track your success. You can see how many subscribers open your emails, click on links, which links, and with a little bit of effort you can track their activity on your website to track actual conversions. This means you can see real time how many sales result directly from your email program. You can see which emails are successful, which aren’t, and adjust your email program accordingly.

3. It’s Cheap!

Business owners are able to reach large numbers of consumers relatively cheaply. For the price this makes email marketing a much more attractive option than traditional TV, radio, or direct mail. According to Forrester and Shop.org 85% of US retailers consider email marketing one of the most effective customer acquisition tools.

4. It’s Informative.

Email marketing is an extremely efficient way to build your brand, establishing you as an expert in your field. Not only does it help to build your credibility (assuming you have decent content!); but it helps keep you and your company in your subscribers minds, helping to build a relationship between you and your consumers.

Steven worked as a Technical Architect for ExactTarget/Salesforce for over 5 years managing many Email and Social Media Marketing campaigns. He resigned from Salesforce to get back into the "start-up space" and to help small, local businesses succeed with his years of experience in digital marketing and advertising.
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