Is your small business making the most out of email?
We rely on email for all sorts of essential business related activity. Indeed the majority of us would struggle to do with out it. As a communication tool email has a number of great benefits and yet many small businesses are probably not using email to its full potential.
Email is an essential component for any business’ marketing toolkit, therefore taking a fresh look at how you can maximise your use of email is a worthwhile exercise. You may be surprised at just how versatile a tool it can be.
Email offers small business owners a number of benefits
Email is one the most cost-effective and flexible communication tools a small business can use. Despite consumer concerns over privacy and spam, it still remains an extremely popular way for people to communicate.
- 91% of consumers check their email everyday
- 74% of consumers prefer to receive commercial communications via email
- In the UK during 2013 the average return on investment for B2B email marketing was £24.93 per £1 spent. For B2C it was even higher at £30.52 per £1 spent.
The benefits of email:
- Cost-effective – there are a number of excellent, competitively priced email marketing software solutions available so it doesn’t cost much to get up and running. And, as you can see from the statistics above ROI is impressive.
- Adaptable – email can be used for all sorts of business communications, from simple order confirmations to sophisticated advertising campaigns
- Targeted – you can segment your audience any which way you like. Specific groups can be targeted with relevant and appropriate content.
- Do-it-yourself – automated email software is straightforward to use which makes it simple for you to produce creative, professional emails all by yourself.
- Quick – email can be put together and dispatched remarkably quickly enabling you to send out spontaneous communications or respond to competitor activity almost instantaneously.
- Brand building – each and every time you send out branded emails you are reinforcing your brand, growing your brand presence and building awareness amongst your target market.
- Measurable – email marketing can be measured quickly and easily enabling you to test and tweak your promotions each time to maximise response rates
10 ways small business can maximise their use of email
Succesful email marketing is about utilising email strategically to deliver a variety of messages. Email shouldn’t just be used for sending out business communications such as order confirmations or shipping and delivery information. There are many other excellent ways to maximise your use of email marketing. We’ve listed a few ideas below to help get you thinking about how you can use email more effectively to help grow your business.
1. Promotions: Email has to be one to the most versatile vehicles for communicating your promotional messages – whether you are sending out a stand-alone email promotion or supporting a wider integrated marketing campaign. So if you haven’t already started using email to offer special promotions to customers then now is the time to get creative.
Segmenting your emails and testing promotions on different audiences is simple with email. This makes it a quick and cost-effective way to test and measure the effectiveness of various promotions on different target groups. So think about what email promotions you can offer your customers such as discount voucher codes, early-bird sales previews, free delivery and returns, refer a friend and so on.
2. Newsletters: Of course despite having just espoused the benefits of email sales promotions, successful email marketing shouldn’t be just about sales. Vary your email communications by also sending out informative content to customers such as emailing out a regular newsletter. Your newsletter should have content that is focused on adding value to customers for example company news, industry trends and developments, links to blog articles – essentially information that your customers will find engaging and of interest.
3. Announcements: Good news should be spread! If you’ve got something important to announce such as a new product, improved services (especially if the improvements have been brought about by customer feedback!) or interesting company developments then send out a standalone email. An interesting subject line about a new product launch is bound to get interested parties opening your email.
4. Welcome emails: If someone has just purchased from you for the first time or registered with you, then a welcome email shows you appreciate their custom and is a great way to start building an ongoing relationship. You want your welcome email to be personable and encourage two-way dialogue. So thank new users for their business and give them some helpful information that such as how to contact you. Also, promote interaction where you can such as adding links through to your website or social networks.
5. Customer retention: Email is an excellent way to ensure you are keeping in regular contact with customers. It is important to reward customers for their loyalty – remember it is this group of customers that are your most profitable so neglecting them makes no business sense. We’ve already mentioned email newsletters as a great way if keeping in contact but also think about showing loyal customers you appreciate them by emailing them special offers that reward loyalty such as:
- Sneak VIP previews to new collections or products launches
- Early doors to any forthcoming sales
- Occasional loyalty rewards such as a money-off voucher, a discount code or free delivery .
6. Abandoned cart emails: With the average shopping cart abandonment rate about 68.07% anything you can do to help reduce it can only be positive! Sending out a gentle reminder email to customers that have abandoned their basket mid purchase can work really well. Indeed according to e-consultancy in 2013 48.1% of basket abandonment emails were opened and of these 33.3% went on to purchase a product.
7. Seasonal greetings: As we’ve previously mentioned your emails shouldn’t just be sales, sales, sales. Sending out a timely holiday email greeting at the end of the year thanking people for their custom and wishing them all the best for the year ahead is a good way of showing you appreciate their business and will stand out from all the other sales emails they are receiving this time of year.
8. Social sharing: Email is a great way to encourage interaction on your social media sites. So when sending out your emails, actively point out your social media presence by making sure you have your social sharing buttons visible. Remember all your marketing tools should be integrated and supporting each other to achieve the best results for your business.
9. Blogs: If you are writing blogs for your website, then don’t forget to email your customers and potential customers informing them of each new post. Not only are you providing customers with added-value content that they may well find interesting you are also building customer relationships by keeping in regular contact.
10. List building – Use email to build your email list! Putting a prominent ’email sign up form’ on your website is a simple and effective way to gather permission based email addresses. Publishing an email newsletter is a great way to grow your list, you can encourage opt-ins with an email sign up form saying something like ‘subscribe to our Newsletter’. Customers can then simply add in their email address there and then.
Conversely, you should also use email to keep you contact list clean and up-to-date. Putting a Unsubscribe button on all your emails will get rid of uninterested contacts and ensure you are only sending out information to those parties who are genuinely interested.
It’s simple to get started…
Getting started with more creative email marking isn’t difficult and needn’t be expensive. There is some excellent marketing software available – many of who offer free trials or a free service for emails under a certain quantity. For example MailChimp allows you 2000 subscribers and up to 12,ooo emails for free – which is great if you are just starting-up in business. Of course you’ll need to do a little research to choose the right email marketing software for your particular business. To help get you started I’ve listed a few (both big and small) below.
We’d love to hear your thoughts and experiences on this subject, so please do leave a comment.
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