Running a small business is hard work. But just because you have a small team, and you won't be buying a TV spot during this year's Champions League Final, doesn't mean that you shouldn't be investing in email marketing.
A common misperception is that email marketing is only appropriate for online businesses. This couldn't be further from the truth. Online-only businesses are a natural fit for email marketing, of course, but the expectation these days is for just about every business - from the restaurant around the corner to your local community organisation - to have an online presence.
No matter if your business exists primarily online or in the "real world", email marketing is exactly what you should be thinking about, for the simple reason that it's proven to be one of the most cost-effective digital marketing tools across all sectors.
Customers who've already purchased - either through your website or at your store - are the most important target group for your email marketing efforts. The goal should be to turn a one-time purchaser into a repeat customer. Email marketing empowers you to do this in a number of ways.
The most obvious step is to make targeted product recommendations based on purchase history. In addition to product recommendations, email marketing allows you to deliver offers on specific products that, based on your customer's purchase history, are most likely to lead to another sale. And finally, you can send personalised birthday and holiday greetings. With email marketing software, all of these messages can be automated, saving you time and doing the marketing work for you.
By visiting your website and registering for your newsletter, people have already let you know that they're interested in what you have to offer. Take advantage of this opportunity by sending an automatic Welcome newsletter that gives a bit of information about yourself, and lets people know where to find your best products and/or content.
Email marketing software offers powerful analytical tools that enable you to learn about your customers while you're communicating with them. Open rates tell you how interested people are in your content, and by learning what types of devices they're opening your emails with - desktop vs mobile, web email vs Outlook - you can tell whether they're opening your emails at work or on the go.
Click maps tell you exactly how many people clicked on the content within your email, letting you see which content was most interesting. And conversion tracking lets you objectively measure the success of your campaign.
Email marketing offers solutions for every business: big or small, online store or neighbourhood shop. Drive sales, increase foot traffic and learn more about your customers.
Sponsored post: copyright © 2015 Ian Roderick, communications manager, Newsletter2Go.
At the start of any new year we are often tempted to make a fresh start. Businesses frequently do the same thing — giving their websites a bit of a refresh, changing their policies, targeting new audiences and even updating how they get in touch with their customers.
So what’s in store for email marketing? It has been a key business tool for some time and it should continue to grow, but by how much? And what are the key trends for 2014?
The amount of money being spent on email marketing has been increasing for some time and 2013 saw a significant rise — 20% in fact. That’s a pretty hefty figure but current predictions suggest that email marketing spending will keep growing. Budgets are likely to increase by about 10% this year.
But what will that money actually go on? With more and more people using mobile devices, there will be an increase in spending on mobile optimisation for websites. Having a site that is mobile-optimised is likely to bring in more customers and the same can be said for emails. If businesses want to increase their open rates, they need to make their messages as mobile-friendly as possible.
This means that businesses are going to have to look closely at where the rest of their finances are going. And the likelihood is that companies are going to scale back on printed marketing material because everything is going digital.
Even if customers purchase items in-store, rather than online, there is an increasing chance that the transaction will be completed online. Digital receipts could be given out, so customers don’t have to worry about losing a little piece of paper.
Companies are increasingly encouraging people to buy online by offering them offline deals that push them towards the internet. In-store promotions, for instance, can ask customers to go online to receive a prize or more information. As retailers encourage more customers to shop online, the number of people signing up for email marketing is likely to increase.
Email marketers are constantly sending us all kinds of content. The problem is, for the most part, it's not useful to most of us. Yes, we will get the odd gem and an amazing deal that is perfectly suited to our preferences but a lot of companies just create a general email, hit send to all and hope for the best.
This year, customers are not going to stand for that and marketers are going to have to up their game as a result. Statistics have shown that 43% of emails are opened on mobile devices so it's simply unacceptable for businesses not to get on board with this. Emails need to be optimised for mobile use but the messaging must also undergo a makeover.
Rather than the generic, one-size-fits-all model, businesses will increasingly use data to drill down to specific interests and requirements of their subscribers. More carefully targeted campaigns should result in more sales.
So, there’s no doubt that change is on the way — the question is, how much impact will it have on conversion rates?
This is a guest blog from Lauren Sutton