Why Email Marketing is Important for Small Businesses

August 21, 2023
Table of Contents
Table of Contents

Wondering why email marketing is important for small businesses?

Today’s consumers are constantly bombarded with information, so it’s critical for businesses to find ways to stand out while communicating with their audience. Email marketing allows you to do that; with it, you can directly reach out to your target audience, engage with them, and build strong relationships.

All this can directly lead to increased brand awareness, trust, and ultimately sales. Is that something your business could use? If so, keep reading!

Why is email marketing so important?

Helps build a loyal customer base

One benefit of email marketing is that you can communicate with customers who have already shown a certain level of interest by opting into your emails. Email marketing can help you build a customer base from scratch and turn your existing customers into loyal brand advocates.

Now, if you can keep that engagement going with well-crafted, personalized email campaigns, your business becomes memorable. You can build trust by showing up consistently in your audience’s inboxes with valuable information, engaging content, or even exciting offers. And customers’ trust often leads to loyalty.

Send timely, targeted messages

Another important feature of email marketing is its highly targeted nature. You can segment your list according to demographics, browsing behavior, or even purchasing history, sending messages that are relevant to that segment.

When customers feel that you can see and understand their interests or needs, they pay attention to the messages that you’re sending. You can even send timely messages with the automation features of email marketing, such as for a birthday or seasonal sale.

A well-designed, well-timed email with a relevant message can achieve remarkable results! And it does a lot better than an email blast.

Affordable and easy to measure

Marketing is most effective when done consistently. A significant benefit of email marketing is how affordable it is compared to other marketing methods, meaning you can sustain it for a long time to a wider audience.

Email metrics are also very simple to measure. Most good email marketing platforms provide analytics, letting you track things like open rates, click-through rates, and conversion rates.

Looking for a practical, affordable, and easy-to-use tool for email marketing as a small business? Look no further than YAMM (Yet Another Mail Merge)! YAMM is a Google Workspace add-on that lets you send mass emails from Gmail. You can even see your email metrics right in your Google Sheet contact list!

Tips for small business email marketing

Send a welcome email to new subscribers

Imagine signing up for a newsletter and then not hearing about it for the next week. You’d likely even forget that you signed up for it. A welcome email sent the moment a customer subscribes is critical. It does several things:

  • It lets the customer know that they were able to subscribe successfully.
  • It sets the tone and expectation for your relationship with them.

So, here are a few things to remember when crafting a welcome email:

  • Let the customer know that their subscription to your list was successful.
  • Tell them what they can expect from your emails. Is it going to be product reviews? Are you going to send them offers? Or are you only going to email them if there’s a sale?
  • Say how often you’ll be emailing and stick to the frequency. This creates trust.
  • Allow them the option to unsubscribe. This is crucial—it's better for your business for someone to unsubscribe than to mark you as spam!

Segment your list

Once you have some subscribers, you can start segmenting your list. How you segment your list depends on your business. Segmenting by demographics, location, purchase history, and browsing history are some ways of dividing your customer into groups.

Now you can create relevant messages for different groups based on their unique needs and preferences. Relevant messages ensure that the emails resonate with your audience. This increases engagement and, in the end, conversions. Segmentation also enables you to experiment with different strategies for different groups.

Here are a few ways to segment your list:

  • Demographics: This includes age, gender, income, and interests.
  • Location or geographical region.
  • Previous purchases.
  • Browsing history.
  • Level of engagement with emails.
  • Items in the cart.

Create your own unique voice

Remember, every customer is being bombarded with marketing messages, so you need to focus on your branding to set yourself apart from the rest. Your unique voice is part of your business branding.

A brand voice is simply how a business communicates with its audience. It’s in your choice of words and tone when crafting your emails. It’ll also affect the appearance of your emails, like your color scheme.

If you already have a brand, you just have to ensure that the voice in the emails is consistent with that in other marketing materials and messages. If you’re creating a unique voice, it’s essential to consider a few factors:

  • Your brand and its unique identity: Your voice has to be consistent with your brand or business identity. Are you a law firm with decades of impeccable legal track record? Or are you the newest online optical store with the trendiest shades?
  • Your customers: What resonates with your customers? Do they like to be informed, reassured, or inspired?

Your voice must bridge the gap between your brand identity and customer preferences. When your subscribers consistently start paying attention to your distinct voice in their inbox and begin associating it with your brand, you know you’ve nailed it!

Send out special offers

If you’ve taken that first step and sent a welcome email, how about sending a special offer next? There are a couple of benefits to sending a special offer:

  • Reward for signing up: If your customers just signed up, they may associate an offer with signing up with your brand. Since this would be a positive association, it can be great for your relationship.
  • Giving them something to engage with: Customers can have a certain degree of resistance to engagement. Giving them an offer is an incentive for them to overcome that resistance.
  • Brand awareness: Even if the customer doesn’t buy from you, simply engaging with your offer will acquaint the customer with your brand.

Use a simple, affordable email tool

To do all this consistently, pick a simple and affordable tool for your email marketing campaigns. If the tool is simple, you won’t have to spend time learning the intricacies of a new platform. You can focus your attention on connecting with your customers.

Further, with a simple tool, you’ll also be able to see key metrics about your campaign quickly and adapt your campaign immediately. Wondering where to find such a tool? Look no further than YAMM!

YAMM—the best email marketing platform for small businesses

With its user-friendly interface, powerful features, and affordable pricing, YAMM empowers you to create and send captivating emails that drive results.

From customizable templates to segmentation and automation, YAMM has everything you need to engage your audience and boost your business growth. This makes it the perfect email marketing tool for small businesses.Don't miss out on the opportunity to maximize the impact of your email campaigns. Get started now and unleash the full potential of your email marketing efforts with YAMM!

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