With all the hype around social media, email marketing might seem to be a little unnecessary. But that couldn’t be further from the truth – email is still one of the top performing marketing tactics for businesses of all sizes. Here are a few recent stats to give you a better idea:
- In 2017, global email users amounted to 3.7 billion users. This figure is set to grow to 4.3 billion users in 2022 . That’s half of the world’s population. (Statista)
- The average order value of an email is at 3 times higher than that of social media. (McKinsey)
- 81% of small and medium businesses still rely on email as their primary customer acquisition channel, and 80% for retention. (Emarsys)
- 49% of consumers say that they would like to receive promotional emails from their favourite brands on a weekly basis. (Statista)
- 73% of marketers rate email as the number one digital channel for ROI (Marketing Week)
- Email is the third most influential source of information for B2B audiences, behind colleague recommendations and industry thought leaders. (WordStream)
- Email generates around £29bn retail sales annually (Marketing Week)
So now that you know why it’s a good idea to use email to market your small business, here are a few ideas to create and send engaging email campaigns that will resonate with your potential and existing clients:
Regular newsletters highlighting the best of your content, relevant news or promotions are an excellent way to engage with your subscribers. Ideal if you are running a blog or have other insightful content to share. Regular means any frequency that works for you, as long as the gaps are even and short enough to keep you on your customers’ mind.
Another interesting fact – 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media. So, no matter what the occasion, if you are running a special promotion, you should email people about it.
Ask your customers what they think about your products and services so you can improve and make their experience even better. They will appreciate your interest and concern and it will help you to learn more about them and the potential issues they could be experiencing.
Do you have an interesting whitepaper, report or e-book that your subscribers would enjoy? Email it and track the downloads. Then follow up with a relevant message and see if they want to talk more.
Abandoned cart reminder
It turns out 45% of cart abandonment emails are opened, 21% are clicked on and an amazing 50% of users complete their purchase! Obviously, you need a certain level of marketing automation to be in place to monitor your visitors behaviour and follow up, but it’s definitely one to note.