In order to run a successful business, you need to ensure that you can keep customers coming back again and again. While there are numerous marketing campaigns that can help you do it, email marketing is still one of the best tools you have at your disposal. To understand why this is, here is everything that you need to know.
How Effective is Email Marketing?
Although people may assume that the effects of email marketing have dwindled in recent years, the opposite is actually true. According to a survey from AWeber in 2020, 79% of people rated email marketing as ‘important’ or ‘very important’ for their businesses. The most effective strategies were found to involve those that were targeted, personal, and tailored to meet the customer’s needs while countering their objections.
In addition to this, it has been estimated that around 44% of people regularly check their inboxes up to three times every day. This provides you with plenty of opportunities to have your emails seen and read.
Measuring Your Success
When it comes to measuring the success of your email campaign, there are a few things to consider. Open rate and click-through rate.
The average open rates for 65% of small businesses were somewhere between 11% and 50%, while the click-through rates for 77% of small businesses were between 0% and 10%. Out of these numbers, we can see that click-through rates are usually what needs the most attention. This can be done by personalizing your campaigns to meet your target demographic, writing with a sense of urgency, and including a compelling call to action that will make people want to click and learn more.
How Often Should You Use Email Marketing?
The 2020 AWeber survey found that 40% of respondents sent emails at least once a week, while more than 30% sent emails at least once a month but less than weekly. If you are just starting out with email marketing, Rebel Base Media cofounder, Mark Asquith, recommends starting off by sending an email once a week to get people interested. He encourages testing frequency to find out what is getting you the most response. For instance, it’s not necessarily how frequently you send emails, rather how frequently people click through those emails.
If you are considering using email marketing to boost your business, there are many benefits to doing so. In fact, email marketing, when used correctly, can be one of the most powerful tools that a business has to help bring customers back again and again.
Jenny Green, Co-Owner of Fisher Green Creative, specializes in digital strategy development, social media marketing, and SEO for small businesses. Away from helping clients or studying the latest marketing trends, Jenny volunteers her time coaching youth soccer, enjoys a cold craft IPA, and works to save the elephants. Connect with Jenny on LinkedIn or email.
