Email marketing can do a lot for small businesses. It helps nurture new leads, drives sales, promotes products and services, and builds loyalty. Notice how I mentioned more than just sales? That’s because marketing isn’t only about the bottom line, but contributing to the bottom line. Some email messages, such as promotions, are specifically designed to drive sales, but others, such as newsletters have other important functions.
Here are 3 things email newsletters do to help your business:
1. Keep your business top of mind. Newsletters are a great way to keep your business in the forefront of your customer’s mind by simply being there. Email is one of the most efficient and effective ways of getting your brand in front of your audience, and newsletters are a great and consistent way to get their attention.
57% of email subscribers spend
10-60 minutes browsing marketing emails during the week.
(Source: today willChoozOn)
Yes, we get a lot of emails, but we all spend time browsing, reviewing and evaluating them. Make sure your business has visibility where your customers are spending their time.
2. Engage your audience. Newsletters are great for customer engagement when they are full of information that customers want to read. Why would you want to engage your audience? The more engagement with your business, the more customers connect. The deeper that connection, the more likely they are to purchase.
63% of people requesting information on today will not purchase
for at least three months, and 20% will take more than 12 months to buy.
(Source: Marketing Donut)
Statistics like this reminds us that the customer journey is just that – a journey. Customers need time to make purchasing decisions. By engaging your audience through the purchase decision, you have a far better chance of them ultimately buying from you.
3. Deepen your relationship with customers. Newsletters are all about providing information to your customer. In our customer-centric environment, this communication is critical to help build the relationship. Plus, they are a great way to share your business values, differentiators and personality. Allowing your customers to learn more about you and your company improves loyalty and increases sales.
When asked which medium consumers would like to receive updates from,
90% preferred an email newsletter, while only 10% chose Facebook.
(Source: Nielsen Norman Group)
If good marketing is talking to the right audience, with the right message, at the right time, why not send a newsletter? The more connected the audience is, the more they begin to view your business less as a commodity and more as a partnership.
Newsletters are just one of the many different types of email marketing messages businesses can send. If you would like to learn more about email marketing and how it can help your business, contact our team today!