By Ryan Pinkham, Content Manager, Constant Contact
Deciding where to invest marketing dollars isn’t a decision small businesses take lightly.
You know you need to attract new customers and keep existing clients coming back, but you can’t afford to invest time or resources into something that isn’t going to deliver the expected results.
Email marketing is a cost-effective solution that gives businesses the power to reach customers in a place most people visit every day — their inbox.
There’s plenty of data to back up the benefits of email marketing. For example:
- 91 percent of US adults like to receive promotional emails from companies they do business with (MarketingSherpa, 2015)
- Email is almost 40 times more effective than Facebook and Twitter combined in helping a business acquire new customers. (McKinsey, 2014)
But if you really want to find out how email can work for your business, why not ask other small business owners and see how it worked for them?
Here are 15 great examples from real small businesses that have discovered the power of being a marketer, with email marketing.
People do business with people they know, like, and trust. Email gives you the ability to build credibility with your audience by sharing helpful and informative content.
“For years, in large part to the newsletter I think, I’ve never had trouble attracting new clients and the right kinds of clients. People will read my newsletter and be able to tell if I’m the right person for the project before they even call me.”
Tom Ahern, founder of Ahern Donor Communications
2. Boost sales
When you have an audience of people who are interested in receiving updates from your business, you’ll be able to think differently about how you boost sales throughout the year. This has been especially valuable for a business like Colorado-based Allegria Spa, which communicates with local residents and visitors from around the country.
“It has definitely been the easiest way to reach people. If we have a slower day and know that we want to reach local people, we can create a quick email and will get at least a few calls right away. The response is immediate.”
Christine Copertino, spa director for Allegria Spa
3. Strengthen relationships
If you want to build strong customer relationships, it’s important to have an effective tool to communicate with the people who matter most to your business. Email gives you the ability to stay top-of-mind and keep people engaged with your business during your busy season and the slower times of the year.
“Being able to get our message out there is important to us. It gives the members a feeling of being included. They know what’s going on with the gym and know that they aren’t just a number on a list.”
Nicole Sanders, founder of Ladimax Sports and Fitness
4. Learn what works
Email marketing gives you the metrics you need to see how your emails are performing. These insights help you market smarter, and also give you the advantage of better understanding the needs and interests of your customer base.
“Email has definitely helped us with web traffic and attendance at our events. I like that after I send an email out, I can go back and see how many people clicked through on which links. That way I can tell people are interacting with our content and click through to our website.”
Ally Whittaker, public relations manager for The Local Good
5. Reach people on any device
With nearly two-thirds of all emails being opened on a mobile device, email marketing is one of the best tools that can help a business take advantage of the growing popularity of mobile technology.
“We are definitely focused on mobile devices now. I want to know that if someone gets our email, no matter where they are, they can look at it. In fact, when I sent our last flyer I got three phone calls! That’s big! And I am almost positive that all of those people reading the flyer were on their phones, not in an office.”
Carol Singer, owner of Arlington Promotional Products
6. Look professional
Email templates aren’t just easy to use; they’re also designed to make sure you look professional when you reach your audience member’s inbox. You can insert your own content and customize each template with your logo and colors to make sure it matches your brand.
“We get really good feedback from the newsletters and the new templates have been working great for us, we’re getting a lot of opens.”
Todd Starnes, president, Bicycle Adventures
7. Get immediate results
When running a small business, every sale, order, or appointment can have a significant impact. With email, you’re able to get the results you’re looking for right away and easily track how your different campaigns are performing.
“It’s rewarding because we always get an immediate response through orders. Whenever we need to trigger sales, we’ll think of a great special to put out there.”
Karen Kowal, founder, Mother Earth Pillows
8. Generate leads
Not everyone who joins your email list will be ready to make a purchase or sign up for a service. Email gives you the opportunity to capture new visitor’s attention and nurture the relationship with helpful and informative content.
“It’s been great for generating leads. People that are thinking about using our service will usually sign up for the newsletter. I’ll see them pop up for a couple of weeks in my reader-base, and then they’ll call and make an appointment. It’s not long until we pull them in as a customer.”
Meghan Blair-Valero, owner, Fogged in Bookkeeping, Inc.
9. Promote services
Service businesses face the difficult challenge of keeping clients interested in their business, even when they aren’t looking for services at different times of the year. Email gives you the opportunity to keep your client’s attention without overwhelming them with unwanted information.
“Our email marketing started off as an experiment. But our open rates are usually higher than 50 percent and we get service calls every time we send a newsletter out, so I think it’s working.”
Matthew Taylor, co-owner, Green Solutions Lawn Care & Pest Control
10. Attract new clients
In addition to connecting with the people on your email list, you can also share your newsletters and announcements on your own social networks to bring new people to your business.
“People get to see my work, which is great, and these are often people who I never get to meet with one-on-one. The timing of each newsletter is going to be right for somebody, and having the opportunity to show people what I’m doing has just been a great way to grow my business and my reach.”
Jill Singer, owner Jill Singer Graphics
Chamber630 is proud to offer Members two outlets to reach over 2500 opt-in, local recipients for as low as $55. For more information or to reserve your space in an upcoming Member Bulletin or Eclusive, email Shannon at Chamber@Chamber630.com.