A small business does not have to mean small revenues. Now, small businesses need not be intimidated by their bigger rivals, thanks to the wide audience reach presented by the internet. As a business owner living in the digital age, you have several advertising tools at your disposal. One of these is email marketing.
Email: The Link Connecting Small Businesses and Marketing
In order to grasp the significant connection between email marketing and small businesses, it is important to have a clear definition of these terms.
A small business is a type of establishment that is privately owned and operated. It comprises a small staff and a moderate sales volume.
Email marketing is an advertising scheme which uses electronic mail to endorse a company or its products and services.
This marketing concept may also have the following functions:
- Create brand awareness.
- Promote special deals or share discounts.
- Solicit sales.
- Advertise special events.
- Publicize fundraising campaigns.
If you take email out of the picture, the functions mentioned above would be costly and difficult to attain for small businesses. Many years ago, these may even be considered as marketing efforts exclusive only for big corporations with thousands to spend on advertising campaigns.
Thanks to email marketing, this has become a feat that small establishments can also obtain.
Now that the line linking small businesses and email marketing has become clearer, it’s time to learn how you can leverage this connection.
Take a look at these different functions that email marketing can do for your small business:
- Email Marketing Can Establish the Authority of a Small Business.
Some customers prefer corporations to smaller business establishments because of the notion that major companies have higher authority in their industry compared to their smaller rivals.
Your business need not suffer from this prejudice. You can creatively use emails to showcase your expertise in your line of business.
Here are some ways to do that:
- Advise your customers on how to make the most of your product or service. Give them tips on how to properly care for your goods. If you sell leather jackets, tell your customers how to properly wash and keep the product so they can use it the longest time possible. Not only will your merchandise turn out to be durable, your credibility as a company will also be boosted.
- Update your customers with relevant news and business trends. This will let them know that you are in the loop of what is happening in the industry. If you deliver home-cooked dietary meals, tell your patrons about the hottest workout trends or the most followed health blogs.
- Email Marketing Can Bring Better Customer Service to a Small Business.
Who says first-class customer service can only be afforded by major companies? You do not need to hire and train customer service representatives so you can send creative emails or respond to, organize, and analyze messages from customers.
Simply hire a virtual assistant to help you sort through your emails, respond in a timely fashion to queries, and send informative emails to your customers. Having a VA will guarantee that your company’s exchange with customers is warm and personal.
You can also task your virtual marketing assistant to send the following types of emails:
- Welcome emails to warmly receive new customers
- Testimonial emails to attract prospects
- We-Miss-You messages to filter ghost subscribers and encourage inactive customers to do business with you again
- Newsletters to promote brand awareness — this may include upcoming events, current deals, and even a brief history of your company
- Holiday emails to establish a stronger rapport with your customers
- Email Marketing Can Better a Small Company’s Budget Allocation
Email marketing can save you hundreds, if not thousands, of bucks. Emails cost significantly less compared to conventional mail. You no longer have to spend money on paper, printing, and posting. You will still be able to reach your customers without the cost and effort that comes with physical mailings.
E-mailing also makes real-time advertising possible. Sending mails in the traditional way means having to wait for a certain period before your message reaches the recipient. This time-lapse is almost nonexistent in email marketing.
This means you reap the rewards of physical mailings without spending the same expense. The money you save can go to other business efforts instead.
You don’t need to spend thousands of dollars on marketing research and advertising campaigns. Take note, your small business is on an equal footing with big companies in terms of reaching customers through email marketing. The question is: are you making the most of this opportunity?