For small businesses, email marketing is a great way to reach out and build relationships with customers. Just ask the 80% of SMB retail professionals that say email marketing is their number-one driver of customer retention.
In a time when it seems that social media is the pinnacle of digital marketing, the statistics about the effectiveness of email catches many business owners off guard. How can a tactic that’s been used for decades at this point still be so relevant today?
It’s because customers, regardless of demographics, still prefer email. Take millennials, for example. They make up a huge section of the consumer market, and they’re digitally connected. This means that businesses need to be paying attention to their behaviors and preferences.
So, when 73% of millennials identify email as their preferred method of business communications, it makes us sit up and take notice.
If you want to optimize the potential that email marketing can provide your small business, it’s important to understand how email connects you with customers and how to make the most out of every interaction.
Targeting with Highly Personalized Content
To really appreciate how email helps you build relationships with high-quality customers, it’s best to step back and take a look at how it’s different from other marketing tactics.
Let’s use social media as an example. Every SMB knows how important a social persona is for building a brand. However, while you might be narrowing the focus of content and ads to a specific audience, you’re still speaking to a larger group.
Email marketing takes a person out of the group and makes them feel like you’re interested in them as an individual. It’s personalized, private, and provides a direct medium that connects you to them.
SMBs can leverage this by segmenting their market and customizing emails to suit each customer’s individualism and behaviors along the customer journey.
Email service tools like Aweber, MailChimp, and ConvertKit can help you build lists and segment them for personalization according to factors like location, interest, behaviors, or stage in the sales funnel.
Email Helps You Connect with Mobile Customers
Consumers are becoming increasingly mobile. If you don’t have a strategy for connecting with mobile users specifically, you’re going to fall behind fast.
The fact is that more emails are opened on mobile than other devices. What’s really interesting is that when a customer opens your email first on a mobile device, and then later revisits that same email on a different device, they are 65% more likely to click through to your offering.
That means making a great first impression with mobile users is key to building relationships. To do this, your emails need to be optimized for mobile.
Emails should be kept simple with a clean template that translates effectively to mobile screen sizes, and effort should be taken to reduce load speed by minimizing images.
The idea is to make it easy for the mobile user to load and read your emails. You’ll need to keep comfort factors in mind, like breaking up the text, so that’s easy to read without scrolling through an endless block. You should also include a CTA feature that’s easy to navigate on a small screen.
Connect with Your Customers Through Email
Don’t let the lack of an email marketing strategy prevent you from connecting with your customers. A knowledgeable, experienced digital marketing team can help you create a plan for success. Contact us at Quincify today to learn more about our email marketing service.
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