A recent survey by the Direct Marketing Association (DMA) reveals why email marketing has led more than half of small business marketers to plan on increasing their spending on emails based on the ROI of the channel.
In a Mashable article, Eric Krattenstein explores why email marketing remains a key marketing channel for small businesses. Here are some reasons why email marketing works:
Get Actionable Insights
Metrics and more metrics. Email marketing provides a wealth of information about each customer. Most email applications provide open rates, click through rates, length of reads, device access, etc. to help you track the success of every promotion.
You Become a Better Marketer
Over time, you can look deeper at individual customers to see trends about what they like, don’t like and what content truly engages them. email marketing drives small businesses to become more scientific about who they target, what content they create and how they tie that content into a focused promotional offer.
You Save Time
Marketing takes time. And as any small business owner knows, time is a very scarce resource in running the daily operations of a business. Email marketing is one of the most time effective and successful marketing activities when done right.
Email Delivers Results
With a limited marketing budget, every dollar counts for small business owners. Since email marketing typically targets the low-hanging fruit – your database of contacts – businesses typically see a much higher ROI for this marketing channel. The DMA estimates that for every dollar spent on email marketing, the ROI is approximately $44.25. That’s a lot of bang for your buck.