6 Benefits of Email Marketing for Small Businesses

Updated: Dec 25, 2021

By Jamie Johnson

Feb 16, 2021

Source: Business News Daily

Photo Source: Unsplash, Stephen Phillips

Email marketing allows small businesses to reach their target audience directly. Here are the six biggest benefits of email marketing.

  • Email marketing is an easy, cost-effective way to reach your small business's target audience.

  • Email marketing offers a high return on investment and is straightforward way to automate your marketing efforts.

  • To get started with email marketing, choose an email marketing service provider that suits your business. Next, create a compelling reason for target consumers to join your mailing list and send regular communications to your lists, tracking your analytics.

  • This article is for small business owners considering implementing an email marketing strategy.

The first email was sent in 1971, and it permanently changed how we communicate with one another. Today, businesses use email to connect with their audience, build credibility in their industry, and increase sales.

If you're new to email marketing, it's easy to get started and start seeing results immediately. What is email marketing? Email marketing is a marketing strategy that involves sending emails to your target audience. It's one of the best ways to turn prospects into buyers and one-off customers into engaged and loyal customers.

Your email marketing strategy can encompass sending weekly newsletters, promotional emails, and special deals for customers. It allows you to create a relationship with your audience and steadily build loyalty to your brand.

Key takeaway: Email marketing offers a direct method of communicating with your target audience.

What are the business benefits of email marketing? For small businesses that don't have sizable marketing budgets, email marketing can drive impressive results. A small businesses can gain through email marketing and receive a high ROI - return on investment.

2. Appeal to different segments of your target audience Email marketing allows you to create targeted campaigns by leveraging data about your email subscribers.

If you're new to email marketing, creating personalized content can feel daunting and overwhelming at first. However, personalizing your content can be using a subscriber's first name in your email. Research shows that adding a subscriber's first name to the subject line can increase email opens by as much as 26%.

As your email list grows and you get more comfortable with email marketing, you can segment your audience based on their age, income level, gender, or how long they've been customers.

3. Time and money savings Most business owners are short on time and money – email marketing is easy to automate, and it's cost-effective.

When you set up a new email campaign, once you set up your list, determine your offer, and design your email, it automatically sends it to your target list. You can engage with your audience and create new customers even while you're working on other aspects of running your business.

Of course, you have to track your campaigns and tweak things from time to time, but email marketing is one of the most hands-off marketing strategies there is.

It's also relatively inexpensive, especially when compared to other methods, like paid advertising. You can develop a professional email campaign that goes to thousands of subscribers for very little money spent.

4. Stronger relationships with customers Marketing involves demonstrating value to consumers and showing your audience how they can take the next step with your business. Once someone joins your email list, you have an opportunity to send them useful, relevant content.

Every email you send to your customers shouldn't involve selling them your products or service. You should provide value in your emails. When you can demonstrate to your customers the value you provide to them, they'll look forward to hearing from you every week.

That value doesn't always have to be a sale or offer – it can be information that you think they'll find helpful. For example, you can create an email that links to a recent blog post you wrote.

In your emails, list your social media accounts, and encourage subscribers to connect with you on those channels. Doing this helps build your credibility with your audience and if they are intrigued by a particular email you've sent, they can easily learn more about your products or service by clicking on your social media links.

5. Increased sales Last year and this year have been challenging for small businesses to grow their sales. But email marketing is one of the best ways to grow your sales, especially if traffic to your brick-and-mortar store is down significantly.

Some customers will make a buying decision if they receive a well-timed offer. Adding urgency to your offers, and offering generous sales or free shipping are excellent ways to convert a subscriber to a customer.

Furthermore, email marketing can be a great way to upsell current customers. You can also re-engage customers who haven't purchased in a while.

By creating personalized and targeted offers for consumers on your list, you can motivate your audience to purchase from your business.

6. A strong following of subscribers One of the downsides of social media marketing is that you don't own your followers. If your Facebook Business page is unexpectedly shut down (which isn't uncommon), you'll lose access to the following you've spent months or even years building.

That's why it's important to build an email list. You have a valuable list of customers and a way to contact those customers. Even if you switch email providers, you own the list of your contacts.


More people are online than ever since the pandemic. Does your company conduct email marketing? Why? Why not? Tell us about it. Share your comments with the community and share this post with 3 of your colleagues.


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