Small businesses that are just getting off the ground likely won’t have large marketing budgets. Advertising campaigns and billboards are probably well down the road. But email marketing can be an effective and inexpensive way for small business owners to spread the word about what they have to offer. Here’s a look at some of the benefits.
Consider the Pros and Cons
There are positive and negative elements to email marketing. It’s more cost-effective than direct mail, for example, which can be significant in saving money on postage costs. It also gives small business owners a better idea of how their message is being received, as Chad Brooks writes for Business News Daily: “… Businesses can see which emails were received, which ones went to addresses that were no longer active, which ones were opened, which ones were deleted before they were read and which ones enticed clients to click through to the website and make a purchase.”
But there is a common complaint when it comes to email marketing, and it involves the dreaded word “spam.” As Brooks explains, “… Some consumers may consider the emails to be spam and hold it against a brand’s reputation. If customers feel they are being bombarded by unwanted emails from a business, they will be less likely to become new or repeat customers.”
Explore the Different Methods
There are several ways that a business can engage in email marketing. Newsletters, for example, are a way to reach customers on a regular basis. Emails can promote an upcoming sale, as Brooks writes, or be posed as an invitation for customers to attend an event. And “lead-nurturing” emails can “keep brands at the top of mind for prospective clients,” he says. “These emails are sent out regularly until a potential customer is converted into a paying customer.”