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marketing tips for small business

SMB Email Marketing: What It Is and Why It Is Important

With the domination of SEO, pay-per-click ads and other forms of online marketing in recent years, you might assume that email marketing is passé. However, email marketing certainly still has its place in the digital marketer’s toolkit.

An August 2015 MailChimp study found that nearly three-quarters of marketers said email marketing is core to their business (1). Another six in ten marketers said that email is a critical enabler of products and services this year, a 20 percent increase over 2014. The importance of email marketing isn’t likely to slow down either, as 74 percent of respondents said they think email marketing produces or will produce ROI in the future.

If you’re a small business owner, consider featuring email marketing in your next campaign.*

Improve email marketing at the point of sale
Use your point of sale terminal to capture key customer data—including email addresses—that you can utilize in future email marketing campaigns. Today’s cutting-edge POS systems come equipped with back-end reporting software that provide actionable insight into your customers and their spending habits. Use this insight to create well-rounded customer profiles that you craft into highly targeted email marketing campaigns with customized, engaging messages. Consumers are much more likely to interact with marketing material that's targeted and relevant to them.

Forbes recommends the following tactics that small businesses can use to better engage their customers via email(2):

  • A custom newsletter
  • Welcome email messages
  • Timely offers or promotions based on buying behavior
  • Optimize for mobile

By getting customers to sign up for their email newsletter, businesses can keep them in the loop with upcoming sales and exclusive offers. Sending a welcome email to new customers can help make them feel valued, which can help boost brand loyalty. Sending emails with relevant offers based on purchasing habits can encourage more purchases in the future. Lastly, optimizing emails for mobile viewing is key because more and more consumers open emails on their smartphones now than ever before. 

*The foregoing is provided for information purposes only and without analysis of applicable state or federal laws, rules, or regulations that may apply to your use of electronic communications or social media with your customers.  Please consult with your own legal or other advisers for advice on compliance with all applicable laws, rules, and regulations.

1. MailChimp, http://mailchimp.com/resources/research/email-marketing-benchmarks/, 2015

2. Forbes, http://www.forbes.com/sites/katelee/2012/10/15/15-email-marketing-tips-for-small-businesses/, Oct. 15, 2012 

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