Newsletters Still Matter

March 21, 2019

Why a well-thought-out email marketing strategy is
pivotal for small businesses

 

Nearly a year and a half ago we launched BRICK. our digital marketing service for small businesses and retailers. As the digital landscape continues to rapidly evolve, we identified the need to help small businesses navigate the changing landscape, expand their digital footprint, and implement cohesive marketing strategies designed to give customers the best possible experience across all platforms.

 

An important component to any successful digital presence is a well-thought-out email marketing strategy. Your business has a story to tell, and a well-executed email marketing strategy is an extension of your business and the services or products you provide. Not convinced? Here are a few eye-opening statistics worth noting.

 

 

The Digital Landscape is Expanding

Nearly 4.4 billion people use the Internet around the world, and in the United States, 89% of adults browse the internet on a daily basis (a 37% increase over the last 18 years). In fact, the average American now uses three or more social media platforms on a regular basis. But, where does that leave emails?

 

Well, there are 450 million more email users globally than those on social media, and 85% of adults check their email up to 20 times per day. This means email marketing remains one of the most powerful (and affordable) marketing avenues to reach those who have asked to stay informed.

 

 

Is It Worth Your Time?

 

Absolutely. A well-executed email marketing strategy is a great tool to nurture existing customer relationships, establish authority in your industry, encourage quality touchpoints along the customer journey, and ultimately expand your customer base.

 However, a solid email marketing strategy goes beyond sending out monthly or even weekly newsletters. Your email marketing service (like Mailchimp or Constant Contact) can be harnessed to integrate a high degree of automation, while providing increased opportunity to customize content.

 

 

List Segmentation

 

With the ability to segment out your database, sending personalized emails has never been easier. In fact, personalized emails can boost a campaign’s open rate by as much as 14%.

 

Segmenting your email list can sound challenging, but email marketing services, like Mailchimp, provide a number of tools allowing subscribers to self-identify their interests, update their profiles, and ensure brands can create segments based off of subscribers’ habits and interactions with your newsletters.

 

Gone are the days of sending bulk emails to your entire database. With a few clicks of a button and some small content tweaks, you can now send personalized emails with content tailored to each segment.

 

 

Harness Automation

 Automation can be your friend, as well as an important tool to continue ensuring quality touchpoints with your customers.  Email users are 8 times more likely to open up a transactional email than they are a standard newsletter. Use this to your advantage, build out a thank you email with a receipt, offer a discount for their next purchase, or let your customer know of an event your hosting before it goes live to the public.

 

Want to learn more about building out a successful email marketing strategy? Drop us a line or give us a call--we’d love to chat!

 

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