Elite Email, a worldwide leader in email marketing, conducted a survey of 250 small business owners to find out how they use email newsletters to help achieve their business goals. All participants of the survey have between 1 - 50 employees, have been operational for more than 1 year, and have sent an email newsletter in the past 60 days to an opt-in mailing list in excess of 500 contacts.
The number one way small businesses use email newsletters, as reported by 49% of all those surveyed, was to build stronger relationships with their customers to encourage repeat business. Email is an incredibly powerful direct marketing tool that allows an organization of any size to reach out and directly communicate with its customers. By creating an email marketing campaign, a business of any size is able to put its brand in front of the consumer. That exposure, or touch-point, helps keep the business relevant and top-of-mind for its customers, so when they need to make another purchase, they feel a certain sense of loyalty to the business they already have a relationship with.
Today's economy has intense competition amongst businesses and often the one that wins is the one the consumer has the strongest connection with, said Robert Burko, CEO of Elite Email. Email newsletters are a great way to continue to foster and build a relationship with your customer. What began as one purchase in a store or online could extend to months or years of engaging with and sharing content through email.
The second most popular way that businesses use email newsletters is to announce special promotions or discounts on specific items, as voted by 29% of respondents. With small business email marketing, an organization can have its customers undivided attention as they read through the email in their inbox. It is in this moment that a business can really highlight an exclusive deal available only to email subscribers that gives them a special discount. Driving purchases directly from an email by including a buy now button leading directly to the checkout page is a highly effective way to drive sales from an email, which is one of the reasons email marketing has an incredibly high ROI.
The third most popular way businesses use email newsletters, as voted by 17% of survey respondents, is to announce new products or services. Businesses know that someone who has previously made a purchase and joined a mailing list is obviously interested in that organization's products or services. By announcing new products and services, or even providing a sneak peek at products or services to be released in the near future, a small business can start to build hype on a relatively small budget. This is further enhanced by the fact that this new product or service information can be shared on Facebook, Twitter and other social networks.
Sending email newsletters provides businesses with the flexibility to create and launch campaigns that suit their specific needs and goals. This survey has revealed some of the most popular tactics, but with email marketing in a marketer's toolkit, the only limit is their creativity.
Elite Email is a leading North American email marketing service provider (ESP) that has been helping customers achieve greater email marketing results for almost 10 years. The Elite Email cloud-based (software-as-a-service) platform allows organizations of all sizes to build and grow their mailing list, create eye-catching emails, and track results with detailed reports and analytics. All services are backed by Elite Email's outstanding support and customer care. Elite Email has been featured on TV, radio and print media and is a member of the Email Experience Council, eMarketing Association, Better Business Bureau, Canadian Federation of Independent Business, Vaughan Chamber of Commerce and Toronto Board of Trade. Elite Email is the only Canadian company listed by the Utah and Michigan Child Protection Agency as a compliant sender. Elite Email recently won the Business of the Year award at the Toronto Board of Trade Business Excellence Awards.