In today’s economic climate, it is more important than ever to stretch your marketing budget as far as it will go in an effort to attain the greatest return on investment (ROI) possible. While many marketing media are cost prohibitive for the average small business, or require excessive long term commitments that ultimately force the small business owner’s hand, email marketing just may be the saving grace.
Both large and small businesses around the globe are realizing the power of email marketing. Since most email marketing solutions require no major upfront investment, it is easy to get started. Plus, since both big and small businesses are using the same medium, it helps level the playing field. While giant corporations like Wal-Mart may spend millions on their TV media buys, they also send emails. And the emails sent by small businesses can stand toe-to-toe with those of the giant corporations.
Many businesses that used to rely on actual print flyers have come to discover that by cutting out design fees, printing fees and postage (and in some cases purchasing a mailing list) they can really make their marketing dollar go a lot further. Best of all, there is no long lead time when you use email marketing . When the average small business wants to execute a promotional ‘traditional’ flyer campaign, they have to plan weeks in advance to leave time for printing and delivery. With email marketing, the small business owner can get a new product on their shelves at 9:00am and send out an email at 9:15am to their entire customer base announcing the new item available for sale.
The small business owner can also get more for their money because most email marketing solutions are very easy to use and require little to no technical skills. This means there is no need to hire and pay a middle man to prepare your marketing material. With just a few minutes, a little creativity, and the clicking of some buttons, you can create a professional campaign that looks like you hired a full service agency.
Email marketing helps you achieve a greater ROI for each penny you spend, because it gives you access to reports, stats and other metrics to show you what is working and what is not. When businesses launch a traditional flyer campaign, they have no idea how many people are actually reading the flyer or simply tossing it aside. With email marketing , you can get instant access to measure the effectiveness of your campaign. With this information at the business owner’s fingertips, he or she can make better decisions for future campaigns. For instance, maybe your customer base responds better to offers that highlight only one product instead of showcasing three or four items. In this case, when you use your email marketing to launch campaigns in the future, you can tailor it specifically to what drives the best results.
Overall, email marketing lets small businesses do more with less, and, at the end of the day, that ultimately improves your bottom line.
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