Three Reasons to Give Your Email Marketing a Little Love

February 14, 2017 Written by Johnnae Nardone

If you’re a small business you’re likely looking for ways to increase sales while not spending, or doing, a lot more. If you work at a nonprofit, you also have similar resource constraints, so you need to increase donations or engagement without increasing your budget.

Email marketing is your answer. It’s a rich tool that often goes underutilized.

Here are three reasons you should give your email marketing some tender, loving care.

More Bang for Your Buck

Email marketing still has the highest return on investment (ROI) relative to other digital advertising, earning $38 for $1 spent according to one report and it has held that position for ten years in a row. Think about it — you passively collect emails, build your email (which takes some time but shouldn’t be take too much), and hit send. So some people unsubscribe (that’s natural, it’s called churn) but (hopefully) you get a few more sales, sign-ups and eyeballs on your content.

According M+R Benchmarks 2016, for a small nonprofit the average revenue is $61 for every 1,000 emails sent. If you spend an hour or two crafting your email and send it to the 2,000 subscribers to your list, you likely get $122 in donations, and maybe three or four new donors. Those are people you can continue to cultivate. As your list grows, so does your ROI.

They Already Want to Hear From You

The people on your email list are self-selected. Nobody forced them to subscribe. They told you, “Yeah, keep me posted.” One of the basic tenets of marketing is speak to your fans. Take care of those folks and they’ll take care of you. Spend your time providing them consistent, personalized, value-added content and they will continue to invest in you.

Every Click Is More Marketing Data

Most email marketing services can tell who clicked on what and then keeps a record of it. You can use this data as a proxy for your subscribers’ likes and dislikes and even track where they are in the decision-buying process: investigating, considering, almost ready to purchase.

Next you create a personalized email to a segmented list. Say you send an email in January to your whole list about upcoming events. You segment the folks who clicked on the retreat link and send them an email letting them know there’s only three spots left for February’s retreat.

Using this data isn’t creepy. It means you’re paying attention and you take your subscribers and the services you provide seriously.

Mobile, Mobile, Mobile

Part of email marketing's continued growth and success is that people can check email anywhere — waiting in the dentist office, on Trax, or eating lunch. All of the above benefits fade away if your emails aren’t mobile-friendly. Pull out your phone and take a look at the last email you sent to your list. If you have to pinch and pull, you’re in trouble.

Take a close look at what service you use now — should you deepen your relationship or is it time to move on?

To learn more about email marketing, check out our next training on Email Marketing.