Why Email Marketing is a Game- Changer for Your Business

Email marketing is one of the best tools small businesses have to get leads and sales. It's a proven strategy with an incredible return on investment—according to McKinsey, it generates 42% more revenue than social media.

With more competition than ever before, it's important for businesses to take every advantage they can get. And while it's easy to overlook the benefits of other digital marketing channels, email still remains a valuable tool that can transform your business.

As the most used channel for B2C communications, email allows you to connect directly with your customers. This personal touch often leads to higher client retention rates, and more importantly, brand loyalty.

A well-designed email is a key component to your online marketing strategy. Your emails should be informative and relevant to your audience, but they also need to be visually appealing. Your emails are viewed on a variety of devices—from desktops to mobile phones and tablets—and if your emails don't look great across all platforms, they won't be able to deliver the same experience to all recipients.

In addition, your emails should include a clear value proposition and a call-to-action that encourages readers to follow through on your request. It's a good idea to offer exclusive discounts or deals that can only be found in your emails, as this will further increase engagement and conversions.

Unlike other digital marketing channels, email provides you with the opportunity to nurture your relationship with your audience over time. It's easy for customers to come across a product or service they like online, but then close their browser and forget all about it. But with regular communication, like email marketing, you can keep your brand top of mind for longer. This will help you build trust and loyalty, both of which can lead to more repeat purchases and referrals.

The beauty of email is that it can be customized to match the needs and preferences of your audience. For example, if you notice that many of your customers are millennials, you can send them targeted emails that focus on products and promotions they're most interested in. For equestrian apparel retailer Kerrits, this has meant implementing an automated email series with products their target market is most likely to abandon.

Another benefit of email is that it inevitably drives traffic to your website. Whether it's a link to your latest blog post or a CTA to make a purchase, you can use email to drive traffic to your business and ultimately convert readers into customers and subscribers.

While the benefits of email marketing are clear, there's still a lot that goes into a successful campaign. Using an email automation tool like Omnisend can help you create and send emails to your subscribers at just the right times, while also capturing data that will inform future campaigns. It's important to track your results and use this information to adjust your strategy and improve over time.

For instance, if you're seeing a high bounce rate, this might indicate that your email isn't reaching your audience—you may need to refresh your list and remove inactive subscribers.

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