Did you know that “92% of online adults use email with 61% using it on an average day?” Due to the prevalence of email use in today’s world, email marketing is a highly beneficial tool for companies to utilize. You don’t have to wait for your traffic to reach a certain threshold in order to take advantage of email marketing. Low traffic sites can start using email marketing strategies now. Below, you will discover 7 benefits of email marketing for low traffic sites.
1. LOW COST
Compared to other advertising methods, sending emails doesn’t cost much. That’s why for low traffic sites and/or sites on a tight marketing budget, email marketing can be greatly beneficial. If you’re beginning with a small email list, then it’s possible your starting cost for email marketing could be $0. However, as your mailing list grows and causes new needs for different email marketing strategies, you’ll need to invest some money in a good email marketing platform. This type of platform will help to automate the appropriate emails for the appropriate customers.
Investing money and time in an email marketing platform will be worth it. Not only will your business benefit from automated, segmented email flows and campaigns but you’ll also benefit from the analytics it provides, such as open rates and click rates, which can help inform you about what types of emails, content, subject lines, etc., perform better with your audience.
2. HIGH ROI
Not only is email marketing cost effective as you are able to reach a large number of potential customers for a low cost, but it can also yield a high return on investment (ROI). In fact, Litmus reports, in a 2021 guide, that “email drives an ROI of $36 for every dollar spent”. Of course, this is an average and not a guarantee. However, Litmus also reports in the same guide that brands that use analytics and A/B testing to improve their emails often see an email marketing ROI of 42:1 compared to that of 23:1 seen by brands that never A/B test their emails.
3. IMMEDIATE, MEASURABLE RESULTS
Where some marketing strategies can take weeks or months to see results, sending emails can have immediate results as they are delivered to a widespread audience within minutes of being sent. As mentioned above, if you are using an email marketing platform, you will have analytics available to you that will allow you not to just know there are results but to see what they are. These measurable results can inform you as you continue to create or improve email flows and campaigns. Another way to make improvements is by utilizing conversion rate optimization (CRO) tactics on your email content, email flows, and campaigns. Find out more about how CRO can help low traffic websites here.
4. GENERATES TRAFFIC TO SITE
Email marketing is a great tool for driving traffic to your website. While some visitors to your site won’t immediately convert through a purchase or whatever your call to action is, some will sign up for emails due to an offered discount, promotion, guide, whitepaper, etc. Through email marketing, you can continue to nurture and engage these potential customers by creating email content that is relevant to your target audience, providing enticing subject lines, and including a call-to-action in each email that links back to your website. As you nurture these leads, you will encourage visitors to return to your site and, hopefully, to convert.
5. BUILDS BRAND AWARENESS
Increasing brand awareness will help visitors remember your products or services, which can help not only increase conversions but also increase word-of-mouth marketing. As word spreads, new potential customers will visit your site, hopefully, converting into customers.
Building brand awareness requires frequent communication, which is what email marketing is built for. Email marketing helps you to keep your brand before the visitor while educating them about your products or services and the heart behind your company or your brand’s identity. Customers are more likely to choose brands that are familiar to them. Email marketing allows that familiarity to grow as you keep them informed on a regular basis.
Building your brand awareness will also help separate you from your competitors. Standing out from them will help visitors recall your brand and seek it out over your competitors. Even if your competitor is a larger company, building brand awareness can help you compete, especially if customers become more familiar with your brand over the larger company.
6. BUILDS CUSTOMER LOYALTY
No business wants to be a one-hit wonder with their customers. Small businesses, especially, have to build customer loyalty to achieve sustainability. Customer loyalty is crucial not just for repeat purchases and increasing revenue but also for growth. Loyal customers will speak highly of your brand and encourage others to try it, bringing in more leads and traffic. In these social media days of influencers, customer loyalty is essential for creating word-of-mouth marketing ambassadors for your brand.
Email marketing also allows you to hear from your customers through surveys and feedback. Customers don’t want to only feel connected, but they also want to feel heard. Through this kind of email marketing, you can learn from your customers how to improve the customer experience on your site and/or customer service. Insights from loyal customers can help you recognize friction points on your website that may be keeping new visitors to your site from converting.
7. ALLOWS PERSONALIZATION
Email marketing allows you to connect with your customers through personalized content. For low traffic websites, it can help with maintaining loyal customers, much like a mom-and-pop shop where they remember your name and there seems to be a connection. Everyone likes to feel special, including online customers. Personalized email content helps achieve giving that feeling to them.
Don’t overlook the little touches, such as using users’ names in emails or using the subject lines to create the feeling that the email content was crafted just for that user. That personal touch can help them be more receptive to what the email has to offer, whether it’s a promotional offer, new product information, or educational material. In fact, subject lines for emails are the first impression the customer will get of the email. According to Campaign Monitor, providing personalized subject lines increases the likelihood that the email will be opened to 26%.
CONCLUSION
Email marketing is essential for low-traffic sites as they try to grow. Not only will you be able to benefit from a cost-effective strategy that provides measurable results, but you will also be able to encourage growth in your business. Growth in the number of customers, revenue, brand awareness, loyalty, and customer satisfaction and experience. Not utilizing email marketing can stump this growth. So, what are you waiting for? Start benefitting from email marketing for your low-traffic website and start growing your business today.