Don’t discount email marketing

Don’t discount email marketing

BY CHRISTOFF OOSTHUYSEN 

emailIn the times of flashy social media and ever-changing ways the platforms decide who to deliver your posts to, it’s important to ask if email marketing is a relic of the past, or whether it remains a potent way to increase your sales.

In the South African context, many small business owners are still finding email marketing a very successful way to engage with their audiences. An up-to-date email list remains a powerful tool.

Here are the three most important reasons why…


1. You own your audience

Unlike social media platforms where you rent space, an email list is yours. You control communication and can’t be silenced by algorithm changes. This ownership fosters trust and allows you to build a long-term relationship with your customers. Imagine the frustration of pouring resources into building a social media following, only to have an algorithm update decimate your reach. With email, you control the narrative and ensure your message lands directly in your audience’s inbox.

2. Targeted communication

Emails allow for segmentation, enabling you to send targeted messages based on interests and purchase history. This personalisation resonates far more than generic social media posts. Social media algorithms often struggle to understand user intent, leading to irrelevant content flooding feeds. With email marketing, you can segment your audience based on demographics, interests, and past behaviour. This allows you to send highly relevant content that speaks directly to their needs and desires.

3. Measurable results

Email marketing offers clear metrics like open rates, click-throughs, and conversion rates, as well as a full engagement history for each contact. This data allows you to refine your strategy for maximum impact. Unlike vanity metrics on social media, email marketing provides actionable insights. You can see what content resonates with your audience and what falls flat. This allows you to optimise your email campaigns for better engagement and ultimately, higher sales. 

Many South African entrepreneurs and small business owners are benefiting from email marketing.  Here are a few examples of different industries, where great results are achieved…

  • A small coffee roaster built a loyal following by sending weekly emails with brewing tips, special offers, and new bean announcements. This targeted approach nurtured leads and converted them into regular customers. They didn’t just blast generic discount messages. Instead, they provided valuable content that established them as coffee experts. This built trust and encouraged subscribers to support their local business.
  • A clothing boutique segmented its list by the clothing styles customers bought. They then sent targeted emails featuring new arrivals relevant to each segment’s taste. This resulted in a significant increase in sales compared to generic social media posts. By understanding their audience’s preferences, the boutique ensured their emails resonated. This targeted approach led to more clicks on product links and ultimately, more sales.
  • A yoga studio sent weekly emails with inspirational content, upcoming class schedules, and exclusive discounts for email subscribers. This nurtured leads and increased class registrations. They didn’t just rely on social media posts that might get lost in the noise. The studio used email marketing to stay top-of-mind with potential customers and provide valuable content that encouraged them to sign up for classes. 

TIPS TO REMEMBER

Build Your List: Offer incentives like early access to sales or exclusive content to encourage sign-ups. Gamification can also be a great way to incentivise list growth. Consider offering points for signing up or referring friends, which can be redeemed for discounts or free products.

Provide value: Don’t just bombard subscribers with promotions. Offer informative and engaging content that establishes you as an authority. People are more likely to open and engage with emails that provide value beyond just a sales pitch. Share industry insights, offer helpful tips related to your product or service, or even curate interesting articles relevant to your target audience.

Mobile-friendly design: Ensure emails display well on smartphones, where most South Africans access their inboxes. With the rise of mobile browsing, it’s crucial for your emails to be optimized for smaller screens. Use a responsive design template and ensure your call to action buttons are clear and easy to click on a mobile device.

By implementing these tips, you can leverage email marketing’s enduring power to connect with customers, build brand loyalty, and ultimately, increase sales. In a world dominated by ever-changing social media algorithms, email marketing offers a stable and measurable way to reach your target audience and achieve your business goals.

Don’t discount the power of email. Build your list, provide value, and create traction with your audience so that your business can thrive.

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