8 Benefits of Email Marketing Management for Small Business

As a small business leader, it's easy to understand the power of email marketing in growing your customer base and increasing sales. With email being one of the most popular forms of communication today, an effective strategy is key if you want to maximize its potential. 

That’s why more and more small business owners are turning to professional email management companies for help managing their campaigns. 

From increased visibility to reduced time spent managing emails, hiring an email marketing company can bring numerous advantages — all of which will be key for taking your company’s success to the next level. 

In this post, we outline 10 major benefits of leveraging an email marketing management team today. 

Want to invest in email marketing? Search for top email marketing companies on The Manifest to get the most out of your campaign. 

What is Email Marketing Management? 

As you’re probably well aware, email marketing is a form of direct marketing that uses email to promote a business’s products or services. By developing a contact list of existing or potential customers, businesses can create personalized content that can promote lead generation, brand awareness, foster customer relationships, and ultimately, increase sales. 

However, more goes into email marketing than just sending a few emails. To create a successful email marketing campaign, companies need to develop a contact list,  conduct customer research, design emails, and create email content — and that’s just when they’re getting started! 

Email marketers must also be prepared to measure the success of their campaigns, conduct A/B tests to improve their content, segment their audience, manage their content list, and more. 

Particularly as your contact list expands and you want to create a more effective email marketing strategy, an email marketing company can help. Here’s how.

8 Benefits of Email Marketing Management 

1. Reduce internal efforts while maximizing reach
2. Strengthen your email marketing strategy
3. Improve your ROI
4. Create personalized email content
5. Strengthen customer relationships
6. Design engaging emails
7. Utilize email marketing automation software
8. Track performance for better results

Reduce Internal Efforts While Maximizing Reach

Email marketing takes up a lot of time and effort. By outsourcing your email marketing efforts, you can free up time and resources for your internal team so they can focus on what they do best.

At the same time, email marketers are experts at creating contact lists and developing content that helps move potential customers through the sales funnel.

With their help, companies can reach potential buyers more likely to make a purchase. Email marketing experts can develop a more effective campaign than an internal team with less email marketing experience.

Strengthen Your Email Marketing Strategy

Email marketing isn’t a one-size-fits-all marketing strategy. Every business is different and requires unique strategies to attract and convert prospective customers. 

However, email marketers are experts at creating effective campaigns to help clients meet their business goals. They have experience testing different strategies for companies with different audiences and different industries, which can help inform the email marketing strategy they employ for your business.

Whether you hope to bring traffic to your site, build customer relationships, grow brand awareness, or increase sales, they can develop an email marketing strategy that suits your goals.

They’re also able to test different strategies to ensure your business gets the most out of your partnership. For example, they can run A/B tests to track how effective the copy, email design, subject lines, CTAs, or any other aspect of an email strategy is at appealing to your target audience.

Using this information, they can adjust their strategy to create email sequences that catch your audience’s attention and generate engagement.

Improve Your ROI

While email marketing is a relatively affordable marketing strategy, it still costs money and can impact your marketing budget. When done well, though, it can result in an extremely high rate of return — most email marketers report earning nearly $40 for every $1 they spend on email marketing

Email marketing is particularly effective because it can be extremely targeted and personalized, which can help foster brand loyalty over time. It is also less expensive than other digital marketing strategies such as PPC ads, social media marketing, or SEO.

Still, some companies aren’t able to optimize their email marketing campaigns without help. Whether it’s because of issues with their contact list, the design isn’t great, or the subject line just isn’t generating clicks, an email may not be opened. Without the proper setup, emails can end up being marked as spam, be undelivered, or may simply not be opened. 

To get the highest possible return on their investment, companies must ensure their emails are being delivered and opened. Just as importantly, they need to create engaging email content that engages consumers. 

Email marketers can make sure that happens, generating a higher ROI for their clients. 

Want to learn more about what hiring an email marketing manager costs? Check out Clutch’s email marketing pricing guide. 

Create Personalized Email Content

As discussed above, one of the reasons why email marketing is so effective is because it can be personalized. In addition to collecting your customer’s email addresses, you can gather other data to help you develop customized content for your audience.

Personalization goes beyond simply inputting their first name in the intro sentence of your email. For example, you can segment your audiences based on their demographic information to deliver more targeted content.

You can also use information like what they’ve bought from you in the past to personalize the offerings you send via email. Some companies even use trigger emails (such as welcome emails) to keep their brand name top of mind and nurture leads.

Metalbird, a global art project, used personalization to connect with customers and get their attention. They did this by addressing the email to users, using their names in the subject line, and highlighting a new product.

They also explained how the proceeds would help fund nonprofits lobbying for bird-friendly laws in the US, with the hope that this would encourage existing customers to become repeat buyers. 

Strengthen Customer Relationships

Thanks to personalization, targeted content, and consistent communication, email marketing is a great way to strengthen customer relationships and build brand loyalty.

By developing email content that puts users and customers first, they can build trust and foster those relationships.

Etsy, the online marketplace for independent artists and crafters, sent an email to show that their users are at the forefront of their mind. Mother’s Day can be a particularly hard time for people who are grieving or have difficult family relationships — rather than upsetting customers, Etsy chose to give subscribers the option to opt out of marketing materials that bring it up. 

In doing so, they were able to connect with their customers and prevented them from unsubscribing. 

There are plenty of ways for businesses to connect with customers through email. For instance, they can highlight how their products and services benefit their customers, provide incentives or deals, or offer educational content to resolve client issues. 

Email also helps brand names stay at the forefront of customers’ minds, making them more likely to become repeat customers. 

Design Engaging Emails

By itself, text is boring. But a great email design can engage users and make them more likely to click on the email’s call to action.

Many email marketing companies have in-house email design teams and content writers to make sure that their campaigns are more effective. They can help with graphics, create video, organize the email’s layout, and design clickable CTAs.

Consider this email from J. Crew advertising a new sale. The design is animated, and each “60%” lights up so readers instantly realize that item are 60% off. The blue background is interesting and different too but provides enough contrast against the text that it’s still easy to read.

The CTAs are also clearly visible, making it much more likely for subscribers to click on them. 

With a great design like this, this email will likely generate more clicks and traffic to their site. 

Utilize Email Marketing Automation Software

Email marketers generally use automation software for various reasons. Not only does software automate emails, which can simplify an email marketer’s workflow, but it also allows users to create templates, personalize emails, reach hundreds or thousands more customers, and track responses and CTRs.

Each email marketing company probably prefers to use a specific platform because that’s what they’re familiar with. Regardless of their platform, they know what needs to be done to optimize your campaign.

Track Performance for Better Results

Finally, it’s important to track the results of your email marketing efforts. No matter how well you think you are marketing to your subscribers, there’s always room to learn more. Keeping track of open rates, click-through rates (CTR), and conversions can help you learn more about your audience.

Email marketers can use this information to create content that garners more attention and helps bring users through the sales funnel.

Connect With Customers Through Email Marketing

When done well, email marketing is one of the most effective ways for businesses to connect with customers and grow brand loyalty.

A great email marketing company can help create a strategy to help their clients reach larger audiences and create more effective campaigns. Better design and content and more purposeful targeting, can help companies reach their marketing goals.

Want to invest in email marketing? Search for top email marketing companies on The Manifest to get the most out of your campaign.