How can email marketing benefit a start-up?

By: Georgia Christian

Date: 21 March 2011

You’re a small start-up company with high ambitions but a tight budget, so how can you go about reaching that large, attentive audience you so desire? It’s simple— use email marketing.

Email marketing is a cost-effective, fast way to engage your customers and potential customers. Added to this, it delivers the highest return on investment over any e-marketing tactic available.

Being a small, new business, you might not have started on the path to creating and developing any lasting relationships with customers, which isn’t the end of the world, but it is something that email marketing can help you with. With each permission-based email campaign that you send and that your recipient opens, you are effectively establishing a trusting relationship with them.

Your email messages will, over time, make your customers feel as though they are an important part of your company. Email marketing campaigns give you the opportunity to inform your growing customer list about updates, product and service promotions, special offers and even changes and developments happening in your company.

Email marketing might not be far off from what your small business is doing already in terms of traditional marketing. Think about it, most businesses already conduct direct mail marketing in the form of specials, promotions and reminders, which means that they are already used to creating this type of material in print form.

Adapting to email campaigns from print is not a huge step, but it will save you a lot of money. It’s also worth pointing out that print marketing is not very targeted or easy to track, whereas email campaigns are highly segmented and targeted and can be tracked right down to who opens, or even forwards your message.

It goes without saying that start-ups often don’t have much time to market themselves. Most email marketing solutions offer pre-built templates and step-by-step guides to help you create an effective campaign in little time, which means the pressure is off you to create one from scratch. You should also be able to view your stats live, which makes follow-up campaigns much easier to manage.

Smaller companies often have more of a loyal customer following than larger businesses, simply because their contact with them is more personal. To be able to begin your email marketing campaign with a list of people who are already interested in you and what you have to offer is a major advantage that you can use to leverage your company to greater heights.

Georgia Christian is the editor of the online email marketing service Mail Blaze

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