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Writer's pictureTL Authentic

We're bullish on Email Marketing for Small Business. Here's Why.


Bull with large horns in a field

We follow Marketing Key Performance Indicators, or KPI's, audience insights, and trends to best advise you on tools and tactics to move the needle for your business.

Recently, I've had my eye on on a few key data points that I believe are highly relevant to most businesses and entrepreneurs, and I want to share them with you today because I believe this info has the potential to drastically impact your bottom line in a very positive way.

First, some current marketing KPI's:

EMAIL

  • 99% of users check their email every day - some up to 20x per day(Wow!).

  • 58% of people check their email before social media.

  • ROI for email averages $36 for every $1 spent.

  • Email conversion rates average 15.22%.

Conversion = a sale, download or click-thru.

ORGANIC SOCIAL MEDIA

  • Approximately 10% of followers see your posts/reels/stories.

  • Of those followers served your content, 1%-3% engage.

Engagement = liking, commenting or sharing.

  • Conversion rates for social media average 3%.

Conversion = a sale, sign-up or website visit.

GOOGLE PAID KEYWORD SEARCH or ADS

Google Ads conversion averages

4.4% for Search Network**

0.57% for Display network***


Next, let's look at these KPI's visually

Orange arrow pointing down

Graph comparing conversion rates of email, social and Google

Pretty impactful, isn't it?



Taking this a step further, if you divided a $1,000 marketing budget equally, spending $333 activating each channel, here are the results you could expect with a purposeful, planned, optimized effort:

Email: 50 new customers!

Social: 10 new customers

Google: 6-7 new customers


Either way you look at it, the data shows, EMAIL WINS!



What do I recommend you do with this insight?

First, don't pull the plug immediately on what you are doing. Not so fast.

Why not?

While these data points are accurate averages for the entire landscape of business, it's critical to consider who you are trying to reach, where they are, and how they engage. With a purposeful strategy formulated, social and Google paid may make strategic sense within the marketing mix for your business - at levels and spends aligned with the expected ROI of the tool.


I do recommend, no matter what business you are in, that if you are not currently using email marketing, that you start, or if you are, that you both understand your results and insure you are activating the best tactics to produce the most successful result possible for your business.


Want to dive deeper into how email marketing can help your business, or how to tell if your email marketing is moving the needle? Book a Marketing Exploratory Call with me, or send me an email and let's talk it through.


I can help you get started, get better and realize tangible results.


Until next time ~

Tammy

 

* The calculation assumes equal amounts of effort and money on each channel. With a marketing budget of $1,000, $333 on each.

**Google Paid Search Network = Search engine results pages, other Google sites and search sites that partner with Google - like Bing.

***Google Paid Display Network = Ads on Google sites like YouTube, Blogger and Gmail.






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