Would you like to know the benefits of email marketing to your SME in Nigeria? Continue reading this post.
A marketer’s dream is to have a unique personalized value proposition for every single potential customer. While marketing is not quite there yet, email marketing does a pretty great job of approximating this dream.
First, you can segment your email lists by whatever customer characteristics you think are relevant to your business. For example, if you’re a sports brand, you can segment your customers by sports they like.
In Nigeria, regardless of a business’s size and industry, emails can present a number of business opportunities from lead generation to customer engagement. Email Marketing is far more complex and multilayered to be covered in a single time frame. Other aspects such as frequency, copy, and design also play crucial roles in open rate and engagement.
Benefits of Email Marketing
Below are some of the benefits of email marketing to small businesses in Nigeria:
Affordable Cost
One of the most obvious advantages of email marketing is its lower cost compared to mainstream marketing channels. There are no print or postage costs and no fees paid in exchange for exposure on a certain billboard, magazine, or television channel. Email marketers might consider investing in specialist software to automate, track and evaluate their emails. Granted, there may be a small overhead for sending thousands of emails at a time, but these costs are far lower than what you would expect to pay using other marketing channels.
In Nigeria, email notifications especially in commercial banks are usually free with no added cost. This little customer relationship bond to a wide range of customers across the country has aided customer delight and retention. Email marketing creates a channel where networking can be long-lasting and lucrative.
User Friendly
Dissemination of emails is accessible and easy to understand. This can be done by a student, professional, or expert. The basic product information of who, when, where, and how can be identified as a tool for selling information, product, or service. Email Marketing improves brand awareness and keeps customers focused on patronage.
The unique selling point and value-added services are usually an important part of the email experience. Email Marketing is not supposed to be floury or extensive in content. Links and website searches can be embedded for easy access to vital details.
Target Driven Audience
If a franchise only has an offer in certain areas of the country, it can easily arrange for emails to be sent only to those living in such areas. To get Nigerians to buy from you, you need to be close to them. You need to know what they want, when they want it, and how they want it. Nigerians are really not loyal to brands and a slight increase in price can make you lose your longest customer or client.
Marketing is not cheap and it is good for businesses, whether big, small, or medium to stick to a budget. With email marketing, you are sure of reaching your audience and the good thing is you can always get them to buy from you every time as long as you stay in touch.
Email list segmentation works fantastically for brands who gain information about their subscribers. Studies have shown that marketers who use this tactic often boast improved engagement rates as a result.
The old “spray and pray” method of sending the same email to every subscriber or customer no longer works. Companies that get the best results from their email marketing are segmenting data and campaigns to ensure that they’re sending the most relevant message to individuals.
Email Marketing proves to be target driven. For effective dissemination of information, customers can only value information that promotes their interest.
Shared information Made Easy
Subscribers can forward brilliant deals and offers to their friends at the click of a button. There aren’t many other types of marketing that can be shared as easily as this. Before you know it, subscribers could become brand evangelists; focused on introducing your business to a new market.
More and more we see brands cleverly utilizing this tactic. Social proof has become a huge influence on online selling in recent years. In Nigeria too, like advanced countries, email information can be shared easily, even when you are in transit.
Marketing via email most especially is cheap, easily customized, easier to use, and action-oriented. It serves as a tool for measuring actions taken on the email. However, its effectiveness in delivering required results to average Nigerian SMEs has been questioned due to fraud and inadequacy.
Email Marketing Fosters Lasting impressions
Email marketing is used by thousands of businesses of all sizes across the globe. Those who are unfamiliar with this method of marketing may not immediately understand why it is so popular amongst companies in a variety of industries – but here are ten reasons why email marketing is seen by many as the most effective marketing channel.
A creative mail lingers on the reader’s mind, thereby delighting the customer’s attention. Making a huge impact on emails is one of the Ideal ways of upselling to a global audience.
Conclusion
Email marketing can be the very frontier tool of every commercial business in Nigeria. Hybrid and on-site businesses survive on email notifications, transactions, and invites. Feel free to share your comments with SME360.