Some emails go to cocktail box subscribers, while others go to newsletter subscribers, even if they haven't purchased anything, she explained. Shaker & Spoon uses data to segment its newsletter subscribers and send different emails to different groups of people, Gorovoy said.
BEST SMALL BUSINESS NEWSLETTERS CODE
These metrics help companies personalize content, such as product suggestions or deals, that's most relevant to customers.įor instance, McNair has used data from email marketing to identify customers that haven't returned to her website in the past few months and then send a discount code to encourage them to buy again. Data helps businesses personalize contentĪbout 90% of consumers said they enjoy receiving offers from brands that are based on their interests and purchasing or browsing history, and they're willing to provide companies with more personal information after a positive experience with them, according to a 2022 Merkle study.Įmail marketing platforms can help businesses track which content recipients interact with, the items they browse on an e-commerce site, and what they purchase as a result. To entice people to sign up, Gorovoy said the company uses a "spin to win" game that people can play to receive a discount code. Shaker & Spoon, which was founded in 2015, uses a website pop-up to collect email addresses and phone numbers from visitors. Owning customer first-party data, which is collected from people interacting with websites or apps, and zero-party data, or information that customers voluntarily share with companies, allows businesses to deliver content that's more personalized to them, Gorovoy said. "The importance of the newsletter is you're actually building your audience," Anna Gorovoy, cofounder and chief brand officer of Shaker & Spoon, a cocktail subscription box, told Insider.
Recent updates to Apple's iOS 14 have also enabled users to opt out of being tracked by advertisers through mobile apps and websites, which often hinders advertisers' ability to target specific audiences.Īnna Gorovoy cofounder and chief brand officer of Shaker & Spoon. She added that email has become more reliable than social media platforms, like Facebook and Instagram, which often require businesses to pay for ads. I know the emails are going to hit someone's inbox." "I feel like my email list is my most prized possession in a way. It gives businesses a direct pipeline to their audienceĬollecting customer information is one of the most valuable aspects of email marketing, McNair said. These growing companies break down several potential benefits of email marketing. Small business owners can launch an email newsletter without a large budget or marketing team. According to eMarketer, 67% of marketing professionals are investing in email marketing, and 48% of millennial consumers prefer to receive deals from brands via email. "I think that's special and important because it means they like what I'm doing."Įmail marketing can be a cost-effective way for small businesses to promote themselves and share information with their target audiences. "I see the value in people opting in to let me send them a message in their inbox," McNair said. It has about 6,800 subscribers, and the newsletters have about an open rate of more than 50%, which is higher than the industry average of just over 20% according to a 2019 Mailchimp study. Since then, McNair has set up other paths to get the newsletter in front of customers, including a website pop-up notification and mentioning it as customers check out at her brick-and-mortar shop in Little Rock, Arkansas.Įach Bella Vita newsletter, sent out weekly, highlights one piece of jewelry and features other products and event announcements, new items, or sales, McNair said. To encourage newsletter signups early on, she placed a signup sheet on the table she set up at her local farmers market every week, and anyone who joined the email list was entered to win a pair of earrings. I just thought I needed to keep up with people somehow." "I was so green and didn't have a business school background or anything. "It just seemed like the thing to do," she told Insider. It often indicates a user profile.īy clicking ‘Sign up’, you agree to receive marketing emails from InsiderĪs well as other partner offers and accept ourīrandy Thomason McNair started sending out an email newsletter soon after launching her business, Bella Vita Jewelry, in 2008. Account icon An icon in the shape of a person's head and shoulders.
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