Unfortunately, many small businesses are so focused on getting leads that they fail to nurture their existing leads and customers. But, it’s important to remember that getting leads is only half the battle.

Email marketing is a uniquely powerful marketing channel because it focuses on the one thing that most other channels do not — nurturing existing leads and customers.

The right email marketing strategy can convert leads into customers and keep customers coming back for more.

A lot of digital marketing channels take time. For example, SEO and content marketing are incredibly important because they help to make your website visible in the SERPs (search engine results pages). But, it can take months of creating high-quality content to reach your goals.

Email marketing doesn’t require a big investment of time or money to drive results, especially when you use the right email marketing software, like Marketing 360® Nurture.

With a library of customizable templates and automation, creating and launching email campaigns is quick, easy and affordable.

First-time customers are great, but study after study shows that they don’t spend nearly as much or tell nearly as many people about your business as loyal, existing customers do. Email marketing helps to build that loyalty.

Whether you’re sending out product or service recommendations based on previous purchases, tailor-made offers or just valuable information to educate or entertain your customers, email marketing is an excellent way to build strong, long-lasting relationships with your customers.

Rarely — if ever — does a single message resonate with everyone. People have different experiences, needs, wants, beliefs, etc.. A message that’s effective for one audience won’t necessarily be effective for another.

With email marketing, you can segment your email list to ensure that you’re always sending the right message to the right audience. And, you can even automate your campaigns so that they’re sent out at the right time for your readers.

Last but not least, email marketing is extremely measurable. With the right software, you can see the rate at which your emails are being opened, your readers are unsubscribing, your readers are clicking your offers and more.

The better you can monitor your email marketing campaigns, the more data you’ll have on your side, which means that you can do more of what’s working with future campaigns and less of what’s not.