Xune Business Growth Insights

Could Email Marketing Automation Save Small UK Businesses?

Benefits of email marketing for small businesses

Email marketing automation is commonly used amongst all types of businesses nowadays. Email automation is one of the best ways to nurture customers, gain leads and increase sales and automating this can make your life much easier. 

Are Small Businesses in the UK Actually In Danger?

At the moment, especially due to the current COVID-19 pandemic, a lot of small businesses are indeed in trouble. Sales are down: 1 in 4 businesses in the UK have been forced to close and new businesses haven’t even had the initial chance to get up and running. Pandemic aside, some small businesses were in deep trouble before this, so can email marketing automation make a difference to the success of these small businesses? We think so.

Why Do Small Businesses Fail?

There are many reasons why businesses fail but there are quite a few that are common mistakes that we see businesses make all the time. 

Lack of Planning Ahead

Fail to plan, plan to fail. Planning for the worst-case scenario allows you to be prepared for them, limiting the damage it could potentially cause. Plenty of businesses don’t think about what to do if things go wrong, mainly because they don’t want to imagine anything actually going wrong, but it can happen so you need to be prepared.

Not Enough Money

People commonly underestimate how much it costs to start a business. Not having enough money quite often means businesses have to shut down before they even get off the ground.

Your Market is Non-Existent or Too Broad

Your product or service’s market is essential and forms the potential success of your business. If your product/service doesn’t particularly have a market, or much of a market, it’s not likely to get many sales or even leads. The same can happen when a market is too broad, as without any form of niche market, you can’t specifically target relevant people and this can massively affect success rates. 


What are Automated Emails and How Can They Help Small Businesses?

Email Marketing Automation, What Is It?

Email automation is pretty much what it sounds like. It’s a form of email marketing where emails are sent out automatically when a consumer takes a certain action on your website, and this action triggers an email(s). You define the trigger for the email, allowing you to send multiple emails to multiple people without having to do it all manually.  

Email automation makes it much easier to keep up with campaigns, stay consistent and plan out future campaigns ahead of time. You can create a string of emails to be sent out at certain times or by certain triggers and once it’s complete, you can just sit back and let the automation do its thing.

How Can Small Businesses Benefit from Email Automation?

Email automation has so many benefits. One of the biggest benefits is the way it can nurture your existing customers, creating a strong relationship between you and them. Nurturing existing customers is much easier and much cheaper than constantly getting new customers, so the more customers you can keep around the better. 

Communication is key when it comes to building strong brand relationships and vital customer loyalty. Without communicating, customers may forget you exist, never come back or go to another company. Emails are a great way to stay connected with customers and keep them coming back. 

Email marketing automation can also help you gain new leads. When people sign up to receive emails from you, you know they are at least somewhat interested in your company. Once they’re even just a little bit interested, you can continue to reel them in and convert them from interested visitors to leads that convert. Increased leads and strong relationships both lead to an increase in conversion rate. 

Some Statistics

  • Automated lead nurturing converts 15-20% of customers to sales!
  • 73% of millennials prefer when businesses communicate via email. 
  • The average open rate for businesses is 20.94%.
  • 80% of professional business owners believe email marketing increased their customer retention.

So, What's the Verdict?

Can email marketing automation save UK businesses? We believe so. Emails are something that nowadays pretty much everybody uses so it’s a great place for targeting, retargeting and nurturing customers. With so many benefits to email marketing and the ease of marketing automation, not only can it help save small businesses, it can help businesses continue to grow and increase sales much easier. 

If email marketing automation sounds like something that could help save or improve your small business, it might be time to get in touch with the experts for professional guidance or, why not request an email automation demo! 

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