Marketing efforts often focus heavily on lead generation, which is obviously an important step in the sales process, but lead nurturing efforts should not be overlooked – or leads will stay just that instead of progressing into customers. Hubspot has recently put together an infographic with tips on email marketing for small businesses that I’d like to share. But first, I’d like to explain why I like email marketing so much. Marketing efforts often focus heavily on lead generation, which is obviously an important step in the sales process, but lead nurturing efforts should not be overlooked – or leads will stay just that instead of progressing into customers. Hubspot has recently put together an infographic with tips on email marketing for small businesses that I’d like to share. But first, I’d like to explain why I like email marketing so much.
Control
Unlike with other channels, you can completely control how your marketing looks via email, e.g. you’re not limited to adding a single link, or a text limit (ahem, 140 characters), or photos of certain dimensions. Just make sure to pay close attention to how it renders on various devices and browsers by sending out a few tests.
Reach
I am a huge fan of social media marketing, but the reach you have with those networks can be deceiving, e.g. the organic reach you have by sharing something with your own fans on Facebook is only 16%, in order to reach the rest you’ll have to promote those posts at extra cost. With email, you will have the potential to reach everyone who receives your email at no extra cost.
Tracking
There are entire companies whose sole purpose is to ensure your email marketing is effective, so they’ve created pretty elaborate tracking tools. In addition, there are many stats out there on various industries, which you can use as benchmarks in your campaigns’ performances. 
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