An owner of a small business may find it difficult to choose a marketing strategy. Social media marketing, blog material, video marketing, video-sharing websites, and digital advertising are just a few of the many alternatives available today.
Don’t overlook the power of the simple email in the midst of the bewildering variety of marketing possibilities. Even though email marketing has been around for a while, it is still among the best available marketing strategies, returning an average of $36 for every $1 invested by businesses.
We’ll look at five email marketing best practices that can boost sales for your company. We’ll also discuss email marketing blunders to avoid and highlight some services to think about.
How to grow your business with email marketing
The next five suggestions are quick solutions to increase consumer interaction with your business.
1. Make it simple to sign up for your emails.
With only one semi-hidden sign-up form on your website, you cannot reasonably expect to grow an email marketing list. Include subscription forms all across your website so that visitors who interact with your material in various ways can notice them.
On your homepage, landing page, and about page, include subscription forms. To make it simple for visitors to find a place to subscribe, include them in your blog’s content, sidebar widget areas, website footer sections, and even close to the navigation menu.
Use software that displays a pop-up form as users are about to leave your site and has exit-intent technologies. This offers them one final opportunity to sign up.
2. Provide a reward for joining your email list.
Making registration simple is just the beginning. Additionally, you need to entice people to register.
Offering a content upgrade is the best way to get website visitors to join your email list. Give anyone who signs up something worthwhile, like a special voucher, an e-book, or a helpful checklist.
When receiving something in return, people are more likely to divulge their email addresses. They’ll believe you care about them and that this bonus upgrade is worthwhile.
3. Change up the content of your email marketing.
Constantly sending out promotional emails won’t keep your audience interested. They want to believe you are providing them with worthwhile stuff. Sending out various types of emails to draw in your subscribers’ attention is one technique to appeal to them.
Here are some instances of diverse email content:
- Invite neighborhood customers to a gathering you’re hosting at your company. This could be a seminar or a product demonstration.
- Information on goods and services. To get your customers excited about updates and improvements, send an email campaign informing them of the launch of new goods or services as well as new features.
- A platform for different kinds of information is provided by newsletters. Even promotional materials are acceptable without being unduly sales-oriented. In order to increase e-commerce sales, think about linking to your website. To increase your social media presence, you can also link to blog posts and social networking websites.
- Promotions. Although individuals don’t want constant advertising, they are probably interested in impending promotions or limited-time offers. Emailing discounts and benefits like free shipping is a terrific way to increase your click-through rate (CTR) and profits.
4. Divide up your email lists.
The days of a small business being able to get away with sending the same generic email campaign to everyone on their list are long gone. You may greatly enhance your email marketing strategy by personalizing it. Subscriber engagement and list retention are much higher with personalized emails.
Consider segmenting your email lists into groups to send relevant content to different demographics to increase your CTR even more.
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Send different email campaigns, for instance, to people who have recently made a purchase, people who haven’t opened an email in a while, and new subscribers. Because doing so defeats the purpose of segmenting your list, avoid making them all promotional.
Your email list can be segmented in a variety of ways to better target and serve your subscribers’ individual needs.
5. Incorporate a call to action into each email marketing campaign you create.
Even if a sale isn’t the email’s main objective, every campaign needs a distinct CTA. A strong CTA encourages users to interact with your website, content, and brand.
To encourage users to click your CTA button, remember to:
- With compelling copy, make it visually appealing and captivating.
- Keep it to five words or less; avoid using more.
- Use verbs like “Click Here” and “Download Now” to direct readers to specific actions in your copy.
- Don’t let the CTA detract from your campaign and make it simple to find.
- Just getting people to open your emails is the beginning. To expand your business, you must nudge recipients to read the email’s text and act further.
Email marketing mistakes to avoid
Without sticking to email marketing best practices, even the most creative email marketing campaign may be ineffective. When running email marketing initiatives, avert these frequent errors:
Using inadequate subject lines
Your open rate is a crucial marketing metric, and your email’s subject line will determine whether you succeed or fail. Your messages may be flagged as spam or rejected as a phishing attempt if they are too shrill (using all caps, exclamation points, or excessive excitement). This will lower your open rate and deliverability rate. Keep subject lines succinct and to the point, but work to pique recipients’ interest so they click through to the email. Personalizing the subject line with emojis and the recipient’s name can also boost open rates.
Message previews are ignored
A message preview is a brief paragraph of text that invites recipients to open the email by providing them with a bit more context than the subject line. Take advantage of the chance since this content is typically displayed alongside the subject line in email programmes.
Sending from a non-active email account
Make it possible for recipients to respond to your email if you want them to interact with it. Giving your clients or prospects access to a live person can benefit them when they have questions that an email can’t always answer. Sending emails with no reply and from unchecked, generic email addresses like [email protected] or [email protected] is not recommended.
Not sending on a regular basis
Attention is in high demand in today’s fast-paced environment. Don’t lose subscribers who have expressed interest in your business by subscribing to your email list by sending them infrequent emails. In order to stay on your customers’ radar, keep an email calendar and prepare your content in advance.
The disregard for mobile users
You could be losing out on a lot of engagement and sales opportunities if your email looks wonderful on a computer screen but is difficult to read on a smartphone.
The best email marketing services
Using an email marketing service is the simplest way to send email campaigns. With the help of these services, you can manage and track your email lists, design appealing and effective emails without knowing any programming, and monitor your results.
Some of the top email marketing services include the following:
The finest email marketing solution for small businesses is Constant Contact, in our opinion. The service offers high-end functionality like Canva and Vimeo integration, behavioural triggers, subject line suggestions, and automated email campaign flows, in addition to its simplicity of use and wide selection of editable email templates. Constant Contact offers two reasonably priced plans, with monthly prices starting at $20.
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Our top recommendation for the most affordable email marketing solution is Benchmark Email. Benchmark Email’s plans are the most affordable and feature-rich, starting at just $13 per month. Its free edition, which enables you to send up to 250 emails each month, is advantageous for those just starting out. Even the cheapest premium plan contains behavior-based email follow-up, website engagement automation, automated customer journey templates, and the option to do A/B testing, although the free plan is lacking several advanced capabilities.
Our selection for the top email marketing solution for creating campaigns is Monday.com. You probably have several employees if email marketing is a key component of your marketing plan. With Monday.com, you can track and evaluate email campaigns from conception to completion using a workflow management interface. Even though it doesn’t send email campaigns, its project management functionality gives you the monitoring, tracking, and analytics capabilities to spot and duplicate effective email campaigns.
Making email marketing a priority
One of the best ways to give your small business the opportunity to expand and triumph even against some of the big names in your field is through email marketing. But if you want to move consumers past receiving your emails and completing purchases on your site, you must give priority to creating your email lists and developing your ads.
Include email in your general marketing plan. Determine the most popular request from your consumers, and then email it to them. As your business expands, the results will become evident quickly.
