Email is still one of the best ways to find new customers, make more sales or create a tribe of loyal followers.
It is no secret that small business owners are strapped for time and cash, that is why email marketing is a very good opportunity for them, when it comes to promoting their brand and selling their products or services online. Small businesses either operating online or offline have a lot to gain from email marketing yet many of them fail to give this powerful marketing tactic priority. We collected a few tips on how small businesses could use the advantages of email marketing.
The first and most important thing is to email regularly. As soon as you start building a list of subscribers or potential customers, you will need to stay in touch with them on a regular basis, to prevent them losing interest or even forgetting about your brand. Whether you are running an online shop, blog or services website, email is an effective way to stay in touch with your current customers and one of the most efficient ways to convert potential customers to customers. If you don’t use email marketing properly, someone else in your niche will.
Decide how often you’re going to email people, and stick to that schedule. We recommend you send an email around 2 days a week: send them information in your area of expertise followed up by an offer. You will want to make sure you are providing value in your email whether that is through content or promotion.
The core of every email marketing campaign is the email list and having a quality email list can make the difference when it comes to conversions and return from your campaign. Growing your email list takes time and effort, but you will succeed eventually. You need to make it easy for people to register to your list. Try not to ask for too much information (a name and email is enough) or to have long and cluttered registration forms.
Don’t forget that your website is not the only medium to increase your email subscribers. You can also use Facebook, Twitter, Google+, Pinterest and any other social network you are using to get more emails. Don’t be afraid to ask your followers to register on your list and tell them why it will be worth their time.
It is very important to not only use traditional, call to action content, but also lifestyle content. A call to action typically asks consumers to visit a store or fill out a contact form, but lifestyle content engages customers with information that adds value without a direct link to buy. With the right traditional-to-lifestyle content ratio in place, you can expand your company’s reach, increase click-through rates on call-to-action posts and improve your organization’s overall brand’s success.
Today most emails are read on mobile, so your emails should be mobile friendly and you need to have a mobile strategy. Before finalizing your next email campaign make sure that it is tested against all major mobile devices (you can use mobile emulators to see how the email looks on different devices). For small businesses this may sound intimidating but there are low cost providers such as Mailchimp and Robly that will help build both web and mobile emails through simple to use templates.
Whether you are running an SEO campaign, social media marketing or email marketing campaign it is important not to ‘set it and forget it’ but to run it, monitor the results (email open rate, click rate, unsubscribe rate, conversion rate etc.), take corrective actions and run it again, learning from mistakes and areas of improvement.
Also, keep an eye on your competitors. Register on their email list and see what techniques they are using, what kind of emails they send out, how often, what kind of products they promote etc. Following your competitors can often be a great source of inspiration and motivation!