Email marketing, for your small business, is one of the best ways to connect with your leads and to build lifelong relationships with your customers.
Have a look at some of these eye-opening statistics that’ll help you understand the importance of email marketing for your small business:
By the start of 2018, there will be 3.7 billion email users around the world. That makes roughly 54% of the world’s population. (Source: Lifewire)
Email’s ROI is 122%. It’s four times higher than social media, paid search, and direct mail. (Source: MediaPost)
For every $1 you spend on email marketing, you can expect an average return of $38. (Source: National client email report 2015)
While leveraging email marketing for the growth of your small business, you need to first draw out strategies and tactics that are proven to drive sales. Given below is a complete small business email marketing guide including the email marketing best practices, with some tips and tricks for small businesses that’ll help you through the entire process of making strategies, implementing them, and measuring the performances:
Essentials of a Small Business Email Marketing Strategy
1. Email Newsletters
The frequent sending out of email newsletters helps you enhance your visibility in the industry and engage with your leads and customers at the same time. This will also play a crucial role in helping you build the brand value for your small business and stronger relationships with your customers.
You can make use of the power of newsletters to communicate to your customers about the latest company news, promote offers, introduce new products/services, or just to educate them by sharing relevant content.
2. Email Drip Campaigns
Customers receiving cart abandonment emails are 2.4x likely to convert than those who receive only one follow up email. (Source: MediaPost)
Email drip campaigns should be the next important part of email marketing for your small business. These are personalised yet automated emails sent to leads and customers based on a schedule or triggered by certain actions. This helps you to efficiently stay in touch and make your prospects take next actions. You can also create a predetermined schedule to send sequence of emails to the target audience as per segmented lists.
Vital Ingredients of an Effective Marketing Email
1. Email Subject Lines
An email subject line is your opportunity to create a good impression on your subscriber and it’s the subject line that makes them take the decision of whether or not to open an email. Ensure that your email subject lines are relevant, concise and attractive. Try to say what's important at the beginning and eliminate filler words as much as you can.
Now, you need to also make sure your email content is as powerful as your subject line and it contains exactly what you’re promising in the subject line, else you may lose your subscribers or annoy them enough to make them add you in their junk list. I’ve elaborated about email content in the next point...
2. Email Content
In 2016, personalized email messages received 18.8% open rate while only those without personalization received 13.1% open rate. (Source: Business2Community)
Your email content enables you to effectively communicate to your prospects and customers what your small business has to offer. Once you know that your content is actually going to provide value to your subscribers, the next trick here is to personalize it enough to make it more effective. Consider opening the email with an appropriate greeting containing their name.
Keep the rest of the content concise (100-200 words), and add images only when you think it’ll add value. And don’t forget to optimize your mailer for the mobile screens!
CTAs are a crucial part of your emails. They actually make the purpose of your email successful by letting your subscribers take the next step. You can ask them to share their information by directing them to your landing page or to even make a purchase! Don’t overdo the CTAs though.
Make sure your CTAs are direct, to the point, active verbs that are clearly visible in the mailer.
Ways to Significantly Increase Email Subscribers & Deliverability
1. Create Lead Magnets & Promote Them
The best way to increase subscribers is to create lead magnets. Lead magnets usually are offers that require customers to fill in their contact information in exchange for some valuable information. Make sure the form is simple and asks for very little information. You need to build your trust before you ask for more of their contact information. So name and email are ideal for the beginning.
Promoting your lead magnet and making it reach out to the relevant audience is the next important step. You can do this by including it on the relevant website pages or using pop-ups. Another great way is to share it on your social media platforms.
2. Remove Un-engaged Subscribers
This may sound strange but to improve deliverability you also have to remove un-engaged subscribers. If some subscribers don’t respond despite your sending a number of follow-up emails after they have stopped opening your emails or engaging with your company content, then it is best for you to unsubscribe them yourself. It is better than being marked as spam or penalized.
3. Include an Unsubscribe Option
Including an unsubscribe option in form of a button or a link at the end of each of your email ensures that your subscribers are allowing you to send emails, as they have a choice to unsubscribe whenever they wish to do so. This also makes your process of weeding out subscribers that don’t find your content valuable easy.
4. Optimize the Email Content
To improve your email deliverability, you need to also optimize your email content. As mentioned above, write proper subject lines, email body content and CTAs. Also, eliminate the use of salesy language and unnecessary images.
Key Measure Email Marketing Performance Metrics
1. Open Rates - The percentage of subscribers who have opened an email.
2. Click Through Rates - The percentage of subscribers who clicked one of the links within an email.
3. Conversion Rates - The percentage of subscribers who clicked on a link in an email and completed the necessary action.
4. Bounce Rates - The percentage of emails that you sent but did not get delivered to your subscribers’ inbox.
5. Unsubscribe Rates - The percentage of subscribers who unsubscribed.
So to sum it all up for you, the best email marketing practices for your small business are – to make strategies for connecting well with your personas, optimize your email content, plan out ways to increase deliverability and subscribers, and finally, measure your performances to fill up the pitfalls and skyrocket your small business!
Need assistance with email marketing for your small business? Connect with the experts at Prodigitas!
Prodigitas equips smart marketers and business leaders with world-class & enterprise-grade marketing and sales automation technology, strategy and services to generate demand, and manage growth.