An email address shared with your business is much more likely to convert into a customer than someone who has never interacted with your business at all.
This makes your email marketing program very important in achieving growth. Check out these 5 tips below, they will help you organize your email marketing program.
1. Organize your lists.
The most important thing in email marketing is the organization of your email addresses in proper lists. This can be easily done in an Excel document with columns that you can later merge with an email program. You do not want to lose any email addresses – they are almost like a currency for your business.
Another thing you can do is segment your lists so different people receive different emails. For example, you have people who have signed up for a free trial and they need different messaging compared to those who have already bought something from you.
2. Content is everything.
Always write good and engaging content. Subject lines should be clear and short. Avoid words like “Free” and “Giveaway” in the subject because those are most likely to get your email spammed.
In the body of the email be clear what your message is. Some emails are informative (newsletters) and others are actionable (call to action). No matter what shorter content is better. Some examples of call to action text would be: “Sign up now and save 10%” or “Refer a friend and get $50.”
3. Create a newsletter.
Compile all the biggest news and notes from your small business and put it into a newsletter. It could be sent out at least once a month. Be sure to include your best blog posts as well; this can also help search engine optimization (SEO) as the more page views the articles get, the more likely they are to be indexed close to the top of Google’s search rankings for different keywords.
4. Don’t forget to let people to “unsubscribe”.
It’s the law. Right there in the CAN-SPAM Act of 2003. Excluding the button could lead to reports directed at your email server. This could suspend your account.
The Unsubscribe button isn’t all bad here. You could use statistics of unsubscribed emails to judge the behavior of readers. If one email has a cancellation rate of 1% but the next one is 10%, something about that second note is ten times more annoying than the first. Use this information in writing future emails with less strong language and it doesn’t hurt to tweak the subject line.
5. Choose an email server.
When you’re in the beginning stages of your small business – Outlook, Hotmail, Yahoo or Gmail account will work for sending messages out. But don’t forget to enter all the names in the BCC field so every recipient can’t see all your contacts.
Though, as your small business grows you’ll want more from your email server. You’ll want to view email analytics such as rates (percentage of recipients who opened the emails), click-through rates (percentage of people who opened the email who clicked through to the site) and other valuable metrics. Unfortunately, free email services just don’t provide these insights. Besides, one day you will need to email thousands if not tens of thousands of people at the same time — and for this you’ll need the support that only email specialists can provide. To name a few companies that do that – MailChimp, Silverpop, Salesforce and their numerous competitors.
Email can be a great tool for small businesses. Due to its low cost – the amount of money you spend to acquire customers can be greatly reduced by a robust email program. So take your time when building an email list.