Email marketing has been around for decades, but it is still one of the most effective digital marketing techniques. Email today needs to be customized like a one-on-one conversation with each audience member. Email effectively fills a wide range of marketing objectives. Email marketing solutions for small businesses can focus on goals such as appointment bookings or building credibility. With this timeless marketing strategy, you can reach your prospects and customers’ inbox directly in the most personalized way.
Reasons to make email marketing one of your top priorities:
1. Email is the best mode to communicate.
Did you know that at least 99% of consumers check their email on a daily basis? That can’t be said of any other communication channel.
2. Create own your list.
On any social media platform, your account (along with all your fans and posts) could be suspended or deleted at any time, for any reason, without notice. However, you own your email list of prospects. Those leads can’t be taken away from you.
3. Email just converts better.
People who buy products marketed through email spend 138% more than those who do not receive email offers. In fact, email marketing has an ROI (returns on investment) of 4400%. That’s huge! And if you are wondering if social media converts even better, think again: the average order value of an email is at least three times higher than that of social media.
Pricing and ease are the two biggest advantages of email marketing. Compared to other platforms for marketing, emailing is an inexpensive way to advertise your company and its products or services. It's easy to set up and track an email marketing campaign, which makes it easily accessible for small businesses. You can add a newsletter sign-up option to your website, then send newsletters to the email list that accumulates as people sign up. A regular newsletter is a simple and efficient way to send updates about your company, upcoming events, and special offers. Email software also makes it easy to schedule automated promotional emails for potential customers. The huge advantage of email over social media is that prospects and customers are more likely to see an email than social media. Just posting something on social media doesn't mean that everyone you want to see your message will see it. However, an email will sit in an inbox until it's read.
Ideally, email marketing should go hand in hand with social media. Adding social media "Like" or "Share" buttons to your marketing emails gives an additional way for customers to connect with your brand. Snippets of positive reviews from social media fans can be included in emails, and conversely, social media postings can be used to encourage fans to subscribe to your email newsletters.
Email campaigns take a while to catch on as the subscribers may ignore your emails the first few times they arrive in their inbox, but eventually, they recognize your persistence and start to take notice. Marketing emails comprise a great variety of content, mostly they are used to send sales promotions, announcements, follow-ups, surveys, and newsletters. For the success of email campaigns, the mailing list has to be updated regularly with new email subscribers, verified email addresses, and changes in the customer’s detail.
Email Marketing Tips
Effective email marketing takes effort though. Here are a few strategies for making the most of your email marketing campaigns.
1. Build your own list.
All you are going to do by sending unsolicited email is turn off most of the people you are hoping to turn into customers. Whether through your website, in your store, or at an event, make it clear when customers are opting in to receiving your emails.
2. Adhere to the rules of the CAM-SPAM Act.
These rules include having a non-deceptive subject line, a method of unsubscribing, and your name and address at the end of the emails.
3. Do not just send out ads to buy all the time.
Use your emails to build rapport with customers by sharing your expertise or that of others, giving them tips and insights, they can value. Share information that lets them know more about you and your company.
4. Treat your list well.
Remember that the people you are communicating with over email have trusted you with their information; they deserve your respect. If you want a chance to convert them from customers to fans and even evangelists for your brand, then make them feel special.
5. Stick to a schedule if you are doing a newsletter.
Sending email on a regular day or days can help your subscribers know what to expect from you and when.
6. Optimize your email for mobile usage.
As statistics show that roughly half of emails are opened on mobile devices.
What Makes an Effective Email Marketing Campaign?
Effective email marketing campaigns need to be cleverly written to attract attention in busy inboxes.
Things you should consider before starting a campaign:
1. Personalization and Imagery
Marketing emails need to be personalized to the reader and filled with interesting graphics. Few people want to read emails that are addressed "Dear Sir/Madam" -- as opposed to their first or last name -- and even fewer people want to read an email that simply gives them a wall of text. Visuals help your recipients quickly understand what the point of the email is.
2. Responsive Design
Effective email marketing campaigns are designed for all devices on which users can read their emails -- desktop, tablet, and smartphone. Email campaigns that are designed for mobile devices are especially important -- a quality known as "responsive design." In fact, 73% of companies today prioritize mobile device optimization when creating email marketing campaigns.
3. Email Content
Once you have a solid email list, it’s time to start planning your emails. There is a vast range of content you can include in your emails and unique formatting options to choose from. Email marketing is much more customizable than other forms of advertising, so the sky’s the limit!
4. An Appropriate Call-to-Action
Above all, exceptional marketing emails must contain a meaningful call-to-action (CTA). After all, if brands are taking up subscribers' time -- and inbox space -- with another email, every message must have a point to it.
What most people do when they want to build an email list is to put a subscriber form on their website and hope that people sign up. Unfortunately, this strategy usually doesn’t work very well.
To grow your email list, you need to attract people with a compelling offer. You need a lead magnet.
What is a Lead Magnet?
A lead magnet is something that you give away for free in exchange for an email address. It doesn’t have to cost you anything to create; most lead magnets are digital materials like PDFs, MP3 audio files, or videos that you can create yourself at minimal or no cost.
It can be absolutely anything you want, so long as it provides value to your visitors for free.
What Makes a Good Lead Magnet?
1. Easily consumed: Lead magnets are only effective when the audience uses them, so if you deliver a 300-page manifesto, you will not gain traction.
2. Actionable: Lead magnets need to provide an actionable tool, skillset, or useful information that your audience can apply.
3. Creates noticeable improvement: People continue to buy products and services if they work well. Your lead magnet will become successful if it is as valuable as your products and services.
4. Relevant: If you have done your homework about your prospects, you’ll have no trouble coming up with a lead magnet subject that solves problems.
5. Immediately available: People love instant gratification, so give it to them right then and there.
What is Email Optimization?
Another useful tip to keep in mind is that there are optimal times you should be sending your emails out. Subscribers are more likely to open an email if they aren’t busy at the time, they receive it. Otherwise, they may open it later, or they may also forget about it and let it sit in their inbox indefinitely. Most email marketing software platforms will help you figure out which times are ideal for you to send out emails. Otherwise, a good rule of thumb is to send emails during hours when people in your target audience are likely to be free. Early mornings before people go to work, popular lunch break times, and evenings, when people get off work, are typically the most successful times to send out emails.
You can always use data gleaned from previous emails to make improvements on future emails. The end goal of your emails should be to get the right message to the right person at the right time.
One of the only potential downsides to email marketing is that it can be time-consuming. If you are looking for some professional support to step up your digital marketing game, then let’s talk!