Learn how to engage consumers and increase revenue with email marketing.
An owner of a small firm may find it difficult to choose a marketing plan. Social media marketing, blog material, video marketing, video-sharing websites, and digital advertising are just a few of the numerous alternatives available today.
Don't overlook the power of the simple email amid the bewildering variety of marketing possibilities. Even though email marketing has been around for a while, it is still among the best possible marketing strategies, giving firms an average return of $36 for every $1 invested, per Litmus data.
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 various services to think about.
How to use email marketing to grow your business
The next five suggestions are quick solutions to increase consumer interaction with your business.
1. Make signing up for your emails easy
With only one semi-hidden sign-up form on your website, you cannot reasonably expect to build an email marketing list. Include subscription forms all across your website so that visitors who interact with your material in various ways may notice them.
On your homepage, landing page, and about page, provide subscription forms. To make it simple for visitors to find a location to subscribe, include them in your blog's content, sidebar widget regions, website footer parts, and even close to the navigation menu.
Use software that shows a pop-up form as users are ready to leave your site and have exit-intent technologies. This offers them one final opportunity to sign up.
2. Offer an incentive for signing up for your email list
Making registration simple is only the beginning. Additionally, you need to entice folks to register.
Offering a content upgrade is the best strategy 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 anything in return, people are more willing to provide their email addresses. They'll believe you care about them and that this added update is worthwhile.
3. Vary your email marketing content
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 sorts of emails to draw your readers' attention is one technique to appeal to them.
Here are some instances of diverse email content:
- Events: Invite local consumers to a gathering you're having at your company. This might be a seminar or a product demonstration.
- Product and service information: To make your consumers enthusiastic about updates and improvements, send an email campaign notifying them about the arrival of new goods or services as well as new features.
- Newsletters: A venue for many kinds of information is provided by newsletters. Even promotional materials are acceptable without being unduly sales-oriented. To increase e-commerce sales, think about connecting to your website. To increase your social media presence, you may 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. Segment 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 substantially higher with personalized emails.
Consider segmenting your email lists into groups to distribute relevant material to different demographics to increase your CTR even further.
Send different email campaigns, for instance, to those who have just made a purchase, people who haven't opened an email in a while, and new subscribers. Because doing so violates the goal of segmenting your list, avoid making them entirely promotional.
Your email list may be segmented in a variety of ways to better target and serve your subscribers' requirements.
5. Always include a call to action in your email marketing campaigns
Even if a sale isn't the primary purpose of the email, it needs a clear CTA. A captivating call to action (CTA) promotes recipient engagement with your website, content, and company.
To attract users to click your CTA button, use the following strategies:
- Make it visually appealing and entertaining by using captivating copy.
- Keep it short and sweet, no more than five words.
- Use action-oriented content that informs users what to do, such as “Click Here” or “Download Now“.
- Make the CTA easy to discover without detracting from your marketing.
Getting people to open your emails is only the beginning. You must persuade them to read the email's content and take additional steps to help your business develop.
Email marketing mistakes to avoid
If you don't adhere to email marketing best practices, even the most creative email marketing campaign may be worthless. In your email marketing efforts, stay away from the following mistakes:
Using poor subject lines: A key marketing indicator is your open rate, and the subject line determines whether you succeed or fail. Your open and deliverability rate may suffer if your messages are excessively shrill (using all caps, exclamation points, or showing excessive enthusiasm), since they might be flagged as spam or interpreted as phishing attempts. Try to get readers to open the email by keeping subject lines succinct and to the point. Emojis with the recipient's name in the subject line might help to personalize messages and boost open rates.
Neglecting message previews: A few lines of text known as message previews provide recipients with a bit more context than the subject line and entice them to open the email. Take advantage of the chance as most email systems display this information together with the subject line.
Sending from a non-responding email address: Give recipients a mechanism to respond to your email if you want them to interact with it. Giving consumers or potential customers a real person to talk to can benefit them when they have questions that an email can't always address. Sending emails with no-reply functionality and from unchecked, generic email addresses like [email protected] or [email protected] should be avoided.
Not sending consistently: Today's fast-paced society places a high value on paying attention. Don't lose customers by sending them infrequent emails after they sign up for your email list to express interest in your business. To avoid disappearing off your clients' radar, use an email calendar and plan out your content in advance.
Neglecting mobile users: You're losing out on a lot of potential engagement and purchases 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 provider is the simplest approach to delivering email messages. With the help of these services, you can manage and track your email lists, develop appealing and effective emails without knowing any programming, and monitor your outcomes.
These are some of the best email marketing services:
Constant Contact is the solution we believe offers the finest email marketing for small businesses. The service offers high-end capabilities like Canva and Vimeo integration, behavioral triggers, subject line recommendations, and automated email campaign flows, in addition to its simplicity of use and a vast selection of editable email templates. Constant Contact offers two reasonably priced programs with a monthly minimum of $20. Read our comprehensive Constant Contact review for more information.
Benchmark Email is the greatest low-cost email marketing solution in our opinion. Benchmark Email's plans are the cheapest 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. 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 sophisticated capabilities. Read more in our comprehensive Benchmark Email review.
Monday.com is the greatest email marketing solution in our opinion for organizing campaigns. You presumably have multiple staff 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 deliver email campaigns, its project management functionality offers you the monitoring, tracking, and analytics capabilities to spot and duplicate effective email campaigns. Read our Monday.com review to find out more.
Making email marketing a priority
One of the finest methods to allow your small business opportunity to expand and triumph even against some of the major 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, then email it to them. As your firm expands, the results will become evident immediately.