As a small business owner, you know just how important it is to stay in the front of your customers’ minds. And what’s the easiest way to do that? Running a successful and well thought out email marketing campaign, of course!
But I’d like to encourage you to forget everything you know about email marketing and start again. Email can be one of your best marketing strategies, especially when implemented properly.
Ready to make a start? Here are a few tips you need to know.
(1) Easy Sign up
If you want to use email when marketing your business, then you need signups. Without them, your only option for finding recipients is to purchase an email list or partner with a third-party marketing firm. Often times these options are not feasible for most small businesses, as they represent significant expenses.
Instead, focus your efforts on encouraging people who visit your website to sign up to receive your emails. Entrepreneur Magazine contributor Brett Relander recommended putting the sign-up box high on your website, as well as including a link to email-marketing sign up on your social media profiles. You don’t want any of your potential or existing customers to struggle to find your email signup option.
(2) Stay compliant, no matter what
If you’re planning to leverage email marketing for your business — and you should — then you need to be aware of the relevant compliance regulations. Most notably, there is the CAN-SPAM Act. Among other things, this law requires all marketing emails to have an obvious mechanism for unsubscribing from future emails, and all opt-out requests must be honored within 10 business days.
If you don’t follow these guidelines, you may face significant fines and other sanctions. It’s not worth the risk.
(3) Create a Newsletter that matches your brand
Email newsletter templates are great for one reason and one reason alone — they’re easy to use. Instead of using a templated newsletter, we recommend custom designing (or at least as much as possible) the template to ensure that it matches the look and feel of your brand. You should be aiming for consistency between your email marketing campaigns and your website. Subscribers could be puzzled when they receive an email newsletter that seems to have no tie to the company website they subscribed on.
(4) Take Full Advantage of Subject Lines
First impressions are vitally important in many areas of life, and email marketing is no exception. If you fail to capture a subscriber’s interest within several seconds, there’s a good chance your latest email will simply be skipped over. This is where a well-crafted subject line comes into play.
When creating effective subject lines, make sure to summarize the gist of each message while also specifying how the subscriber stands to benefit. Additionally, since brevity is so important, try to do this in as few words as possible.
(5) Keep it short and clear
Your customers are busy. Even if they are big fans of your business and genuinely interested in what you have to say and offer, there’s only so much time and attention that they can reasonably spare. If your email messages are extremely long, you’re going to lose a lot of your subscribers. And those that you keep will probably only skim your messages, or maybe even skip over them entirely. Long emails will lead to low open rates.
Although social media promotion, keyword integration, and SEO have become increasingly popular in recent years, there’s still a lot to be said for email marketing. Small business owners who want to get the most out of their email marketing efforts would be wise to heed the pointers discussed above.