Email Marketing

6 reasons why email marketing for small businesses makes sense

6 reasons why email marketing for small businesses makes sense Lloyd

If your job is to get more sales coming out of the marketing machine, chances are that email would be an asset to your marketing plan if you are not already using it in some shape or form. Consider these benefits:

Why email marketing for small businesses makes sense

  1. Regular email to customers will show you what content, offers and news they are looking for. It’s your very own customer intel. Good email send providers will have metrics that show you what worked and what didn’t
  2. Direct line to online shopping. Email marketing is great for taking advantage of “I want it now”. There aren’t many other marketing platforms which allow customers to go from seeing an offer to purchase all within minutes. If you are looking to bring your cost of sales down via retention campaigns you have to consider email
  3. Email marketing has pull. The iContact The Small and Midsize Business Email Marketing Survey 2013 showed that 84 percent of businesses said they used email to engage and solicit feedback from customers
  4. It pays well. Two-thirds of marketers (66%) state that email delivers an ‘excellent’ or ‘good’ ROI. The Econsultancy/Adestra Email Marketing Industry Census 2013 shows that even with a growing arsenal available to marketers, email still holds its place as a channel that offers a strong ROI
  5. If you run an offline business you can use email marketing to drive foot traffic through your door by providing a code or voucher in the body of your email
  6. It integrates amazingly with other marketing channels. But don’t just stick social share buttons at the top or bottom of the email, they need to be placed with relevance. Marketing Sherpa has a brilliant example with the KFC double down email

If you are ready to take action, you’ll likely be in one of these two groups.

The DIY Digital Gymnist

You are ready to roll up your sleeves and get started. There are a number of excellent email providers such as mailchimp, icontact, constant contact, campaign monitor. They walk you through the process from adding contacts, email design and send.

The Chessmaster

You’ll want to bring in expertise to test this channel as part of your wider marketing activity. Look beyond case studies with open and click rates. Look for:

  • experience integrating email as part of a wider campaign
  • end user learning that translated into improved results over time.

If you have any questions about this post or email marketing, put them below and let’s chat.

Setting up email marketing for success

Setting up email marketing for success Lloyd

Email marketing is one of the best tools any marketer can use to improve the bottom line, strengthen your brand, test product or service ideas… the list is extensive. It sounds simple enough but in reality takes a lot of work to master. It isn’t just about blasting all your contacts with your latest specials. If you don’t get it right you could be seen as annoying. Here are some key points to help you get more out of your email marketing.

Stage 1. Get your email opened.

From name and from email. Avoid using Customer Service, Admin, Info, Support, in the name label or in the email address itself. Firstly these labels don’t inspire excitement and the goal is to get the email opened. Secondly it is a signal to gmail to take your email out of the primary tab and put it into the promotions tab.

Subject line. It is the most important part. If you have trust and respect, the subject line is what gets your email opened. It is important to be relevant, succinct and remarkable. Perfect subject line execution is a big topic and not delved into here though consider these examples for a campaign asking customers to keep details current:

  • Update your details
  • Steve, where are you?

I know which one I would open and I’m not even called Steve.

Bring your email marketing into 2013

Stage 2. Engage email marketing success!

Images – Instagram, Flickr, Pinterest, Youtube, Facebook. They have helped to shape our expectations for visually stunning images. Unleash your branding! Use images to compliment your copy, make sure they have alt tags so in instances where images are not displayed you still have a message presented by your email program.

Content – Once you’ve convinced your readers to open your email, you need to keep them coming back for more with great content. Try to focus on a single message. Try not to have “buy, buy, buy!” be the focus of every email you send or you will lose your readers. Teach, inform, update and encourage dialogue.

Call-to-action – Define a purpose for your email. Create Call-to-Actions that encourage your email list to fulfill this purpose with a click, call, download, view or even reply. Use buttons that stand out.

There you have it, a brief look at how you can get more out of your email marketing. If you are using email marketing what challenges and successes are you having?