Sunday Sep 25, 2022

E-Mail Marketing Tips For Small Businesses

E-mail marketing is by far one of the most successful and cost-effective ways of marketing your small business. According to the Direct Marketing Association, in 2009, commercial e-mail returned a whopping $43.62 for every dollar spent. Talk about return! As small business owners, it is vital to take advantage of e-mail marketing given that it is an easy and affordable way to grow promote your business. But don’t just take our word for it -below are some helpful tips to get you started:

Given the CAN-SPAM act, each e-mail you send will need to include an opt-out so recipients can easily opt out of all future mailings. E-mail marketing companies such as Reachmail, Vertical Response, and Mailchimp are designed for the small business, providing cost-effective tools for you to add an opt-out, as well as construct, design, send, and track your e-mail marketing campaigns. Take a look around to see which best suits your needs.

Building your target list

To stay within the parameters of the CAN-SPAM act, you need to make sure you have permission to send e-mails to your mailing list. Which begs the question, “how exactly DO I build my contact list”? Well, the path of least resistance is by creating an e-mail opt-in form on your Web site or, if you are an e-commerce company, adding one during check out process. For additional ways to grow your target list. Do an internet search for more information on how to build a target list.

Develop your message and offer

Now that you have a list of contacts, the next task at hand is developing your first e-mail’s offer and/or message. Whether promotional in nature offering a discount on a future service/purchase, or a newsletter keeping your customers abreast of company happenings, the key is to provide information your customers find valuable and worth their time. Remember: e-mail boxes are apt to be crowded with competing messages, so you need to make yours stand out from the pack.

Target your customers

Depending on the content and intent of your e-mail, you’ll need to select who to send it to. Some e-mails are applicable to your entire target list. Others are not. Be aware that sending an e-mail that’s not relevant to your audience is a quick way to lose that customer and/or have them opt-out of all future e-mails.

Beware of spammy language and over e-mailing

E-mails chock full of sales related content are unlikely to how to get wikipedia backlinks make it to the inbox. To ensure the highest level of deliverability, use a spam checker to identify and remove any red flags. Additionally, don’t send e-mails to your target list whenever you feel like it as over e-mailing frustrate your readers, causing them to unsubscribe or report you as spam. Rather, create a roadmap for your campaigns well ahead of time. And stick to it!

Make it useful and fun with a message or offer

Subscribers really appreciate receiving e-mails that are valuable and informative. Not surprisingly, coupons and helpful guidance tend to be winners. For example, a makeup company can send an e- newsletter to their subscribers about fun makeup tips for the season or new makeup trends. Or a heating and cooling company can give their customers tips on how to save energy during the winter and summer seasons. From a design standpoint, make sure the e-mail is easy to read, fun, and interesting with images that relate to your business.

Have a catchy subject

Many people tend to delete e-mails quickly at after reading the subject, so make sure yours is relevant and catchy! For example “receive an additional 20% off ” or “free shipping of your next order” are great subject lines sure to grab your customer’s attention. Of course, watch out for spammy language.

Guide your customers effectively

If your e-mail is promoting a certain product or service, make sure images and relevant text are hyperlinked to the appropriate landing page for that product or topic. For example, if a florist is promoting red roses for Valentine’s day, the images should link directly to the red roses page. The goal here, of course, is to create a path of little resistance so your audience accomplishes the action you desire…be it make a purchase, send you an e-mail, complete a survey, etc.

Measure your results

The e-mail marketing companies mentioned above give you the ability to measure results, allowing you to gauge how well (or poorly) your campaign was. From how many people (and who exactly) opened your e-mail, clicked on a link, and forwarded it to a friend or colleague, these results will help optimize all future e-mail campaigns.


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