If you own a small business, no matter in which industry, email marketing can assist you in promoting your business and building a more promising relationship with your customers. This in turn will boost your business growth and result in conversions.
Small business owners usually think that email marketing isn’t for them, isn’t adequate, or is just too pricey. But that’s not the truth.
In this article, we will dive into details and break the myths regarding small business email marketing by seeing how businesses can promote themselves effectively via email.
Email marketing is often considered one of the most profitable forms of marketing. Many studies and statistics state that email marketing provides an ROI of 4400%. Therefore without any doubt, small businesses can profit from email marketing.
Here is how you can create an email marketing strategy to promote your small business
- Create your email list
- Choose the type of email
- Focus on email design and content
- Setup the campaign and analyze the result
Create your email list:
The very first step for setting up an email marketing campaign is creating a list of email IDs of your target audience.
The most suitable way to construct a list is by adding a signup or subscription form and featuring it on your website, social media handles, and blog section. Depending on which country you operate in, you could possibly buy email lists as well.
Choose the type of email:
Once you’ve built a solid email list made up of your target audience, it’s time to choose which types of emails you want to send to your audience.
The type of email you send should depend on a few factors. The first is the type of business you operate, the second is what it is you’re trying to communicate to your audience, and the third is who your target audience is. If you’re completely new to this, it is always best to start with an introductory welcome email, this can provide the audience with information about your company and perhaps some special offer. Few other types can be:
- Regular newsletters to keep them updated with what’s happening
- Festive wishes, with seasonal messages and any holiday or special offers
- A promotional email to sell your products or services, that could include new arrivals or sales
- Personalized discounts and coupons which could be sent on special occasions, such as the customer’s birthday, or your businesses anniversary
Focus on email design and content:
One of the most important parts of an email campaign is the design and content which play a major role in converting prospects into leads.
Not a pro designer? Don’t know much about designing an email or HTML? No need to worry! Make use of online email and marketing software, such as PosterMyWall, that help you create stunning emails by using their simple drag and drop tools, allowing you to design engaging emails with all the elements you need, in a matter of minutes.
With PosterMyWall you can not only create customized attention-grabbing emails, but you can also easily edit one of their ready-made small business poster templates, and send that out as an email to your customers directly from their platform. Or download your poster design and add it to your customized email design to create a dynamic email.
Another essential thing to always remember to add to your design is strong CTA (Call-to-Action) buttons. A compelling CTA will allow your audience to connect with the content and encourage them to take the required action. Examples of potential CTA’s you could use, depending on the content on the email, could be: Buy Now, Order Now, Visit Website, Add To Cart, Read More, Avail Discount, Download Now, and many more.
After you’ve got strong CTA buttons across your website you want to make sure they link to appropriate areas of your website or will allow the audience to take the relevant action. If you’re promoting a specific article of clothing, let’s say a printed blue t-shirt, and have a ‘Buy Now’ CTA that follows, make sure you’re linking that through to the right product, rather than linking it through to a landing page with all t-shirts your business offers.
Often businesses can be seen promoting particular products but linking through to category pages instead, or linking to an article, but the CTA going through to some other area of the website instead. Users may find this annoying and get frustrated, resulting in emails not being as effective in the future. So always make sure your CTA’s are properly linked. Another common mistake is adding too many CTAs – don’t do this! Depending on content length, and the type of email you send, add a few strong CTA’s rather than overdoing it with too many.
While writing the content for your email campaign, keep in mind the audience you are targeting. The finest way to write targeted content is to first segment your email contact list according to similar interests.
Attempt segmenting your contacts by gender, age, location, purchase history, previous engagement record. You can then tailor your content according to the characteristics of each audience segment.
Another crucial element of email content creation that people sometimes overlook is the subject line and pre-header text. The subject line is the first thing your audience sees in an email, the pre-header text is the second – giving them a sneak peek into what they can expect to find within the email. Make sure your email subject line grabs the attention of your customers and the pre-header text gives them enough information to spark an interest in opening the email, but don’t make it too promotional or clickbait-y as that can be discouraging.
Set up your campaign and analyze the performance:
If you think that just sending the email is enough and that’s where your work ends, then you are mistaken. As with any other marketing campaign you carry out, email campaigns also require constant monitoring and analysis of performance.
Monitor your emails once they’ve been sent to see if you’re getting the results you expected. Are people opening the email, are they clicking through to your website, are they converting? Based on what happens you may need to take actions accordingly. If you’re not getting the results you hoped for you may need to consider setting up a follow-up email, or delving into what may not be working well. If deliverability has been good but open rates poor, chances are your subject line and pre-header text aren’t compelling, if your unsubscribe rate shoots up maybe the content and design have come across as spammy, if you aren’t getting the clicks or conversions expected, perhaps your CTAs aren’t compelling or tagged properly.
By continuously monitoring your campaign and analyzing the results, you can take immediate action or note appropriate changes to make in future campaigns. The constant analysis will help you improve the effectiveness of your future campaigns.
Select the metrics that are most relevant to your business and constantly record and monitor these.
So now you have learned how to promote your small business via email marketing strategy. Start promoting your small business with the help of the above email marketing tips to establish your business & earn profit.
Just Memorize one thing: it’s not necessary to own a giant business to get yourself out. A great email marketing strategy that attracts your targeted customers & provides them with some beneficial offers is all you need.