Email Marketing Tips For Small Businesses
Email marketing A great way to reach your customers is Email
marketing where they are without spending a lot of money. But it’s a big responsibility,
too—people don’ give their email addresses to just anyone. Thinking about
starting a company newsletter? Here are some tips to keep in mind.
Make it easy to subscribe:
Post a signup form on your homepage, blog,
Facebook page, and wherever else your customers and fans are already active.
You might want to collect names and birthdays (for a special offer or gift) or
invite readers to join groups, but don’t go crazy with the required fields. A
too-long subscribe form might scare people off.
Tell subscribers what to expect:
Whether you plan to send company updates,
letters from the president, e-commerce sales, daily deals, or weekly tips, it’s
important to tell your readers what to expect and how often to expect it. Give
them as much information as possible on your signup form, so they can decide
whether they want to be on the list or not.
Send a welcome email:
It’s always smart to remind people why they’re
on your list and reassure them that good things are in store. You might even
send new subscribers a special offer or exclusive content, as your way of
thanking them for their loyalty.
Design your newsletter to fit your brand:
Your email campaigns should match your brand’s
look and feel. If you’re using a template, you might want to customize it to
include your company’s colors and logo in the header. If your emails are
consistent with the rest of your company’s content, then readers will feel more
familiar from the start.
Make it scannable:
Your subscribers are busy people who get a lot
of email, so it’s safe to assume you don’t have their undivided attention.
Instead of one long block, break up your content into short paragraphs. Include
subheadings and images to guide readers through your email and make it easier
to scan, and add a teaser to the top of your newsletter to tell subscribers
what’s in store. If you’re sending a long article, consider inserting a “read
more” link so people can get to the rest when it’s convenient for them. Your
subject line should be to-the-point and easy to digest, too. You might even
want to a/b test subject lines to see which ones perform best.
Send people content they want:
Email newsletter services
offer features like groups and segmentation to help you make your content
relevant to the people reading it. If you’re sending different emails for
different groups (for example, a nonprofit might send separate emails to
volunteers, donors, and the board of directors), then you can ask people to
check a box to join a particular group on your signup form. Segmentation allows
you to target certain subscribers on your list without assigning them to group.
If your store is having a sale, then you could send a campaign only to people
near a particular zip code, because subscribers who live in other parts of the
world don’t need to know about it. You can also segment by activity, email
clients, e-commerce data, and more. Sending relevant content will keep your
readers engaged, and engaged readers look forward to your newsletter and share
it with friends.
Keep a publishing calendar:
A regular newsletter is a commitment. If you
go several months without sending anything, then your subscribers will forget
about you, and they’ll be more likely to delete the next email, or worse, mark
it as spam. Make time to plan, write, design, and send your newsletters
regularly.
Edit. Even editors need editors:
When you’re working on your publishing
calendar, leave plenty of time for the editing and revision process. Once you
send a campaign, it goes straight to the inbox, and you can’t go back and
update it. Newsletters contain meaningful content, and sloppy ones reflect
poorly on the companies who send them. Grammar and style are just as important
for email as they are for websites and blogs.
Test:
Different email
clients and mobile devices display emails differently. Send test emails to
colleagues, or use a testing program to make sure your emails are going to look
good on screens big and small. Testing reveals design mistakes before it’s too
late, and testing programs can predict whether or not a campaign will get
caught in a spam filter. You could even set up accounts with a few different
email services for easy testing. Avoid sending one big image as a campaign, and
cover your bases with a plain-text option for every email.
Think about mobile:
If a campaign doesn’t show up on mobile
devices, it’s not going to perform very well. Everything you send should be
mobile-friendly. Check out ReturnPath’s “Email in Motion” infographic for some
data that might affect the way you design your emails. One of the highlights:
According to the study, 63 percent of Americans and 41 percent of Europeans
would either close or delete an email that’s not optimized for mobile. Might be
time to start using a responsive template.
Know your spam rules:
A lot of innocent people send spam because
they didn’t know any better. Read up on the CAN-SPAM act to avoid any trouble.
Put simply, you’re allowed to send bulk email only to people who specifically
asked to be on your mailing list. If you collected email addresses for a lunch
giveaway or an event invitation, then you don’t have permission to send
marketing emails unless you made that clear at signup. Include an obvious
unsubscribe link in every email, and don’t forget to remind subscribers how
they got on your list in the first place.
Make it shareable:
Send content that people want to share, and
make it easy for them to do it. Sure, subscribers can forward your campaign to
friends, but that’s a lot to ask. Include a public link to the web version of
your campaign so people can read it outside of their email programs, and
consider adding Twitter and Facebook links to your newsletter, so readers can
share your content where they’re already active. When their friends start
sharing and subscribing, you’ll know it’s working.
Keep an eye on your stats:
Most email newsletter services offer free
reports that contain helpful information. Learn how to read and understand your
reports, so you can use the stats to improve your campaigns going forward. Pay
attention to your open and click rates, and identify any patterns that make
those numbers go up or down. If a campaign receives a high number of
unsubscribes, then try something different the next time.
Be friendly:
Feel
free to use a casual tone in your email newsletters. Since most emails come
directly from one person, people expect human voices in their inboxes. There’s
a good chance your subscribers are already in a informal frame of mind when
they’re checking their email, so an overly formal or stodgy voice might seem
out of place. Plus, they’ve given you their email address, so you’re already on
a first-name basis. If you collect first names on your signup form, you can
dynamically include them in your email greetings.
Only send email if you have something to say:
This one seems obvious, but too many companies
start email newsletters with no plan and nothing to say. Email is simply a way
to publish content—the content itself has to come first. Before starting a
newsletter, make sure it’s a sustainable commitment that will help you achieve
your business goals. Otherwise, you’ll be wasting your subscribers’ time and
your own time. Ask yourself: What’s the goal for this kind of communication?
What do we have to say? How will we measure success? Send thoughtful
newsletters, and keep the focus on your company’s message.
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