As a small business, email marketing is one of the best ways to keep your customers, or potential customers, up to date on what’s going on with your business.
It’s easy to use, it’s inexpensive, and it can bring in a potentially large ROI. Statistics show that for every $1 dollar spent, email marketing can bring in $44.
However, getting started can sometimes be slow going…
That’s where tips from email pros that have been through it all can be super useful. The infographic 11 Pro Email Marketing Tips can be a terrific source for those who are new to email marketing or those looking for a little more help.
1. Use tech to pinpoint your audience
Email marketing is about the people who are receiving the emails you send, not about what you want to send. Make the email/offer/content as relevant and valuable to your readers as possible.
Send your subscribers emails with information that they’ll find relevant. How? By filtering your audience at the point of subscription and by paying attention to the parts of your emails that are being clicked on or what products or services are being purchased.
Lead with your marketing and let technology, like your email marketing program, bring it to life, not the other way around.
2. First impressions are everything
If you’re new to email marketing this may be a surprise, if you’ve been doing it for a while, it’s a good reminder.
The two most important aspects of a successful email are the subject line and from name.
This is how subscribers recognize that the email is from your company and a compelling subject line makes for maximum engagement.
3. Unsubscribes are good
This may seem counterintuitive, but as you probably know, you can’t please everyone. Removing people who aren’t that interested in hearing from your company can help improve your marketing and keeps your emails going to the inbox.
People who are interested and engaged in your email, and thus your company, are going to read your email and purchase from you, and that’s who you want on your lists.
Plus, making it easy for people (that want to) unsubscribes improves deliverability rates. You don’t want people ignoring your emails or marketing them as spam. If your subscriber isn’t opening your emails – you should kick them off your list because unopen rates contribute to your spam score.
4. Leverage segmentation
Breaking your email list up into smaller but specific parts allows you to send emails that are more valuable to your readers because you can target the content. You can personalize your emails with images, content, and even interests of your subscribers if you have that information in your list.
If you’re using an email marketing service you should be able to do this really easily. If you’re not using an email tool, you can still create segments using a spreadsheet, but it will be a more manual process.
The more you use email marketing, the more you’ll know and understand about your customers, and the more you’ll be able to send them the information they want. If you can do that, the chances are you’ll have customers who are very loyal and open your emails when you send them.
The key is to make sure you’re keeping them in mind every time you send an email. Send what they’re expecting, what they’ve signed up for, and at the frequency, they’re expecting.
For more help on making your emails the best they can be, check out the infographic below.
With every email campaign you send, check out the statistics on opens, clicks, unsubscribes, and other metrics. You’ll see over time when your email subscribers read your emails and what content they like. Use this information to tailor your emails and you’ll see not only your email marketing improve but also your business.
Editor’s Note: The article is part of the startup tools blog series Grow Your Business brought to you by the marketing team at UniTel Voice, the virtual phone system priced and designed for startups and small business owners.