Email marketing is one of the most effective ways of getting the message out there about your brand, products, and services – but it’s normal to be a little apprehensive if you are in the process of planning the first email marketing campaign for your small business. After all, even though email has been tried and tested as a marketing method for several decades now, it has also been long associated with spam, and the last thing that you want is for your brand to bring up these negative connotations with its potential customers. If you are planning your first email marketing campaign, you should do it absolutely right – for instance by choosing a good email marketing platform. Here are some top tips to keep in mind in order to ensure success.
Choose the Right Email Marketing Platform
With so many different email marketing platforms out there to choose from, how do you know which one is best for your business? The email marketing platform that you choose could easily make or break your campaign, and the last thing that you want is to get deep into creating the campaign only to discover the platform you chose doesn’t actually have the capabilities to offer a key feature you had set your heart on. To avoid this frustration, spend some time researching the different email marketing platforms available and comparing features. It’s a good idea to have a list of the must-have features that you are going to need before you start, so you can easily avoid the ones that don’t match up. Two of the most popular options are Mailchimp and Mailerlite and you can read PieSync’s article on the two platforms if you want to compare their features before proceeding. Guides like this will help you to make a more informed decision.
Remember Data Protection
When you first start out with email marketing, it can be tempting to simply send an email to every email address that you’ve got – but that’s not going to go down well for you. While it might certainly be successful in putting your brand in front of all those people, chances are that the emails you send are going to be sent straight to spam. You will have much better luck if you keep data protection at the forefront of your campaign and only send emails to those who have explicitly given you permission to do so because it’s no longer an unexpected junk email now. Promote your email newsletter on your social media pages and include an ‘opt-in’ form on your website to encourage as many potential customers as possible to give you permission to email them.
Be Relevant and Interesting
Salesy marketing emails get really old and tired really quickly, and the truth of the matter is that most people aren’t going to take the time to read an email that simply tells them why they should buy something because of how great it is. Spend some time learning about your recipients and getting to know them, so that you can send relevant marketing emails that speak to their interests, desires, and pain points. Find out what it is that your recipients are struggling with so that you can frame the email in a way that provides a solution to these problems rather than simply asking them to buy a product or service.
The Power of Personalization
Personalization is key when sending marketing emails and today, it goes so much further than simply addressing the recipient by name rather than ‘dear customer’, although that is always a good place to start. There are many different ways in which you can ensure the emails you send are personalized to the recipient when you use a good email marketing platform with segmentation options. This allows you to divide your recipients into different groups by a number of factors such as age, gender, interests, past purchases, and more to ensure that the information that they receive is always personal and relevant to them.
The majority of email is now opened within a mobile app. As a result, you can’t go on as if emails are opened on the desktop all the time anymore and simply hope that it will work out – it won’t. If you’ve ever tried to open a non-responsive email on your smartphone, you’ll know how annoying it is when you’re trying to click links, press buttons, or even read the text itself – it just doesn’t work! When you select an email marketing platform, look at the quality of the templates provided and how mobile-friendly they are. Ideally, you will want access to a range of responsive templates that will adjust to fit any size device that they are viewed on, making sure that your emails are always easy to read whether your recipient opens it on a desktop PC, tablet, or smartphone.
Strong Subject Lines
Millions of emails get sent to spam every day and the last thing that you want is for yours to end up there too. While a good email marketing platform can provide you with data on which emails have been opened and which have ended up in the spam box, don’t wait until loads of your emails are lost to the junk filter forever before you start to make changes. A strong subject line that draws the customer in and makes them want to learn more about what’s inside the body of that email is sometimes all it takes to prevent an email from being sent to spam, so spend some time coming up with catchy subject lines that grab attention. However, that being said, it’s also important to be honest and avoid click-bait. If the body of the email is absolutely nothing like what was inferred by the subject line, you’ll actually end up having the opposite effect and your recipients will end up disappointed and perhaps even struggle to trust any emails that they receive from your business in the future.
Email marketing is a popular, tried-and-tested way to get your brand and what it offers out there in front of customers. It can be done in the form of sales emails or a regular email newsletter.