Email marketing can be a powerful tool for small businesses looking to take their business to the next level. It allows you to connect with customers and potential customers in a personal way, which builds trust and loyalty.
You might think email marketing is an old digital marketing tool that doesn’t work anymore, but that’s far from true. It’s still considered one of the most effective digital marketing channels if used correctly. But what’s the magic trick that makes email marketing work for some businesses, while others struggle to get results? There are a few key things that you need to keep in mind when using email marketing for your small business.
What’s your goal?
First, you need to have a clear goal in mind for your email marketing campaign. What do you want to achieve? Are you looking to boost sales of a specific product or service? Drive traffic to your website or blog? Increase brand awareness? Once you know your goal, you can create content that is aligned with that goal.
Whatever your goal is you need to tailor your email campaign content around it. Creating content that is not aligned with your goal will only result in a low open rate and high unsubscribe rate. After all, no one likes receiving irrelevant newsletters. Such emails will most likely end up in the trash folder without even being opened. And finally, your email content should be dynamic and eye-grabbing. Consider adding small business flyer templates to make a lasting first impression. For instance, if you’re a small tour company offering limited-time discounts, send out digital pamphlets of the discount to your email recipients.
Who is your audience?
The second thing you need to think about is who your target audience is. What kind of customers or clients are you trying to reach? Knowing your target audience will help you create content that appeals to them. For example, if you’re trying to reach stay-at-home moms, you’ll want to write content that is relevant to their interests and needs.
You also need to make your email’s content relatable to the target audience. The best way to do that is to sprinkle in some personalization. For example, you can address your email recipients by their first name or include their city or state in the email. This helps create a more personal connection and builds trust. If you’ve tried all that and failed, consider using an email marketing software that will run your email campaign for you.
Segmentation is key
Most businesses don’t have just one target audience. You might be selling different products or services that appeal to different groups of people. In that case, you’ll need to segment your email list. Segmentation is the process of dividing your email list into smaller groups based on common characteristics.
For example, you can segment your list by demographics like age, gender, location, or interests. Or you can segment your list by purchase history, like customers who have made a purchase in the last 30 days, or those who have never made a purchase. Segmenting your email list makes it easier to create targeted content that resonates with each group of people.
What constitutes awesome email content?
The next step is crafting the perfect email that will achieve your desired results. So, what makes for awesome email content? Here are a few things to keep in mind. First of all, come up with a catchy subject line – it’s the first thing recipients will see when they receive your email. It needs to be attention-grabbing and make them want to open your email. A good subject line is short, to the point, and includes a benefit or an offer.
Your email’s content needs to be well-written and engaging. No one wants to read a long, boring email. Keep your sentences short and sweet, and use bullet points to make it easier to scan through your email. And most importantly, make sure your content is relevant and aligns with your goal.
What’s your call to action?
Last but not least, you need to have a strong call to action (CTA) in your email. A CTA is simply an instruction telling your recipients what you want them to do next. For example, if you’re promoting a new product, your CTA might be “Buy now.”
Your CTA needs to be clear and concise. It should also be prominently displayed in your email so that it’s easy for recipients to spot. If your CTA is buried at the bottom of your email, chances are people won’t take action. So make sure to put your CTA front and center.
You should also be mindful of not over-flooding your email with CTAs. That’s a surefire way to turn people off and get your email banned to the spam folder. One or two CTAs should be enough.
A few parting words
Email marketing is a powerful tool that can take your business lightyears ahead of the competition if you know how to use it to your advantage. Keep in mind that there’s no one-size-fits-all solution because every business is different and has different needs. But if you start with these basics, you’ll be well on your way to success.