Small businesses around the globe rely heavily on marketing campaigns that utilize the power of the web. Because the internet opens up access to billions of people around the world, small businesses have the potential to reach large target groups with ease when compared to traditional marketing channels. Email marketing is just one of the many tools in this arena that a small business relies on, because it’s inexpensive (or FREE!), and can reach new and old customers alike.
Did you know that the expected number of emails this year is predicted to grow at least 3% in comparison to 2015? More than 202 billion emails were sent last year, allowing small businesses to capitalize and receive a large return on investment. Compared to other media, more than 72% of people prefer communication via email. Since the success rate of email is so high, it is an excellent channel for companies to take advantage of. In this article, we’ll talk about the four best tips to run a successful email marketing campaign, allowing small businesses to utilize the power of email to its full potential.
1. Know your audience, target your audience.
Running a marketing campaign can be tough when trying to reach multiple audiences. This is why we suggest segmenting your audience by gender, age, and region. Small businesses may see a decline in email subscribers or conversions via email because of too many email blasts. To prevent subscriber loss, only send emails to those who are of the targeted demographic, rather than all subscribers.
2. Simplicity is key.
If you don’t send many emails but want your messages to be eye-catching, we suggest making the email blast simple and aesthetically pleasing. Instead of writing three large paragraphs on your offer, say it with graphics and something that is simple. Too many people are quick to throw something in their spam folder because an email says too much. Don’t try to explain everything in an email; instead, make a landing page that the email directs readers to for more information.
3. Content maps are essential.
Instead of sending out emails whenever and wherever, potentially driving away customers, having a content map on hand will allow your business to monitor how many emails you’ve sent out. This type of map also makes it easy to view which emails were more effective, for key metrics like website traffic and sales conversions. Keeping track will show you what works and what doesn’t, making it clear where there is room for improvement.
4. Create catchy subject lines.
Writing a technical subject line is boring and many will automatically move the message to their spam folder without even opening it. The subject line is the first thing your email recipient will see, so give subscribers and future customers a reason to open your email. For example, because customers typically sign up for email blasts because of discounts and promotional offers, incorporating a great sales offer in the subject line can be a great way to help further engagement with your content.
Successful email marketing is simple.
Beyond the prediction that email usage will increase 3% by the end of 2016, it has also been projected that there will be more than 4.2 billion accounts in use across various email providers. Email marketing is an inexpensive tactic that reaches as many people as a small business can hope for, and successfully using it is key. Follow these simple pieces of advice and your small business can run a successful marketing campaign with the touch of a button.
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