Are you interested in using email marketing solutions for your small business?
With email marketing still being the most effective marketing channel it’s no wonder that small businesses are looking to use email to generate more customers and sales.
What most businesses getting started with email marketing run into rather quickly is the issue of scaling their email marketing campaigns. In order to do this, you need the right email marketing software.
In this guide, we’re going to talk about everything you need to know about using email marketing solutions for small businesses.
Benefits of using email marketing solutions for small businesses
There are plenty of reasons why small businesses should use an email marketing solution.
Email marketing software allows you to:
Save time – Once you set up an email campaign, the email marketing software automates the rest for you, saving you from having to do things manually.
Generate traffic, leads, and sales – Email is a cost-effective way to drive traffic to your website, as well as generate leads and sales for your business. Email marketing solutions allow you to supercharge the profitability of email as a marketing channel through automation.
Develop a relationship with your audience – People buy from small businesses they know and trust. Email allows you to build trust and develop a relationship with your audience by communicating with them and providing them with helpful content. Email marketing enables your business to stay top-of-mind and keep your audience engaged.
Improve brand awareness – Email communication can help you improve brand recognition and awareness by helping you stay in touch with your audience on a regular basis. While you might not be able to sell to them straight away, your email subscribers will keep you in mind for when they’re ready to purchase.
Reach your audience on any device – Email marketing allows you to reach your audience no matter what type of device they use – a desktop or laptop computer, smartphone, or tablet. If you make sure to use responsive email design, your message will also be displayed in the same way to your entire audience.
How to get started using email marketing solutions
Create an email marketing strategy
The first step to getting started with using an email marketing solution is to create an email marketing strategy.
Think about the types of emails your contacts would like to receive and the content that would interest them. Consider sending a survey to your contacts to find out what kind of emails they would appreciate the most.
The three main types of marketing emails you’ll be sending include:
- Transactional emails – As their name implies, transactional emails are sent as a result of customers completing a transaction by making a purchase on your website. These include order confirmation emails, shipping information emails, invoices, receipts, etc.
- Promotional emails – These emails are designed to promote a deal or offer. Examples include seasonal discount emails, holiday emails, etc.
- Behavioral emails – Also known as lifecycle emails, these types of emails are triggered by customer behavior. The abandoned cart email is an example of an effective behavioral email.
Your email marketing strategy should be based on a balanced mix of transactional, promotional, and behavioral emails.
Choose the right email marketing solution
After designing an email marketing strategy, you’ll need to decide on the email marketing solution you’re going to use.
When looking for the right email marketing software for your business, start by considering your specific needs. What features are you looking for in an email marketing solution?
What goals are you looking to accomplish with email marketing? Do you want to convert leads, generate more sales, or educate your customers?
Whatever your goals may be, make sure that the email marketing software you choose can help you achieve them.
Keep in mind that, at a minimum, your email marketing solution should allow you to:
- Easily create branded emails using high-quality, pre-designed templates
- Manage multiple email lists from a single location
- Segment lists based on a variety of different factors
- Create email sequences and custom email workflows
Segment your email list
All great email marketing campaigns take advantage of segmentation. By isolating a specific segment of your audience, you’re able to create highly-targeted email campaigns and deliver exactly the content your contacts need, at the time they need it.
This will ensure that all your emails achieve high engagement rates and will help to develop a deeper relationship with your audience.
Not taking the time to create relevant, segmented audiences for each of your email campaigns can result in annoying your contacts by sending them content that doesn’t interest them. This could make them lose trust in your brand and even unsubscribe from your email list.
You can segment contacts based on a variety of factors, including
Demographics – Perhaps the most basic type of segmentation out there, you can segment contacts based on their age, gender, or location.
Industry – You can segment contacts based on the industry they’re in, which is especially important if your business caters to several very different industries.
Behavior – Contacts can also be segmented based on their behavior. For example, you might want to create different segments based on how contacts signed up to your list, what products or services they were interested in, etc.
Buyer’s journey stage – Creating separate segments based on the stage of the buyer’s journey the contacts are currently in is crucial for being able to send relevant content to your audience. For example, people who are in the Awareness stage would most likely appreciate receiving educational blog posts, while those in the Consideration stage would be interested in seeing reviews or testimonials for your products or services.
Create great marketing emails
Now it’s time to create your email marketing campaign. In this section, we’re going to talk about what constitutes a great marketing email and how you can create one yourself.
Write an attention-grabbing subject line
The first thing customers will notice about your email is its subject line. It’s what they’ll use to judge whether they should open your email or not.
This makes it crucial that you write a great, attention-grabbing subject line.
Research has shown that subject lines between 61 and 70 characters get the highest open rates. If you want to improve the open rate of your emails even further, you should personalize the subject line by using relevant personal data you have on your contacts, such as their first name or company name.
Don’t forget about the From field
The From field is often neglected when designing email marketing campaigns. However, what you decide to use in the From field of your emails can have a great impact on how your subscribers respond to your emails.
Use the From field to show that you’re a real person and not a spam bot. Make it personal and clearly state your name and your company’s name.
This will help to build trust and make contacts feel more comfortable interacting with you.
Each email you send to your subscribers needs to provide them with some kind of value. The best way to do this is to use your marketing emails to educate your audience.
Find out what kind of content they would appreciate the most and then send it to them. Examples of educational content you can send to your subscribers include:
- Blog posts
- Podcast episodes
- Email courses
Personalize your emails
Personalized email campaigns drive six times more revenue than non-personalized campaigns. If you want to generate as much revenue as possible with your email campaigns, you should try to personalize your emails for each specific contact.
There are numerous ways to personalize your emails, such as using your contact’s name, location, or company name in the email.
Your emails should be easy to read. Don’t use complex language, technical jargon, or slang.
Write your emails in such a way that every member of your audience will be able to read and understand them.
Additionally, don’t feel like you need to use fancy email designs. Sometimes the most simple emails actually perform the best.
Make your emails mobile-friendly
Since more than 50% of emails are read on mobile devices, you should make your emails mobile-friendly to ensure that your audience will be able to engage with them effortlessly even when they’re using their smartphones and tablets.
Measure email marketing performance
Finally, it’s crucial that you measure and analyze the performance of your email marketing campaigns. This will allow you to adapt your strategy and improve your results.
The metrics you’ll need to track will depend on your specific goals. However, in most cases, you’ll want to pay attention to the following:
- Open rate – The percentage of subscribers that open your emails. If you’re getting a very low open rate, you’ll most likely need to improve your subject line.
- Click-through rate (CTR) – Denotes the percentage of people that click on a link that’s within your email.
- Conversion rate – Percentage of people who clicked on a link inside your email and then completed an action such as downloading an ebook or making a purchase.
- List growth rate – A metric that shows the rate at which your email list is growing. It’s helpful to keep an eye on this to understand how good you are at gaining new subscribers, as well as how well your emails are able to retain subscribers.
- Unsubscribe rate – The rate at which you’re losing subscribers. If this is too high, you might need to lower your sending frequency, improve your emails, or create better segments.
- Spam complaint rate – Shows how many people marked your emails as spam. This influences your sender reputation directly, so you need to pay special attention to it.
- Bounce rate – Shows how often your emails aren’t delivered (e.g., due to DNS failure, non-existent email addresses, etc.) If you’re getting a high bounce rate, you’ll most likely need to look into cleaning your email list more often and getting rid of invalid email addresses.
Start using email marketing solutions for small businesses
Are you currently using an email marketing solution to automate and scale email marketing campaigns for your small business? What kind of results have you been getting?
Let us know.