Category: E-mail Strategies

Tips for getting the most out of e-mail based communication efforts.


6 Ways Small Business Owners Win with Email Marketing

Many are under the false impression that email is no longer an effective online marketing strategy. Wrong!

Email is one of the first–and still the best–digital marketing strategies for reaching and engaging with your audience. It continues to have an outstanding ROI – email generates $42 for every $1 spent, which is an astounding 4,200% ROI, according to the latest data from Hubspot.

If you don’t have an email marketing strategy, make this the year you develop one. If you have a email marketing effort underway, invest energy into refreshing the look and the content. Your time will be well spent.

Here are the top 6 things email marketing can do for you:

  1. Get your brand into the right inboxes. Set up a template that has a look and feel that puts your brand right where people spend much of their time online.
  2. Make you mobile. Email is one of the most commonly accessed services on mobile devices.
  3. Share your content. Email outreach is a great opportunity to share (and re-share) your best content shared online, giving your audience another chance to see it.
  4. Make you real. Email feels more personal and people respond to that. You can personalize the content and, for larger audiences, segment to target specific interests.
  5. Connect with your other marketing. Emails can connect users to your website, social channels, and any other place where you want to engage. It’s your launchpad to wherever you want to take people.
  6. Test ideas. Email is great place to test images, subject lines, content and more. Make changes and see what the data tells you. In fact, getting measurement data for email is built into most email marketing tools.

Get Your Emails Opened

The average person gets more than 120 emails each day. Wow! How do you get your email marketing message to be one that is opened and read?

Structure Your Message Well

Paying attention to the details will help your message win attention. It is fine to use a tool like MailChimp or Constant Contact to manage your list and send your messages. But, you need to go beyond the defaults to be effective.

  • Sender: Set up your sender field to be something your recipients will recognize. Use your name if that’s what they know best. Use the business name if that’s what they connect to.
  • Subject line: Speak to a need or interest of the reader. Make them want to open the message. Be specific and compelling!
  • Summary text to start: Have text right up top that lets the recipient know what your message is all about.
  • Preview text: Write preview text that identifies the value of your message for the recipient. Don’t repeat the content of the subject or summary text.

Offer Content that Matters

Getting the details right will set you up to be read. Now your content has to deliver!

Make sure your message is relevant to the recipient. Don’t send the message if it isn’t. You may need to segment your email list to make sure you send only to those people who will find it highly relevant. Sending to fewer people who care is much better than a blast to all.

Tell a story in your message. Stories capture interest and are easy to read. Make sure your story is easy to read online with short paragraphs, short sentences, and simple sentence structures. People who scan rather than read every word should get the gist.

Experts recommend that you focus each message on a single topic. People who open a message will give you 1-2 minutes, so keep it short!

Tips to Increase Email Opens

Email is one of the most powerful marketing tools for building customer relationships, increasing brand awareness and driving sales. It’s a worthy part of your digital marketing strategy, but impact hinges on getting people to open your messages. Here are some tips for boosting your open rate.

Personalize

Personalizing email marketing based on customer behavior, history, interests and preferences can increase open rates and conversions.

Segment your list so that you can tailor messages to specific needs and interests. Personalization increases relevancy and builds trust and relationships with customers. Data from Statista shows that open rates for personalized emails average 18.8% compared to 13.1% without personalization.

Invest in the Subject Line

Spend as much time perfecting the subject line as you spend on the rest of the content. Readers make split second decisions on whether or not to open an email and that decision is based on the email’s subject line. A marketing email can be visually appealing and contain great content, but if the subject line is not compelling, the email won’t be opened.

Subject lines should be short and attention grabbing. Use action words that motivate the recipient to open the email. Use 40-50 characters and 4-6 words. Emojis that add to the meaning can be effective. Use strategically and sparingly.

Provide Great Content

Email newsletters should include content that brings value to the reader. Content should be brief, attention grabbing and relevant. Giving customers information they want to receive makes it more likely they will open the email.

Design with Your Brand

Your email design should reflect your brand. Don’t let the recipient question the legitimacy of the message because it does not look like it came from you. Use eye-catching images, short blocks of text and white space that allows the eye to rest.

Invest in ROI

According to the Data & Marketing Association, every dollar spent on email marketing has a return on investment of $42. To achieve that ROI, you need to send emails that people open. Take time to create email campaigns using these tips and you are on your way!