As content marketing becomes increasingly technologically-savvy, email marketing is an easy and efficient way to reach current and potential customers. Whether small business sends out a monthly newsletter or new updates weekly, these tips will help make your emails more effective and beneficial for business.
1. Mobile-Friendly Emails
I can’t stress this one enough! Many customers will open your email on their phone or tablet, and if they can’t easily read it on that device, into the trash it will go! Make sure that any pictures or videos are easy to view on a phone and that your email layout is conducive to a mobile device as well. You don’t want to alienate customers before they even have a chance to read your email. It might sound small, but this will make a huge difference.
2. Take advantage of Holidays/Seasons/Relevant News
Is Father’s Day coming up? Use this as a chance to target your customers with a product or service that might be especially applicable for men! Send an email reminding them that Father’s Day is only a week away and that the product you’re offering might be just what they need. Next week is July 4th? Send a patriotic email celebrating the holiday while also reminding them of your red, white, and blue themed products. Emails like these will keep customers interested, up-to-date, and remind them of the practical reasons they should buy your products or services.
3. Target Your Audience
If possible, try to target your emails to specific demographics, such as gender, age, or location. These emails tend to be much more productive than “batch and blast” messages, where one generic message is sent to everyone. If this isn’t possible, consider creating separate emails for potential customers, one-time customers, and frequent customers. This will help you in giving the basic information to new customers without boring those who already know about you. Keeping customers interested is the first step in getting them to read your emails and take action.
4. Include Sharing Links
Include links at the bottom of the page for customers to forward your email to friends, as well as share it on their social media platforms. While it’s great if they personally receive and read your email, it’s even better if they share it with friends. Friends who receive a personal recommendation for a product or service from someone they know are much more likely to purchase. Make it easy for your clients to let others know about what you have to offer.
5. Show Appreciation
Customers want to feel valued and appreciated. Consider sending an email to first-time customers after they make their first purchase, telling them how much you appreciate your business. Maybe you could send a promotion/discount code to frequent customers, thanking them for their loyalty and long-time support of your business. Let them know that you’re glad they support your small business and you’re thankful to have them as customers. It really will make a huge difference.
6. Create Great Subject Lines
Customers are much more likely to open your email when you have a catchy subject line, or even better, an offer or incentive. Hubspot Blog explains that by including an incentive (like “Free Shipping when you spend $50!”) in your subject line, you’ll increase open rates by as much as 50%. Subject lines should be short and to the point, but they should also convince people that it’s worth taking the time to open and read your email.
7. Include Your Logo (on the top-left corner)
This might sound a little bit specific, and it is, but with good reason. Studies show that people instinctively look to the upper left-hand side of emails for the company’s logo. Give them what they want! By including your logo here, you’ll make sure that it gets the most visibility. If you want to be super thorough, you can include it in other places as well to make sure that it’s seen several times.
8. Conduct a 5 Second Test
Your customers should be able to get the message from your email in 5 seconds, whether it’s through the subject line, heading, pictures, etc. This is also known as the Call to Action. Do the people who receive your email know what you want them to do less than 5 seconds after opening the email? Test it out! Try sending your email to a friend or colleague to see if they can figure it out. If not, keep working until you’re able to get your message across quickly. It’s worth the extra effort to make sure that your customers will understand what you want them to know.
9. Ask for Feedback
Email marketing is a great way to get feedback from consumers, but you have to be careful. Above all, DON’T be pushy. You don’t want to annoy your customers to the point that they don’t even read your emails. Maybe include a line thanking customers for their consideration of filling out your survey and explaining how the results will benefit them. Don’t go overboard and ask for feedback all the time, but every once in a while is perfectly fine and useful to you and your customers.
10. Engage with Customers After the Purchase
Don’t forget about a customer after they’ve purchased a product from you. More importantly, don’t forget about that product and instead try to start selling them on something else. Follow up! Consider sending re-engagement emails 7 days, 30 days, or 90 days post-purchase. Thank them again for purchasing your product and reiterate that you’re always available if there’s anything else you can do for them. Turning one-time customers into loyal customers is the easiest way to ensure the success of your business!
If you’ve already established an email marketing strategy, you’re on the right track. However, there are rules of etiquette that should always be followed when communicating with customers. Follow these tips and get the most out of your email efforts.