4 Key Email Marketing Tips For Small Businesses in 2019
You might be running a small business, but that doesn’t mean you have to think small when creating your email marketing campaigns. Success in business is no longer about dollar spend, but more about the smart use of technology and marketing techniques. With a few tricks up your sleeve, your business can experience bigger sales and profits without the bigger budget.
In this article, we’ll take a look at some email marketing strategies you can use immediately that will help you to improve customer retention, reach new customers, drive sales and stay top of mind with your customers.
1. Quality Mailing Lists Are Everything
Email lists can fast become the lifeblood for any business regardless of size, industry or audience. While growing your list should be one of your top priorities, it is also the quality of the list that counts. A clean subscriber list made up of existing customers and those that have opted in to receive your content will result in a higher success rate than if you were to purchase an email list or use spamming techniques to acquire email addresses. What’s more, new legislation such as GDPR is cracking down on these techniques and encouraging businesses to use ethical ways to attract subscribers.
Quality content and worthwhile offers are one of the easiest and most effective ways to get prospects onto your mailing list and into your sales funnel. Give them news and promotions that they will want to receive and your emails are less likely to avoid death by junk mail folder.
Consider using mailing list software that allows you to not only send out emails to your subscribers, but which also tells you which prospects have opened the email, followed a link within the email, or horror of horrors deleted the email. Knowing how your content is being received can help you to repeat or improve your efforts accordingly.
Oh and don’t wait to send out your emails. Even if you only have 20 email addresses on your mailing list, that’s an audience! Start getting emails out there, find out what works and what doesn’t.
2. Get Personal With Your Customers
Small businesses have one very crucial advantage over bigger organizations – the personal touch. Personalization in email and other marketing mediums is huge right now. People want to feel that they are important and that they matter to your business. There are a number of ways you can deliver personalization over email:
- Using a customer’s first name in the subject line or email body can increase the chances of your email being opened and acted upon.
- Sending a special promotional email on a customer’s birthday. You will need to request this information at the time of subscription.
- Personalizing offers over email based on previous purchases.
- Checking that customers are happy following a purchase and requesting feedback in return for a discount.
When combined with good customer service over the phone and in person, personal service via email can help to generate trust with your customers and encourage them to do business with you over and over again.
3. Throw Social Into the Mix
Email and social media marketing often go hand in hand, so always be on the lookout to combine these two strategies. A simple Facebook post offering a discount in return for subscribing to your mailing list can work wonders. You can also include your social links in your emails to ensure maximum exposure of your brand.
Social media and email should also be used together if you are planning a big promotion. Make sure there is no chance of your audience missing out on the promotion by announcing it on both channels.
4. Use an Editorial Calendar For Content Ideas
One of the biggest challenges for a small business is coming up with ideas for content. While big corporations have the resources to employ content strategists and dedicated content writers, a small business won’t usually have this luxury. An editorial calendar can help you to not only plan your content in advance but to get inspiration for content from areas you hadn’t considered before. Here are some examples:
- If you have told your audience that you will send them a monthly newsletter, add this content to your editorial content so that you can deliver on that promise.
- Plan seasonal posts around public holidays, the changing seasons and big sales events such as Black Friday.
- For a quirky and fun angle, write posts around international days of the year. For example, on the day this article was written it was International Kiss Your Fiance Day. Look out for days that are relevant to your business.
When you plan your content in advance, you not only make a commitment to your target audience to provide quality emails, but also take the pressure off of yourself or your teams.
Make the most of every single email address on your mailing list by crafting quality content. As a small business, it is more important than ever to find the marketing techniques that will resonate with your target audience and make them warm to your brand. While some people may tell you (wrongly) that email marketing is no longer a priority, it is still one of the most effective ways to inform your customers and engage with new prospects.