Is email marketing really worthwhile anymore? While some may think it peaked several years ago, the truth is that email marketing is still an impactful, cost-effective form of digital marketing.
The average return on investment for email marketing is $36 for every $1 spent, and your list of email subscribers is one of the most valuable things you possess.
How can you use email marketing for your small business? Read on for best practices and key takeaways.
#1 Personalize your email openers
We all like to see or hear our name; the tiny addition of a personalized touch can have a massive impact on your email’s reach. Emails with personalized opening introductions are opened 20 percent more than non-personalized ones.
Takeaway: Use an email subscription form for your business website that collects subscribers’ names and their email.
#2 Know your audience
You can organize or segment your marketing emails based on specific information about your audience’s demographics, responses, and interests. Your ability to create emails that are relevant and of interest to a specific audience will increase over time as you receive and analyze more data.
Takeaway: Learn your audience and create targeted email marketing campaigns with them in mind.
#3 Write fantastic subject lines
The internet can be a boring place, and our email inboxes are no different. How many times have you glazed over and deleted a bunch of boring, unread emails? You don’t want to blend in; you want to stand out, and your subject line is where you will get your reader’s attention and avoid the delete button. Employ clever humor, intrigue, or phrases that are relevant to your audience’s pain points.
Takeaway: Use your email’s subject line to intrigue your subscribers so they open your email and engage the content inside.
#4 Make it pretty
Professional chefs will tell you that we “eat with our eyes first,” and the same goes for marketing. The images, colors, fonts, and organization within your email will make a big difference in how many of your subscribers actually read it. Make smart design choices or look for affordable digital design services to help you level up your image to make a great first impression.
Takeaway: Appearances matter, so make your emails beautiful and appealing.
#5 Be mobile-friendly
43.5 percent of all email opens happen on mobile devices, which means all your email marketing campaigns need to be desktop and mobile-friendly. This includes all images, text, and links.
Takeaway: Ensure all your marketing emails are adaptable to desktop and mobile devices.
#6 Create amazing content
This one may seem like a “duh,” but many businesses actually fail to create relevant and enjoyable content for their subscribers. This practice goes hand in hand with knowing your audience. What do they need? What are they interested in? What are they most responsive to? How can you associate your brand and name with good experiences and solutions for your subscribers? How can you deliver value every time your customer opens one of your emails?
The better you get at this, the more effective your email marketing will become, and your subscribers will feel excited every time you pop up in their inbox.
Takeaway: Create email content your subscribers are excited to open.
#7 Use a clear call to action
Calls to action (CTAs) are a clear directive of what you want your customer to do. Do you want them to attend an event you are hosting? Fill out a survey? Engage with a promotion? Read more about new products and services? Follow your business on social media? Whatever the purpose of your email, make the intention clear to the reader and do not leave them confused about what to do next.
Takeaway: Clear calls to action get more results.
#8 Be respectful, earn trust, build relationship
Small business owners know that customer relationships are the bread and butter that keep their business afloat, and that relationship extends to email marketing. Your subscribers have enough interest in your product/services that they trust you with their email address: do not abuse this trust, instead, nurture it.
Craft relevant and valuable content for your customers. Speak to them personally. Do not spam them constantly with annoying, unhelpful email content. Use storytelling and anecdotes to connect with them on a human level. Marketing is truly about people, use your email marketing to connect with your subscribers and you will easily convert them into faithful customers.
Takeaway: Email marketing is about building relationships and trust with your customers.
Email marketing is a highly effective digital marketing strategy with a great return on investment. Keep these best practices in mind and grow your business today!
JRS Mar/Com is a leading marketing and communications agency dedicated to delivering innovative solutions that drive business growth. With a commitment to excellence and a focus on emerging technologies, JRS Mar/Com empowers businesses to achieve their marketing goals in a rapidly evolving digital landscape.
