Learn Small Business Email Marketing for 2022
One of the most effective strategies for expanding your business, quickly and easily, is email marketing.
It’s a surprisingly untapped digital channel. 90% of internet users read their email at least once per day – so they are there, waiting for you!
Regardless of your sector, email marketing can help you strengthen your brand, convert more customers and grow your business.
If you’re stuck believing that your company is too small or email marketing will prove ineffective for you – wait to be proven wrong!
However, many businesses still fall short in their efforts to develop connections with customers via their email marketing channel.
Want to do better than the pack? Learn more about how your small business email marketing strategy can succeed in 2022.
Keep Your Emails Streamlined
Using a “less is more” approach for your email marketing strategy will likely give you better results in small business marketing.
Even if you know your product is better than the competition’s, getting mired down in the details is unlikely to make your brand stand out.
Instead, choose a few distinctive qualities to highlight. Let these chosen talking points do the heavy lifting in explaining why choosing your brand is the best option.
Make Progress Stey by Step
Success with emails won’t happen overnight. It’s a process. To finally persuade someone to buy, you’ll need to send them several emails rather than one mind-blowing piece of prose.
Don’t overload your subscribers with too big or too many emails. Instead, your email marketing strategy needs a series of brief emails, so you aren’t wasting anyone’s time.
We’re talking between 50 and 125 words long, which adds up to about 20 lines of text. If you’re looking for the best outcomes, it’s best to be direct.
Nobody Likes to Get Spam
Keep up the communication. Don’t let your emails go silent.
From the get-go, don’t forget to welcome your customers in. Show them a bit of love to get started, such as a discount coupon to say thank you for signing up, or give them a run-down of current sales and/or recent purchases, just to give them a useful heads-up.
From there on, send small business marketing emails on a semi-regular basis to help your people to remember you.
But it’s equally important to not go overboard. Most companies won’t benefit by spamming your subscribers’ inboxes, seven days per week. For this reason, you should decide on a regular publication date for newsletters.
How often is right? Does this mean weekly, fortnightly, or monthly emails? It’ll depend on your industry, brand and target audience you’re talking to.
As a general guideline, don’t reach out to your subscribers unless you have important information to provide, such as updated news or an exciting offer.
The key to a successful email marketing strategy is to win your subscribers’ trust. You don’t want people to unsubscribe from you or send you to the bottomless pit that is the spam folder!
Tailor Your Headlines and Content
Another way to differentiate your small business marketing from spam? It’s not just about frequency, but about the content as well – specifically, how relevant your brand’s emails seem to a potential customer.
In fact, a personalised subject line can increase the rate of how often emails are opened by up to 26%, driving website traffic and boosting SEO. It can make the winning difference between a “buy now” sale or a subscriber choosing to hit the “unsubscribe” button.
What does personalisation even mean? It can be as simple as changing the subject line to include the subscriber’s first name. This is pretty simple to do with any well-managed CRM services and email marketing software.
There’s more to personalisation than just names, though. If your CRM services are up for it, you could also use the geographic and demographic info you have about your subscribers to tailor your communications with them.
For example, what kinds of seasonal variations and trends are relevant to your subscribers, on a case-by-case basis?
Personalise by Shopping Behaviour
If you really want to go a step further, use your CRM services to get the sales history of your subscribers.
As another example, if someone is shopping for men’s clothing, there’s a good chance they won’t be interested in your women’s range.
Or if you’ve seen someone browse through your pants range, you can try to tempt them with your tees and jumpers; however, you should understand you’re trying to cross-sell, or in other words, trying to create a want rather than directly fill a need.
Did one of your subscribers just buy running shoes? Then they’re going to be open to suggestions about workout clothes, a fitness watch, or other related gear like that. Email marketing services are the perfect way to highlight these products in your range.
You already know what your subscribers are interested in and have browsed or bought. If you can use email marketing services to up-sell and cross-sell, it’s a fantastic strategy to increase sales.
This is the kind of tailoring where the email marketing channel can really come into its own, and your brands can reap dividends from using a unique way to reach out to your target audience.
The Experts for Email Marketing Strategy
An email marketing strategy is too good an opportunity to be wasted. Don’t forget, all of your subscribers are already interested in your business.
That’s a key part of the reason why email marketing services are so successful in driving website traffic and boosting SEO. You didn’t make them sign up in the first place: they chose to sign up because they want to be there.
With so much potential gain from a savvy email marketing strategy, you can’t afford to squander your time with digital marketers who don’t know what they’re doing.
The competent team at First Page Australia has the expertise you’re after to manage your email marketing strategy.
First Page is always available to assist you, whether you’re launching a tiny business or managing a huge enterprise. Get in contact with us to see how we can connect with and influence your desired target market.